The International Spa Association, with
the help of the Canadian Tourism Commission, released a study
titled "Identifying the Spa Traveler: A Look at U.S. and Canadian
Consumer Attitudes and Motivators for Spa Vacations." Among the
highlights: 63 percent of Americans are more likely to visit a spa
when traveling (compared with 49 percent of Canadians), and 88
percent of Americans favor massage over other treatments.