The spa market - Italy

The global spa market has witnessed substantial growth and is projected to continue prospering, with revenues expected to surge to $77.1 billion globally in 2022, up from $56.2 billion reported in 2017, marking a 6.5% average annual growth rate. The COVID-19 pandemic significantly impacted the sector, with Italy experiencing a sharp decrease in spa revenues by 63% in 2020 and a pronounced reduction in related services. Despite the downturn, the Italian market showed signs of recovery, with a 36% revenue increase in the first nine months of 2022, reaching over 600 million euros. Demographically, Italian spa customers are predominantly aged over 64 and within the 35-54 age brackets, with 12% foreign visitors indicating an international interest. Geographically, spa distribution is concentrated, with Veneto and Campania hosting over half of the country's spas. The future demand in Italy appears promising, as 74% of Italians consider spa vacations, and the government's initiation of the Italcares platform and a 200 euro Spa Bonus aims to incentivize spa service purchases and attract health and wellness tourism. Despite the challenges posed by the pandemic, the spa industry's recovery, supported by government measures and changing consumer preferences, is indicators of positive potential for the market..**The Italian Spa Market Landscape and Trends** In Italy, the spa industry, which encompasses a range of services provided by resort, salon, and medical spas, is on a trajectory of recovery and growth following the detrimental effects of the COVID-19 pandemic. This recovery is underpinned by a rich history where spa treatments are deeply rooted in Italian culture, with experiences that are sought after for both medical and aesthetic purposes. Italy boasts a considerable number of spa companies, with more than 320 facilities in operation, a sizable portion accredited to the National Health Service. This reflects the country's significant heritage that merges healing properties of waters with its rich cultural tapestry. From a demand perspective, the Italian spa market indicates a resilient future, as a substantial number, approximately between 60 and 70 percent of Italians, consider spa visits integral for relaxation and rejuvenation, although health remains a significant but no longer the primary motive. Despite a marked decrease in spagoing intentions during 2020, with about 40 percent of respondents indicating a reluctance to attend spas owing to the pandemic, the rebound is noticeable with nearly three-quarters expressing interest in spa vacations in the following years. Geographically, the distribution of spa establishments is quite extensive across Italian regions, with Veneto and Campania housing over half of the country's spas. This distribution not only relates to the availability of natural resources but also to regional specialization in spa services. The profile of spa customers generally leans towards the older population with the over 64 age bracket and 35-54 age bracket being the most represented. There is also significant interest from foreign clientele, as approximately 12 percent of spa goers are from abroad, indicating the international appeal of Italian spa experiences. The market structure for Italian spas suggests a trend towards consolidation, with a decrease in the number of companies from around 140 to 120 between 2015 and 2020. Similarly, employment in the industry also saw a decline from close to 8000 employees to around 6000 during the same period, aligning with the contraction in revenues from about 800 million euros to around 600 million by 2022. Most spas operate as limited liability companies, which account for the majority of the business structures. Consumer trends reflect a strong preference for spa activities throughout the year with about a third not being particular about the season, while significant proportions still favor summer and winter visits. The choice to visit specific spas is primarily driven by the type and quality of services provided, the standard of accommodation, and the attractiveness of the location.### Prominent Entities in the Italian Spa Sector: A Dive into Key Market Players The Italian spa sector, replete with a history that dates back to the age of the Etruscans and Romans, has evolved into a key component of the country's wellness and tourism landscape. Despite the hurdles posed by the pandemic, the industry is on a trajectory toward resurgence, buoyed by foreign investment and a steadfast global reputation for quality and therapeutic expertise. Below, we explore some of the main players that continue to shape the market landscape, each contributing to the allure that draws nearly three million guests annually, including a significant number of international visitors. #### Acque Albule - Thermal Baths of Rome Acque Albule remains a distinguished name in the city of Rome. Embracing the time-honored legacy of the region's thermal waters, this establishment caters to a clientele seeking a combination of historical richness and modern-day spa luxuries. With competitive rates and an array of packages, Acque Albule positions itself as a sanctuary within the bustling federal capital, where wellness is rooted both in tradition and innovation. #### Pompey Spa Positioned to cater to the discerning spa-goer, Pompey Spa leverages its array of services to entice both locals and tourists. The cost-effective options they provide, especially for treatments involving mud therapy and thermal baths, highlight their commitment to accessible wellness. Their partnerships with the National Health Service (SSN) underline a dedication to proper health and recovery, ensuring their treatments are not only luxurious but also beneficial. #### QC Terme Rome QC Terme stands as a testament to the integration of premium spa experiences within the Italian market. With its varied offerings, from evening escapes to couple-centric packages, QC Terme encapsulates the growing demand for personalized and luxurious spa retreats. Their attention to the nuances of individual preferences underscores their positioning as a leader amongst those seeking an exclusive wellness haven. #### Premia Spa Tailoring its services to families and individuals alike, Premia Spa's offerings are a blend of inclusivity and diversity. Their emphasis on providing varied time slots and packages for different demographics showcases their understanding of customer heterogeneity within the spa market. Premia Spa's strategic approach to seasonality and pricing helps it maintain a strong foothold in an industry where flexibility and adaptability are key. #### Montecatini Spa Montecatini Spa prides itself on its comprehensive suite of services that range from simple entry to elaborate day-long retreats. By offering diverse subscription models and intensive treatment packages

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• Number of pages : 30 pages
• Format : Digital and PDF versions
• Last update : 12/07/2023

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Summary and extracts

List of charts

• How much time will you spend in spas and wellness centers in 2020?
• How many Italians will take a spa vacation in the near future?
• The spa sector in Italy
• Age of spa customers
• Origin of spa customers
• Number of spa enterprises in Latium, by province
• Number of spas in Latium, by province
• Number of companies in the spa sector
• Legal form of companies in the spa sector
• Number of employees in the spa sector
• The reasons for choosing the spa
• The reasons for not choosing the spa
• How many Italians attend the spa?
• Drivers of spa stay choice
• What time of year do Italians prefer to go to the spa?
• Consumer prices of spa treatment services
• The global spa market

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