Understanding Kruger Park Spa Facility Preferences. May 2015

Transcription

1 Understanding Kruger Park Spa Facility Preferences May 2015

2 Questionnaire logic Table of Contents Who are the people that would visit a Kruger spa? What spa goers currently enjoy Types of spas Types of treatments What do visitors want in a Kruger spa? Types of experiences & types of treatments Location of the spa & duration of a spa experience Willingness To Pay and return factors Importance of spa features: Environmental setting; treatment choices; atmosphere; facilities nearby. Limitations and considerations Recommendations

3 Questionnaire logic SANParks Online Participants 591 responses non spa goers % Spa in Kruger? spa goers % 9% of non spa goers YES! 25% (147) 47% of spa goers (117) Type of experience Treatment types Location Duration Willingness To Pay Return Factors Important Features

4 Out of a total sample of 591 responses, 147 or 25% of respondents indicated they would purchase spa treatments from the Kruger spa. 250 respondents currently make use of other spa services, of which 117 (47%) would be interested in a Kruger spa. Of the remaining 341 non spa goers, 9% or 30 respondents said they would visit the Kruger spa.

5 NEVER BEEN DAY VISITOR 1 TO 3 3 TO 5 MORE THAN 5 < Demographics of those saying YES 72% females Majority are aged between years Spends 3 nights+ per trip in KNP % Respondents by avg number of nights spent in Kruger 37% 49% % Respondents by age groups 26% 27% 21% 14% 1% 4% 10% 1% 2% 9% n=144

6 Demographics spa goers Respondents by nights spent in KNP on an average trip Nights spent in KNP on average trip All spa goers Spa goers interested in Kruger spa Never been to KNP 0% 2% Day visitor 3% 4% Stay 1 3 nights 7% 13% Stay 3 5 nights 31% 44% Stay more than 5 59% 37% n=250 n=117

7 % of respondents Types of spas currently visited by spa goers Local beauty salons and day spas are the most popular amongst current spa goers 54% 41% 31% LOCAL BEAUTY SALON DAY SPA 8% DESTINATION SPA 3% MEDICAL SPA RESORT / HOTEL SPA n=250

8 % of respondents Types of treatments currently enjoyed by spa goers Massages and cosmetic treatments are the most popular treatment types amongst current spa goers 74% 50% 29% 26% 11% 7% COSMETIC HYDRO BODY WELLNESS MASSAGES ALTERNATIVE n=250

9 % of respondents Preferred spa experiences in Kruger Half of respondents would prefer selected treatments combined with relaxation time & refreshments in a serene environment 37% wants it all (treatments, refreshments, relaxation and a game drive) n=144 37% 29% 8% 12% 9% 3% 41% 10% I WANT IT ALL! FIX ME UP SELECTED TREATMENTS Non spa goers Spa goers 51%

10 Treatments preferred at Kruger spa An overwhelming 87% of respondents would choose to purchase massage treatments in Kruger Other treatments in demand are cosmetic, body and hydro treatments 87% 39% 32% 32% 8% 6% 8% 12% 6% 70% 17% 12% 4% COSMETIC HYDRO BODY WELLNESS MASSAGES ALTERNATIVE n=145 47% 38% 40% Non spa goers Spa goers 18% 16%

11 Location preference The majority of interested individuals would like to combine in camp treatments with treatments carried out in the wild 24% 61% 14% n=145 In camp In the wild Combination

12 Duration 31% of respondents say they would like to spend an entire day at the spa - however: The majority would stay for a couple of hours at the most 9% 60% 31% 2 days or more One entire day A couple of hours at the most n=145

13 % of respondents Willingness to Pay 31% of respondents say they are willing to pay MORE for a bush experience that offered the possibility of game viewing, while another 39% would consider it. 31% 39% 28% 30% 15% 14% n=145 10% 11% 3% 9% 5% 3% DEFINITELY MAYBE I'M NOT SURE NO Non spa goer Spa goer

14 % of respondents Return Factors Repeat business is strongly determined by the quality of the services offered as well as the type of services on offer. Price was also listed by 53% of spa goers as a determining factor. 23% 69% 44% 53% 69% LOCATION n=144 QUALITY OF SERVICE UNIQUENESS PRICE SERVICES AND FACILITIES

15 % of respondents Importance of environmental setting The environmental setting of the spa was rated a very important feature amongst 67% of respondents 43% 24% 28% 4% 1% EXTREMELY IMPORTA NT VERY IMPORTANT IMPORTANT OF LITTLE IMPORTANCE NOT IMPORTANT AT ALL n=145

16 % of respondents Importance of treatment choices Availability of different treatment choices was rated very important amongst 56% of respondents 38% 41% 18% 3% EXTREMELY IMPORTA NT VERY IMPORTANT IMPORTANT OF LITTLE IMPORTANCE NOT IMPORTA NT n=145

17 % of respondents Importance of atmosphere As expected, a tranquil and relaxing atmosphere is regarded as extremely important by most 54% 38% EXTREMELY IMPORTA NT VERY IMPORTANT 8% IMPORTANT 0% 0% OF LITTLE IMPORTANCE NOT IMPORTA NT n=145

18 % of respondents Importance of facilities nearby such as restaurants Half of respondents view the availability of nearby facilities such as restaurants as of little or no importance 28% 35% 8% 13% 15% EXTREMELY IMPORTA NT VERY IMPORTANT IMPORTANT OF LITTLE IMPORTANCE NOT IMPORTA NT n=144

19 Recommendations While hundreds of Facebook followers voiced their concerns against a spa in Kruger, almost half of current spa-going KNP visitors indicated they are interested in making use of a spa in Kruger. Choosing an ideal spot with the right level of scenic beauty and a tranquil atmosphere is of utmost importance to the success of the spa. Massage services would attract the most visitors, followed by cosmetic treatments (nail care, waxing, facials, make-up, etc.), body treatments (body wraps, exfoliation etc.) and hydro treatments (jacuzzi, sauna, steam bath, hydrotherapy etc.) The types of services on offer and the quality thereof will determine the amount of repeat visits.

20 Recommendations (continued) Respondents are not convinced yet whether a spa with a bush experience is worth paying more for, but could be persuaded through the right marketing messages. Most would prefer to spend a couple of hours at the most enjoying selected treatments in a serene environment, combining in-camp treatments with treatments in the wild (for example next to a waterhole or under a tree in the bush). Another 37% would like the possibility of a game drive included. The spa could potentially increase the number of nights spent in the Park. Currently 44% who would like to visit the spa in Kruger stay 3-5 nights, another 13% stay only 1-3 nights while 4% are day visitors.

21 Limitations and considerations Only current SANParks visitors and social media followers were included in the study. Future studies could include potential KNP visitors as the spa could act as draw card to a new market. Online sample may not totally represent the KNP visitor population. Social contagion could have exaggerated negative perceptions around the spa. Low sample size of those interested in spa (n=147) could skew results from key questions around preferences (types of experiences and treatments, etc.).

22 Research conducted by Visitor Management & Interpretation Unit