June 21, 2011 - (New York, NY) 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.