With the wide range of consumer types visiting spas, the first and best answer to your question is "it depends". There are multiple market segments within the "women who visits a day spa" market segment" The geographic, demographic, and "psychographic (lifestyles, attitudes, beliefs) variables will create a wide variety of "typical."

Think in terms of niche marketing, and offer something unique to several unique market segments that compliment each other. For example, most spas have both a local client base as well as corporate guests frequenting their day spa.