The prestigious British publication The Good Spa Guide has analysed the opinions of 2,557 of its members about their spa experiences, with the aim of understanding what factors motivate their decisions and what aspects they value most (or least) in this type of wellness getaway.
The result has been compiled in the "State of Spa Reportwhich will be presented by its founder, Daphne Metlandduring the convention Spa Life UK.
Why choose a spa?
According to the study, the 57 % of those surveyed say they look first at the spa facilitiesThe choice of a hotel, such as the presence of a swimming pool or relaxation areas, should be made before deciding on one or the other. The perceived quality and comfort of the environment are key.
On the other hand, the 69 % ensures that reading negative reviews discourages them from booking, being the lack of value for money the second most important factor to rule it out.
What they enjoy most
When asked what they most enjoy about a spa day, a 59 % highlighted the a sense of indulgence and disconnection, a 56 % the use of the facilities, and a 51 % treatments such as massages or facial therapies.
In terms of loyalty, the 61 % would be willing to return if they were offered a exclusive discount for a second visitwhile more than half say that a excellent customer service also significantly influences their decision to repeat.
Insecurities and inconveniences
The study also reveals some common anxieties among visitors:
- The 71 % fears that the spa is too full during their stay.
- A 25 % mentions the lack of confidence in their body image as a barrier to full enjoyment.
- The 27 % fears hidden or unexpected costs during the experience.
A large majority also expressed their wish to see the ban mobile phones in spas, citing the discomfort of other customers taking selfies or videos in outdoor relaxation areas as an example.
More than half of the respondents indicated that they look for an experience that offers real value for money. The 50 % plans to spend between 100 and 200 pounds (approx. 117 to 234 euros) in a spa day.
How is this reflected in Spain?
In the Spanish market, where wellness tourism is still booming - especially in regions such as the Costa del Sol, Balearic Islands, Catalonia and Valencia - this international trend is reinforcing the need to offer spas that balance high-end facilities, close hospitality and transparent pricing.
The growing interest of the Spanish public in self-care, together with the popularisation of the wellness retreats and mindful experiences, suggests that differentiation and personalised experience are key to capturing a demanding and increasingly informed public.
"This year, we asked users directly what they really want - and what they don't want - in a spa experience. Good facilities, personalised treatment and a sense of authentic disconnection top the list, while bad reviews or overcrowded spaces are the big 'don'ts'," he explained. Daphne Metlandfounder of The Good Spa Guide.
For more information, please visit www.goodspaguide.co.uk
