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Intelligent Spas Spa Industry Intelligence Newsletter

Intelligent Spas ...100% independent, spa industry intelligence

Spa Industry Intelligence Newsletter - Issue 29

1. Intelligent Spas Found Most Reliable Spa Benchmark Company

2. 2010 Global Spa Benchmark Program - Register Now

3. Updated Spa Benchmark Report for Thailand

4. About Intelligent Spas

Julie Garrow

Managing Director

Intelligent Spas

Intelligent Spas Found Most Reliable Spa Benchmark Company

Intelligent Spas is the most reliable spa benchmark and research company according to an independent review conducted by US-based spa consulting company, Health Fitness Dynamics, Inc. (HFD).

The review aimed to "determine if the studies are 'real research' or 'press-release' research, e.g., are they following the best practices for valid, reliable research or are they providing information that get people's attention?" Judy Singer, President of HFD stated "there are lots of established, well-known as well as new research and consulting companies that are conducting various types of spa benchmarking studies, but their reputation and expertise in one area does not mean they have the experience, industry knowledge, objectivity, etc. to conduct reliable spa research."

The Results:

"Right now there is only one company, Intelligent Spas, that is totally dedicated to spa research. They are the pioneer and leader and have set the benchmark for other research companies that aspire to contribute to the growth of the spa industry."
"Intelligent Spas is the only dedicated spa-specific research company that does nothing other than collect, analyze and report findings. They have been doing spa research since 2001 which is longer than any other company, do it globally, collect the most amount of data and have the greatest number of metrics. They are the only company that does not provide any consulting; therefore, there are no conflicts of interest in terms of how the data is used. They only release research which achieves a response rate of at least 5% of the spa population, which provides a statistically reliable sample size in industry research terms."

"We are pleased to receive this important recognition as it is troubling to see the volume of unreliable information circulating within the industry - it wastes people's time and increases their business risk. I am very proud of our unique 100% independent, professional research model and look forward to continuing to provide reliable spa industry research to help spa operators, suppliers and consultants realise their true potential. I commend Judy on her initiative to conduct this independent review" stated Julie Garrow, Managing Director of Intelligent Spas (www.IntelligentSpas.com).

How to Identify Professional Research Versus Marketing Releases

Disclosure: Market research is a science therefore industry studies and benchmarking statistics should be developed based on professional market research
principles. Therefore, the research objectives, methodology and survey response rates achieved and the related sample size as a proportion of the survey population should be disclosed so the readers may accurately interpret the results. If this information is not provided, the content was probably not produced by conducting professional market research or the study likely did not succeed due to lack of responses. Such content is not reliable research and therefore should not be released, circulated, promoted or used.
Price: Professional market research is too expensive to conduct if the results are only going to be given away for free. Any research which is free, is most likely a marketing campaign. Conversely, just because you pay more, does not mean the research is higher quality.

Key Success Factors

Respecting we cannot do it without the spas participating, there is no charge to participate and participants are rewarded with the full survey results, plus extra benchmarking tables which are not available for sale. Non-participants and non-spas may purchase the professional industry reports to access the business intelligence.
Intelligent Spas' unique 100% independence policy ensures all individual survey data submitted by spas is not used for any other purpose, so spa owners and managers may feel comfortable their data is kept strictly confidential.
The benchmarks are comparable across the entire spa industry due to the consistent global research methodology implemented.
Intelligent Spas does not conduct anonymous surveys. Each respondent must identify themselves, comply with Intelligent Spas' benchmark definition of "spa" and pass numerous screening criteria to qualify to ensure the research is accurate and reliable for users.
Julie Garrow, Managing Director of Intelligent Spas personally takes time to "clean" the survey data to ensure the responses are correct, explaining "this is an important part of our research process which requires 'spa industry' experience, it cannot be conducted by just anyone. Obvious input mistakes such as a single spa entering 199,534 in the 'number of employees' field can easily be corrected. However, I also check for less obvious errors by cross referencing specific survey questions to ensure the data is realistic, for example, spa size versus number of treatment rooms and average revenue per visit versus pricing."

"...unreliable information wastes people's time and

increases their business risk"

Julie Garrow, Managing Director, Intelligent Spas

Join Intelligent Spas' 2010 Spa Benchmark Program Now

Intelligent Spas' Global Spa Benchmark Program is currently underway in over 80 countries and aims to produce reliable and comparable statistics to help spas maximise their performance, provide business intelligence to assist other organisations to better understand, service and support the spa industry plus generate greater awareness of the spa industry to increase spa visits. To join Intelligent Spas' free Global Spa Benchmark Program, register at www.spabenchmark.com/industry.

Spa Benchmarks Available

Intelligent Spas is the only 100% independent research company specialising in the spa industry and holds the largest database of spa industry intelligence in the world after conducting comprehensive spa industry research over the last eight years.

Intelligent Spas' research aims to provide a reliable update of the spa population, profile, size and value, plus calculate updated and reliable industry benchmarks for key financial and performance indicators. Intelligent Spas' reports are available for immediate download at www.IntelligentSpas.com and typically contain over 800 updated spa industry benchmarks relating to total spa revenue, treatment revenue, spa expenses, visits and employment, with many topics showing historical data available from 2005 to 2008, plus forecast data for 2009 and 2010.

Other statistics and benchmark ratios featured in the reports include:

Average Revenue per Visit
Total Revenue and treatment revenue per Available Treatment Hour and Minute
Total Revenue and treatment revenue per Square Meter/Foot
Total Revenue and treatment revenue per Available Treatment Room
Total Revenue and treatment revenue per Employee
Breakdown of Total Revenue including retail revenue
Breakdown of Total Expenses including salaries
Visitor Profiles by Gender, Age and Residence
Proportion of Hotel Guests Visiting the Spa

The reports also present a collection of supporting business intelligence including:

Spa business models describing ownership, business structure, management structures.
Spa infrastructure covering spa size, space breakdown, treatment rooms and stations, standard support facilities versus water-based support facilities.
Spa menus such as variety of hydrotherapy and water-based treatments offered and the range of treatments practiced.
The latest spa industry trends.

To read the full review, click here.

8 Years - 80 Countries

Register now for Intelligent Spas' 2010 Spa Benchmark Program

Intelligent Spas' Global Spa Benchmark Program is ongoing and provides a range of consistent key performance indicators comparable across the entire spa industry and surveys are now underway in over 80 countries after expanding on the success of its spa industry research conducted across the greater Asia Pacific region since 2001.

"Spa benchmarks empower spas to immediately identify their

strengths, weaknesses and opportunities to improve"

Julie Garrow, Managing Director, Intelligent Spas

Spas - join our free Spa Benchmark Program and receive the complimentary "Participants Only" Report which presents the full survey results, plus extra benchmarking tables not available for sale - only Intelligent Spas can assure the absolute confidentiality of your individual survey responses due to its 100% independent research policy.

- Register now at www.spabenchmark.com/industry

Julie Garrow

Managing Director

Intelligent Spas

Updated Thailand Spa Benchmark Report

Intelligent Spas' fourth Spa Benchmark Report on Thailand found the 743 spas operating in Thailand are expected to generate THB9.1 billion (approximately USD275 million) in revenue during 2009. Thailand hosts the highest number of spas in the region and the research confirmed spa numbers have increased 202% since 2002. The new report presents an extensive collection of financial statistics including breakdowns of key performance indicators by day spas, hotel spas and resort spas.

Some key findings include:

46% of spas are day spas (not co-located with accommodation) and 54% are destination spas incorporating hotel, resort and retreat spas offering overnight accommodation.
The spa industry is forecast to employ over 10,600 people in 2009, which was a 3% decrease on 2008 employment numbers.
Almost one third of visits to hotel spas are from people not staying in the adjoining hotel, highlighting the importance of hotel and resort spas also catering to their local markets in terms of operational policies and procedures and incorporating local day spas in their competitor analysis activities.

Starting prices of standard spa treatments are higher at resort spas.
26% of survey respondents observed the latest spa industry trend is more spa guests are preferring natural and organic products.

"Thai spas experienced a drop in revenue during 2009 however the number of visits and employees have remained relatively stable. Whist this is encouraging, a number of key benchmark ratios are forecast to decline so spa operators, suppliers and consultants need to apply this new research to help them successfully compete in 2010" explained Julie Garrow, Managing Director of 100% independent research company Intelligent Spas (www.IntelligentSpas.com).

Andrew Jacka, President of the Thai Spa Association stated "given the global economic turmoil of the past year or so, the release of this, the latest Thai Spa Benchmark Report is timely. A chance to reflect and plan for the future based on an element of reality of where the industry is and how it has been affected by both local and global issues, rather than just on speculation. The statistics this Benchmark report provides give an unequalled insight into the Thai Spa industry highlighting its true level of wellness. This report is an essential business tool for every serious minded spa operator."

Spa Benchmarks Available

The full report entitled Thailand Spa Benchmark Report December 2009 is available from Intelligent Spas website at www.IntelligentSpas.com and contains over 800 updated spa industry benchmarks relating to total spa revenue, expenses, visits and employment, with many topics showing historical data available from 2005 to 2008, plus forecast data for 2009 and 2010. The benchmarks are comparable across the entire spa industry due to the consistent global research methodology implemented by Intelligent Spas. Other statistics and benchmark ratios featured in the report include:

Average Revenue per Visit
Total Revenue per Available Treatment Hour and Minute
Total Revenue per Square Meter/Foot
Total Revenue per Available Treatment Room
Total Revenue per Employee
Breakdown of Total Revenue including retail revenue
Breakdown of Total Expenses
Visitor Profiles by Gender, Age and Residence
Proportion of Hotel Guests Visiting the Spa

The report also presents a collection of supporting business intelligence including:

Spa business models describing ownership, business structure, management structures.
Spa infrastructure covering spa size, space breakdown, treatment rooms and stations, standard support facilities versus water-based support facilities.
Spa menus such as variety of hydrotherapy and water-based treatments offered and the range of treatments practiced.
Spa industry trends relating to clients and products.

"...spa operators, suppliers and consultants need to apply this new research to help them successfully compete in 2010"

Julie Garrow, Managing Director, Intelligent Spas

Research Objectives and Sampling:

This Spa Benchmark Report aims to provide a reliable update of the spa population, profile, size and value, plus calculate updated and reliable industry benchmarks for key financial and performance indicators.

The research achieved a response of 169 validated spa businesses, representing 24.3% of the spa population, where 5% is considered reliable in industry research terms, and is available for purchase from www.IntelligentSpas.com. Note: Intelligent Spas does not conduct anonymous surveys. Each respondent must identify themselves, comply with Intelligent Spas' benchmark definition of "spa" and pass numerous screening criteria to qualify to ensure the research is accurate and reliable for users. Intelligent Spas' 100% independence policy ensures all individual survey data submitted by spas is not used for any other purpose.

Intelligent Spas is the only 100% independent research company specialising in the spa industry. Founded in Singapore in 2001, it has pioneered spa industry research in the greater Asia Pacific region and continues to publish a range of Spa Operations Manuals and Spa Benchmark Reports to assist the performance and growth of this essential industry.

Purchase the Full Report

The updated Thailand Spa Benchmark Report is available for purchase from www.IntelligentSpas.com.

About Intelligent Spas

Intelligent Spas is the only 100% independent research company specialising in the spa industry. Founded in Singapore in 2001, it has pioneered spa industry research across the greater Asia Pacific region and continues to publish a range of Spa Business & Operations Manuals, Spa Consumer Surveys and Spa Industry Surveys to assist the performance and growth of this important industry.

Intelligent Spas provides research which businesses find

logistically and financially impossible to collect

Independence defined...

Intelligent Spas is unique as it offers a completely independent view of the spa industry. All our research is self-funded and Intelligent Spas:

1. Does not conduct consulting studies for individual businesses;

2. Does not form alliances with third parties;

3. Does not have interests in other businesses; and

4. Is not influenced by members, committees or sponsors.

This 100% independence policy ensures the confidentiality of all individual survey responses submitted is maintained, and publications are prepared without bias and for the benefit of all members of the spa industry... read company profile

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Previous Issues

Issue 28

New Research - Australia Spa Benchmark Report

New Manual - Salon/Boutique Spa Operations Manual

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