Spas seeking to attract the notoriously tough to crack millennials market, can now get the inside track on securing their future clients, thanks to new data from The Futures Company which breaks the group into four market segments and offers advice on how to approach each.
People in their late teens to their early thirties, millennials, are increasingly difficult to predict in terms of what treatments they want and how they much they will pay for them.
However, global strategy consultancy The Futures Company, has identified four distinct “tribes” to help unpack what this portion of the population wants, based on their unifying use of technology and search for meaningful experiences over material pursuits.
The data, and its potential, was outlined by The Futures Company's Vera Kiss in a
feature for the March edition of
Health Club Management magazine.
“Businesses that are able to mix and match their strengths to appeal to the millennial 'tribes' will be more successful in connecting with the next generation of spa and health club audiences” she wrote.
The first “tribe” of millennials, Striders, are youngsters least affected by the economic downturn and are still willing to pay for premium services with a show off factor.
These people are looking to experience the most iconic treatments in the most exclusive places to enable them to express their status.
Steppers, however, are are more cautious after taking serious hits during the recession and are more value-conscious.
They may be unwilling to pay for expensive experiences but they too need to escape from daily stress, perhaps using day passes to spa facilities.
The third “tribe”, Satellites, are performance-focused, striving for economic prosperity and are consequently excited by new technological solutions to their problems.
Innovative ways to meet the needs of this tech-savvy group could include more technical treatments.
Spirits, the last “tribe”, named for their open socially-conscious mindsets, are enthused by sustainability-driven propositions and novel meaningful experiences, such as holistic wellness treatments.
