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Spa-goers in Québec are becoming less loyal and more inquisitive, says study commissioned by Québec Spa Association (AQS)

23 Dec 2025

Québec spa-goers prefer to visit several spas or chains, rather than remaining loyal to a single establishment, according to a study conducted by Ipsos on behalf of the Québec Spa Association (AQS).

Read the full article about the new study, the 2025 Spa Clientele Barometer, in the latest edition of Spa Business.

The fourth edition of the annual research found spa-goers prefer to visit several spas or chains they already know (42 per cent) or to discover different facilities (25 per cent).

The data highlighted that spa guests are looking for new experiences that offer inspiration.

While guests continue to seek relaxation, rejuvenation and to treat themselves by attending a spa, pricing and promotions are the top concern when it comes to selecting a facility to visit (49 per cent).

The cost of a visit is more important to prospective clients than the scenery (37 per cent) and location (30 per cent).

The most frequently used service at a spa continues to be the thermal experiences on offer (78 per cent), followed by massage therapy. 

Forty per cent of guests say they receive a massage during their visit ‘always’ or ‘most of the time’.

Silence and an atmosphere of serenity are described as essential for 79 per cent of spa guests surveyed, but more than half would welcome calm social spaces for low-voice conversations.

The Ipsos researchers analysed a survey of 500 clients who visited a spa in Québec over the past year. The results were presented in November at the AQS’ annual congress by Ipsos’ director of strategy and markets, Julie Dussault-Remillard.

After the presentation of the results, AQS president and CEO, Véronyque Tremblay, said: “By combining intimacy, conviviality and collective rejuvenation, establishments can better respond to a generation of guests who associate wellbeing with social bonds.”

The study was conducted with financial support from the Québec Ministry of Tourism.

Québec Spa Association (AQS)

The AQS was founded in 2012 and is an industry association recognised by the Québec government. 

Administered by the Québec Hospitality Association (AHQ), the AQS has its own board of directors and actively supports the interests of approximately 60 members across 14 tourism regions.