Spa Benchmarking is one of the “hottest” topics in the spa and hospitality industries. It is a relatively new discipline; therefore, it is filled with challenges and opportunities. While spa benchmarking studies are very much needed, not all studies are useful... some can actually be quite damaging and harmful. There are too many studies that lack credibility, integrity, quality and reliability, yet they receive significant press coverage. Poor information, conclusions and recommendations can be very detrimental when a spa relies on this information to make operational, personnel, marketing and investment decisions.

HFD conducted a study of companies that are performing spa benchmarking research. Our goal was to determine if the studies are “real research” or “press-release” research, e.g., are they following the best practices for valid, reliable research or are they providing information that get people’s attention. There are lots of established, well-known as well as new research and consulting companies that are conducting various types of spa benchmarking studies, but their reputation and expertise in one area does not mean they have the experience, industry knowledge, objectivity, etc. to conduct reliable spa research.

HFD contacted several reputable and respected companies that have received a substantial degree of media attention for ...