White Paper: Coyle Global Spa Report 2011
07 July 2011
Coyle Global Spa Report 2011
The last year was an interesting one for the spa industry. The ever--‐‑evolving spa consumer changed in a profound way due to the effects of the economic downturn and the overall sentiment of uncertainty. While spas struggled to maintain their share of the market, some took drastic measures such as deep discounting and cuts while others tried to remain true by offering added value and/or creating alternative marketing messages and strategies to attract and retain new business.
While some operators reported improvements toward the end of 2010, for many it was a year of trying to keep business steady and staff employed. The results, however, are far more positive.
This era of spa directors, owners and operators is an even savvier group; one that has learned how to not just manage business but to creatively market to those they want to be their customers and working hard to retain those customers once they have made it through the door.
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