Staying in the spa marketing game: Trends, challenges, strategies and techniques

The spa industry in the USA has shown robust growth in sales volume and in the number of facilities. This growth is driven by baby-boomers who want a place where they can get spa treatments that improve their physical and mental well-being, and which offers rest, relaxation, exercise and pampering. Spas are providing a myriad of opportunities for improving the mind and body. Despite the growth currently taking place in the spa industry, there are still challenges to consider. The authors highlight current issues and trends in the US spa industry. Strategies and techniques for spa marketers to combat potential challenges are suggested under the headings of target markets, product, place, promotion and price. © 2013 SAGE Publications.