A Winning Match - The Spa Goer's Savvy and Your Spa's Program Design
By Jane Segerberg Founder & President, Segerberg Spa Consulting, LLC | October 28, 2008
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