Hotel Business Review

Ms. Fenard

Spas, Health & Fitness

Five Ways to Make Your Spa Customer Fall in Love with You

By Elaine Fenard, Partner & Chief Operating Officer, Europe and U.S., Spatality

The current economic environment has created a focus on spending patterns and while spa in general is enough of a respite at a reasonable price not to qualify as a 'guilty pleasure' spa guests are doing the research and becoming increasingly more savvy about spa-going. It is therefore essential that spa operators take the extra step to know their guests, connect with them, and build loyalty that will enhance repeat visitation and increase revenue.

The experiential nature of spa generally bring guests into the facility initially, it is then up to the operator to create an environment that will keep them coming back to the spa; this could mean multiple times during a vacation or weekly. To build loyalty effectively it is important to develop a connection with the guest so they feel committed to the entire spa - staff, services, and overall concept of the operation. Creating this connection is a worthy challenge that takes consistency to maintain.

1. Fully understand the needs and aspirations of your guests:

Each spa has its own guest profile and it is essential to fine tune the spa experience based on this consumers needs and wants. While many spas conduct a market study prior to opening to determine their target market and competitive environment, your target market and competitive environment will continue to change and it is imperative to assess the competitive environment as well as your guests needs constantly in order to maintain a spa that exceeds the goals and expectations of the guest. Moreover, expanding the research to include other venues where this demographic may spend leisure time and disposable income will help to create a better understanding of what the guest base is looking for from service related experiences. Conducting monthly reviews of other spas, restaurants and local boutiques that target a similar guest will help the spa management team to keep a constant pulse on what your guests are looking for in services, staff interaction, retail options and operational structure. Analyzing both the positive and negative strategies used in the competitive market will create a spa that more intuitively understands and reacts to the guests needs and aspirations.

Leveraging these regularly conducted competitive studies, the spa operation can adjust service touches, menu items and retail product to fill voids in the market; creating a spa that is varied and interesting upon each visit. Without adjusting the core DNA of the spa or the operational structure of the facility, the spa can incorporate fresh ideas into the guest journey to ensure that the spa speaks to the guest's desire to purchase unique items and experiences.

2. Involve the customer in the future development of the spa experience:

After investing the time to understand the surrounding market, it is essential to assess how the spa is executing its service platform. Creating and maintaining regular communication with guests is the most effective method to gauge if the demographic is connecting with the experience and to quickly adjust what may not be working. Anonymous online or paper consumer satisfaction surveys give the guests a way to comment on the spa and the experience from the safety of their own home. Because they can remain anonymous and the survey can be taken at the guests leisure, guests may comment more freely than if they are in the facility in front of the staff. While many guests may not want to take the time to fill out a survey, offering a retail or service incentive such as 10-20% off their next purchase will encourage guests interaction. Also, offering an anonymous suggestion box within the spa for client comments and feedback encourages guests to help create the spa experience that they desire. It is essential, however, that these comments are not simply reviewed but that suggestions are considered and implemented as necessary to keep the spa's connection with the guest base.

In addition to anonymous communications, connecting with guests through a personal email or letter shows them how important their feedback is to the spa. Having the management team write a personal note to the guest requesting their feedback is a very effective way to open the lines of communication and provides a comfortable venue for the guest to provide valuable information.

3. Customize special events around your customers and the community:

Creating a long lasting relationship with the guests and community overall is one of the most effective ways to ensure a long lasting spa operation and one that maintains positive recognition in the region. Monthly, quarterly, and annual events that provide unique experiences for the guests and activities of note within the community will not only further the spa's connection with its current clients it will create great PR and marketing opportunities for the spa that will gain the attention of potential guests. Partnering with charity events and activities that are meaningful to the spa's concept will extend the reach of the spa beyond the physical walls. Donating time and services such as offering chair massage at the end of charity walks/runs is a great way to give back to the community while reaching out to the spas target demographic. Furthermore, hosting events in the spa facility such as vendor trunk shows where the proceeds are donated directly to a partnering not-for-profit gives the guests another reason to go to the spa.

Additionally, hosting events such as women's days or lifestyle seminars provides yet another method for the spa to come forward as a hub for guests to discuss the issues most affecting their lives. Email blasts sent to targeted guests can provide discount on particular items that are relevant to the event. This e-blast could also incentives guests for bringing friends allowing the spa to foster current guest loyalty and build new clientele.

4. Create opportunities for the guest to take the spa experience into their own environment:

The journey through a spa is one that touches every one of a guest's senses. This intentional sensory immersion is developed to heighten the guest's connection with the spa's facility, services and conceptual foundation. What the guests see, smell, taste, hear and touch while they are in the spa is deeply rooted to the reasons they love the facility therefore all of these elements should be available for the guest to take home with them. Allowing the guests to bring home all of the items that make the spa facility a place for them to feel relaxed and comfortable will develop a deeper connection between the guest and the spa experience. This should go as far as to make available for purchase everything from a soft luxurious blanket in the treatment room to a fruit bowl in the lounge. This encourages the guest to bring the physicality of the spa into the home; thus constantly reminding them of how much they enjoy the time spent in the spa.

Moreover, the spa should create signature retail items infused with the tastes and aromas of the spa. Candles, bath oils, lotions, teas and snacks can be created specifically based on the spas service touches that will not only bring the spa home to the guest but also encourage introducing the spa to friends and colleagues.

5. Develop marketing initiatives that get guests in the door:

Apart from word of mouth, marketing is the single most affective method for getting guests in the door. Because this is often the first introduction to a potential guest, it is the first exposure a consumer has to the spa's concept, offering platform and service philosophy. It is essential that the message delivered in all marketing materials represent the spa while driving traffic into the facility. At the end of the day, spa is an experiential service industry so all marketing initiatives, activities and promotions should be focused on getting guests into the spa to experience the service platform. Spa loyalty is built on the delivery and consistent execution of exceptional guest service. Well-crafted marketing initiatives simply allow the spa to shine once a guest is in the facility. Leveraging the competitive analyses that are conducted, marketing materials should be crafted with promotions and incentives offered only when a guest has booked a service or entered the retail space. Using the information that is collected on a regular basis, effective promotions can be made to speak to what the guest base is looking for in any given quarter. Creating a marketing plan that is flexible and dynamic enough to adapt to the ever shifting needs of the demographic will allow the spa to see more foot traffic producing an opportunity to ensure that the return guests and potential guests fall in love with the spa.

Finally, in order to track which promotions and incentives are effective with the targeted group, spa management must monitor the marketing initiative at each stage. Keeping track of the initiatives cost and success in dollars and cents will ensure that the revenues generated by the promotion afford the cost allocated.

Lindsay Jacobsen, Brand Development Manager of Spatality, LLC. contributed to this article.

Elaine Fenard is an integral partner in Spa Strategy, one of the world's leading spa consulting and design firms. Joining in the Spa Strategy quest to create innovative and profitable spas, Elaine brought to the team more than 25 years experience in spa development and operations with one of the world's largest hotel companies and the leading international spa operations company. As an industry pioneer and recognized expert, Elaine is a frequent speaker at many conferences, and is a regular guest speaker at Cornell University. Ms. Fenard can be contacted at 303-573-8100 or Elaine@spastategy.com

HotelExecutive.com retains the copyright to the articles published in the Hotel Business Review. Articles cannot be republished without prior written consent by HotelExecutive.com.