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ounded in 2003, XpresSpa is the industry-leading luxury travel spa business, now serving over 1 million travelers yearly at over 50 airport locations. XpresSpa offers massage, mani/pedi, plus wellness products to airline travelers. In November and December of 2022, we conducted a Prospective Customer Mindset Study for XpresSpa. They sought to better understand the attitudes and perceptions of airport travelers. The study provided XpresSpa with keen insights into the mindset of airport travelers and their behaviors. And it produced valuable personas that helped define the types of airport travelers based on their preferences, goals, and self-identified qualities.
Goals and Objectives
The goal of this research was to understand the value system of travel consumers, and what drives them to become a customer of XpresSpa.
Part One explored 8 hypotheses (existing client biases regarding airport travel behaviors) that established the context for a more in-depth follow up survey.
Part Two drilled deeper into the most common travel mindsets and how the frictions and fuels associated with traveling intersect with the brand and value proposition of XpresSpa.
Methodology
We surveyed over 600 individuals, screening for airport travel frequency and travel purpose.
We asked self-identifying questions to the determine attitudes and perceptions of airport travelers as they relate to our 8 hypotheses.
We successfully determined the validity of each of our hypotheses and established a ranking system that confirmed or rejected our original biases.
8 Hypotheses
The 8 Hypotheses were ranked by panelists as follows:
- They want expedience.
- They want a positive experience.
- They want to escape.
- They want to treat themselves.
- They want time saving convenience.
- They want pain relief.
- They will respond to availability.
- They want better options.
The top 4 hypotheses established the framework for the most common airport traveler personas.
Savvy Traveler: They want expedience
I can’t wait to arrive at my destination, and I appreciate it when everything goes smoothly and on time without delays. I like to get to my destination as quickly as possible. I avoid anything that might cause a delay in my travel plans. Airports are simply a means for getting to a destination. Hope to discover a better way to pass the time. Travel personality is: Travel expert. Overall feelings: I’m in a hurry to get through it (the airport). Taking off on time is most appreciated. Delays are most disliked. Would love to find a private seat close to your gate.
Tolerating Realist: They want a positive experience
I wish the airport had more positive experiences to offer that could offset the usual hassles in security, long lines, self-absorbed travelers, and indifferent merchants. I like to discover tricks and shortcuts that improve the travel experience. I stay close to my departing gate in case there is a change in my flight plan. Being in the airport is largely an unavoidable negative experience. Hope for a place to recover from the stress and hassles of traveling. Travel personality is: Tolerating realist. Overall feelings: I expect it to be a big hassle (the airport). Helpful people are most appreciated. Hassles are most disliked. Would love to find a shortcut through security.
Comfort Seeker: They want to treat themselves
When traveling by air, I expect the experience to be physically uncomfortable, so I wear comfortable clothes and bring a neck pillow for my flight. I like to pamper myself in the airport. I try to find the most physically comfortable place to wait for my flight. Being in the airport will be physically uncomfortable. Hope for a comfortable place to relax and stretch out. Travel personality is: Comfort seeker. Overall feelings: I enjoy the super-casual airport environment. Dressing down for a comfortable and casual trip is most appreciated. Physical restriction and confinement is most disliked. Would love to find a massage chair.
Escapist: They want to escape
I try to stay away from the crowds in the airport and find myself seeking privacy and comfort away from the crowd. I like to find a private place away from the crowd at the airport. I look for a quiet place to sit and relax. Airports are crowded and noisy. Hope for a private little corner that is out of the way. Travel personality is: Escapist. I dread being in a crowded airport and on a crowded airplane. Most appreciate private lounges and quiet bars and restaurants. Crowds are most disliked. Would love to find a private lounge.
Key Insight: Travelers are individuals
Our survey gives us insight into the average opinion of travelers with regards to our 8 hypotheses.
However, when we manually review 339 individual responses, we realize that individually, travelers are a mix of attitudes and opinions.
On the average, travelers share a mix of opinions from the top 2 supported hypotheses.
Summary
As a result of our Mindset Study for XpresSpa, we were able to establish true traveler personas based on research as opposed to personas made from fictional creations based on unfounded biases and stereotypes.
These personas represent actual people’s behaviors, attitudes, and opinions and reflect the way they self-identify as travelers.
For XpresSpa, this study has been used as the basis for redesigning their spas, creating new services, establishing a new choice architecture and pricing for their services, and changing the way they approach and communicate with their customers.
XpresSpa is now in the process of completely renaming and rebranding their service based on the insights from our research.