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Spa Associations in the News
Coyle Hospitality Group 2005 Spa
Industry Survey Finds Americans Spend $912 on Spa Services a Year
and Buy Their Home Skincare at the Drug Store
July 20, 2005 - In an effort to measure spa performance,
Coyle Hospitality Group surveyed 2110 people, representing consumers
throughout the United States. The survey covered a variety of service
related issues from how many treatments are booked per visit and key
enjoyment/disappointment factors to treatments requested and where
spa products are purchased.
The survey participators were mostly female (1899) and
between 18 and 61+ years of age, with the majority of respondents
in the 30-40 age category (723).
Interesting findings include:
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Most responses showing that on average people visit
the following spa categories 1-5 times in the last year:
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Day Spa (57%)
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Resort/Hotel Spa (57%)
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Salon (38%)
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Destination Spa (22%)
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Club Spa (21%)
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The top three reasons why people would visit a salon
or spa if they are not frequent spa-goers:
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Respondents answered that they utilized the following
services at least once over the past year:
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People are most likely to book two services for one
visit (1197 responses) followed by one service (628 responses) and
three (491 responses) in third place
- Spa experiences have in general been
- Somewhat Satisfactory (764)
- Extremely Satisfactory (671)
- Neutral (64)
- Somewhat unsatisfactory (9)
- Extremely unsatisfactory (3)
- The top four factors in satisfactory spa experiences are:
- Quality of service provider (1281)
- Cleanliness (1000)
- Value (time per dollar) (702)
- Friendliness of service provider (607)
- The top four factors in unsatisfactory spa experiences are:
- Quality of service provider (1088)
- Cleanliness (866)
- Value (time per dollar) (754)
- Friendliness of service provider (725)
- When people are disappointed with a treatment or service they are:
- Likely to complain (646)
- Neutral (408)
- Very likely to complain (319)
- Unlikely (232)
- Very unlikely (26)
- If people are not likely to complain, the following are the leading
factors that would encourage them to mention their disappointment:
- Comment Card in the locker room (719)
- Reception asked how service was (578)
- Manager's card available without having to request it (497)
- I have no problem voicing complaints (488)
- Manager present and circulating (445)
- I rarely/am not likely to complain (126)
- Never had a disappointing experience (117)
- Other (94)
- Spa complaints are often (271) resolved to satisfaction, followed
by sometimes (225) and finally, always resolved to satisfaction (210).
- Regarding service recovery, (810) people were very unlikely to return
to the spa if they had significant disappointment with a spa experience
and did not complain. (631) people were unlikely to return and (180)
people were neutral.
- If a person had a significant disappointment with a spa experience
and she complained, with the issue not handled satisfactorily she is
highly unlikely to return (1257) followed by unlikely to return (315).
- If a person had significant disappointment with spa experience and
she complained with the issue handled satisfactorily, she is likely
(932) to return followed by very likely (410).
- People spend an average of $912 on spa services per year.
- Results are spilt as to whether people use the same spa for skincare
needs and massage needs. (540) say yes, (532) say no.
- People purchase home skincare at these top four outlets:
- Drug Stores (503)
- Beauty Store (Sephora, etc.) (389)
- Grocery Store (284)
- Specialty store (Kiehls, etc.) (272)
- The other category also made up for (555) respondents and was
comprised mainly of department stores, at-home sales people, and
internet orders.
- The most important factor when selecting skincare for home use is
results (1199).
About Coyle Hospitality
Based in New York City since 1996, Coyle Hospitality Group is a market
leader providing mystery shopping and brand quality assurance services
exclusively to hotels, restaurants and now spas worldwide. A selection
of current Coyle Hospitality Group hospitality clients includes Little
Palm Island Resort & Spa, Intercontinental Hotels & Resorts,
Morgans Hotel Group, Kimpton Hotels & Restaurants, Starr Restaurant
Organization, Affinia Hospitality, China Grill Management and Daniel
Boulud Restaurants. Since 1996, CHG has completed over 20,000 quality
evaluations exclusively for hospitality clients.
For more information please visit www.coylehospitality.com
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