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SpaFinder Releases Research on Industry Strengths

Posted: April 21, 2009

Showing how the spa industry is weathering the difficult economy of 2008 and 2009, SpaFinder has released a new survey focusing on marketing and personnel efforts.

SpaFinder, a leading spa and salon marketing and research company, has released the findings of new surveys designed to illuminate how day and resort/hotel spas are performing in the tough economy, as well as which marketing tactics each sector is focusing on to weather the downturn in 2009.

The findings provide hard evidence that despite the ongoing recession, the industry has proven relatively resilient: a majority of day spas (51%) actually reported revenue gains in 2008 over 2007, and while the resort/hotel category was more impacted (with 54% of resort spas reporting revenue declines in 2008), 46% still reported gains.

The research also provides a window into which precise marketing strategies spas are focusing on in 2009, and the findings are clear: the industry will put a significantly increased emphasis on deals/specials and Internet marketing in the year ahead, with traditional advertising (print, TV, and direct marketing) facing significant cuts.

"The spa industry’s ongoing, aggressive focus on deals has been an extremely savvy move, meeting the demand of stressed consumers who need spas more than ever—but only if the price is right," said Susie Ellis, SpaFinder’s president. "And with marketing budgets under more intense scrutiny, the significantly increased focus on targeted, measurable Internet marketing, rather than traditional media, comes as no surprise."