Britain’s increased pre-occupation with pampering is to be fully evaluated for the first time as part of a new survey organised in association with VisitBritain.

VisitBritain, the authority for tourism in Britain, has joined forces with the Spa Business Association to develop the first national survey to examine in detail all issues to do with spa staffing, facilities, treatments, customers and the quality of services offered. There are currently no nationally agreed requirements on the quality of services offered by spas.
It has been well documented that there has been unprecedented growth in the pampering sector over the last ten years, with women and increasingly men taking time out to relax with a massage or other spa treatments. It is now estimated that sales of male beauty products have grown by a third in just five years. Sales of skin care products have increased by a phenomenal 900%, with the number of national male grooming spas growing all the time.

No organisation has ever measured how that growth translates into the value to the economy, how much investment there has been overall, or indeed how many people the industry employs. There is also little accurate data about spa customers and their loyalty, or revenue streams in spa businesses, whether they are day spas, hotel spas, salons or health farms.

The Spa Business Association, as the trade association for the UK & Irish Spa Industry, is working closely with VisitBritain with the long-term aim of establishing a national Quality Standard for the spa industry.

Alison Barham, VisitBritain’s Development Quality Manager, commented: “Spa treatments have lost their self indulgent image and become a central aspect of a weekend break or international holiday. With the lack of comprehensive information on the UK spa industry or any nationally agreed quality standards, we are delighted to be working with the Spa Business Association to support this survey. For the spa industry to continue to grow at the levels it has for the last ten years it is vital that comprehensive information becomes available.”

Suki Kalirai, Joint Chairman of the Spa Business Association said: “Until now, there has been very little concrete data about our industry which we can use to talk with authority to government, to the media, to our members and to investors in this industry. The Spa Business Association sees this as vitally important piece of research, and would encourage every spa operator in the UK and Ireland to contribute to the compilation of what promises to be a most valuable tool for us and our members. We have taken steps to ensure that all data will be compiled without identification back to any individual or establishment, and will of course make this research available in due course at an affordable rate for our members.”