Maximizing Your Spa's Revenue
By Jane Segerberg Founder & President, Segerberg Spa Consulting, LLC | October 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