In an effort to measure spa performance, Coyle Hospitality Group surveyed 2110 people, representing consumers throughout the United States…
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:
– Most responses showing that on average people visit the following spa categories 1-5 times in the last year:
- Day Spa (57%)
- Resort/Hotel Spa (57%)
- Salon (38%)
- Destination Spa (22%)
- Club Spa (21%)
– The top three reasons why people would visit a salon or spa if they are not frequent spa-goers:
- Gift Certificate (989)
- Coupon/Discount (792)
- Gathering with Friends (557)
– Respondents answered that they utilized the following services at least once over the past year:
- Hair Services (1890)
- Nail Services (1633)
- Massage services (1604)
- Skincare services (1390)
- Waxing/Hair removal (1072)
- Body Services (786)
- Makeup Services (569)
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).
Theodore is the Co-Founder and Managing Editor of TravelDailyNews Media Network; his responsibilities include business development and planning for TravelDailyNews long-term opportunities.
