Search engines such as Google and Yahoo are still the most popular way for consumers to look for spa treatments, but they are facing stiff competition from the likes of Spafinder and especially deal-of-the-day website Groupon.

According to the 2011 Global Spa Report, published by research company Coyle Hospitality Group (Coyle), 56 per cent of people who booked spa treatments during 2011 searched for treatments using internet search engines - a 11 per cent increase from 2010.

The number of people using Spafinder remained the same, with 45 per cent of spa consumers using the service during 2011 - compared with 44 per cent in 2010.

However, Coyle's study suggests that Spafinder was overtaken in popularity by Groupon, with 52 per cent of spa consumers now using the service for booking cheap deals - a 30 per cent increase on 2010 levels.

Coyle surveyed more than 1,000 consumers from 34 countries for the study.

Stephanie Perrone Goldstein, director of spa consumer research for Coyle, said: "This year's results highlight a continued shift in spa consumer behaviour and the movement towards technology.

"Search engines moved to the most widely used resource for spa information, indicating that spas now need to focus on search engine optimisation more than ever.

"Also surprising was the tremendous growth seen by daily deal websites. In 2010 only 22 per cent of spa-goers used Groupon to resource spa information - this figure more than doubled in 2011."

When asked their main reason for using websites, 71 per cent of respondents said they used the sites to find deals.

Perrone emphasises, however, that spas don't necessarily have to discount heavily to be 'seen' by the deal-seeking consumer. A presence on popular search websites and added value can also ensure results without having to offer deals that negatively affect bottom lines.

To read a more detailed analysis on the Coyle report's findings, click here for the latest issue of Spa Business.