Good Spa Guide report reveals diverse spa preferences and spending habits across age groups

Results are in for the latest Good Spa Guide (GSG) consumer survey, with this year's findings categorised into five life stages to better understand different people’s priorities when visiting spas.

The State of Spa Report 2024 investigates 2,456 UK respondents' motivations for visiting spas, spending habits, personal experiences and preferences regarding types of spas and treatments. Ranging from age 17 to over 60 years old, respondents were split into the following life stages:

• Teenagers.• Pregnant or recently post-natal individuals.

• Those experiencing peri-menopause or menopause.• Individuals aged 60+.

• People living with chronic or long-term conditions.

Results indicated that most people in all segments value spas and believe they provide excellent service. However, there are instances where some people's needs aren’t being met, or there is a perception that spas don’t offer good value for money.

For example, 75 per cent of women who disclosed to their therapist that they were going through menopause said no adjustments were made for them.

This slight disconnect is also felt by pregnant women and those with chronic conditions. For pregnant women, 75 per cent said their treatment choice was limited and 51 per cent said they felt spas don’t offer value for money for people who are pregnant.

Chronic or long-term conditionsWhile 81 per cent of those living with a chronic or long-term condition were happy with the spa offering, there is still a feeling among some individuals that their needs aren’t being supported or they aren't comfortable disclosing their needs at spas.

Accessibility in spas was also highlighted as an issue, with one respondent saying: “Many spas say they’re disabled-friendly, however they really aren’t. Having a disabled-friendly spa means that those with a disability can enjoy the spa just the same as an able-bodied person can.”

Price-points and cost

The survey also asked two key economic questions about spa spend and whether respondents want to spend more or less in these economically turbulent times.

Most people (61 per cent) stated that they would spend about the same as in previous years, while 4 per cent said they would spend more, and 24 per cent said they would spend less. Additionally, more people are looking to spend in the higher price brackets (£100-200 and £200+) for their spa visits compared to last year.

Answers varied by age with the 50-59 age bracket most likely to pay £100-£200 (62 per cent) and the 18-20 age bracket the least (37 per cent).

New data on teen spa-goers

Although teens comprised less than 5 per cent of the sample, GSG discovered that many of their choices align with those of the overall respondent group, with one notable exception: their spa companions.

Most teens (55 per cent) reported visiting spas with friends, while 45 per cent said they went with a parent or family member – meaning no teens expressed a preference for visiting spas alone.

Additionally, the vast majority (99 per cent) stated they were motivated to visit spas primarily for emotional benefits rather than to enhance their physical appearance.

Caitlin Dalton, GSG director, concluded: “Results showed that the majority of people – in each life stage – valued spas and feel they’re providing an excellent service. While there are some instances where people’s needs aren’t always being met, we feel some easy adjustments can be made to help people get the most out of their spa time.”

GSG will be providing more insights about its findings at the upcoming Spa Life UK Conference taking place from 23-25 June, as well as announcing the winners of its annual GSG Awards.

More about the studyGSG’s State of Spa Report 2024 gathered responses from a diverse group across the UK, varying in age, location and gender.

With over 75 per cent of respondents being women, the survey included individuals aged 17 or under (1), 18-20 (6), 21-29 (123), 30-39 (383), 40-49 (540), 50-59 (714), and 60+ (689).

The majority of respondents were based in England, with smaller proportions from Scotland and Wales and the fewest from Northern Ireland.