James Bermingham - Six Best Practices of Spa Therapists That Keep Guests Coming Back for More
By James Bermingham Vice President, Montage Hotels & Resorts | May 01, 2011
Spa marketers know competition among spas is fierce, but the very finest are peerless for reasons that aren't always obvious, even to people in our industry: the secrets of the best spas hinge not on the wondrous beauty of an enviable destination, or on the sophistication, or depth of a spa menu, but rather on a spa's most valuable asset: its therapists.
As spa competition intensifies, talented therapists with well-honed skills remain scarce, providing a competitive advantage to a handful of spas, which win high praise principally because of their expertise. While all good therapists are, by nature, care-givers, nurturers, and healers, the best are endowed with something special.
What follows are six best practices that give top spas and their therapists a decided edge over competitors.
#1: Find a Resort/Spa with a Passion for Great Service
World-class therapists are drawn to world-class spas because these spas offer impeccable service and do it with great consistency. Both the best spas and the top therapists have a special flair for living up to great expectations.
The best therapists know that service culture is the key differentiator of a great spa, and that ultimately guests perceive a therapist's talents through the prism of a resort's culture. Top-flight service culture matters even more than the finest bricks-and-mortar in an idyllically situated resort.