In a COVID-19 era, human touch and physical connection are restricted like never before, but results from the world’s largest global touch study show 54 per cent of people felt they experienced too little touch, even before the pandemic.
Developed by researchers at Goldsmiths University of London, The Touch Test ran from January to the final week in March 2020 (one week after lockdown started in the UK). Professor Michael Banissy, who led the fascinating study, feels we’re witnessing a dramatic longing for touch in society. “In our own data, most people felt they weren’t getting enough touch in their lives (54 per cent), while only 3 per cent indicated they get too much. More recent studies, since COVID-19, have seen the percentage of people reporting touch deprivation to be in the region of 60 per cent.”
Banissy says the most striking finding of The Touch Test was the consistency of results around the world. “We tested close to 40,000 people from over 100 countries, but when we broke our study down to look at different regions we kept finding similar patterns of what predicted individual differences in attitudes and experiences towards touch.”
The study explored the impact of different factors on touch, such as age, gender and geographical location, and found that the biggest influence on attitudes towards touch was personality.
Banissy says respondents who were more extroverted tended to have more positive attitudes towards touch. People who had an anxious approach to relationships – known as anxious attachment – were also drawn to touch, while those with avoidant attachment style had a negative attitude towards touch.
Findings showed that age had an impact on the way people felt about touch too. Those who were younger felt less comfortable than older people about being touched by a stranger, but were more relaxed about being touched in public by someone they knew.
So what do these results mean for the spa industry? “I think any industry that offers a source of tactile input is very important, as we know touch can be beneficial for health and wellbeing,” Banissy told Spa Business. “But our survey found important individual differences – in short a one-size-fits-all approach did not explain the data.
“This is important for industries where touch plays a key role because it highlights the importance of understanding how individual differences may influence likelihood to engage and outcomes of tactile-based treatments.
“We hope the findings will be useful for people in tactile-based treatment industries to better understand client preferences and responsiveness.”
Read more from this issue of Spa Business magazine
View contents of Spa Business 2020 issue 4
Editor's letter: Nurturing mental health
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Spa people: Dr Narinthorn Surasinthon
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Spa people: Isabelle Duchesneau
The executive director of Québec's Le Monastère Augustines explains why its priority of serving caretakers is more relevant today than ever
Spa people: Michael Banissy
The world's largest study on touch uncovers the role it plays in our health and wellbeing. Spa Business talks to the lead researcher
Interview: Krip Rojanastien
Chiva-Som’s CEO talks to Spa Business magazine about guiding the destination spa through COVID-19 and its first contract management project in Qatar
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In a COVID-19 era, human touch and physical connection are restricted like never before, but results from the world’s largest global touch study show 54 per cent of people felt they experienced too little touch, even before the pandemic.
Developed by researchers at Goldsmiths University of London, The Touch Test ran from January to the final week in March 2020 (one week after lockdown started in the UK). Professor Michael Banissy, who led the fascinating study, feels we’re witnessing a dramatic longing for touch in society. “In our own data, most people felt they weren’t getting enough touch in their lives (54 per cent), while only 3 per cent indicated they get too much. More recent studies, since COVID-19, have seen the percentage of people reporting touch deprivation to be in the region of 60 per cent.”
Banissy says the most striking finding of The Touch Test was the consistency of results around the world. “We tested close to 40,000 people from over 100 countries, but when we broke our study down to look at different regions we kept finding similar patterns of what predicted individual differences in attitudes and experiences towards touch.”
The study explored the impact of different factors on touch, such as age, gender and geographical location, and found that the biggest influence on attitudes towards touch was personality.
Banissy says respondents who were more extroverted tended to have more positive attitudes towards touch. People who had an anxious approach to relationships – known as anxious attachment – were also drawn to touch, while those with avoidant attachment style had a negative attitude towards touch.
Findings showed that age had an impact on the way people felt about touch too. Those who were younger felt less comfortable than older people about being touched by a stranger, but were more relaxed about being touched in public by someone they knew.
So what do these results mean for the spa industry? “I think any industry that offers a source of tactile input is very important, as we know touch can be beneficial for health and wellbeing,” Banissy told Spa Business. “But our survey found important individual differences – in short a one-size-fits-all approach did not explain the data.
“This is important for industries where touch plays a key role because it highlights the importance of understanding how individual differences may influence likelihood to engage and outcomes of tactile-based treatments.
“We hope the findings will be useful for people in tactile-based treatment industries to better understand client preferences and responsiveness.”
Read more from this issue of Spa Business magazine
View contents of Spa Business 2020 issue 4
Editor's letter: Nurturing mental health
It’s time for spas re-evaluate their mental wellness approach to help governments and society to tackle the escalating mental health crisis says Katie Barnes
Spa people: Dr Narinthorn Surasinthon
RAKxa Jai, a cutting-edge medi-wellness spa, has opened in partnership with Bumrungrad International Hospital and Minor Hotels in Bangkok. Spa Business talks to its COO
Spa people: Isabelle Duchesneau
The executive director of Québec's Le Monastère Augustines explains why its priority of serving caretakers is more relevant today than ever
Spa people: Michael Banissy
The world's largest study on touch uncovers the role it plays in our health and wellbeing. Spa Business talks to the lead researcher
Interview: Krip Rojanastien
Chiva-Som’s CEO talks to Spa Business magazine about guiding the destination spa through COVID-19 and its first contract management project in Qatar
Ask an expert: Corridors of power
What will it take to make politicians realise the value of spas? Spa Business magazine asks those in government and others who’ve made inroads
Promotion: Artofcryo: Cold Calling
Artofcryo.com aims to offer the best whole-body cryotherapy chambers as well as a complete, reliable and effective solution for operators and results for guests
Promotion: ISPA: Lead, inform, inspire
Lead, Inform, Inspire. It’s been quite a year for ISPA, with its firm commitment to supporting members through the pandemic, as president, Lynne McNees explains
Interview: Mark Hennebry
Ensana’s chair tells Spa Business magazine about its landmark development, Buxton Crescent, one of the only genuine spa hotels in the UK
Promotion: Lemi: Creating the dream team
This year leading Italian supplier Lemi launched three new spa solutions, and ventured into the creation of signature treatments for the first time. General manager Matteo Brusaferri explains why he sees this as the way forward to help spas maximise their investment
Interview: Luisa Anderson
A Longevity Garden and inner healing room are just two of the extra special features at the new Healing Village Spa at Four Seasons Jimbaran Bay, Bali, says its regional spa director
Promotion: Biologique Recherche
Skincare specialist, Biologique Recherche, is using its knowledge of chronobiology to create new approaches to skincare which yield powerful results
Event review: Global Wellness Summit 2020
This year’s Global Wellness Summit saw two US surgeon generals, leading spa stakeholders and wellness professionals look towards the role they have to play following the global pandemic. Spa Business magazine gives its highlights
Research: Matter of minds
A new study is the first to define and put a value on the global mental wellness industry – estimating it to be worth US$121bn. But what does this mean for spas?
Sponsored briefing: Starpool: Cargo-tecture
During lockdown, Riccardo Turri, CEO of Starpool, was inspired to create a whole new category of product, based on recycled containers. The result is the new i.con spa brand, which fuses luxury, wellness, recycling and design
Software: All booked up
Spa software suppliers take a look at 'big data' to reveal the booking trends they’ve seen since spas have reopened
Promotion: Voya: supporting spa partners
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A recent survey by the UK Spa Association (UKSA) into the industry’s approach to cancer care
has revealed that almost half of participating respondents (46 per cent) are unaware that
cancer is a disability and guests with a cancer diagnosis must be given
Mexican operator, Solmar Hotels and Resorts, is hosting a series of events in celebration of
Global Wellness Day, including a Temazcal ceremony at its Playa Grande Resort and Spa in Los
Cabos.
Mandarin Oriental has announced a standalone residence brand, Mansions, which will debut at
Emirates Palace, Mandarin Oriental Mansions, Abu Dhabi, in 2029.
Four Seasons Resort The Nam Hai in Hoi An, Vietnam, has put together a Global Wellness Day
(GWD) agenda with activations rooted in nature and shaped by four pillars of Joy – in
alignment with the day’s theme #JoyMagenta.
The Global Wellness Summit (GWS) will celebrate its 20th anniversary at the 2026 event in
Phuket, Thailand, later this year with the theme: The Science, Art and Soul of Wellness.
Auko, an all-inclusive development, is opening in Phong Nha in Vietnam in Q3 2026, with a
series of 30 tented eco-lodges and wellness hospitality operations by Lumina Wellbeing.
Therme Manchester’s 28-acre development, which will include interconnected glass pavilions
that measure 65,000sq m, will be the largest bathing and wellbeing attraction in the world once
complete, according to prof David Russell, CEO of Therme UK.
Naples Beach Club, a Four Seasons Resort, has opened a 2,800sq m spa called The Sanctuary,
with the design and concept inspired by the Native American people that populated Florida’s
Southwest coast – the Calusa.
Swire Hotels’ luxury hospitality brand Upper House has revealed it will roll out its two-day
House of Healing retreats at its three hotels in Hong Kong, Chengdu and Shanghai.
In today’s premium spa environment, every detail shapes the guest experience – right down to
the softness of towels and the freshness of linens. [more...]
+ More featured suppliers
COMPANY PROFILES
Aquaform With a rich heritage in the spa industry, Aquaform offers a diverse array of water wellness experien [more...]
