ReseaRch: NoRth ameRica
Generation next isPa’s latest Consumer Snapshot survey looks at american millennials and their spa-going habits. Leonor stanton investigates
Who are millennial spa-goers? Women represent 54 per cent of this spa-going demographic, while 46 per cent are men. The majority – 64 per cent – are between 25 and 35 years of age, with 34 132 spa business HanDbOOK 2017 – 2018
per cent in the 17 to 25-year bracket. The highest proportion – 62 per cent – lives in the Southwest region of the US. Spa-goers are more likely to be in employment than non-spa goers (64 per cent versus 52 per cent) and spa-goers are also more likely than non-spa-goers to have a college degree (63 per cent versus 48 per cent).
Male versus female spa-goers According to the survey, millennial women are more likely to visit a salon spa, while millennial men appear to prefer resort spas or those located within a fitness facility. This correlates with the fact that 21 per cent of male (compared with 9 per cent of female) respondents to the survey said that the key reason for their
Graph 1: Treatments experienced - millennials
Female 90% 94%
Facial Body scrub/wrap
Fitness/Movement classes Mind/Body experiences
Customised spa treatment
*Source: 2016 ISPA Consumer Snapshot
he seventh Consumer Snapshot survey, commissioned by the International Spa Association (ISPA) in 2016, focused on the US millennial generation – born between 1980 and 1997 – which represents more than one in four Americans. PricewaterhouseCoopers (PWC) carried out the online survey, achieving 1,018 responses representative of the regional distribution of the relevant age group – and not targeting spa-goers specifically. The report concludes that the findings provide “striking evidence that millennials are a huge reservoir of demand for US spas” given that, for the first time in ISPA’s Consumer Snapshot surveys, “spa-goers outnumber non-spa-goers … with 56 per cent of the millennials surveyed stating they have visited a spa in the past 12 months.” Although already an important market for spas, the vast majority (83 per cent) of millennial spa-goers are “infrequent” visitors – meaning that they visit a spa fewer than five times a year.
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