ISPA Releases New Research-Backed Playbook Focused on Pre-Visit Spa Experiences

The ISPA Research Foundation today announced the release of The Science-based Playbook for Creating Spa Visit Anticipation, an innovative new consumer-focused report designed to help spa leaders shape the guest experience long before a treatment begins. The report was created in collaboration with Science Says.

Drawing on 33 peer-reviewed scientific studies from leading universities including Harvard, Stanford, Columbia, Cornell and others, the 56-page playbook delivers 31 actionable recommendations that spa businesses can apply across key pre-treatment touchpoints such as booking, waiting and arrival.

“This new partnership with Science Says offers a fresh way to curate and apply scientific research from around the world, translating it into actionable insights that help spa leaders enhance the entire guest journey,” said ISPA President Lynne McNees. “By applying proven behavioral science to the moments before the service begins, this Playbook will help spa leaders build deeper guest connections and strengthen operational outcomes.”

While many spa operators focus heavily on treatment quality to drive satisfaction, research shows guest perceptions are influenced much earlier in the journey. From the moment guests schedule an appointment to the moment they walk through the door, every interaction is an opportunity to build excitement, reduce cancellations and strengthen loyalty.

The report highlights research-backed strategies such as allowing guests to personalize small elements of their visit, which can reduce cancellations by up to 46 percent, and introducing simple pre-visit rituals that can increase enjoyment by as much as 41.4 percent.

The Science-based Playbook for Creating Spa Visit Anticipation offers chapter-by-chapter guidance on optimizing the booking flow, maintaining excitement during the waiting period and engineering delight from the moment guests arrive. The resource also includes checklists, ready-to-use examples and exclusive insights from leading researchers.

This new report builds on ISPA’s previous Consumer Snapshot research with a more immersive look at customer journeys and a modern format designed to be practical, actionable and immediately useful for members.

ISPA members can access the report now in ISPA’s online Research Library.