The Canadian Tourism Commission (CTC) and the International SPA Association (ISPA) have collaborated on a groundbreaking new spa-traveler study – ‘A Look at U.S. and Canadian Consumer Attitudes and Motivators for Spa Vacations.'
The research reveals that the spa-traveler behaves quite differently than the spa-goer. While the spa-goer generally approaches his or her dates at the spa as a key part of a long-term health and wellness strategy, the spa-traveler is looking to splurge and indulge.
In vacation mode, the spa-traveler is motivated by various factors including culture, history, cuisine, sightseeing and education.
Some of the key findings in the study include:
One-third of spa-travelers are male.
Spa-travelers find culture, cuisine and shopping popular leisure pursuits while on vacation.
Massage continues to be the most popular treatment (88 % in the U.S. and 86% in Canada), followed by facials, body treatments and manicures/pedicures.
63% of Americans and 49% of Canadians are likely to visit a spa while traveling.
Whether American or Canadian, spa-travelers like to get involved in planning their trip (90% of Americans and 85% of Canadians)
Canadian and American spa-travelers consider relaxation and stress relief the greatest benefit of their spa vacation. A break from routine, pampering, mind/body/spiritual renewal and a life with no fixed schedule are also key goals.
The five most important factors consumers consider when choosing a spa destination are: 1. lodging accommodation, 2. personalized service, 3. cost/value for money, 4. affordable destinations, and 5. type of spa treatments offered.
*The data for this report was collected in 2005 via on online survey and telephone survey reaching 4,000 adult consumers in total – half in the U.S. and half in Canada. The online survey targeted only active spa patrons, while the telephone survey addressed the general population. The full study is available online from the CTC.
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