The spa industry in the USA has shown robust growth in sales volume and in the number
of facilities. This growth is driven by baby-boomers who want a place where they can
get spa treatments that improve their physical and mental well-being, and which
offers rest, relaxation, exercise and pampering. Spas are providing a myriad of
opportunities for improving the mind and body. Despite the growth currently taking
place in the spa industry, there are still challenges to consider. The authors
highlight current issues and trends in the US spa industry. Strategies and
techniques for spa marketers to combat potential challenges are suggested under the
headings of target markets, product, place, promotion and price.
Clough, P.
,
Shepherd, J.
and
Maughan, R.
(1989)
‘Motives for participation in recreational running’
, Journal of Leisure Research, Vol. 21, No.
4, pp.
297-309
.
2.
International Spa Association
(2000) ‘2000 ISPA industry study’, http://spas.about.com/library/weekly/aa101400.htm.
3.
Tourism Queensland
(2002) ‘Health and spa tourism’, www.qttc.com.au/research/.
4.
Kidder, L.
(2003)
‘Getting soaked, comfortably’
, New Mexico Business Journal, Vol. 27, No.
2, pp.
24-26
.
5.
Pacelle, M.
(1995)
‘Real estate: developers market time-share as classy vacation for
the rich’
, Wall Street Journal, 30th August, http://web.lexis-nexis.com/.
6.
Sanabria, V.
(2001)
‘Reflect the calm within: The spa market incorporates natural and
botanical elements into soothing skin-care therapies’
, Global Cosmetics Industry, Vol. 168, No.
2, pp.
26-30
.
7.
Brown, A.
(undated) ‘Day? Destination? Resort? What’s the
difference?’, http://proquest.umi.com/.
8.
Kleist, M.
(2000)
‘Defining the destination spa experience’
, American Spa Magazine, September, www.destinationspa.com/articles/defining.htm.
9.
Blank, C.
(1999)
‘Analyst plugs awareness campaign for spa’s success’
, Hotel and Motel Management, Vol. 214, No.
17, pp.
49-50
.
10.
King, J.
(2002)
‘Destination marketing organisations — Connecting the
experience rather than promoting the place’
, Journal of Vacation Marketing, Vol. 8, No.
2, pp.
105-108
.
11.
Tourism Queensland, ref. 3 above.
12.
Ibid.
13.
Register, J.
(2002) ‘Spas, the sense of community and current
spa trends’, http://spas.about.com/.
14.
De Marco, D.
(2003)
‘Spas: Not just for women; men make up 29 per cent of all spa goers’
, Washington Times, 22nd September, http://web.lexis-nexis.com/.
15.
Ibid.
16.
Ibid.
17.
Warren, D.
(2004)
‘Pampered - and ticklish: Kids, teens, growing market for luxury
spa treatments’
, Boston Globe, 21st February, http://web.lexis-nexis.com/.
18.
Palm Beach Newspapers
(2003)
‘Spa trip a perfect preparation for school’
, Palm Beach Newspapers, 17th August, http://web.lexis-nexis.com/.
19.
Tourism Queensland, ref. 3 above.
20.
Ibid.
21.
Ibid.
22.
Binkley, C.
(2000)
‘Fear of exposure, or why spas rub men the wrong way —
Hungry for clients, resorts try to attract male sybarites leery of the touchy-feely’
, Wall Street Journal, 14th November, http://proquest.umi.com/.
23.
Torrisi, A.
(2004)
‘Real men exfoliate’
, Successful Meetings, 1st February, http://web.lexis-nexis.com/.
24.
Ibid.
25.
Binkley, ref. 22 above.
26.
Irvine, M.
(2003) ‘A treatment for teenage angst: Spa camp for
teens: Stress is not the only reason girls go to spas’,
Associated Press
, 18th January, http://web.lexis-nexis.com/.
27.
Cooper, C. J.
(2002) ‘Eyebrow waxes, massage new answer to teen
angst; Spas increasingly attract youthful clients’,
North Jersey Media Group
, 22nd December, http://web.lexis-nexis.com/.
28.
Business Wire
(2003)
‘Spa finder and match.com to offer spa adventure for singles;
leading spa travel and online dating companies to host 3-night spa vacation
for singles at Camelback Mountain spa June 12-15’
, Business Wire, 20th May, http://web.lexisnexis.com/.
29.
Ibid.
30.
Ibid.
31.
Kastelein, B.
(2003)
‘Spirituality and manicures’
, Business Mexico, March, pp.
34-36
.
32.
Nesbitt, S.
(2002)
‘Colorado Springs, Colorado, spa looks to market business to men’
, The Gazette, 12th July, http://web.lexisnexis.com/.
33.
Greenwood-Davis, H.
(2002)
‘Spas that baby mom’
, Toronto Star, 2nd May, http://search/epnet.com/.
34.
Register, J.
(undated) ‘Notes from Spacifically 2002 in Atlanta, GA
— “From indulgence to wellness and well-being, the keynote
address by Barbara Kaplan of Yankelovich, Inc.”’, http://spas.about.com/.
35.
Billetun, C.
(2002)
‘Healthy add-ons’
, Leisure and Hospitality Business, 4th April, p.
23
.
36.
Ibid.
37.
Ibid.
38.
Info Hub Specialty Travel Guide
(undated) ‘Seawater spa vacation’, www.infohub.com/.
39.
Higgins, M.
(2002)
‘The rubdown at Gate B72 — New airport spas take off
thanks to uptight fliers; a terminal, relaxing?,’Wall Street Journal, 31st May, http://proquest.umi.com/.
40.
Blank, ref. 9 above.
41.
Warren, ref. 17 above.
42.
DeMarco, ref. 14 above.
43.
Blank, ref. 9 above.
44.
Binkley, ref. 22 above.
45.
Cowan, K.
(2003)
‘Taking it easy; more men are falling hard for spa services’
, Knoxville News-Sentinel (Tennessee), 31st July, http://web.lexis-nexis.com/.
46.
Business Wire, ref. 28 above.
47.
Sabene, K.
(2001)
‘Capitalizing on current trends — Selling spas’
, Network, January/February, http://destinationspagroup.com/.
48.
Ibid.
49.
Sweeney, P.
(2004)
‘Telemarketing curbs not a boon to all’
, Financial Executive, 1st March, pp.
37, 39
.
50.
Register, ref. 34 above.
51.
Blank, ref. 9 above.
52.
Steinauer, J. M.
(2002)
‘Healing minds, bodies, and spirits: Research shows spa
incentives are on the rise post September 11th’
, Incentive, February, pp.
43-44
.
53.
Business Wire, ref. 28 above.
54.
Successful Meetings
(2003)
‘Group therapy: These days, spas are turning teambuilding into an
art form’
, Successful Meetings, March, http://web.lexis-nexis.com/.
