2024 ISPA Consumer Study Reveals Trends of Active Spa-Goers

The International SPA Association (ISPA) Foundation has released the 2024 edition of its Consumer Snapshot research initiative. This research series, commissioned by the ISPA Foundation and conducted in partnership with PricewaterhouseCoopers, examines the habits, attitudes and expectations of consumers. Notably, ISPA’s 2024 survey places a direct focus on active spa-goers, requiring respondents to have visited a spa within the past 12 months to qualify for the spa-goer study.

“Understanding the operational value of consumer research to spa leaders cannot be overstated,” said ISPA Vice President Crystal Ducker. “Insights derived from the Consumer Snapshot studies enable industry stakeholders to effectively evaluate their spa offerings, fine-tune consumer marketing strategies, enhance customer satisfaction and drive business growth.”

The latest edition of the Consumer Snapshot Series uncovers compelling insights into the mindset of spa-goers, highlighting their increasing perception of spa treatments as essential investments in reducing stress and prioritizing mental well-being.

Among the key findings of the focused review of active spa-goers are discernible trends in spending habits. Repeat spa-goers demonstrate a tendency to spend more during each spa visit compared to their less frequent counterparts. Additionally, the report underscores the importance of clarity and transparency surrounding gratuities, a factor increasingly influencing decisions for spa consumers.

Commenting on the value of research data pulled specifically from an audience of active spa-goers, Alison Blair, the PwC research lead on the study, remarked, “The insights gleaned from this targeted audience offer invaluable guidance to spa operators, enabling them to tailor their offerings to meet the evolving needs and preferences of their most engaged clientele.”

Spa management will take note of evolving generational trends unveiled in the report. The data indicate spa culture and technology expectations are shifting with new cohorts of consumers. Gen Z spa-goers, for example, are more likely to feel uncomfortable with certain aspects of spa visits—including actions like selecting treatments and discussing preferences with therapists. The report also highlights another potential sign of shifting generations, as online booking availability (which 69 percent view favorably) and text reminders (which have a positive impact for 66 percent of spa-goers) are increasingly seen as a positive addition to guests’ spa experiences.

Additional takeaways of the Consumer Snapshot report are consumers’ increasing comfort levels with spa subscription options and the integration of spa with medicine. Almost all spa-goers (96 percent) have purchased some form of annual subscription, and more than two in three spa-goers say medicine-related factors would help them decide on future spa visits.

ISPA members may access the full ISPA Consumer Snapshot report in the Consumer Research section of the Research Library, found under the Resources tab on experienceispa.com.