Just like any other economic field, the spa industry was also forced to deal with the consequences and effects of the global financial crisis. In spite of this, a recent report published by SpaFinder Wellness, one of the top spa and wellness media and marketing companies in the world, found out our industry is growing healthy. The following are some of the most important findings of the 2012 State of Spa Travel report. Let’s take a look.
Al igual que cualquier otro campo de la economía, la industria del spa también se vio obligada a hacer frente a las consecuencias y efectos de la crisis financiera global. A pesar de ello, un reciente informe publicado por SpaFinder Wellness, una de las grandes empresas del mundo en materia de comunicación y marketing de spa y wellness, concluyó que nuestra industria está creciendo de manera sana. Las siguientes son algunas de las conclusiones más importantes del informe 2012 State of Spa Travel. Miremos en detalle.
Overview of the Report
This is the sixth year SpaFinder Wellness publishes its State of Spa Travel report, an annual survey that provides useful insights regarding the health and defining trends surrounding the spa industry. The 2012 State of Spa Travel, which was completed in the fourth quarter of 2012, was carried out by more than 160 agents all over the world.
In order to better understand the findings of this survey, it is important to know how this report uses the term ‘spa travel.’ According to SpaFinder Wellness, spa travel represents “all bookings for travel/vacations/packages with a strong spa component.”
Main Findings
The first most important finding is that our industry is growing healthily. This good news was supported by nearly 70% of the agents involved in this project. A significant increase if compared with the previous year when only 37% of the agents reported growth in the number of clients choosing spa travel.
Such a significant increase was propelled by the high-end of the market. According to SpaFinder Wellness, “the majority of bookings now fall above $300-a-night, up significantly from 2009-2011, when only 25-40 percent fell in that range.”
Geographically speaking, the Mexico/Caribbean region “was the number one global spa travel destination in 2012” moving ahead of the 2010 and 2011 leader, North America. Similarly, the Baby Boomer generation (people aged 48-67) remains the most important segment of the spa travel business. However, it is important to note the increasing interest of younger generations in spa/wellness travel. According to the report, “31 percent of agents pegged the younger, 26-45 age group as now most likely to book spa vacations.”
Additional findings include the ongoing popularity of spa discounting, the strong booking of spa travel through agents, and the dividing opinions regarding the impact that ‘Groupon’-like sites have had on travel agents’ business.
A Health Conscious Traveller
Besides the global economic rebound, this healthy growth is tightly related to the emergence of a ‘new’ customer who is actively looking for health/wellness travel options. “With more than two-thirds of agents reporting that people are now more interested in travelling to spas specifically for programmes like stress-reduction, fitness, and weight loss, the results are a clear indication that more travellers are deciding they simply can’t afford exhausting, unhealthy vacations,” stated Susie Ellis, President of SpaFinder.
Similarly, the 2012 State of Spa Travel report highlights wellness-focused spa travel as one of the hottest trends in the spa industry. We believe this and other similar trends will continue to grow towards the future. The recent findings we shared here are good news for our industry. If we continue to shape our services around health and wellness with a preventive and innovative approach, our industry will be able to flourish for years to come.
Descripción general del informe
Este es el sexto año que SpaFinder Wellness publica su informe State of Spa Travel, un estudio anual que proporciona información útil acerca del estado y tendencias que rodean la industria del spa. El informe State of Spa Travel, que se completara en el cuarto trimestre del 2012, fue llevado a cabo por más de 160 agentes de viaje en todo el mundo.
Con el fin de comprender mejor los resultados de este estudio, es importante saber de que manera este informe trata el término ‘viajes de spa.’ Según SpaFinder Wellness, los viajes de spa representan “todas las reservas para viajes / vacaciones / paquetes con un fuerte componente de spa.”
Principales conclusiones
La primera y más importante conclusión de este informe es que nuestra industria está creciendo sanamente. Esta buena noticia contó con el respaldo de casi el 70% de los agentes implicados en este proyecto. Un aumento considerable en comparación con el año anterior en el cual sólo el 37% de los agentes reportara un crecimiento en el número de clientes que eligieron viajes de spa.
Este importante aumento estuvo impulsado por el extremo superior del mercado. Según SpaFinder Wellness, “hoy en día la mayoría de las reservas están por encima de los $300 por noche, un aumento importante con respecto al periodo 2009-2011 cuando sólo el 25-40 por ciento de las reservas entraban en dicho rango”.
Geográficamente hablando, la región México/Caribe “se convirtió en el primer destino mundial de viajes de spa en el 2012” pasando por delante de América del Norte, líder en el 2010 y 2011. Del mismo modo, la generación del Baby Boomer (personas entre 48 y 67 años de edad) sigue siendo el segmento más importante del negocio de los viajes de spa. Sin embargo, es importante tener en cuenta el creciente interés que muestran las generaciones más jóvenes por los viajes de spa y wellness. Según el informe, “el 31 por ciento de los agentes identificó al grupo más joven de adultos entre 26 y 45 años como aquel que ofrece más probabilidades de reservar vacaciones de spa”.
Algunos resultados adicionales del informe incluyen la continua popularidad de los descuentos de spa, las sólidas reservas de viajes a través de agentes y la división de opiniones con respecto al impacto que sitios como Groupon han tenido dentro del negocio de los agentes de viajes.
Un viajero consciente de la salud
Además de la recuperación económica global, este sano crecimiento está estrechamente relacionado con el surgimiento de un ‘nuevo’ cliente que busca activamente opciones de viaje de salud y wellness. “Con más de dos tercios de los agentes indicando que las personas están más interesadas en viajar a spas específicamente para hacer parte de programas encaminados a la reducción del estrés, el ejercicio físico y la pérdida de peso, los resultados son una clara indicación de que más personas están simplemente decidiendo que no pueden permitirse vacaciones agotadoras y poco saludables”, dijo Susie Ellis, Presidente de SpaFinder.
Del mismo modo, el informe 2012 State of Spa Travel destacó los viajes de spa enfocados en el wellness como una de las tendencias más populares en la industria del spa. Creemos que esta y otras tendencias similares continuarán creciendo hacia el futuro. Las conclusiones que hemos compartido aquí representan una buena noticia para nuestra industria. Si continuamos a definir nuestros servicios en torno a la salud y el wellness usando un enfoque preventivo e innovador, nuestra industria será capaz de prosperar en los próximo años.
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