This is a GREAT question. I'll list a bunch of things.
1. The massage is thorough. I am an athlete, so I've had all types of hamstring, quad, shoulder, adductor, and glute injuries. Some of these things I've been almost embarrassed to bring up, but I've had therapists skip over essential areas. I also have functional dyspepsia, a digestive disorder, so I like to be asked if I want abdominal massage, which I enjoy and helps relax my stomach. If the therapist appears afraid to massage parts of your body (other than privates, obviously), I won't go to that therapist.
2. Private location. When I go to get a massage, I really just want to relax and get away. The problem with having a massage at a gym or YMCA is when you have to walk through a bunch of people you might know to get there. I don't like really to run into other clients or people I know when getting a massage. I'd prefer the office to be separate so you don't have to talk to and walk through a bunch of people to get there.
3. Massage is not rushed. I like when the therapist asks what problems you are having and genuinely seems to care about you. Believe meclients are not stupid - we can tell when you are just collecting a paycheck and pushing us out the door. Therapists that cut your time short defintely will get the axe. And clients can tell if you are listening when they mention a problem. I've had therapists where you tell them what is wrong but they just perform their same routine.
4. Room is not too light. Obviously, having a room too dark can be creepy for the therapist, but I do feel having it darker makes the client feel less exposed and helps them relax more, in general.
5. Therapist doesn't break contact too often. There is nothing more aggravating that having a therapist pull away to get some lotion, perform two or three strokes, and then stop to get more lotion again, then walk to the other side of the table, then switch CD's, then take a phone call. If you keep breaking physical contact with the client constantly, the massage won't be relaxing and the client will get annoyed.
6. Give clients the benefit of the doubt. If a client feels like the therapist doesn't completely trust them or feels like they have to worry about what they might say, they won't come back. Obviously if a client makes sexual remarks or inappropriate remarks, they should be asked to leave, but clients don't want someone who is obsessed with the idea that the client might be a perv or something.....During massages, people relax, and sometimes even say things perhaps the wrong way or not the way they meant them...
7. A good sense of humor helps.
8. The therapist uses enough lotion. I don't like massages where the therapist skimps on lotion, because then I can feel the friction rubbing against me and I don't tend to relax as much.
9. The therapist is ON TIME! Therapists who cancel on clients at the last minute, particularily that day, are incosiderate, unless it is an emergency. I recently had a therapist schedule me for 9AM and she didn't show up until 9:10AM, and the door was locked! Thankfully, I waited, but she was lucky I didn't leave, or I would have been upset.
10. Obviously privacy must be respected. One time I was getting changed an