Mobile users have spas in their eyes

The emergence of spa-booking websites and online voucher sites has thrust the hotel spa industry, now worth at least £80m in annual turnover, into the online space. A crowded digital marketplace poses a threat to independent spa owners however, who risk being drowned out by the competition.

Since Healthy & Beauty business owners and customers alike have taken to the Internet, websites that connect the two have enjoyed particular growth. Wahanda, for example, has grown 300% year-on-year since its launch in 2008.

Nevertheless, many consumers are more than happy to cut out the middleman, and an increasing number are turning to Search platforms to seek out their fix of R&R.

Spa Search on the up

According to Google, Search queries in the ‘Day Spas & Salon Spas’ category grew 9% across all devices in Q1 of 2015.

Queries chart

Mobile queries saw the largest increase, rising by 41% YoY with a 43% increase in clicks. Tablet searches meanwhile grew by just 3% in the same period, whilst desktop queries declined by -4%.

More people are clearly searching for spas on the go and 50% of searches are now made on either a mobile phone or tablet - a 7% increase YoY. This is in line with Google’s announcement in May that mobile is overtaking desktop as the most frequently used Search device. 

% of queries by device

Additionally, Ad Click Through Rate (CTR) has seen a 26% increase YoY across all devices.

ad CTR

Sink or swim

It’s now sink or swim for spa owners, who need to reach out to the customer at the right moment to stand out from the competition. An integrated digital marketing strategy is key here, but as more and more customers turn to their mobile to search for spas, businesses now need to develop a website that is fully compatible across all mobile devices in order to stay afloat. 

For help with your online marketing strategy, please get in touch.