Ms. Segerberg

Spas, Health & Fitness

A Winning Match - The Spa Goer's Savvy and Your Spa's Program Design

By Jane Segerberg, Founder & President, Segerberg Spa Consulting, LLC

Today's spa customers are more knowledgeable, more discerning and less tolerant of a mediocre spa experience. There are more spas vying for their money and business. Decisions on where to spend their dollars will be determined by how well their needs are met. Spa guests are seeking an honest experience that supports a sense of escape while at the same time, offers meaningful results.

As you re-evaluate or plan your spa's program it is easy to immediately involve your spa director in imaginative menu planning before identifying the program concept and its relationship to your hotel's image and target market. We suggest that instead, begin with careful and creative planning to achieve alignment at all levels along with an honest execution of the program. Spa programming is more than menu writing; it is a complete outline of experiences that speak to the spa's distinctive concept and core reason for being.

Understanding the expectations of your guests

Not only is the spa guest more sophisticated and better-educated about spa services, but there is also a wider spread of ages amongst spa guests. According to the International Spa Association's study of spa consumer trends, spa guests no longer view spa experiences as decadent and indulgent, but as necessary. To the spa goer, a spa visit provides necessary and meaningful results that are wrapped in a luxurious experience. There is no longer a feeling of guilt about seeking refuge where real work is being done and real results are the outcome.

Sensitivities to the variety of ages of spa guests and accommodations to individualize treatments and expected outcomes all should be part of the program planning process. The implication for the spa's program design is to wrap a sense of refuge, escape and indulgence around a program of effective and meaningful services and experiences.

Spa Program Design is much more than a treatment menu

Program design speaks to the reason that people seek refuge in a spa. The program is the "living' portion of your spa's concept that sends a synergistic message throughout the guest's experience - - from the marketing message to the first contact with the spa, changing room experience, treatment received, and final transaction. All of the messages relay a sense of escape that complements and supports your hotel's brand.

Program design is a process of very specific steps. Begin with a unique spa concept that is linked to your hotel's positioning and then describe a general program orientation, spa ambiance and possible themes that will support the chosen concept. Next, develop the spa's theme and how it will link with key program areas such as fitness, nutrition, body therapies and treatments, skin care, wellness, lifestyle management and possibly nature/adventure. Then, specifically develop the key program areas by a la carte services and treatments, by spa packages and by special activities for men, women and groups.

By following the above steps, your spa's entire experience creates a unified message and, as an extension of the ambiance of your property, becomes a special attraction to current and future guests. This approach also allows for a results-driven approach to treatments and avoids the tendency to create a hodge-podge of flowery treatments that have no clear purpose.

Finally

Now that you have a clear program message aimed at your target market and the spa goer's shifting needs, you can add the special ingenious touches that create signature opportunities for your guests and add the "bling" to your spa program.

Last but not least, enjoy the rewards of a spa that complements your property's positioning and increases its marketability while at the same time offers guests an over-the-top satisfying spa experience that creates a loyal following and supports the hotel's profitability.

Jane Segerberg is founder and president of Segerberg Spa Consulting, LLC., a multi-faceted spa consulting and management company with an industry reputation for creating spas that work –they are compelling for the property’s market, attain recognition, engage guests in memorable experiences and achieve bottom line success. Over Jane’s thirty-year history in the wellness, hospitality and spa industry, she has become recognized for providing outstanding service and keen attention to detail. For company information please view http://www.segerbergspa.com. Ms. Segerberg can be contacted at 912-222-1518 or janesegerberg@yahoo.com Extended Bio...

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