Coyle Hospitality Group Reveals Trends and Priorities of Today’s Spa Consumer

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Coyle Hospitality Group, a market leader providing mystery shopping and market research services exclusively to hospitality companies worldwide, announces the results of its 2011 Global Spa Report completed by 1,025 respondents from 34 countries on 6 continents in March 2011.

Primary Reason for Spa Visit

Relaxation and stress management remain the primary reasons that consumers visit a spa.

"52% of respondents have used Groupon to source spa information"

Coyle Hospitality Group is pleased to release the results of their new 2011 Global Spa Report, which reveals what today's spa consumers really want. With the economic recovery remaining fragile, spa owners need to continue proactively addressing the spa consumers’ priorities and needs. Why do people go to spas? What spa deals are capturing their attention? What is the impact of deal websites like Groupon? And, most importantly, how do spas retain clients and get them to inform their social networks? This exclusive research provides spa professionals better insight into understanding their clients and promoting greater customer loyalty and client retention. The following is a sampling of Coyle’s findings:

  • 47% of spa consumers listed “improving appearance” as one reason they visit a spa
  • 69% of those surveyed visited a spa based on word-of-mouth
  • 52% of respondents have used Groupon to source spa information, a tremendous increase up from only 22% in 2010
  • 66% of respondents have utilized online-deal sites to book a service
  • 86% of respondents would feel comfortable receiving a follow-up correspondence post-visit

The full report details the extensive results of Coyle’s analysis and further addresses some key questions such as: Will the deal savvy consumer actually return to my business and pay the going rate? What marketing efforts and promotions work best?

Coyle recognizes that consumers’ decision-making processes differ based on the industry; in spas, emotions are the drivers. Unlike other market research companies, Coyle doesn’t ask people what they ‘would’ do, but rather, what they have done and tries to ask open-ended questions rather than multiple choice wherever possible.

Coyle Hospitality Group

Founded in 1996, Coyle Hospitality Group is a market leader providing mystery shopping services, industry benchmarking data, and market research to the hospitality industry, including hotels, resorts, restaurants, cruises, spas, timeshares, sports stadiums, and venues. Coyle utilizes a professional network of over 6,000 evaluators, serving markets both large and small, worldwide. Coyle’s hospitality experts provide unparalleled service and tailor-made programs to accommodate the nuances of each client's brand. With Coyle’s objective and actionable reports, proprietary market research, and industry benchmarks, Coyle conveys the complete story behind each customer experience using colorful insight and meaningful analysis, recognizing that every detail counts.

To download and view the full report, please visit Coyle’s website at 2011 Global Spa Report

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Louise Ng
Coyle Hospitality Group
646-201-9860
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Stephanie Perrone Goldstein
Coyle Hospitality Group
480-626-407
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