The International Spa Association recently released a study conducted by Harris International, illustrating spa trends around the world, and the results should be very encouraging to massage therapists. Spas in the U.S., Australia, Japan, Thailand and Austria are finding that consumers are requesting some form of massage among the top three treatments offered at spas throughout each country.

Initial findings in this first ISPA Global Consumer Report are encouraging, as the report points to more than 150 million active spa consumers worldwide. "The objective of this research is to continue to provide vital information that will help our members and the worldwide spa community, make informed, strategic decisions for their businesses," said ISPA Chairman Jim Root.

The research was conducted by studying spa consumers in multiple Asian and European countries, as well as the U.S. and Canada. The report identified key items such as the number of spa consumers, the frequency of their visits, along with treatment trends and pricing. "We are finding obvious similarities across the globe, as well as interesting differences between spa-goers," said ISPA President Lynne Walker McNees.

According to the research, the top five countries for spa consumers include the U.S. (32.2 million), Thailand (27.1 million), Japan (19.1 million), Italy (17.8 million) and Germany (11.5 million). Other countries also surveyed include the U.K. (6.7 million), France (6.3 million), Spain (6.1 million), Canada (3.7 million), Australia (3.2 million), Austria (2.9 million) and Singapore (2.2 million).

Overall, spa consumers tend to be more female than male. However, in countries such as Thailand, Singapore and Germany, the numbers of men and women booking spa services is pretty close. For example, in Germany, 53 percent of women are spa consumers and so are 47 percent of men, a difference of only 6 percent. In Thailand, 54 percent of women go to spas and 46 percent of men do the same, for a difference of only 8 percent. In Singapore, 55 percent of women and 45 percent of men are spa-goers. However, only 22 percent of men in the U.K. go to spas, while 78 percent of the women in that country will book a spa treatment. Canada is very similar, with 71 percent of women and only 29 percent of men enjoying a spa service. Studies have shown that men in the U.S. increasingly are discovering the benefits of taking some time to experience a spa treatment, including deep tissue and sports massage. This study seems to follow that trend with 69 percent of women and 31 percent of men making the trip to a spa. According to the research, men tend to enjoy treatments such as deep tissue, while women are much more likely to seek out treatments that will enhance their appearance, such as services for the face, hands or feet.

The study also broke down the top three spa treatments in each country surveyed around the world. In most countries, some form of massage was in the top three of spa services requested. For example, in Australia, 35 percent of spa consumers chose full-body massage, along with 53 percent in Austria and 34 percent in Germany. Full-body massage was the number one choice of spa services in the U.S. with 63 percent of consumers requesting this service. In Japan, Shiatsu massage (44 percent) and aromatherapy (21 percent) were highly requested services. In Thailand, reflexology was the number one choice (65 percent), followed closely by Thai massage (61 percent).

"The No. 1 lesson one can learn at a spa is that the world won't fall apart if you take time out for you," McNees said. "We simply must take the time to recharge our batteries in order to be better people for ourselves, as well as our spouses, children, friends and employers."