Yes! Send me the FREE digital editions of Spa Business and Spa Business insider magazines and the FREE weekly Spa Business and Spa Business insider ezines and breaking news alerts!
Market research firm American Lives has conducted a survey on the US wellness community market, and found a growing interest among consumers. Brooke Warrick highlights the key findings
By Brooke Warrick | Published in Spa Business 2017 issue 3
A quarter of those surveyed would like to live in a wellness community Credit: photo: John Dolan
The study In October 2016, our market research firm, American Lives, fielded a nationwide US survey on a range of wellness issues. The study was a probability study of households with incomes over US$75,000 – the top 50 per cent in the US; the survey was completed by 1,000 respondents, aged 25 to 75 years old, which produced a demographically and statistically representative sample.
The goal was to measure the size of the market for wellness services and the likelihood that people would want these services to be available in the community where they lived.
When we divided the survey results into distinct market segments, three core market opportunities emerged. We showed that more than 75 per cent of this population wants these wellness services – and approximately 25 per cent wanted to live in such a community, while 38 per cent were inclined to visit a wellness community and would consider living there part-time.
Core market segments Three key subgroups emerged from the analysis:
Lifestyle Enthusiasts 24.8% of participants. Respondents in this segment strongly endorsed the concept of a “wellness community”, one in which they lived either full- or part-time. Members of this segment viewed their and their neighbours’ health and wellness as a core element of a family living environment.
Modest Committeds 38.8% of participants. This segment expressed an array of health and wellness values parallel to those of the Lifestyle Enthusiasts, but with a lesser level of commitment. This segment was more likely to favour health and wellness as a favourite travel investment, as opposed to a permanent lifestyle, yet at a level of interest to possibly do so through ownership of a second home. The age distribution within this segment was more tilted toward those of retirement age.
Vacation Market 12.8% of participants. Though not as dedicated as the Lifestyle Enthusiasts segment of the market, this segment still more strongly endorsed health and wellness values than the Modest Committeds, but was disinclined to express such values in a community setting. Nonetheless, they showed strong interest in owning a second home in a wellness-oriented development. This segment displayed the least disparity in age distribution within its membership, with a strong bias toward young people.
The remaining 23.6 per cent of the sample were not interested in wellness and would not be considered in the market.
In the survey, we asked a battery of questions known as the Ryff Scales of Psychological Well-Being, a widely tested and accepted series of questions that focuses on measuring multiple dimensions of psychological wellbeing. The Lifestyle Enthusiasts scored much higher on all of the wellbeing dimensions, with Modest Committeds scoring lower, and the Vacation Market somewhat lower again. This suggests that people who are objectively more psychologically healthy want to live in a community that shares and supports those values. They have a deeper understanding of what constitutes a healthy life and personal fulfillment, and they’re seeking ways to improve it; it’s at the core of what is important to them. On the other hand, the Vacation Market is interested in wellness when they have time, but it’s not a core value for them.
Key findings The demand for wellness services indicated in this study was significantly greater than expected, particularly in response to living in a wellness community. Current research by the Global Wellness Institute (GWI) signals that there is a limited supply of these communities. This is not simply an underserved market niche – it is a major market opportunity. Those Lifestyle Enthusiasts who are interested in living in a wellness community rate events and gatherings where they can engage with friends as a top feature they’d look for in a community, but they’re also interested in places for quiet, reflective, relaxing time (see fact box, p 70). Massage therapy came in second on the list of services they would be interested in, suggesting a significant role for spa operators and suppliers in the world of wellness communities.
We also asked people about their attitudes and expectations of wellness services. Overall, “feeling hopeful, joyful, and energised” defines how people feel about wellness, with “living free of illness and chronic pain” a close second (see Graph 1). When correlating this data with previous trends, the desire for wellness services has grown dramatically, in large part because it’s seen as an antidote to an increasingly chaotic world. There was also further statistical evidence that people are taking more personal control of their environment, so the idea of living in a “safe haven” like a wellness community was a key driver of demand.
The 16th edition of the esteemed international spa and hospitality industry event, Forum
HOTel&SPA, is rapidly approaching, promising an immersive experience for attendees. [more...]
Market research firm American Lives has conducted a survey on the US wellness community market, and found a growing interest among consumers. Brooke Warrick highlights the key findings
By Brooke Warrick | Published in Spa Business 2017 issue 3
A quarter of those surveyed would like to live in a wellness community Credit: photo: John Dolan
The study In October 2016, our market research firm, American Lives, fielded a nationwide US survey on a range of wellness issues. The study was a probability study of households with incomes over US$75,000 – the top 50 per cent in the US; the survey was completed by 1,000 respondents, aged 25 to 75 years old, which produced a demographically and statistically representative sample.
The goal was to measure the size of the market for wellness services and the likelihood that people would want these services to be available in the community where they lived.
When we divided the survey results into distinct market segments, three core market opportunities emerged. We showed that more than 75 per cent of this population wants these wellness services – and approximately 25 per cent wanted to live in such a community, while 38 per cent were inclined to visit a wellness community and would consider living there part-time.
Core market segments Three key subgroups emerged from the analysis:
Lifestyle Enthusiasts 24.8% of participants. Respondents in this segment strongly endorsed the concept of a “wellness community”, one in which they lived either full- or part-time. Members of this segment viewed their and their neighbours’ health and wellness as a core element of a family living environment.
Modest Committeds 38.8% of participants. This segment expressed an array of health and wellness values parallel to those of the Lifestyle Enthusiasts, but with a lesser level of commitment. This segment was more likely to favour health and wellness as a favourite travel investment, as opposed to a permanent lifestyle, yet at a level of interest to possibly do so through ownership of a second home. The age distribution within this segment was more tilted toward those of retirement age.
Vacation Market 12.8% of participants. Though not as dedicated as the Lifestyle Enthusiasts segment of the market, this segment still more strongly endorsed health and wellness values than the Modest Committeds, but was disinclined to express such values in a community setting. Nonetheless, they showed strong interest in owning a second home in a wellness-oriented development. This segment displayed the least disparity in age distribution within its membership, with a strong bias toward young people.
The remaining 23.6 per cent of the sample were not interested in wellness and would not be considered in the market.
In the survey, we asked a battery of questions known as the Ryff Scales of Psychological Well-Being, a widely tested and accepted series of questions that focuses on measuring multiple dimensions of psychological wellbeing. The Lifestyle Enthusiasts scored much higher on all of the wellbeing dimensions, with Modest Committeds scoring lower, and the Vacation Market somewhat lower again. This suggests that people who are objectively more psychologically healthy want to live in a community that shares and supports those values. They have a deeper understanding of what constitutes a healthy life and personal fulfillment, and they’re seeking ways to improve it; it’s at the core of what is important to them. On the other hand, the Vacation Market is interested in wellness when they have time, but it’s not a core value for them.
Key findings The demand for wellness services indicated in this study was significantly greater than expected, particularly in response to living in a wellness community. Current research by the Global Wellness Institute (GWI) signals that there is a limited supply of these communities. This is not simply an underserved market niche – it is a major market opportunity. Those Lifestyle Enthusiasts who are interested in living in a wellness community rate events and gatherings where they can engage with friends as a top feature they’d look for in a community, but they’re also interested in places for quiet, reflective, relaxing time (see fact box, p 70). Massage therapy came in second on the list of services they would be interested in, suggesting a significant role for spa operators and suppliers in the world of wellness communities.
We also asked people about their attitudes and expectations of wellness services. Overall, “feeling hopeful, joyful, and energised” defines how people feel about wellness, with “living free of illness and chronic pain” a close second (see Graph 1). When correlating this data with previous trends, the desire for wellness services has grown dramatically, in large part because it’s seen as an antidote to an increasingly chaotic world. There was also further statistical evidence that people are taking more personal control of their environment, so the idea of living in a “safe haven” like a wellness community was a key driver of demand.
Remedy Place, a US-based social wellness club brand, is poised for steady expansion in the
coming years, with plans to open two new clubs annually moving forward.
Swiss longevity brand Clinique La Prairie (CLP) has inked a deal with Montara Hospitality
Group
to operate a resort at Tri Vananda – a purpose-built wellness community in Phuket,
Thailand.
Basic-Fit has signed up to trial the Wellhub network across its recently expanded Spanish
network, giving access to subscribers and enabling them to use all 152 of its Spanish clubs.
Having redefined the model of public-private collaboration in Spain, Go Fit is now expanding
into Italy and has ambitious plans to grow its estate, memberships and profits.
Recovery, social wellness and longevity were talking points at the
recent PerformX Live, tipped by many
speakers as upcoming trends, while the exhibition halls featured infrared
saunas, compression
therapy and ice baths.
A new study by UCLA Health found Kundalini yoga provided several benefits to cognition and
memory for older women at risk of developing Alzheimer’s disease.
Luxury lakeside retreat The Ritz-Carlton-Reynolds, Lake Oconee in Georgia, US, is gearing up to
unveil its new-look destination spa this May following a comprehensive makeover.
Europe’s first Evian Spa has opened at the five-star Hôtel Royal in Evian-les-Bains, France – the birthplace
of the Danone-owned mineral water brand Evian.
A boutique safari and wellness escape will open in Botswana’s wildlife-rich Okavango Delta this
May, marking the latest venture from Ibiza's Atzaró Group.
Global publishing outfit, Leisure Media, has announced details of its new annual conference for decision-
makers across the health, fitness and wellness markets. The event – the HCM Summit – will be held at the
QEII Conference Centre in Westminster, London on 24 October 2024, with pre-summit events the day
before.
The 16th edition of the esteemed international spa and hospitality industry event, Forum
HOTel&SPA, is rapidly approaching, promising an immersive experience for attendees. [more...]