ANALYSES - ‘Spas don’t do enough research’

TTGasia, Oct 6 - 12,2006 / No.1498

Research can help the young spa industry avoid costly mistakes, yet it is not doing enough of it. Mak Ying Kwan reports.

RESEARCH is indispensable to successful marketing, especially for the relatively young spa and wellness industry in
the region.

Spa managers need access to reliable industry-wide research and data on their customers’ behaviour, likes, dislikes and expectations.

Yet, spa operators are not doing enough research.

As an example, research conducted by Intelligent Spas shows “relaxation” as the top reason 24.8 per cent male and 34.6 per cent female spa customers go to a spa. “Detoxification” is cited by 3.5 per cent of male customers and 2.4 per cent female customers. “Slimming/weight loss” is cited by 0.0 per cent male and 3.2 per cent female customers. Yet many spa marketing focus on detoxification and slimming/weight loss treatments in their brochures and advertisements, Intelligent Spas co-founder, Mr Stu Garrow, points out.

With this research data, spa managers may decide to stop highlighting these two treatments, or choose to increase the demand for them by educating their customers.

Mr Garrow said: “Research findings can be used to drive business and avoid costly mistakes.” He was speaking at Asia Connect, a conference in Singapore recently organised by Hospitality Sales & Marketing Association International.

Customers surveyed expect “impeccable service”, “hygienic environment” and “a peaceful ambience” when visiting a spa.

However, surveys show these expectations are not met. Just over 19 per cent of male and 18.6 per cent of female customers found “unprofessional treatment” as a main cause of “disappointment during recent spa visit”. Other reasons for an unsatisfied visit include “not clean”, cited by 8.5 per cent of male and 3.2 per cent of female customers, “poor service”, cited by 2.1 per cent of male and 14.7 per cent of female customers and “airconditioning too cold”, cited by 0 per cent of male and 3.2 per cent of female customers.

“Pushy sales techniques” is another factor not appreciated by customers.

Cleanliness and airconditioning temperatures could be easily and quickly corrected at minimal cost once negative customer reaction to them shows up in findings, Mr Garrow said. Operating procedures could be put in place, prioritised, implemented and regularly updated to avoid other pitfalls.

>>Full article