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New ISPA research reveals post-Covid consumer habits


Photo by Sergey Torbik from Pexels
Photo by Sergey Torbik from Pexels

The global spa industry is well-positioned to meet the needs of consumers now and going forward, according to data collated by the International SPA Association (ISPA) Foundation.


More than half of the current spa-goers (58 percent) surveyed in ISPA’s recent Consumer Snapshot initiative – ‘New Era, New Consumer’ – said they visited a spa for the first time in the past two years. Thirty-nine percent said they visit the spa more often now than before the pandemic.


The largest portion of respondents (47 percent) said they use a hybrid approach to receiving spa services, which includes receiving some services at a spa location and supplementing those with at-home service options.


Sixty-five percent of spa-goers noted they will focus more on their health and well-being now than in the past.


ISPA maintains that these figures suggest that the industry is in a strong position. The study, commissioned by the ISPA Foundation and conducted in partnership with PricewaterhouseCoopers, sought to examine the habits, attitudes and expectations of consumers (spa-goers and non-spa-goers alike) as they consider the lingering effects of the Covid-19 pandemic and continue to evaluate concerns surrounding their physical and mental well-being.


Says PwC Global Research Leader Colin McIlheney: “Understanding how consumers view their relationship with spa – and, importantly, how that relationship may have been changed by the events of recent years – will afford leaders and professionals around the spa industry the opportunity to step into this new era with greater confidence. That starts with understanding who visits the spa, what they want from the experience and why they value it.”

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