Ms. Minton

Spas, Health & Fitness

Turn Key Spa: Is such a thing possible for your hotel?

By Melinda Minton, Founder, The Spa Association / Spa Secure

Brand Bonuses

Like any franchise concept, a strong brand brings with it certain qualities. Brands are typically recognizeable. Hotel guests who are travelling can recognize the brand and assume that they are familiar with the product. In other words, they are safe with the product and have some notion of what to expect during the service. A brand allows for accountability of quality in an unknown environment. Finally a brand of any type draws the client in. Like a safety net the brand is a welcome sign over an unfamiliar establishment. Because it is human nature to be drawn to the familiar, a brand allows for the hotel guest to feel more at home and, consequently, much more prone to take part in enjoying the spa.

Brand are more likely to have tested and time proven signature products. Consquently no matter the location of the spa, hotel guests will be prone to purchase. staples, new items, travel sets and items prescribed by the spa staff during their visit whether travelling for business or pleasure. Because spas are so very dependent on retail sales to plump profit margins, this difference is significant. Moreover, retail sales are typically where hotel spas really fall short--painfully lacking in retail sales as well as generating a repeat clientele. Brands help to establish sturdy foundations for both generating both more robust retail sales and creating repeat business particularly among business travelers or those who enjoy relaxing at the same spot season after season.

Brands actually lend some security to the employment equation as well. Because spa technicians can be uncertain of their skill sets early on in their careers they are reassured by the stability, routine and procedural certainty of a franchise or licensed brand. Following a step by step instructional for each service offered is usually exactly what estheticians are looking for when considering the ideal working environment. Furthermore, the working environment within a facility known for a brand is much more secure ensuring the aura of continuing employment, a steady paycheck and even opportunities within the company as a whole whether that be within the hotel chain or the brand as a separate entity. The opportunities offered by a brand are perceived as being greater whether that perception is real or imagined.

Brand Pitfalls

Although it seems like implementing a brand within your hotel will solve the problems brought on by the inclusion of a spa facility, this is oftentimes not at all the case. Day to day operations and management issues that plague many spas are common at spa franchises as well. Because the brand concept is new, most licensing programs or franchises simply have not worked out the multiple problems that occur daily at spas. Many regional chains of spas have created solutions for common problems like having extra staff to cover for sick employees, managing the many issues brought about by poor skill sets, bad attitudes and faulty social skills among staff and high expectations on the part of clients. When a brand gets it right the assumption is that something will go wrong everyday and there will be an instant solution to the problem that has been tried and perfected within the system.

Furthermore, although spas have taken the world by storm there still isn't the kind of name recognition that you would find in the world of retail stores or restaurants. Consequently even the most successful of brand names or promising franchise may not attract the attention of consumers as would a brand in a more developed market. So W's Bliss and Wyndham's Golden Door are known names but other names trying to brand that will go unnamed and franchises that consumers have never heard of are hardly worth the price of royalty or purchase. Although most licensed brands offer signature lines the lack of name recognition can be a deterrant there as well leaving clients unsure if they want to purchase or change esthetic lines for home care items. Certainly time will fix the brand recognition problem as the spa industry continues to grow and mature.

Finally, is a turn key spa what the consumer wants? Yes and no. Consumers like the consistency and the security of a brand. However with spas, at least at this stage in the game, consumers also want a unique experience. The market is still dating spas--playing the field. They are hungry for unique experiences. So like flippant college co-eds or children making decisions about candy, they want it all and they want to try it all. Especially for those on a budget, the spa experience can be a once a year thing or a luxury purchase just like a vacation. This portion of the market will continue to sample for years to come.

Solutions

Where do you go from here then with your spa? Right now at this point you can create your own brand and pull the hotel closer to a potential cash cow called your spa. While some day in the future it may make sense to find a brand or franchise to supplement your facilities, right hnow this typically isn't the best option. In fact, spending time to make your spa successful utilizing your internal management team is almost always the best choice. Establishing policies, operations manuals, service scripting and protocols are usually best performed when formulated for your organization and facility. Once these guidelines are in place, extending them to multiple locations becomes easier. Developing a brand within a brand is really the next crucial step that many hotel owners and managers just don't want to commit to. However, making the leap can solve problems for years to come with regard to brand development, spa management, profitability and overall company growth.

Melinda Minton is a spa consultant and health and beauty expert with offices in Scottsdale, New York City, and Denver. Ms. Minton is a certified massage therapist, esthetician and cosmetologist with an MBA in marketing. Ms. Minton is also a member of the National Association for Female Executives (NAFE) and of Cosmetic Executive Women (CEW). Ms. Minton is the founder of The Spa Association (SPAA), a world-class organization dedicated to enriching the professional beauty industry through self-regulation, education and sound business practices. SPAA is the largest spa association in North America. Ms. Minton can be contacted at 970-218-5414 or melinda@spaminton.com Extended Bio...

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