May 07, 2026
Consumer Behavior and Purchase Decision in Luxury SPAs
Maria Louize Ivana Fonseca da Silva; José Eduardo Vilas Bôas
Summary prepared by the ResumeAI tool, an artificial intelligence solution developed by the Pecege Institute focused on synthesis and writing.
Unlike the traditional consumer, who is guided by a functional need tied to accessibility and rationality in the acquisition of a product or service, the consumer in the luxury sector is guided by cultural values and personal meanings that are directly associated with the satisfaction of hedonic desires. Such desires are self-interested and bring consumers, in addition to pleasure and joy, the possibility of being and having a symbol of power, status, and social distinction (Faria et al., 2011). This sector, which is also composed of diverse subsegments, ranging from fashion accessories to hospitality, is not limited to transcending the delivery of a product or service, but must also create a personalized and holistic experience for its consumer, who in turn seeks much more significance and well-being, indicating that subjectivity also plays a significant role in the concept of luxury (Cristini and Kauppinen-Räisänen, 2019). Analyzing the profile of consumers in this sector, there is a growing convergence with the profile of consumers in the wellness market, which occurs both because emotional well-being is one of the main desires of these consumers, and because satisfaction and well-being, as a characteristic of service delivery, have also become more strongly associated with the concept of luxury (Tejon, Panzarani and Megido, 2016). According to the Global Wellness Institute (2024), it is important to note that the wellness market experienced accelerated growth after the pandemic, reaching a peak of 6.3 million dollars in 2023, representing 6.03% of global Gross Domestic Product. This growth, in addition to reflecting an increase in spending on wellness services and products and lower accessibility of these items, demonstrates that as the supply of wellness services increases, there is an ever-greater association of these premium products and services, such as SPAs, with the concept of luxury, exclusivity, personalization, and expense. Regarding SPAs, it is worth noting that this is a widely used acronym that refers to the Latin expression Sanus Per Aquam, which in free translation would be health through water. Such establishments are frequented to improve physical and mental health, and this experience has become essential in luxury hotels, as it is a way to offer personalized, holistic services in exclusive environments that provide clients with a refuge aligned with a sense of privilege and distinction (Thorne, 2021). Considering that luxury consumers can be divided into six different types, which demonstrate the influence of psychological, social, cultural, and personal factors that impact their purchase decision-making process, it is noteworthy that, in the context of luxury SPAs, the main influencing factors on these consumers are exclusivity, high quality, personalization, premium price, location, and infrastructure (Mattei et al., 2006). To map the marketing strategies to be used with greater precision and objectivity, the importance of understanding the behavior of these consumers becomes evident, including the application of techniques such as neuromarketing and storytelling, which have proven efficacy in the luxury sector by emphasizing that multisensory experiences and adequately constructed narratives not only reinforce the identity of an offered service but also influence the perception of the individual seeking inherent factors of this market, increasing the perceived value of the service to be offered, in addition to strengthening the emotional connection with consumers in the sector, who seek exactly this sensory and exclusive experience (Castro et al., 2023).
The methodological design adopted for the investigation of factors influencing the purchase decision-making of consumers of services in luxury SPAs followed an applied nature, with a quantitative approach and descriptive objectives. The data collection process was structured in three complementary stages: bibliographic research, secondary data survey, and application of a survey questionnaire. The literature review theoretically grounded the project through academic books and articles, as well as recent market research on luxury consumer behavior, using seminal authors like Vigneron and Johnson (1999) to understand prestige and symbolic value in consumption. The secondary data survey considered recognized online databases and portals, including SpringerLink, ScienceDirect, Emerald Insight, Wiley Online Library, Taylor & Francis Online, IGI Global, and USP Revistas, in addition to sectoral reports from the Global Wellness Institute (2024) and Deloitte (2023), which allowed for mapping trends and sizing the luxury market in Brazil. Primary data collection occurred between June 27 and August 21, 2025, using the Google Forms platform for national reach and in-person approaches at eight luxury SPAs located in the city of São Paulo: SPA Lancôme Absolue at Hotel Palácio Tangará, Asaya by Guerlain at Hotel Rosewood São Paulo, Anantara SPA at Hotel Tivoli Mofarrej, SPA Santapele at Hotel Emiliano, SPA Fasano at Hotel Fasano Jardins, Sala SPA at Hotel Unique, Aigai SPA, and Awake Health. The initial sample consisted of 263 volunteers, of whom 156 were excluded for not meeting eligibility criteria, such as minimum age, family income exceeding R$ 15,900.00, and a minimum frequency of luxury SPA visits of more than once a year. Thus, the research was consolidated with 143 valid volunteers. The questionnaire was structured into three distinct blocks: the first dedicated to sociodemographic profile; the second focused on identifying factors influencing decision-making, using the Likert Scale to measure the importance of attributes such as exclusivity, quality, personalization, location, and recommendations; and the third block aimed at investigating storytelling and neuromarketing strategies. The distribution of the instrument used convenience and snowball sampling techniques, leveraging social networks like LinkedIn, Instagram, TikTok, and WhatsApp, as well as contact mailing lists and QR Codes made available at partner establishments. Before definitive application, the questionnaire underwent a validation stage with two volunteers with profiles aligned with the sample to ensure question clarity. Data analysis was performed using basic descriptive statistics and cross-tabulation with the aid of Microsoft Excel software, allowing for the investigation of relationships between sociodemographic variables and identified behavioral patterns, always in compliance with the ethical standards of resolution 510/2016 of the National Health Council.
The results obtained reveal a consumer profile with high purchasing power and a high level of education. All 143 valid respondents have a monthly income of R$ 15,900.00 or more, with the majority residing in the Southeast region of Brazil (67.1%). Regarding age groups, the predominant group is between 35 and 44 years old (30.8%), followed by individuals aged 45 to 54 (25.7%). Educational attainment is notably high, with 44.1% of participants holding specializations and 30.1% holding master’s or doctoral degrees. Professionally, entrepreneurs (32.2%) and private sector employees (30.8%) stand out, consolidating a profile of consumers in leadership positions or with high technical demands. Concerning consumption behavior, 48% of the sample indicated a frequency of two to three annual visits to luxury SPAs, while 22% reported high consumption, exceeding six times per year. Cross-analysis showed that frequent consumption is more intense among women (46.1% in the intermediate pattern) and in more mature profiles, where the proportion of high consumption exceeded 50% in the 45 to 65 age range. This behavior suggests that repeated consumption at older ages reflects a lower perception of risk and reinforcement of the symbolic value of the experience, as advocated by Wiedmann et al. (2009). Exclusivity, measured by the limitation on the number of clients served simultaneously, was considered very important or important by 61% of the sample. Women showed greater sensitivity to this factor (64.5%) compared to men (55%). Among consumers aged 45 to 65, the valuation of exclusivity exceeded 70%, corroborating the thesis of Ahmed et al. (2023) on the direct association between scarcity, privacy, and the perception of luxury. The quality of service provided in the last six months also proved decisive, with 68% high or total agreement. This criterion was even more relevant for the mature audience (72%) and for public employees (75%), indicating that the brand’s immediate performance is fundamental to sustaining loyalty in competitive markets (Lin, 2023).
The personalization of service emerged as one of the most valued attributes, with 72% of respondents attributing high importance to this aspect. Again, women (75%) and the audience between 45 and 65 years old (74%) led this perception. The search for tailor-made experiences is a pillar of perceived authenticity in the premium segment (Park, 2020). When investigating the specific attributes that motivate choice, differentiated infrastructure, such as private cabins, was cited by 62% of participants, followed by variety of services (57%) and privileged location (49%). The preference for private and quiet environments was confirmed by 66% of the sample, with emphasis on public employees (74%) and the mature audience (70%). Such evidence reinforces that, although well-being has become popular, the private character is still what differentiates luxury from common services (Thorne, 2021). Sensory experience, involving auditory, olfactory, and tactile stimuli, was considered relevant by 69% of respondents. Women showed greater appreciation for these stimuli (71%), and the intensity of this perception increases with age, reaching 73% in the 45 to 65 age group. This demonstrates that luxury services function as a hedonic escape where the senses enhance the feeling of authenticity (Holmqvist et al., 2022). In the field of social influences, 54% of participants consider recommendations from close people or influencers relevant. However, this factor is stronger among young people up to 34 years old (61%) and decreases to 42% among older adults, suggesting that maturity brings greater decision-making independence or greater confidence in previous experiences. Digital channels consolidate themselves as the main means of discovery for 62% of the sample, especially among younger people (72%), while personal recommendations gain strength in the audience over 45 years old (63%).
The barriers to hiring luxury SPA services are headed by the high price (72%), followed by lack of time in the routine (54%) and the perception of the service being non-essential (38%). The high cost is a transversal barrier, but it reaches its peak perception among public employees (81%) and the 45 to 65 age group (79%). Regarding marketing strategies, 58% of consumers stated that they seek information about the SPA’s history, values, or origin before hiring, a practice more common among women (61%) and the mature audience (63%). Brand consolidation and its tradition in the market attract 63% of respondents, being a prestige factor that carries significant weight in the decision. Association with luxury hotels or premium brands influences 57% of the sample, with a significantly greater impact among young people (63%) and entrepreneurs (62%), who link such partnerships to a sophisticated lifestyle (Ahmed et al., 2023). Emotional advertising, based on testimonials and storytelling, influenced hiring for 41% of participants, with greater effectiveness among young people (53%). The emotions most awakened by the campaigns were relaxation (39%) and happiness (32%), with 67% agreeing that advertising in the sector is effective in generating positive emotional impact. Sensory marketing in advertisements, highlighting aromas and textures, increases the desire to purchase for 61% of respondents, reinforcing the need for immersive strategies. Finally, the central motivation for choosing a luxury SPA is the pursuit of relaxation and well-being (44%), followed by the desire for status and social prestige (31%). Although tradition is valued, 52% of participants stated that they would choose a SPA with a better cost-benefit ratio, even if less renowned, evidencing that the Brazilian premium consumer seeks a balance between symbolic value and economic rationality.
It is concluded that the objective was achieved by identifying that the decision-making of luxury SPA consumers in Brazil is guided by a multifactorial set of attributes, where personalized service, exclusive access, and superior infrastructure quality hold central positions. The research demonstrated that, although relaxation is the primary motivation, factors such as brand prestige and immersive sensory experience are critical differentiators that justify the premium price paid. It was observed that consumption behavior varies significantly according to generational profile, with younger consumers being more influenced by social media, partnerships with famous brands, and status appeals, while the mature audience prioritizes tradition, privacy, and consistency in service delivery. Price and time barriers remain the main limitations, indicating that marketing strategies should focus on building perceived value and offering experiences that transcend the functional, consolidating the SPA as a haven of authenticity and well-being in an increasingly sophisticated market.
Bibliographic References:
Ahmed, R.; Khan, S.; Ali, M. 2023. Luxury Consumption: A Cross-Cultural Perspective. Journal of International Consumer Marketing 35(3): 250-265.
Castro, J.L.S.; Fernandes, C.A.B.; Beraldo, D.F.A.; Moreira, T.L. 2023. O papel do storytelling no marketing de marcas de luxo: uma revisão sistemática da literatura. Contemporânea – Revista de Ética e Filosofia Política 3(6). ISSN 2447-0961.
Cristini, H.; Kauppinen-Räisänen, H. 2019. Managing the transformation of the global commons into luxuries for all. Revista de Pesquisa Empresarial.
Deloitte. 2023. Relatório de Tendências do Mercado de Luxo no Brasil. Deloitte Brasil, São Paulo, SP, Brasil.
Faria, A.P.; Lacerda, D.R.; Craveiro, C. 2011. Luxo: desejo e consumo. In: Congresso de Ciências da Comunicação na Região Centro-Oeste, XIII, 2011. Anais. 8-10 de junho de 2011. Publicidade e Propaganda do IJ 2.
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Tejon, J.L ; Panzarani, R..; Megido, V. 2010. Luxo for all: como atender aos sonhos e desejos da nova sociedade global. Editora Gente, São Paulo, SP, Brasil.
Thorne, S. 2021. Are spas and wellness still considered luxurious in today’s world? Research in Hospitality Management 11(1): 9-14. DOI: 10.1080/22243534.2020.1867379.
Vigneron, F.; Johnson, L.W. 1999. A review and a conceptual framework of prestige-seeking consumer behavior. Academy of Marketing Science Review 3(1): 1-15.
Wiedmann, K.P.; Hennigs, N.; Siebels, A. 2009. Value-based segmentation of Luxury consumption behavior. Psychology & Marketing 26(7): 625-651. Disponível em: https://onlinelibrary.wiley.com/doi/abs/10.1002/mar.20292
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