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BITAC - Spa Trends Revealed!
BITAC Spa & Health uncovered into the latest in spa trends. Here’s what we discovered.
Thursday, August 16, 2012
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For the last couple of days we have been sharing about the incredible overlap between hospitality and healthcare. But BITAC Spa & Health was much more. In fact we dove right into some of the biggest emerging trends in the spa business so attendees could learn about what’s popular not just today, but what’s happening in the coming years.
BITAC of course is the industry leading one-on-one meetings and relationship building event and BITAC Spa & Health is charting a course into the health and wellness businesses. The event wrapped up yesterday but will be held next August 18-20 for the second time at the amazing Fairmont Banff Springs Hotel – an amazing castle like structure built in 1888.
A cornerstone of every BITAC event – there are currently seven annually with an additional two being added next year (http://www.hotelinteractive.com/article.aspx?articleid=25173) our educational panels cut through the clutter to educate and empower hoteliers to be more successful both personally and professionally. And at this year’s BITAC Spa & Health, we looked to the conference’s brain trust to make the news. That’s right, we love engaging our attendees by asking attendees their opinions regarding some of the most critical issues facing the hospitality industry today. By utilizing a real time voting system we’re able to uncover from our sold out crowd what is really going on with critical industry trends.
For today we thought we’d share how leaders in hospitality attending BITAC see the trends. Here are their thoughts.
1. What is the predominant reason people come to your spa?
Treatments, i.e. massages - 84.1%
Use the fitness equipment - 11.6%
Classes such as yoga or spinning – 1.4%
Life enhancement education – 2.9%
Purchase retail products – 0%
2. Do you see that mix changing? If so, which area will see the largest gain in popularity?
Treatments, i.e. massages -5.7%
Use the fitness equipment – 20%
Classes such as yoga or spinning – 27.1%
Life enhancement education – 41.4%
Purchase retail products – 5.7%
3. Which generation is your most frequent clientele?
Silent Generation – b. 1925-1942 – 5.9%
Boomers – b. 1943-1960 – 62.7%
Gen X – b. 1961-1981 – 27.5%
Millennials - b. 1982-2000 – 3.9%
4. Which generation is your second most frequent clientele?
Silent Generation – b. 1925-1942 – 7.2%
Boomers – b. 1943-1960 - 13%
Gen X – b. 1961-1981 – 72.5%
Millennials - b. 1982-2000 – 7.2%
5. Are you planning generational specific programming which takes into account the specific health needs of that age group?
Yes – 81.3%
No – 18.8%
Don’t Forget the Men
6. What percent of your business are men?
20% - 47.4%
30% - 33.3%
40% - 14%
50% - 5.3%
7. Are you creating more male specific programming?
Yes – 70%
No – 30%
8. If yes, then what type is most prevalent?
Shaves – 20.4%
Facial - 49%
Manicure and/ or pedicure - 30.6%
9. Do you feel your spa retail component could be more profitable?
No way, we rock – 4.3%
Perhaps – 27.7%
Yes, but how? – 63.8%
People do not care to buy products at our facility - 4.3%
Get Local!
10. What percent of your spa business is from the local community?
20% - 15.8%
30% - 15.8%
40% - 10.5%
50% - 10.5%
51% - 47.4%
11. Do you offer a ‘membership’ package for locals in the community?
Yes – 68.4%
No – 31.6%
12. If yes, what do you charge per month?
Less than $50 – 17.4%
$50 – 30.4%
$100 – 17.4%
$125 - 4.3%
More than $125 - 30.4%
13. In what spa activity is the local community most interested?
Treatments – 53.8%
Mind body classes – 15.4%
Fitness center – 25.6%
Swimming pools – 2.6%
Special features like Hammams -0
Retail - 2.6%
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