HOT TUB SHOPPING
Usually, the second or third time around hot tub shopping for a new hot tub is a lot less confusing - You already know a bit about what you like and don't like, you have an understanding about what is important TO YOU and you already, likely, have a chemical routine that works for you. But the first time, is difficult.
There is a ton of conflicting information out there, and sources that you thought were solid and reliable, may not be what you thought they were. For example; Hot Tub University - This is often used as a reference when people are looking for information on hot tubs. Though much of what is talked about in this site is decent information, we have to consider it a little bit biased when talking about brands, considering the maker of the site is a Master Spas dealer. They will go on about how full foam insulation is the greatest thing in the world for insulating properties and everything else is second. But, there is no proof that a fully foamed insulated hot tub is any better than perimeter type, in-fact, plenty of evidence shows both have their pros and cons.
What about sources like "Consumer Reports" or "Consumer Affairs"?
These sources are often not as biased when it comes to reviews, but they do have "partners" or "accreditation" programs where factories pay a fee to be listed. This has a bit of a lean towards their partners. They also do not review every brand, so many major ones might get missed.
WHAT TO LOOK FOR WHEN BUYING YOUR FIRST HOT TUB
This is actually easier than you think. The big issue with this is not the brands themselves, but the dealers and the sales people. The dealers and sales people will often put too much emphasis on the features, trying to invent problems that don't really exist, in order to sell the importance of their feature. This is not a good sign. Convincing you to solve a problem that has to be created in order to validate the solution. This is the definition of "Solutionism" - Have you shopped Bullfrog Spas? They solved a problem that does not exist, thus creating a new set of problems.
Our company has prospected dozens of stores over the years, and continue to send sales people to shop around. They all come back with the same thing. The sales people at the stores always regurgitate features found in the brochure without asking simple questions. Not a good sign.
A quality dealer will ask questions about what you are looking for, what things are important to you and what you want to do with the spa. Is this for entertaining? Is this for therapy? Do you need lots of jets? Do you need audio features? Lounger or no lounger? etc...
THE SIMPLE SOLUTION
Buy the dealer, not the spa. The difference between the spas themselves are often only minor; pumps, electronics, plumbing, jets, etc...usually all come the same handful of parts manufacturers. Many brands will switch back and forth depending on the supplier and what is offered that year. But the dealer, the dealer is whom you have to work with on just about every aspect throughout the ownership of the spa. So a good dealer, with a strong reputation is far more important than some gadgets on your tub.