Identifying Challenges and Risks that Create Gaps in the Hotel Spa

By Mia A. Mackman President & Owner, Mackman ES | June 17, 2018

When it comes to creating program success, identifying impending challenges can be one of the most efficient ways to eradicate gaps in performance and profitability. Some of the most common challenges stem from disjointed department overlays, noncompliance with industry benchmarks and lack of employee training. These areas can either create ripples of proficiency or dilute efforts and operating efficacy.

As liability and risk remain in the forefront of industry concerns, establishing systemizations that properly support new policies and procedures have become an essential integration. While, there are a number of organized, regulations and compliancy standards in place to mitigate public health risks, design and occupational safety, etc. i.e. OSHA, ADA, insurances, and so on. These systemizations do not review the operational nuances of patterns, employee behavior or examine the functionality of spa or wellness fiscal or target performance.

People thrive on positive reinforcement and supportive feedback. While constructive criticism is still an important facet of the employee review process. The frequency of feedback preferences is accelerating. "According to Forbes, 58 percent of millennial leaders engage in weekly performance conversations versus only 39 percent of their baby boomer counterparts. " The increasing regularity of new and different performance reviews and acute inspection styles hold untold advantages for the implementation of advancing reliable benefits for everyone.

Spa and Wellness Inspections

It's common for hidden opportunities to increase revenue through unique department overlays to go unnoticed in the course of managing clients, staff and busy daily schedules. The intervention of qualified reviews can offer a full-lens overview with the ability to also inspect the granular functionality and distinct compartmental or constant challenges. Whereas, to some degree compartmentalization has specific paybacks, substantial breakdowns can often become holes in quality and functionality.

Spa facilities must be evaluated on a regular basis. This should to be considered a regular part of spa business maintenance on a monthly, quarterly, or bi-annual schedule with budgeted time and funds to enable accordingly. Some spas will need more assistance than others and many times spas will require different levels of discovery and review. Having a fixed review process can dramatically lead to important and relative perspectives that advance the success of the business. 

For example, a spa that has been under-performing for a long period of time, may not show major signs of being in need of an analysis. A spa like this may even be considered generally in good financial and operational health. However, just because the trajectory of success has been trending steadily, doesn't mean the business isn't performing well below its prime capabilities. Imparting an objective outlook, can shed light on these areas and provide powerful and constructive feedback.

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Coming up in February 2019...

Social Media: Getting Personal

There Social media platforms have revolutionized the hotel industry. Popular sites such as Facebook, Twitter, Pinterest, Instagram, Snapchat, YouTube and Tumblr now account for 2.3 billion active users, and this phenomenon has forever transformed how businesses interact with consumers. Given that social media allows for two-way communication between businesses and consumers, the emphasis of any marketing strategy must be to positively and personally engage the customer, and there are innumerable ways to accomplish that goal. One popular strategy is to encourage hotel guests to create their own personal content - typically videos and photos -which can be shared via their personal social media networks, reaching a sizeable audience. In addition, geo-locational tags and brand hashtags can be embedded in such posts which allow them to be found via metadata searches, substantially enlarging their scope. Influencer marketing is another prevalent social media strategy. Some hotels are paying popular social media stars and bloggers to endorse their brand on social media platforms. These kinds of endorsements generally elicit a strong response because the influencers are perceived as being trustworthy by their followers, and because an influencer's followers are likely to share similar psychographic and demographic traits. Travel review sites have also become vitally important in reputation management. Travelers consistently use social media to express pleasure or frustration about their guest experiences, so it is essential that every review be attended to personally. Assuming the responsibility to address and correct customer service concerns quickly is a way to mitigate complaints and to build brand loyalty. Plus, whether reviews are favorable or unfavorable, they are a vital source of information to managers about a hotel's operational performance.  The February Hotel Business Review will document what some hotels are doing to effectively incorporate social media strategies into their businesses.