The Role of Spa Design in Spa Performance

By Jane Segerberg Founder & President, Segerberg Spa Consulting, LLC | July 22, 2012

As we build spas for the future or re-invigorate current spa facilities and re-purpose spaces, the process and results have to make sense for investors. There is a new grading system for value, both from the spa guests' perspective and from our spa owner clients' perspective. Given the importance of value and the intricacies of spa design, the process becomes not just about an investment in the number of treatment rooms or upgraded finishes but how the spa can operate at its best and how we can elevate service levels.

The underpinning of all spas, regardless of the concept, is an atmosphere of well being. According to surveys conducted for The International Spa Association, the number one reason guests go to spas is to "relax and reduce stress", and the results have not wavered over the years. Guests should begin to feel better the moment they arrive and leave feeling greatly improved.

Design the Concept

We add the concept's sense of place and brand identity to the sense of wellbeing and develop a long lasting design by having a thorough understanding of the current or potential market and the owner's vision for the spa. Most importantly, the spa's design must be functional and flexible and at the same time enhance the spa's treatment program and above all, the guest experience.

The planning begins with questions such as, "What would attract guests to this spa?", "Would guests feel at home with their expectations?", and "What or who is this spa?". The spa's concept is the heart and soul or very essence of the spa and the experiences it offers. Just as we dress as who we are and our personalities shine through in our actions and decisions, so does the spa's concept. In order for the spa's message and market to be clear, the concept needs to be concise and easily translated into space programming, interior design features, the treatments program and marketing approaches. This is a tall order and a most important one.

Prior to the design phase, we start with owner and property GM meetings to gain a clear idea of their vision for the spa and property. Sometimes owners and GM's can paint a clear visual picture of their vision and at times others are influenced by what they have seen and need help in translating their ideas into a clear concept. We want to avoid a smorgasbord of ideas that either worked or didn't work in other spas. The final and most revealing question we ask ownership and management is "What guest comments would you want to hear as guests describe their spa experience and the spa to other guests?"

Choose a Social Network!

The social network you are looking for is not available.

Close

Hotel Newswire Headlines Feed  

Gaynor Reid
Lisa Cain
Gio Palatucci
Mark Ricketts
Suzanne Owens
Eugenio Pirri
Ed Blair
Sherri Merbach
Janelle Schwartz
Coming up in June 2019...

Sales & Marketing: Selling Experiences

There are innumerable strategies that Hotel Sales and Marketing Directors employ to find, engage and entice guests to their property, and those strategies are constantly evolving. A breakthrough technology, pioneering platform, or even a simple algorithm update can cause new trends to emerge and upend the best laid plans. Sales and marketing departments must remain agile so they can adapt to the ever changing digital landscape. As an example, the popularity of virtual reality is on the rise, as 360 interactive technologies become more mainstream. Chatbots and artificial intelligence are also poised to become the next big things, as they take guest personalization to a whole new level. But one sales and marketing trend that is currently resulting in major benefits for hotels is experiential marketing - the effort to deliver an experience to potential guests. Mainly this is accomplished through the creative use of video and images, and by utilizing what has become known as User Generated Content. By sharing actual personal content (videos and pictures) from satisfied guests who have experienced the delights of a property, prospective guests can more easily imagine themselves having the same experience. Similarly, Hotel Generated Content is equally important. Hotels are more than beds and effective video presentations can tell a compelling story - a story about what makes the hotel appealing and unique. A video walk-through of rooms is essential, as are video tours in different areas of a hotel. The goal is to highlight what makes the property exceptional, but also to show real people having real fun - an experience that prospective guests can have too. The June Hotel Business Review will report on some of these issues and strategies, and examine how some sales and marketing professionals are integrating them into their operations.