The new iteration of the WellSurvey will analyse data from European consumers about their wellness intentions
The original survey, published last year, focused on US consumers
It highlighted four market segments and opportunities for industry growth
It also outlined the strategic choice faced by operators: scale or differentiate
WellSurvey is expanding its research to include European consumer data about attitudes towards wellness and wellbeing products, services and practices.
WellSurvey is a probability study that was first published last year, using results from 1,002 US consumers between the ages of 25-74 who reside in the top half of all homes defined by annual household income.
The original study was co-authored by Civano Advisory Services’ CEO Kevin Kelly – a well known spa figure – and Dr Peter Yesawich, co-founder and former vice chair of international travel and tourism marketing agency MMGY.
Kevin Kelly said the new European consumer data and its analysis “will yield additional insights into consumer habits, global target markets and the wellness industry overall.”
The first WellSurveyThe analysis outlined four market segments, with distinct behaviours and preferences. These results reflect opportunities for the development of new products and experiences that meet those consumers’ needs and could fuel industry growth.
The authors also said the results showed hospitality and other industry players are at a crossroads when it comes to offering the best wellness experiences in a competitive landscape.
The strategic choice operators face is whether to scale a business for efficiency and reach larger target markets, while potentially diluting the wellness experience, or increase the operational complexity at a smaller-scale business by carving out a distinctive wellness experience with more expertise and emotional resonance.
Read the exclusive feature in
Spa Business about the
research results here.
