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Spa Studies in the News
The International Spa Association and The
Canadian Tourism Commission Unveil First-Ever Spa Traveler Study
LEXINGTON, Ky. – 5-17-06 - The International SPA
Association and the Canadian Tourism Commission (CTC) have collaborated
for the first time on a groundbreaking new spa traveler study. The study,
titled “ Identifying
the Spa Traveler: A Look at US and Canadian Consumer Attitudes and
Motivators
for Spa Vacations (2006),” was released at the Leading
Spas of Canada Conference on April 10 in Vancouver, British Columbia.
“ISPA’s relationship with the CTC has proven to be an invaluable
partnership,” said ISPA Chairman Kate Mearns. “By pooling the
resources of both groups, we are able to provide our members with insight
on niches that have not previously been studied.”
The study explores the unique characteristics of the U.S. and Canadian
spa traveler – as opposed to the spa-goer, which has been much surveyed
and studied in the past.
As the research reveals, the spa traveler behaves quite differently than
the spa-goer. While the spa-goer generally approaches his or her spa visits
as a key part of a long-term health and wellness strategy, the spa traveler
is looking to splurge and indulge. In vacation mode, the spa traveler
is motivated by various factors including culture, history, cuisine, sightseeing
and education.
A few of the key findings in the study include:
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Thirty-six percent of spa travelers are male.
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Resort/hotel spas are the most popular spa-type facility
among spa travelers (81 percent in the U.S. and 73 percent in Canada).
Day spas – when affiliated with or near, or recommended by the
place where spa travelers stay – are also popular (23 percent
in the U.S. and 37 percent in Canada).
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Massage continues to be the most popular treatment
(88 percent in the U.S. and 86 percent in Canada), followed by facials,
body treatments and manicures/pedicures.
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Americans are more likely to visit a spa while traveling
(63 percent) than Canadians (49 percent).
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Whether American or Canadian, spa travelers like to
get involved in the planning of their trips (90 percent of Americans
and 85 percent of Canadians), though Canadians are more likely to
use a travel agent.
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Aside from budget considerations, Americans are more
likely to start with a desired destination in mind when choosing a
spa vacation destination than Canadians.
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While there’s no set spa “season” of
the year, Canadian spa travelers are more likely to take spa vacations
in the winter than Americans.
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Both Canadian and American spa travelers prefer to
take their spa vacations close to home. When asked about preferred
foreign spa destinations for future trips, Canadians listed Mexico/Caribbean,
the U.S. and Europe. Americans prefer Mexico/Caribbean, Europe and
Canada.
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Canadian and American spa travelers consider relaxation
and stress relief the greatest benefit of their spa vacation. A break
from routine, pampering, mind/body/spiritual renewal and a life with
no fixed schedule are also key goals.
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The five most important factors consumers consider
when choosing a spa vacation destination are: 1. accommodations, 2.
available spa facilities/treatments/accommodations that meet personal
and/or budgetary needs, 3. cost/value for money, 4. affordable destination,
and 5. spa treatments.
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Spa travelers find culture, cuisine and shopping popular
leisure pursuits while on vacation.
The data for this report was collected in 2005 via an
online survey and telephone survey, reaching a total of 4,064 adult
consumers (2063 from the U.S. and 2001 from Canada.) The online survey
targeted only active spa-goers, while the telephone survey addressed
the general population of each country.
About the CTC
Industry-led, market-driven and research-based, the Canadian Tourism
Commission is a Crown corporation that works in partnership with the
tourism private and public sectors to market Canada as a four-season
destination. To access research and information focused on, and generated
for, the tourism industry, please visit www.canada.travel.
About ISPA
The International SPA Association is recognized worldwide as the leading
professional organization and voice of the spa industry. Founded in
1991, ISPA’s membership is comprised of more than 2,500 health
and wellness facilities and providers from 73 countries. ISPA strives
to advance the professionalism of the spa industry by providing invaluable
educational and networking opportunities, to promote the value of
the spa experience to society, and to be the authoritative voice of
the spa industry. For more information, please call 1.888.651.4772
or visit www.experienceispa.com.
Spas are entities devoted to enhancing overall well-being
through a variety of professional services that encourage the renewal
of mind, body and spirit.
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