hospitalitystyle.com

(February 2010) posted on Thu Feb 18, 2010 EST

Survey shows unpleasant or uninspiring facilities contribute to customer complaints

 

Spa operators typically try to create tranquil, soothing experiences. But many spa facilities apparently fall short of that ideal, offering environments that customers viewed as “bland and sterile,” or feature “bad/harsh lighting” and “cheap décor/water features.”

Those descriptions are included in “When a Guest is Rubbed the Wrong Way,” a research study conducted jointly by Coyle Hospitality Group and WTS International. Coyle researchers analyzed over 1300 responses from spa goers about the things that ruined their spa experience.

Coyle said it took that negative approach in its questioning because “a research project we completed jointly with WTS International showed unequivocally that word of mouth was the most important driver of new business to a spa. Good to know, but word-of-mouth cuts both ways, and those that leave unhappy present a bigger cost to spas in the long run… We reasoned that if spas were aware of the most common ‘significant negatives' and their root causes, they could take action.”

"Overall we think the story for spas is very positive," said Jim Coyle, president of Coyle Hospitality Group. "The things that people complain about most are almost all entirely correctible, something a savvy spa owner can address."

While unhappiness with spa staffs made up the largest group of complaints (62 percent), shortcomings with the spa environment were the second-biggest category (26 percent). Other complaints in the latter category included: dirty environment; ambient noise too loud; temperature too hot/cold; “crowded” feeling; unrelaxing/stressful environment; other guests disrupted treatment; music too loud/annoying; unpleasant/overpowering scents.

- Posted Feb. 18, 2010