Destination spas: an exploration of factors that contribute to memorable guest experiences

A recent report from the Global Wellness Institute identified that the UK spa economy was ranked the sixth largest spa economy in the world, estimated it to be worth $2.04 billion (GWI, 2022). The industry’s significant economic contribution underscores the importance of understanding the spa consumer experience and concepts within the spa context. Further, the memorability of a customer experience has been identified as a value that consumers seek, which organisations should provide to differentiate their businesses in a competitive marketplace. Hence, this research explored factors that contribute to memorable guest experiences is UK destination spas. Fifty-one semi-structured interviews were conducted with spa guests and managers, to gain both consumer and supplier perspectives. Themes that emerged from the data show that physical design and sensory elements, co-creation and experience values are all memorable. The findings particularly revealed that novelty, involvement and the element of surprise contribute to memorability.