Or are they? Not all "stay" spas are the same. A business-driven hotel will actually have high repeat clientele. Spa utilization may run toward a single treatment, such as a massage or a manicure, rather than all-day indulgences. A resort may attract the same guests year after year, especially if they've had a memorable and satisfying experience. These guests may visit the spa more than once during their stay-a form of retention that is little acknowledged. The distinction here is the visit interval-not whether a guest returns, but when. Understanding typical guest behavior can enable you to create realistic measurements of guest retention by spa employees.

For example, a hotel guest enjoys a massage during their visit, and decides to book a pedicure for the following day. Is this actually customer retention? You bet! If the guest had a negative experience with their massage therapist, they are much less likely to enjoy another treatment. So "retention" measurements should take into account how often a guest who works with one technician, also returns to the spa for additional appointments.

The hotel spa employee is a part of a complex and multi-faceted guest experience, but the spa experience, it's been shown, is one of ...