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Vietnamese’s behavior toward using services in Spa

Majority are spending 10 ~ 20 USD/visit and spend ~20% of their monthly income to spa

General behaviors

  • 60% go to spa at weekends, 40% at week days
  • For Vietnamese, colleagues are the best companions for spa
  • 90% Vietnamese choose to try new spa, 10% choose their regular spa
  • 35+ group tend to be the most loyal customers (27% choose regular spa, vs 9% of total)
  • 93% have tipped for spa staffs, and 60% give $2.5 to $5 each time.
  • Majority are spending 10 ~ 20 USD/visit and spend ~20% of their monthly income to spa

Visit purpose

  • People choose to visit spa because it is more effective than home treatment
  • Male choose spa as a way for relaxing more than female

Marketing channels

  • Website and forum ads play an important role for gaining attention, while TVC is especially useful to attract 35+ group
  • ‘Spa-focus’ flash deal sites are the top searched channels before choosing a new spa

Purchase criteria

  • Treatment materials, promotions and users reviews are top 3 criteria for choosing new spa
  • Treatment materials, promotions and treatment therapy are top 3 decisive factors for returning clients