Thirty-one research-backed strategies to positively influence spa guests ahead of their arrival have been published in a consumer-focused report by the ISPA Research Foundation.

The report, called The Science-based Playbook for Creating Spa Visit Anticipation, was created in collaboration with marketing specialists Science Says. The recommendations draw on 33 peer-reviewed scientific studies from universities including Harvard, Stanford, Columbia, Cornell and others.

The research shows guest perceptions are influenced much earlier than their experience in the treatment room. The report says operators tend to focus heavily on treatment quality to drive satisfaction, when they could be strengthening loyalty, building excitement and reducing cancellations from the moment a guest books an appointment.

ISPA president Lynne McNees, said: “This new partnership with Science Says offers a fresh way to curate and apply scientific research from around the world, translating it into actionable insights that help spa leaders enhance the entire guest journey. 

“By applying proven behavioural science to the moments before the service begins, this playbook will help spa leaders build deeper guest connections and strengthen operational outcomes,” added McNees.

Recommendations

During the booking of a treatment, the report recommends helping customers to feel they made a good choice in order to reduce cancellations, make changes and to eventually feel more satisfied. It says inspiring confidence in a guest’s choice can be done by asking how they want to feel after the treatment and by showing positive testimonials that help justify the treatment choice on booking confirmation to minimise risk or anticipated regret.

Also, allowing guests to personalise small elements of their experience prior to their visit – such as music aromatherapy scents or beverage preferences – can reduce cancellations by up to 46 per cent. According to the research, people who customise some elements of their purchase anticipate 12.4 per cent greater happiness than those who were not offered this possibility. 

The report also points to being careful with language. Reminding customers they’re “members” creates a psychological bond to the spa and helps them feel more satisfied even before they receive any benefits. 

Hinting at a surprise welcome treat upon arrival can also create excitement and increase positive feelings about the decision to book by 12 per cent.

The report also deals with how spa operators should communicate messages regarding rescheduling, cancellations or other adjustments; how to use spa-related content in waiting areas to make the wait feel shorter; and how to give customers things to do while they wait (such as a mindful colouring book).

ISPA Research Foundation

The ISPA Research Foundation is an arm of ISPA that supports the industry’s educational and research needs.

The new report builds on the most recent Consumer Snapshot research. Read more about the 2025 ISPA Consumer Snapshot Report here.

ISPA members can access the report online in the online Research Library under ‘Consumer Research’.