Creative Ways to Attract Customers to Your Spa

By Gary Henkin President & Founder, WTS International | January 02, 2011

In today's challenging economic climate, it is more important than ever to stimulate and promote consumer visits to your spa. This can be accomplished in a variety of ways including pricing inducements, creative packages and special treatment offerings, outreach to local and community groups, organizations and associations and events tied to charitable institutions to name just a few.

A recent spa consumer survey of 1,300 spa goers was developed and published by Coyle Hospitality Group and WTS International. It offers certain insights which are helpful in understanding how best to attract customers to a spa and to catalyze them to continue to do so. Some of the interesting points detailed in the survey are:

(a) respondents are drawn to spas that give back to the community
(b) word of mouth referrals were cited by 74% of respondents as the primary method in selecting a new spa
(c) 84% of respondents said that it is important for therapists to explain products and benefits during the treatment
(d) Over 80% indicated that they were interested in buying a spa package in order to achieve benefits of skin care
(e) a spa with ongoing educational seminars regarding lifestyle, nutrition and wellness issues significantly increased the opportunity for guest loyalty
(f) in retail sales, 63% of respondents said they purchased products regularly at the spa with face cleansers/exfoliators and face/hand/body lotions comprising the majority of purchases
(g) many respondents (about 80%) said they purchased gift certificates at the spa in the past with an average of $150 spent
(h) methods that would entice respondents to try a new spa include value added packages (64%), a free spa gift (65%), and discount cards (81%)
(i) respondents looked for spa deals and packages primarily through online (71%) and email (59%) and less so through newspapers, magazines and social media
(j) pricing plays a larger role as a determinant in whether a consumer goes to a spa; 79% said price was the most pressing issue
(k) people who responded by saying that they would go to spas more frequently in 2010 had five primary motivators including (1) going to spas is an integral part of my lifestyle; (2) need for more "me time"; (3) relaxation; (4) destressing and (5) feeling better in general

These consumer responses are good indicators in helping spa owners and operators to shape their thoughts with regard to how best to stimulate traffic in attracting and retaining customers over time. As an example, owners should begin this process by considering affordable ways to integrate their spas into the daily lives of the consumer. In addition, it is clear from respondents in the survey that spas should be marketed as a way for guests to spoil themselves, friends and family.

There are numerous creative ideas and promotions that can be delivered to attract more business through services given and goods sold at your spa. Several are as follows:

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