It's Not Just Facilities: The Psychological Factors That Influence Visits to Bathing Facilities
Fancrew Inc. and the Japan Bathing Facility Association conducted a joint consumer survey on 'super sento' public baths, revealing that 'cleanliness' is the top priority across all customer segments. The survey highlighted that beyond facility quality, addressing psychological hurdles and offering experiential value is crucial for attracting infrequent or non-users.
📋 Article Processing Timeline
- 📰 Published: March 28, 2026 at 00:48
- 🔍 Collected: March 28, 2026 at 21:59 (21h 11m after Published)
- 🤖 AI Analyzed: April 15, 2026 at 03:36 (413h 36m after Collected)
Fancrew Inc. (Headquarters: Chiyoda-ku, Tokyo; President and CEO: Takahito Yamaguchi; hereinafter 'Fancrew'), which supports DX promotion and the improvement of customer experience (CX), and the Japan Bathing Facility Association (Location: Chuo-ku, Tokyo; Chairman: Toshiki Yamazaki; hereinafter the 'Japan Bathing Facility Association') have jointly conducted a 'Consumer Survey on Super Sento.'
Following the results of this survey, Fancrew President Yamaguchi took the stage on February 16, 2026, at the '6th Japan Bathing Facility Association Member Exchange Meeting' held at the Tokyo Prince Hotel (Minato-ku, Tokyo). Under the theme 'The Current State of Bathing Facilities as Seen Through Consumer Monitor Surveys: Misconceptions and Opportunities for "Ofuro" (Baths) Revealed by Data,' he gave a lecture on consumer insights derived from 1,718 responses and the importance of data utilization.
### Analysis Results
'The Current State of Bathing Facilities as Seen Through Consumer Monitor Surveys: Misconceptions and Opportunities for "Ofuro" Revealed by Data' presented a method for analyzing consumers by classifying them into four segments using Fancrew's proprietary statistical analysis technology. It explained market-wide issues, needs, and improvement measures that are difficult to see from the data of a single store alone.
This survey was conducted as a questionnaire targeting 'Fancrew' members. The results were aggregated based on a total of 1,718 valid responses. Consumer insights were extracted by classifying respondents based on age group (20s and under, 30s, 40s, 50s, 60s and over) and the presence or absence of 'usage experience within the past year.'
### Four-Segment Analysis Based on Visit Frequency and Intent
By cross-referencing the 'visit frequency' and 'usage intent' of questionnaire respondents, consumers were classified into the following four customer segments (A. Core Layer, B. Potential Churn Layer, C. Interested Layer, D. Avoidant Layer).
### What Low-Frequency and Non-User Segments Are Looking For
For future market development, this survey analyzed factors that hinder usage and factors that lead to usage motivation, divided by the aforementioned customer segments.
### [Analysis Summary]
1. 'Cleanliness' is the most important issue common to all customer segments
2. Value-added beyond 'ofuro' sought by C (Interested Layer) and D (Avoidant Layer)
3. The true nature of the psychological hurdles held by D (Avoidant Layer) toward bathing facilities
1. 'Cleanliness' is the most important issue common to all customer segments
It was found that the biggest factor influencing usage common to all customer segments is a 'lack of cleanliness.' Many opinions regarding hygiene were observed, such as 'slippery floors,' 'hair floating in the bathtub,' and 'dust in the changing rooms.' It recorded the highest negative factor across all customer segments, clarifying that hygiene and cleanliness are important for every segment.
2. Value-added beyond 'ofuro' sought by C (Interested Layer) and D (Avoidant Layer)
As differentiation in hardware becomes difficult, these segments show high interest in value-added offerings beyond 'ofuro,' especially experiential content. It was found that items such as 'seasonal fruit or herbal specialty baths,' 'local gourmet/specialty product fairs,' 'carnivals/festival events,' and 'bingo/game tournaments' are effective as 'improvement of experience value (strengthening amusement elements)' to capture the needs of C and D layers and create opportunities for visits.
3. The true nature of the psychological hurdles held by D (Avoidant Layer) toward bathing facilities
Psychological factors such as 'the eyes of others (body shape or surgical scars),' 'resistance to becoming naked,' and 'unclear manners or rules' were the causes of hesitation to visit.
### Improvement Steps for Building Fans
Based on the above questionnaire results, we presented a model case for improvement for bathing facility operators. We believe that by implementing the following three steps in stages, facilities can improve into entertainment venues that are actively chosen by customers.
[Step 1] Elimination of Discomfort (Polishing Fundamental Quality)
Thorough 'cleanliness,' which is the foundation of everything. Eliminate hygiene complaints that consumers react to sensitively and wipe out negative evaluations.
[Step 2] Removal of Psychological Hurdles (Providing a Sense of Security)
Resolve anxieties about 'unclear rules' and 'the eyes of others' held by low-frequency and non-user segments through appropriate information dissemination and space creation, and create triggers for visiting.
[Step 3] Amusement Transformation (Experience Exceeding Expectations)
Enrich experiential content comparable to leisure facilities, such as specialty baths and local events, and create 'reasons to go out of one's way to visit.'
Through this lecture and joint survey, sharing objective indicators called data within the industry has clarified the direction for creating new value for bathing facilities. This survey demonstrated the importance of providing multifaceted value such as 'peace of mind/comfort' and 'experience value' in addition to the traditional value (bathing function) of bathing facilities.
Based on these survey results, the Japan Bathing Facility Association will promote initiatives aimed at improving customer experience and sustainable development for the entire industry. Additionally, Fancrew will powerfully support the CX (customer experience) improvement of the association and bathing facilities nationwide from the aspects of data and technology.
If you are interested in the details of this survey or in formulating a data utilization/improvement roadmap for your own facility, please feel free to contact our company.
[Inquiries regarding this matter]
Fancrew Inc. (Contact: Public Relations, Email: pr@fancrew.co.jp)
[Survey Overview]
Survey method: Internet survey
Survey target: General consumers
Respondents: 1.5 million users registered with 'Fancrew' nationwide
Number of respondents: 1,718 (448 men, 1,261 women, 8 no answer)
Survey period: December 25, 2025 to January 13, 2026
Survey item: Consumer survey on super sento
Number of questions: 23 questions
*Graph component ratios are rounded to the nearest decimal point, so they may not add up to 100%.
*Please contact us if you would like the full results of this survey.
*Request when citing these survey results:
When citing the results of this survey, please provide the following credit.
Please clearly state 'Surveyed by Fancrew Inc.'
When citing on the web, please include a link to 'Fancrew' (https://www.fancrew.jp).
Following the results of this survey, Fancrew President Yamaguchi took the stage on February 16, 2026, at the '6th Japan Bathing Facility Association Member Exchange Meeting' held at the Tokyo Prince Hotel (Minato-ku, Tokyo). Under the theme 'The Current State of Bathing Facilities as Seen Through Consumer Monitor Surveys: Misconceptions and Opportunities for "Ofuro" (Baths) Revealed by Data,' he gave a lecture on consumer insights derived from 1,718 responses and the importance of data utilization.
### Analysis Results
'The Current State of Bathing Facilities as Seen Through Consumer Monitor Surveys: Misconceptions and Opportunities for "Ofuro" Revealed by Data' presented a method for analyzing consumers by classifying them into four segments using Fancrew's proprietary statistical analysis technology. It explained market-wide issues, needs, and improvement measures that are difficult to see from the data of a single store alone.
This survey was conducted as a questionnaire targeting 'Fancrew' members. The results were aggregated based on a total of 1,718 valid responses. Consumer insights were extracted by classifying respondents based on age group (20s and under, 30s, 40s, 50s, 60s and over) and the presence or absence of 'usage experience within the past year.'
### Four-Segment Analysis Based on Visit Frequency and Intent
By cross-referencing the 'visit frequency' and 'usage intent' of questionnaire respondents, consumers were classified into the following four customer segments (A. Core Layer, B. Potential Churn Layer, C. Interested Layer, D. Avoidant Layer).
### What Low-Frequency and Non-User Segments Are Looking For
For future market development, this survey analyzed factors that hinder usage and factors that lead to usage motivation, divided by the aforementioned customer segments.
### [Analysis Summary]
1. 'Cleanliness' is the most important issue common to all customer segments
2. Value-added beyond 'ofuro' sought by C (Interested Layer) and D (Avoidant Layer)
3. The true nature of the psychological hurdles held by D (Avoidant Layer) toward bathing facilities
1. 'Cleanliness' is the most important issue common to all customer segments
It was found that the biggest factor influencing usage common to all customer segments is a 'lack of cleanliness.' Many opinions regarding hygiene were observed, such as 'slippery floors,' 'hair floating in the bathtub,' and 'dust in the changing rooms.' It recorded the highest negative factor across all customer segments, clarifying that hygiene and cleanliness are important for every segment.
2. Value-added beyond 'ofuro' sought by C (Interested Layer) and D (Avoidant Layer)
As differentiation in hardware becomes difficult, these segments show high interest in value-added offerings beyond 'ofuro,' especially experiential content. It was found that items such as 'seasonal fruit or herbal specialty baths,' 'local gourmet/specialty product fairs,' 'carnivals/festival events,' and 'bingo/game tournaments' are effective as 'improvement of experience value (strengthening amusement elements)' to capture the needs of C and D layers and create opportunities for visits.
3. The true nature of the psychological hurdles held by D (Avoidant Layer) toward bathing facilities
Psychological factors such as 'the eyes of others (body shape or surgical scars),' 'resistance to becoming naked,' and 'unclear manners or rules' were the causes of hesitation to visit.
### Improvement Steps for Building Fans
Based on the above questionnaire results, we presented a model case for improvement for bathing facility operators. We believe that by implementing the following three steps in stages, facilities can improve into entertainment venues that are actively chosen by customers.
[Step 1] Elimination of Discomfort (Polishing Fundamental Quality)
Thorough 'cleanliness,' which is the foundation of everything. Eliminate hygiene complaints that consumers react to sensitively and wipe out negative evaluations.
[Step 2] Removal of Psychological Hurdles (Providing a Sense of Security)
Resolve anxieties about 'unclear rules' and 'the eyes of others' held by low-frequency and non-user segments through appropriate information dissemination and space creation, and create triggers for visiting.
[Step 3] Amusement Transformation (Experience Exceeding Expectations)
Enrich experiential content comparable to leisure facilities, such as specialty baths and local events, and create 'reasons to go out of one's way to visit.'
Through this lecture and joint survey, sharing objective indicators called data within the industry has clarified the direction for creating new value for bathing facilities. This survey demonstrated the importance of providing multifaceted value such as 'peace of mind/comfort' and 'experience value' in addition to the traditional value (bathing function) of bathing facilities.
Based on these survey results, the Japan Bathing Facility Association will promote initiatives aimed at improving customer experience and sustainable development for the entire industry. Additionally, Fancrew will powerfully support the CX (customer experience) improvement of the association and bathing facilities nationwide from the aspects of data and technology.
If you are interested in the details of this survey or in formulating a data utilization/improvement roadmap for your own facility, please feel free to contact our company.
[Inquiries regarding this matter]
Fancrew Inc. (Contact: Public Relations, Email: pr@fancrew.co.jp)
[Survey Overview]
Survey method: Internet survey
Survey target: General consumers
Respondents: 1.5 million users registered with 'Fancrew' nationwide
Number of respondents: 1,718 (448 men, 1,261 women, 8 no answer)
Survey period: December 25, 2025 to January 13, 2026
Survey item: Consumer survey on super sento
Number of questions: 23 questions
*Graph component ratios are rounded to the nearest decimal point, so they may not add up to 100%.
*Please contact us if you would like the full results of this survey.
*Request when citing these survey results:
When citing the results of this survey, please provide the following credit.
Please clearly state 'Surveyed by Fancrew Inc.'
When citing on the web, please include a link to 'Fancrew' (https://www.fancrew.jp).