Spa TechnologiesSingapore, 30th August 2005 — The latest spa industry publication released by Intelligent Spas ( exposes key differences between female and male spa consumers relating to historical behaviours, current expectations and preferences, and predicted future practices relating to spa visits.

Key findings from this unique research included:

• 49% of females compared to 65% of males stated their last visit to a spa was for relaxation.

• 60% of females encountered some disappointment during recent spa visits.

• When taking a spa treatment, 54% of males preferred to be naked.

• 78% of females and 63% of males preferred a female therapist to perform spa facials.

• Of those who stated they were likely to visit a resort spa, 46% of females and 39% of males said they would most likely choose a package of spa treatments during their next visit.

• 42% of females were most likely to purchase massage oils at a spa during 2005.

Julie Garrow, Director or Intelligent Spas explained "our industry surveys have highlighted spa facilities across the region are welcoming more male visitors. In order to target the male segment cost-effectively in an increasingly competitive industry, it is imperative to observe their past behaviours, understand their expectations, identify their preferences and predict their likely future practices. The survey results may be used to inspire the refinement of a spa's operations to increase spa visits and retail sales from both genders, as well as assist suppliers and service providers to better support the spa industry".

The report provides over 370 quantitative statistics and serves as a direct line of communication between spa businesses and spa consumers, by including qualitative quotes from respondents defining "spa" and describing their expectations of spa experiences. This allows the reader to better understand the emotions and desires behind spa consumers' decisions.

Other information presented in the report includes:

• Historical behaviours relating to number of spa visits, reason for visit, treatment experienced, how heard about the spa visited, who visited the spa with and the time spent at the spa.

• Current expectations of spa consumers including how they define "spa", specific expectations of spa visits, experiences that surpassed expectations and disappointments encountered during recent spa visits.

• Current preferences relating to product types, clothing, therapist gender by treatment type, treatment choices, factors which make spa experiences more enjoyable and decision-making factors when choosing a spa facility.

• Future predictions relating to spa type likely to visit, likely treatment choice by spa type and likely product purchases during 2005.

Intelligent Spas provides research which businesses find logistically and financially impossible to collect. The report entitled "Female Versus Male Spa Consumers: Survey of Behaviours, Expectations, Preferences and Predictions" presents over 370 quantitative statistics in addition to a range of qualitative findings, and is available for immediate download from for USD100. Contact Julie Garrow via email [email protected], telephone +65 6248 4736 or facsimile +65 6248 4531 for additional information.

About the Research

This Spa Consumer Survey was designed by Intelligent Spas and aimed to:

Capture much needed statistics about spa consumers to assist spas and other members of the spa industry make informed business decisions.

Generate greater awareness of the spa industry to increase visitation to spas and promote overall industry growth.

Assist suppliers to better service and support the spa industry.

Provide accurate data for the media to reference.

In addition, the specific objective of this report was to identify the key differences between females and males in relation to historical behaviours, current expectations and preferences, and predicted future practices relating to spa visits.

The research methodology incorporated a series of online surveys promoted on between March 2004 and February 2005. The respondents were mainly from Singapore and Malaysia, with some responses from Thailand, Hong Kong, Indonesia and other countries throughout the world.

About Intelligent Spas

Intelligent Spas is an independent research company specialising in the spa industry. Founded in Singapore in 2001, it has pioneered spa industry research in the Asia Pacific region and continues to publish a range of Spa Business & Operations Manuals, Spa Consumer Surveys and Spa Industry Surveys, to assist the development and growth of this niche industry. Subscribe free to our Spa Industry Intelligence Newsletter at to receive announcements and summaries of new research.

Table of Contents

1 Executive Summary 5

2 About the Research 7

2.1 Research Objectives 7

2.2 Research Methodology 7

2.3 How to Read the Report 7

3 Historical Behaviours of Spa Consumers 8

3.1 Number of Spa Visits Near Where Live During 2004 8

3.2 Main Reason for Last Visit to a Spa Near Where Live 9

3.3 Treatment Experienced During Last Spa Visit 10

3.4 How Heard About the Spa Visited 11

3.5 Who Visited the Spa With 12

3.6 Time Spent at the Spa 12

4 Current Expectations of Spa Consumers 13

4.1 "Spa" Defined by Females 13

4.2 "Spa" Defined by Males 14

4.3 Expectations of Female Spa Consumers 14

4.4 Expectations of Male Spa Consumers 15

4.5 Spa Experiences That Surpassed Expectations 16

4.6 Disappointments Encountered During Recent Spa Visits 17

5 Current Preferences of Spa Consumers 18

5.1 Product Type Preferences for Spa Facials 18

5.2 Product Type Preferences for Spa Body Treatments 19

5.3 Clothing Preference during Spa Treatments 19

5.4 Clothing Preference when using Supporting Facilities 20

5.5 Therapist Gender Preference for Spa Facials 20

5.6 Therapist Gender Preference for Body Treatments 21

5.7 Therapist Gender Preference for Massages 21

5.8 Prefer Shower after Massage 22

5.9 Typically Choose the Same or Different Treatments 22

5.10 Factors which make Spa Experiences More Enjoyable 23

5.11 Rating the Importance of Factors when Choosing a Spa 24

6 Future Predictions of Spa Consumers 25

6.1 Spa Type Likely to Visit During 2005 25

6.2 Likely Treatment Choice at Next Visit to a Resort Spa 26

6.3 Likely Treatment Choice at Next Visit to a Day Spa 26

6.4 Likely Treatment Choice at Next Visit to a Hotel Spa 27

6.5 Likely Treatment Choice at Next Visit to a Destination Spa 28

6.6 Likely Treatment Choice at Next Visit to a Salon Spa 28

6.7 Products Likely to Purchase at a Spa During 2005 29

7 Summary of Differences and Similarities 30

7.1 Key Differences Between Females and Males 30

7.2 Key Similarities Between Females and Males 30

8 Key Suggestions for Spa Facilities 32

8.1 To Accommodate Expectations of Spa Consumers 32

8.2 To Encourage First Visits and Repeat Visitation 32

8.3 To Maximise Spa Treatment and Retail Revenue 32

Appendices 33

Appendix A: Demographic Analysis Survey 1 33

Appendix B: Demographic Analysis Survey 2 34

Appendix C: Demographic Analysis Survey 3 35

Appendix D: Demographic Analysis Survey 4 36

Appendix E: Demographic Analysis Survey 5 37

Appendix F: "Spa" Defined by Females 38

Appendix G: "Spa" Defined by Males 43

Appendix H: Expectations of Female Spa Consumers 45

Appendix I: Expectations of Male Spa Consumers 50

About Intelligent Spas Pte Ltd 52



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Julie Garrow


Intelligent Spas Pte Ltd

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Female Versus Male Spa Consumers: Behaviours, Expectations, Preferences and Predictions

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