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
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Promotion: Lemi: Creating the dream team
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Interview: Luisa Anderson
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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
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Promotion: Voya: supporting spa partners
Jessica Anhold, Voya’s head of global sales and marketing, talks community in a time of crisis and how the company is supporting its spa partners
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
Jessica Anhold, Voya’s head of global sales and marketing, talks community in a time of crisis and how the company is supporting its spa partners
People taking GLP-1 weight loss medications such as Ozempic, Wegovy, Mounjaro and Zepbound
may be losing weight, but they’re also becoming less physically active, according to new
research presented at the ENDO 2026 annual meeting of the Endocrine Society
Abu Dhabi-based investment firm Mubadala Capital has made a binding, fully financed
€1 billion
offer to acquire Pierre and Vacances SA, the European holiday resort operator behind the
continental European Center Parcs business.
Global retreat trade show, Synergy The Retreat Show, has launched a resource called The
Source, which hosts an open-access online Transformation Series programme.
The Standards Authority for Touch in Cancer Care (SATCC) charity has announced its first five-
day Living with Cancer and Beyond retreat, which will be held at Carden Park Hotel and Spa in
Cheshire, UK, between 1 and 5 September.
Patmos Aktis, a Luxury Collection Resort and Spa, has opened in Greece, with a renovated and
rebranded wellness offering called Ansana Wellness and Spa.
The Mauna Kea Beach Hotel, an Autograph Collection property in Hawaii, US, has opened its
22,000 sq ft indoor-outdoor Spa at Mauna Kea as the final step in the property’s overall
renovation, which has cost more than US$180 million (€166 million, £140 mill
The UK spa review and discovery platform for consumers, the Good Spa Guide, has announced
it will host the Good Spa Guide Awards 2026 during an event on 16 November at Sopwell House
Hotel in St Albans, UK.
Eighty-four per cent of consumers now say wellness is a top priority in their lives, with this
percentage increasing year on year, according to a preview presentation of McKinsey’s Future of
Wellness 2026 research report.
Mass protests have been taking place since Monday 1 June in Albania over the development of
a luxury resort by Donald Trump’s daughter Ivanka Trump and her husband Jared Kushner.
Global Wellness Day (GWD) marked its 15th anniversary on Saturday 13 June 2026, with the
theme: #JoyMagenta – a celebration of the healing qualities of simple gestures and activities
that spark joy.
