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RESEARCH US

Manner of speaking ISPA’s latest study reveals consumer

OT O

:S ar

a Co r m a n

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s restrictions limiting travel and gatherings slowly ease, businesses – including spas – are beginning to reopen, and consumers are returning to the routines that COVID-19 disrupted. However, to what extent and at what pace consumers will return to spas is less certain. After all, many reopened facilities will only be able to serve a limited number of guests, and stringent sanitation and physical distancing protocols will likely remain in place for a while. Will at-home treatments replace the spa-going experience for some? Will guests baulk at the idea of receiving treatments where distancing isn’t possible? How attentive will they be to spa sanitation and hygiene policies?

PH

attitudes to pay attention to in the aftermath of COVID-19. Josh Corman picks out key details Those are just a few of the questions that a recent International Spa Association (ISPA) Consumer Snapshot study attempted to answer. Conducted in tandem with PricewaterhouseCoopers, the study, which surveyed more than a thousand people in the US, highlights consumer attitudes toward visiting reopened spas (75 per cent of respondents were spa-goers and

25 per cent were non-spa-goers). The survey also looked at their broader expectations for and concerns about returning to “normal life” after pandemicrelated restrictions are lifted.

Heightened wellbeing When the study was conducted in April, 2020, 90 per cent of respondents said they were only leaving the house

Table 1: Once the coronavirus situation improves and businesses reopen, how nervous are you about doing any of the following? Not nervous

A little nervous

Very nervous

Attending a work-related conference/convention

28%

42%

30%

Getting a nail service (eg manicure/pedicure)

31%

44%

25%

Getting a haircut at a salon

37%

46%

17%

Participating in a group fitness class/activity

27%

44%

28%

Visiting a spa

28%

47%

25%

Eating out in a restaurant

27%

51%

23%

portion of spa-goers

Going to a shopping mall

27%

47%

27%

Visiting family or friends

48%

39%

13%

beyond the earliest

Taking a flight

19%

43%

38%

Lingering concerns about COVID-19 may delay the return of a significant

stages of reopening

Source: ISPA Consumer Snapshot Volume X, May 2020

154 spa business HANDBOOK 2020 – 2021

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Spa Business Handbook 2020-2021  

The global resource for spa professionals

Spa Business Handbook 2020-2021  

The global resource for spa professionals

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