Coyle Hospitality Group's 2005 Spa Industry Survey Finds Quality of Service Provider and Cleanliness are Keys to Satisfaction

SAN FRANCISCO, Calif. - (September 8, 2005) -- In an effort to measure spa performance, Coyle Hospitality Group surveyed 2110 people, representing consumers throughout the United States. The survey covered a variety of service related issues from key enjoyment/disappointment factors to and complaint resolution dynamics.

The survey participators were mostly female (1899) and between 18 and 61+ years of age, with the majority of respondents in the 30-40 age category (723).

Interesting findings include:

• The top four factors in satisfactory spa experiences are:
  Quality of service provider(1281)
  Cleanliness(1000)
  Value (time per dollar)(702)
  Friendliness of service provider(607)
  


• The top four factors in unsatisfactory spa experiences are:
  Quality of service provider(1088)
  Cleanliness(866)
  Value (time per dollar)(754)
  Friendliness of service provider(725)
  


• When people are disappointed with a treatment or service they are:
  Likely to complain(646)
  Neutral(408)
  Very likely to complain(319)
  Unlikely(232)
  Very unlikely(26)
  


• If people are not likely to complain, the following are the leading factors that would encourage them to mention their disappointment:
  Comment Card in the locker room(719)
  Reception asked how service was(578)
  Manager's card available without having to request it(497)
  I have no problem voicing complaints(488)
  Manager present and circulating(445)
  I rarely/am not likely to complain(126)
  Never had a disappointing experience(117)
  Other(94)
  


• People who have been displeased with a spa treatment were split almost halfway (684) people responded that they have voiced their opinion regarding disappointment with spa services and (610) people responded that they had not voiced their opinion with a disappointing spa service.


• Spa complaints are often (271) resolved to satisfaction, followed by sometimes (225) and finally, always resolved to satisfaction (210).


• Regarding service recovery, (810) people were very unlikely to return to the spa if they had significant disappointment with a spa experience and did not complain. (631) people were unlikely to return and (180) people were neutral.


• If a person had a significant disappointment with a spa experience and she complained, with the issue not handled satisfactorily she is highly unlikely to return (1257) followed by unlikely to return (315).


• If a person had significant disappointment with spa experience and she complained with the issue handled satisfactorily, she is likely (932) to return followed by very likely (410).

About Coyle Hospitality
CHG has developed SpasQore, a customized measurement program that enables spas of all sizes to set standards and measure performance over time. SpasQore is delivered to clients online via CHG's proprietary SQL database that enables client-driven set-up and output; on-the-spot trending analysis; customized roll-up reporting; multiple brand platforms; dynamic archiving (reports, pictures and recordings). This ease of reporting allows management to access any part of the report, at any time, through a web browser.

Based in New York City since 1996, Coyle Hospitality Group is a market leader providing mystery shopping and brand quality assurance services exclusively to hotels, restaurants and now spas worldwide. A selection of current Coyle Hospitality Group hospitality clients includes Little Palm Island Resort & Spa, Intercontinental Hotels & Resorts, Morgans Hotel Group, Kimpton Hotels & Restaurants, Starr Restaurant Organization, Affinia Hospitality, China Grill Management and Daniel Boulud Restaurants. Since 1996, CHG has completed over 20,000 quality evaluations exclusively for hospitality clients. For more information please visit www.coylehospitality.com

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Editor's Note: Complete spa surveys are available upon request.