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This study aimed to understand male spa-goers (a growing customer segment) in Hong Kong hotel spas by examining empirical data collected via questionnaire surveys. The results of the study indicate that the most cited reason why male spa-goers patronized a hotel spa was relaxation, and the most consumed service was body massage. The importance-performance analysis categorized 30 spa-related attributes into the four quadrants calling for hotel spa management's attention in reexamining their spa operations and features. Furthermore, five performance factors were derived: Environment, Reliability, Service Experience, Value, and Augmented Service Quality. In particular, the Environment factor was the common factor that significantly influenced male hotel spa-goers' overall satisfaction, likelihood to revisit, and likelihood to recommend. Implications are discussed.