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  • Spas, Health & Fitness

  • Designed to Sell: Integrating Retail into Your New Spa

  • By Peggy Borgman, President, Preston Wynne, Inc.

  • Do Your Guests Want to Shop in Your Spa?

    Spa guests seem to be shopping virtually everywhere but their favorite spa. Mass marketers understand this, and have slapped the word "spa" on everything from dish soap to shoes. Spa guests are ready, willing and able to shop your Stay Spa. But what motivates them to buy?

    Our consultancy conducted a survey of spa shoppers that showed 93% of the spa client's decision to buy home care was based on the recommendation of their spa technician or therapist. In the absence of recommendation, guests will buy familiar brands, sometimes refilling a product they've purchased in the past. This has led many spas to conclude that brands, not employees, are the most powerful source of sales. This simply isn't true.

    Massage therapists who post 10% of their total revenue in retail are top performers. Nail technicians and hair stylists who attain 15% retail ratio are stars. For estheticians, this number rises to 35-40% in the Stay Spa setting. But none of these employees have a chance to attain such numbers if they can't easily make home care presentations to their clients as part of normal workflow. Most Stay Spas unwittingly make retail sales a challenge ...

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Hotel Business Review Spas, Health & Fitness

Jacqueline Clarke
Mark Grenoble
Magnolia Polley
Elaine Fenard
Jane Segerberg
Kimberley Matheson Shedrick
Coming Up In The March Online Hotel Business Review

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Feature Focus
Hotel Human Resources: The Biggest Challenges
The economic challenges of the past four years have led many hotel companies to re-examine the ways in which they do business and how they deploy talent. In many cases, the work did not go away and fewer people were left to carry on the tasks that had previously been shared among many. As we work our way out of the recession and look forward to a healthier economic environment, there is an understanding that despite recovering business levels, we may never see the return of former staffing levels. This "new norm" of operating with leaner teams has led Human Resources professionals and people managers to look at career development and growth opportunities in a new light. The March Hotel Business Review will take a look at some of the strategies being used by successful hotel brands, and techniques human resource directors are currently exploring.
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