Targeting the Male Spa Clientele
By Emily McConnell Spa Director, Dana Hotel and Spa | July 05, 2015
Traditionally spas have been marketed primarily towards women and beauty. They all continually have the same goal: to help people relax, rejuvenate, relieve stress, improve self worth and look their absolute best. Nowadays, men are becoming more open-minded to the whole spa experience. They are appreciating how beneficial spa treatments can be and recognizing the importance of investing in their own health. Spas are welcoming this rising trend by including the male perspective in their marketing strategies to help draw men through the door.
Men are embracing the spa experience as a way to manage their increasing stress levels. According to the International Spa Association, 47% of spa goers are men. This is a 14% increase within the last two years. Of the male spa goers, most are professionals with a career in management.* They have a larger amount of responsibility and with that comes a greater amount of stress. The more responsibility a person has, the higher their stress levels are, which in turn is leading to a greater return in spa visits.
Men are realizing that the benefits of going to the spa have a positive impact on their physical state as well as on their mental health. There is no better way to unwind than to have a great workout followed by a massage and a steam.
When surveyed, men responded that they previously did not go to the spa for two main reasons. First, they did not understand the benefits of the services and secondly, they thought the treatments cost too much money. Other reasons were that their male friends didn't visit the spa or they did not have enough time to go. Unfamiliarity with the spa environment and lack of knowledge when it came to overall etiquette also made men feel uncomfortable and sometimes down right intimidated.
Spas are now including tips and tutorials for men. In addition to the standard arrival time and tipping etiquette, they are being guided a few steps further. For example, letting men know that they should shave before a facial, shower before a massage and avoid applying lotion before a waxing treatment. They are also strongly encouraged to talk with their technician about any concerns they have and define expectations before beginning a treatment.
Health Benefits Connected to Spa Treatments