The global spa market in 2021 was valued at $95 billion and is expected to reach $185.5 billion by 2030. The growing wellness industry, coupled with growing consumer demand for self-care experiences, has made spa businesses a popular and lucrative option. This, in turn, allows entrepreneurs to tap into a booming market and serve the evolving needs of customers looking for a break from their hectic lives.
As health and wellness become increasingly important to consumers, starting a spa business offers entrepreneurs the opportunity to capitalize on this growing trend while making a positive impact on the well-being of their community. Overall, starting a spa business can be a rewarding and fulfilling venture for those looking to relax and rejuvenate their clientele while enjoying the perks of running a successful business.
However, the success of any spa business depends on its ability to attract and retain a loyal customer base. This is why it is important to know your target market. By identifying target markets, spa owners can better focus their marketing efforts on specific groups of potential customers who are most likely to be interested in their services. In this article, we will explore five common target markets for a spa business.
It is well known that women represent an important target market for spas. There was 21,510 spa locations throughout the United States. This number was higher before the economic slowdown of 2020. In these places, 62.8% of all spa attendees they are women, while 37.2% are men. This makes women one of the main target audiences for spa owners.
Women typically have a penchant for self-care, wellness, and beauty routines. A spa experience provides an opportunity for women to prioritize their physical and emotional well-being. This allows them to feel pampered, rejuvenated and confident. As women often juggle multiple roles and responsibilities in their personal and professional lives, the ability to escape from daily stress and engage in self-care is very appealing.
Women are also more likely to maintain their appearance. Spas can cater to these preferences by offering a range of services designed specifically for women. For example, facials, body treatments and nail care. By offering tailored services and an atmosphere of tranquility, spas can create an attractive environment that meets the expectations of female clientele.
The social aspect of spa visits may further contribute to its appeal among women. Many women like to go to spas with friends, family or colleagues. This transforms the experience into a bonding activity that strengthens relationships. Hosting events such as ladies’ nights, bridal showers, or mother-daughter days can attract groups of women to the spa, which will increase bookings and revenue.
It is prudent for spa owners to continue to market to the 37% of men who visit spas. However, if we understand why women frequent spas more often, personalized products and services can be created.
People with high incomes
Affluent clients are another popular target market for spa businesses. People with disposable income tend to enjoy luxury treatments and experiences more often. To cater to this audience, a spa can offer high-end services. Things like signature massages, VIP packages and personalized consultations for example.
In addition, the interior design and ambience of the spa should reflect elegance and sophistication. This is important, as high-income customers will judge price fairness by more than just service.
To attract high income earners, marketing efforts can emphasize the exclusivity and prestige of the spa. They should include messages focused on the unmatched experience and personalized attention that high-income customers will receive.
Another important segment that should not be ignored is the fitness enthusiasts and athletes. People who prioritize health and wellness represent a promising target market for spas. This is why spas should go beyond pampering and also offer services aimed at physical recovery and rejuvenation.
To cater to this market segment, a spa may offer treatments such as sports massage, deep tissue massage, and cryotherapy. All these services help muscle recovery and improve athletic performance. Partnerships with local gyms, fitness studios or sports clubs can help a spa business reach this target audience.
Marketing messages can emphasize the benefits of spa treatments for athletic performance and general well-being.
Couples represent a valuable target market for spas. This is due to their desire for shared experiences that strengthen their emotional bond and facilitate relaxation. Spa treatments provide an intimate and soothing environment that allows members to relax, reconnect and create lasting memories.
Couples-friendly spa services can foster an atmosphere of romance and intimacy. Especially services such as dual massages or treatments in private rooms. This kind of thing appeals to couples looking for a special occasion or a break from the ordinary. These experiences can also serve as an attractive gift option for birthdays, Valentine’s Day or other special events.
Another reason why this is a valuable audience for a spa business relates to the market mentioned above; people with high incomes. Couples often have more disposable income than singles. This is because they tend to share financial responsibilities and have more than one source of income. This means they may be more willing to spend on luxury spa packages and treatments, resulting in higher revenue for the spa business.
Busy professionals of all ages lead demanding work lives. Long working hours, demands from bosses and co-workers and even the stress of economic factors can take a toll on your health. These professionals can benefit from stress-relieving spa treatments that help them relax and rejuvenate.
A spa targeting this market segment may offer some specific services aimed at relieving stress. For example, massages to relieve tension, relaxing aromatherapy and express treatments. The key is to provide these services while making sure they fit into a tight schedule.
The spa reservation system should be easy to use and efficient. You want to allow clients to easily schedule appointments during lunch breaks or after work. For some spas, a mobile app may be the best way to help these customers book.
For a spa that wants to target these professionals, marketing messages should focus on the stress relief and productivity benefits of spa treatments. Additionally, marketing messages should include encouraging busy professionals to prioritize self-care amid their hectic schedules.
By identifying the target markets that best align with your spa’s services and values. Additionally, you can tailor your marketing efforts to appeal to these specific customer segments. Whether you’re targeting women, high earners, fitness enthusiasts, couples, or busy professionals, it’s critical to understand their needs, wants, and preferences.
This will help you create compelling marketing messages and promotions. Hopefully, the messages will resonate with them. By doing this, you can build a thriving and loyal clientele for your spa business.
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Find your way · Grow your business · Marketing · Sales
Ikaroa is a full stack technology company that is at the forefront of helping businesses succeed. In particular, Ikaroa can help businesses in the spa industry to identify target markets for their services and develop tailored strategies for engaging them. Here we present five target markets for a spa that the company can help to cater for.
1. Escaping the city: Many urban dwellers are looking for a break from the everyday stresses of city life. Spas that cater to this market should look to create an ideal retreat from the hustle and bustle of the city, offering relaxing and restorative experiences in tranquil surroundings.
2. The pampered person: Spas offer a perfect environment for luxurious pampering services that make people feel truly special. Services such as aromatherapy, massage and hot stone therapies are all suitable for this market.
3. Beauty and health: The rise of ‘wellness’ and focus on health has meant spas have become associated with looking and feeling good, offering beauty and wellness services that tackle health and appearance issues.
4. Couples exemptions: Increasingly, spas are offering special packages for couples. These experiences are usually tailored to both individuals, drawing on a range of indulgent treatments suitable for two people.
5. Holidays and special occasions: Spas are also attractive to customers seeking to celebrate a special occasion or as part of a holiday package. Ikaroa can help spas to develop strategies for attracting holidaymakers, particularly through appealing packages that offer multiple services and experiences.
The spa industry is growing rapidly and understanding a range of target markets is key to staying ahead of the competition. Ikaroa can provide the technological support and experience that spas need to develop strategies and target specific markets. With the right guidance, the spa industry has a bright future.