ISPA releases new research-backed playbook to boost engagement

The International Spa Association (ISPA) has launched a science-based playbook, developed by Science Says on behalf of the ISPA Research Foundation.

The book is designed to help operators create more spa-visit anticipation and shape the guest experience before a treatment begins.

Available free to ISPA members, the resource draws on 33 peer-reviewed scientific studies from universities including Harvard, Stanford, Columbia and Cornell.

The consumer-focused report delivers 31 actionable recommendations that spa leaders can apply across key pre-treatment touchpoints.

The report highlights research-backed strategies such as allowing guests to personalise small elements of their visit, which can reduce cancellations by up to 46 per cent.

It shows that introducing simple pre-visit rituals that can increase enjoyment by as much as 41 per cent.

“This playbook will help spa leaders apply proven behavioural science to the moments before the service begins, building deeper guest connections and strengthening operational outcomes,” said ISPA president Lynne McNees.

“While many spa operators focus heavily on treatment quality to drive satisfaction, research shows guest perceptions are influenced much earlier in the journey.

“From the moment guests schedule an appointment to the moment they walk through the door, every interaction is an opportunity to build excitement, reduce cancellations and strengthen loyalty.”

Guidance covers key areas including optimising booking flow, maintaining excitement during the waiting period and using specific language when speaking to guests. The resource also includes checklists and ready-to-use examples.

The new report builds on ISPA’s previous Consumer Snapshot research with a more immersive look at customer journeys.

ISPA members can access the report now in the Association’s Research Library.

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