Maximizing Your Spa's Revenue

By Jane Segerberg Founder & President, Segerberg Spa Consulting, LLC | October 28, 2008

Then, along came the spa boom and with it came more spa build outs and more spa-goers that have become spa savvy. Clearly the market has changed, supply has met or exceeded demand and competition is escalating.

It is time to give the spa-goers what they want and deliver it graciously and simply. Spa-goer surveys in the last three years haven't expressed a desire for a "bigger and fancier widget". They have expressed a desire to relax and they want the spa to be accessible and have the basics - - massage, facials exercise, body treatments and good food. What cues for maximizing revenue can be taken from this brief overview of the Spa Industry's last decade? The answer is to deliver a quality spa product that is an extension of the property, remains true to its concept, and is managed and marketed well. Following are some highlighted points to achieve results.

The Spa's Atmosphere Creates Repeat Guests

Create an atmosphere of absolute caring in which all staff take time to focus on the guest and your spa will have the opportunity to up-sell, re-book and create third party endorsements. Excellent hiring practices, training, and well-written and used operating procedures along with teamwork determine your spa's ambiance. Guests want a chance to relax and as a result, their experiences should reach that goal from the very first contact with the spa's reservation/front desk personnel, to the locker room attendant, the therapist, retail sales, and check out. With such a complex service delivery cycle in the spa, it takes hiring smart and consistent trainings to get it right. The Spa has the potential of being the inner sanctum of the guest's total resort/hotel experience.

Check your spa's training program; does it express the values and mission of your property? Does each employee receive hospitality training? Do the Spa's SOP's cover everything from answering the phone to greeting the guests, draping the table and sequencing the treatment to the parting greeting? Are the SOP's well-written and used in training? Update the Spa's SOP's, spa department manuals and most importantly the training cycle to deliver the caring product that your guests want and deserve.

Raise The Number of Spa Guests and Purchased Treatments

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Eco-Friendly Practices: Corporate Social Responsibility

The hotel industry has undertaken a long-term effort to build more responsible and socially conscious businesses. What began with small efforts to reduce waste - such as paperless checkouts and refillable soap dispensers - has evolved into an international movement toward implementing sustainable development practices. In addition to establishing themselves as good corporate citizens, adopting eco-friendly practices is sound business for hotels. According to a recent report from Deloitte, 95% of business travelers believe the hotel industry should be undertaking “green” initiatives, and Millennials are twice as likely to support brands with strong management of environmental and social issues. Given these conclusions, hotels are continuing to innovate in the areas of environmental sustainability. For example, one leading hotel chain has designed special elevators that collect kinetic energy from the moving lift and in the process, they have reduced their energy consumption by 50%  over conventional elevators. Also, they installed an advanced air conditioning system which employs a magnetic mechanical system that makes them more energy efficient. Other hotels are installing Intelligent Building Systems which monitor and control temperatures in rooms, common areas and swimming pools, as well as ventilation and cold water systems. Some hotels are installing Electric Vehicle charging stations, planting rooftop gardens, implementing stringent recycling programs, and insisting on the use of biodegradable materials. Another trend is the creation of Green Teams within a hotel's operation that are tasked to implement earth-friendly practices and manage budgets for green projects. Some hotels have even gone so far as to curtail or eliminate room service, believing that keeping the kitchen open 24/7 isn't terribly sustainable. The May issue of the Hotel Business Review will document what some hotels are doing to integrate sustainable practices into their operations and how they are benefiting from them.