Spas should use Instagram and Pinterest to drive business: ISPA Consumer Snapshot survey
Spa treatment discounts have the biggest influence on the decision of US spa-goers to visit a spa, according to the latest Consumer Snapshot study conducted by the International Spa Association (ISPA) Foundation in collaboration with PwC.
The fifth volume of ISPA’s Consumer Snapshot study focuses on the social media usage trends and preferences among today’s consumers – including key insights into spa-goers and how they use social media to research spas and share their experiences with others.
The study involved 1,014 responses from a sample of US consumers representative of the age, income and regional distributions of the population as a whole. The study defined ‘spa-goers’ as a people who have visited a spa at least once in the past 12 months. A ‘non-spa-goer’ is defined as either an ‘inactive spa-goer’ – a person who has visited a spa before but has not been to a spa in the past 12 months – or a ‘non-spa-goer’ – a person who has never visited a spa.
“The ISPA Foundation commissioned PwC to take a deeper look into social media usage trends and preferences among today’s consumer, covering a variety of topics from popular social media platforms, peak usage times to advertising and marketing on social media,” ISPA president Lynne McNees told Spa Opportunities. “This report provides exciting insights into today’s social media user that can help strengthen the global spa industry.”
A significantly higher percentage of spa-goers frequently interact with the main social media sites than non-spa-goers and some social media platforms appear to be particularly appealing to spa-goers, according the study. Instagram and Pinterest – the photography sharing platforms – are over three times more popular with spa-goers than non-spa-goers.
The most popular age range for engaged social media users is between 25-34 years-old, and they typically have a household income of more than US$50,000 (€40,000, £31,000).
This fifth edition of the study found that last minute appointment deals, discounts and promotional giveaways have a slightly greater influence on women’s decision to visit a spa than men’s.
After treatment discounts, mentions from friends and family are the strongest influencing factor on the public’s decision to visit a spa. These mentions, according to the study, have a much greater influence than information about the benefits of a spa treatment and healthy living tips posted by spas themselves. The survey suggests that it may be worthwhile for spas to focus on inspiring their spa-going advocates to share their perspectives on spa-going, rather than attempting to target new customers directly with informative posts.
The results also highlighted the significant influence photos of a spa facility have over textual posts on a person’s decision to visit a spa – thus indicating that photos should play a key part in a spa’s social media marketing campaigns. Creating engaging, share-worthy visual posts and encouraging spa-goers to post their own photos to sites such as Instagram and Pinterest, may be one of the most effective strategies for driving up spa visits, according to the survey.
The findings also revealed that men are much more likely to provide a review of feedback on a spa experience than women. Men are also more likely to have booked a spa treatment via a social media platform; whereas, a higher proportion of women than men have entered a competition for a treatment.
Research grant to fund the treatment of post-traumatic stress disorder with spa therapies
ISPA's 24th annual Conference and Expo kicks off in Las Vegas
ISPA research reveals record year for US spa industry
BIG unveils Eve Music Hall as Croatia venue nears completion
Bob Rogers hands BRC to long-serving leadership team
Wellness care hospital opens in Vilnius with innovative spa and hospitality concept
Universal and Puy du Fou projects point to rise of Oxford–Cambridge corridor
A proposed Puy du Fou development near Bicester and Universal Destinations and Experiences’ planned resort in Bedford are emerging as part of a wider transformation of the Oxford–Cambridge Growth Corridor into a major centre for UK leisure and tourism investment.
For years, the corridor has been associated primarily with science, technology, housing and university-led economic growth. However, the clustering of large-scale visitor attraction projects along the
All-inclusive eco-wellness development Auko to open near Vietnam’s Son Doong caves
Shedd Aquarium upgrades its visitor experience with new Immersion Theater
Shedd Aquarium has opened the Immersion Theater developed in partnership with SimEx-Iwerks, as part of a wider strategy to enhance the guest experience and create additional revenue opportunities.
The attraction has transformed the aquarium’s Phelps Auditorium into a multi-sensory venue combining panoramic projection, environmental effects and interactive technology.
A new pre-show area allows visitors to engage with augmented reality marine animals before entering the
Mandarin Oriental announces standalone Mansions-branded residences for Abu Dhabi
MCR is planning a luxury hotel for London's BT Tower
Joy as a radical act: Yinka Ilori launches solo exhibition celebrating the rebellious power of spreading happiness
Work gets underway on Madrid's €800 million leisure complex
Work is underway in Madrid on one of Europe’s most significant multi-functional complexes, combining sport, entertainment, culture and education.
The €800 million initiative to regenerate the former Olympic Aquatic Centre in the north-east of the city, next to the Riyadh Air Metropolitano stadium, is being led by Barsento – a joint venture between Live Nation Entertainment, Oak View Group and Atlético de Madrid. The project will
Therme Manchester reveals 90:90 strategy – 90 per cent of the UK population within a 90-minute drive of a Therme
Four Seasons’ Naples Beach Club opens 2,800sq m Sanctuary spa inspired by indigenous Calusa people
Orient Express Corinthian to host Ocean Rebirth wellness retreat in collaboration with Guerlain
Famed London nightclub, Tramp, launches Tramp Health
First look: Miraval opens on the Red Sea in Saudi Arabia
Hainan Science Museum by Ma Yansong, opens in China
A new science museum has opened to the public in Haikou after attracting more than 350,000 visitors during a four-month soft opening period.
Designed by Ma Yansong and his practice MAD Architects, the Hainan Science Museum is located on the edge of Wuyuan River National Wetland Park and has already recorded peak attendance of more than 5,800 visitors in a single day.
Commissioned by
Zannier Île De Bendor launches with design by Hardel Le Bihan Architectes
Sæl Spa readies for launch in London: “a modern British sanctuary”
Immersive art bathhouse Submersive announces debut location in Austin
Construction begins on regenerative wellness destination The Shenandoah Nature Resort
Royal Caribbean reveals record-breaking cruise ship
V&A East opens in London
David Geffen galleries open at LACMA
New venue The Lands by Capella includes a longevity centre to complement sister hotel Capella Sydney
World of Frozen launches at Disneyland Paris
Pical Resort by Valamar reveals first Croatian spa under the ESPA brand
Mandarin Oriental creates end-to-end Egyptian journey with two new hotels and first-ever luxury river cruise
Designers Mendil + Meyer launch new division called Lām Concepts for strategic wellness projects
Wilderness Bisate in Rwanda reveals brand’s second Sanctuary spa
4a Architekten shares details of wellness extension at Salinarium Bad Dürkheim Thermal Spa
