EXECUTIVE SUMMARY
This report for the International Spa Association examines the
spa industry and its patrons in United Kingdom, and provides comparisons
to a similar study conducted in the United States where appropriate.
Incidence. One in three (35%) UK residents has visited a
spa in the last 12 months, compared to 21 percent of Americans.
This represents 20.9 million United Kingdom spa-goers. In the UK,
resort/hotel spas are most popular (23%), followed by day (18%)
and club spas (17%). Males and females patronize each category of
spas at about the same level.
The type of spa visited varies between United Kingdom and the US.
Americans patronize day spas most frequently (35%), while UK residents
rely most often on resort/hotel spas (36%). American spa-goers patronize
medical and cruise ship spas while their counterparts in the United
Kingdom do not.
In the Future. In United Kingdom, intent to visit most types
of spas rises at least slightly, with the exception of resort/hotel
spas.
Spa Services. Spa services purchased, in order of frequency:
steam baths/saunas, massage, exercise classes, aromatherapy, and
facials. First-timers typically try more basic, inexpensive procedures
(manicures/pedicures); repeat spa-goers often step up to more complex
treatments.
More so than males, females tend to purchase facials, manicures/pedicures,
hair removal techniques, make-up, aromatherapy, massages, cellulite
and body-wrap treatments. Men purchase more hydrotherapy showers
and baths; other services are about equal.
On a five-point scale, spa visits overall earn extremely high satisfaction
ratings in both United Kingdom (4.0) and the US (4.1).
Reasons for Selection/Spa Image. Convenient location tops
the list of reasons to select a particular spa, followed by friendly
staff and price. Note that importance of these reasons should not
be confused with purchase drivers - for example, importance numbers
for any item
are likely to increase if there is a perceived drop in quality.
In the United Kingdom spas are perceived first and foremost as
a place to relax (8.6 on a 10-point scale). Other attributes rated
eight or better are: "Spas make me feel better", "I'm
comfortable with females treating me", "spas are therapeutic
for my body", and "Spas are an excellent way to cope with
stress."
By contrast, spa-goers disagree with the statements "Real
men don't go to spas", "Men would feel out of place",
and "Don't know what spas have to offer." Non-spa goers
are unfamiliar with spa services and display some doubt that spas
will "make them feel better" or that they are "for
people like me."
Demographics. Spa-goers in this study are:
$50-
