I just returned from the SpaExec Conference in Florida where I delivered the keynote speech and presented findings from our 2011 Global Spa Report. What a great conference–and it did not hurt that the weather was a big improvement over damp, rainy NYC!
What was everyone so interested in learning?
That’s an easy one: What is it that spa consumers really want?
I was thankful for the opportunity to catch up with colleagues and make new friends. As always, I left the conference invigorated by the confirmation that there are so many of us who are just absolutely fanatical about spa. I was also reminded about the vast array of creative talent out there. It is really unique to this industry that the leaders willingly share their secrets. Bravo Spa!
Some things that stuck with me….
Big Ticket Emotional Purchase
One of the best things about booking a vacation is that once you have done it, you get weeks–sometimes months–of truly wonderful anticipation. That feeling, and how it visits the consumer on-and-off before the actual transaction, is what separates the emotional purchase from say, buying a car or even an expensive toy. Spa guests who have booked a spa treatment in many ways are already reaping the fruits of that decision before they get to the spa.
Many spa operators talked about how they are streamlining the purchase decision and keying in on presenting emotional benefits on their web sites. This helps enhance the pre-stay value of the spa treatment.
Our research has shown that spa consumers want two things to help them purchase: transparency and information. The emotional component is worry-free when the spa consumer feels he or she has made a confident choice and knows the price. Spa guests do not go home with sticker-shock about add-on charges or feel they have selected the wrong treatment. Everyone in a spa knows this is a luxury buy for most consumers. It seems more obvious to me now than before that spas everywhere are really thinking about optimizing that pre-stay experience.
Spa Consumers Continue to be More Savvy
Gone are the days when a big percentage of the market mix was first time spa goers. Everyone talked about today’s spa goers, fresh from a $5 pedicure they got on Groupon, demanding more bang for their buck. A relaxing massage is now expected to provide benefits well beyond the 90-minute session at the resort. Many that I talked to felt that the prolonged economic malaise, unlike the comparatively brief recession from 2001-2003, has permanently changed the spa consumer. As always, that presents threat and opportunity. Those that approach the informed consumer with discounting and deals accept the fact that they will always be in fierce competition with the spa deal du jour. I was impressed by several people who talked about how the more intelligent spa consumer offers greater–though more challenging–opportunities to engage at an emotional level. Fanatics like being around other fanatics–there is purpose and loyalty there. The spa owners that inspire me most just always seem to be making lemonade.
Sealing the Deal
Many of the attendees expressed utter shock when they learned that 86% of spa consumers actually welcome a post-visit follow up after a treatment. Our research peeled away the layers of the onion on this one and we found that many spa-goers felt soreness or felt a little differently about their treatment the next day. An email from the spa manager expressing sincere interest, and perhaps mentioning again that soreness is natural and to continue hydrating was seen as a very positive connection with the spa. How easy is that? I hope not so easy that many simply leap right to the opportunity to book more visits and forget the that the real opportunity is to connect emotionally by demonstrating care and building trust.
No…the majority of people who discussed this topic saw it first and foremost as proof of why spa is different and why spa is wonderful!
For more information, please download Coyle’s 2011 Global Spa Report or contact us online for more information on Coyle’s spa services.
Coyle thanks the SpaExec team for a great conference and the opportunity to share Coyle’s consumer research.
