BW Confidential - Issue #3 - September 2010 - (Page 34)

Wellness credit: istock The spa consumer Reaching out Tuning into the spa consumer’s needs may be just what the industry needs to turn the business around. Research from Coyle Hospitality gives a view on today’s spa-goer by Alissa Demorest ith only 38% of spa visitors dropping in for a treatment once or twice a year it’s no wonder spas struggle to make a profit. This figure from US market research company Coyle Hospitality is part of a wider body of data showing poor usage of spas and disappointing repeat visit rates. The study also showed that just 17% of guests polled went to a spa more than six to 10 times a year and 9% made a spa visit more than 10 times annually. The latest figures from USbased spa association ISPA confirm these figures with spa visits down by more than 10% in 2009 in the US versus the previous year. While the downturn has hit the industry hard, there is more than just the economy to blame. Analysts warn of a ‘disconnect’ between what the guest wants from their spa and what spas offer, and as operators try to reduce costs, consumers’ needs are not always the first priority. “Making a 34 W financial cost-cutting decision must be based on the customer’s needs. As an industry, we are not meeting customer expectations and we are not able to bounce back from the recession faster “ As an industry we are not meeting customer expectations. We’re still not able to bounce back from the recession faster because of this disconnect a guest does or doesn’t want. Many customer relationship management software programs are now available and there are simple measures that can be taken, such as following up a guest’s visit with an email feedback form. According to Coyle, 88% of those polled said they would “appreciate” a post-spa follow-up. The challenge for many spas, however, is how to manage this information once it has been gathered. Spa webs More attention also needs to be paid to the internet. Online platforms, such as Trip Advisor and Yelp provide valuable information about what consumers like and don’t like from their spa treatments. This information can then be used to finetune services, packages and special offers. Spas also need to keep track of these websites so they can respond to any negative comments or questions. Some 48% of September 2010 - N°3 - BW Confidential Global Spa Summit delegate because of this disconnect,” noted one delegate at the 2010 Global Spa Summit. It has never been easier to monitor what ”

Table of Contents for the Digital Edition of BW Confidential - Issue #3 - September 2010

Cover
Contents
Comment
Update
- Brand & retail news recap
- Digital digest
- Companies on the move
Take note
- Market facts, figures & trends
Best of BW
- Highlights from our e-publication
Launches
- The latest in fragrance, skincare & make-up
Interview
- O Boticário president Artur Grynbaum
Insight: luxury
- Category overview
- Pricing
- The internet
- Return to quality
Wellness
- The spa consumer
- Spa case studies
Retail
- New store concepts
Travel retail
- Inflight sales
Market watch: US
- Country overview
- Industry roundtable
- Retailing analysis
- Emerging retail channels
Radar
- Six up-and-coming beauty brands
Packaging trends
- Make-up innovations
Last word
- Inspiration&Creation founder Leïla Rochet-Podvin

BW Confidential - Issue #3 - September 2010

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