percent of respondents asserted that either the annual
ISPA U.S. Spa Industry Study or ISPA’s Snapshot Surveys
were their favorite member benefits—an assertion that
many of the spa industry leaders I spoke to agree with.
Mary Winter is Director of Spa Services at Westin Sara-
sota and uses ISPA research to lead her spa on a daily
basis. Recently, she used product and service information
from the latest U.S. Spa Industry Study to develop a mar-
keting plan around the spa’s own service offerings and
product choices—in essence, ensuring that the spa’s mar-
keting dollars matched up with emerging trends. She has
also used data from ISPA “to calculate per service costs”
and beefed-up her spa’s presence on Instagram after eval-
uating ISPA research on social media usage.
Winter finds spa-visit-based metrics to be among the
most useful data offered in ISPA research, and she loves
the open-ended responses featured in Snapshot Surveys.
When the next Snapshot Survey’s results are released,
take time to evaluate all of the open-ended responses that
are featured—they’re a great way to discover or develop
new ideas, gather insight on bigger trends and see what
other spas or resource partners are doing.
“We utilize the Consumer Snapshot Initiative to
gather information on spa demographics and
what they may want moving forward.”
– Judy Terry, Director of Sales, Sonoma Lavender
The ISPA Academy includes recently refreshed SOPs and more.
MAY 2020
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