Meaningful Value on a Dime: Build spa loyalty with inexpensive signature programs and services
By April Bingham Spa Director, The Aria Spa at Vail Cascade Resort | July 22, 2012
Spas are popping up everywhere and they come in all sizes and variations. In fact, it wouldn't be unheard of to come across a hotel/resort spa, day spa, club spa, and medical spa within a 20-mile radius. And that doesn't take into account sole practitioners, massage schools and sporadic mall masseuses that work you over between shopping jaunts. With so many choices, why do consumers pick one spa over another?
Some consumers want to take advantage of a special promotion, try a particular service or they enjoy the spa's amenities. Others choose a spa for its location or because a friend or professional referred them to it. Regardless of the reason why they go, one common reason that keeps them coming back is the spa experience. Many spa directors believe the spa experience begins upon arrival and ends at check-out, but the reality is that the 'day of' experience is only one part of the overall spa experience.
Savvy spa directors understand the importance of high-touch consumer relations and know that ongoing, meaningful interaction between a spa and its guests can positively drive new revenue opportunities and build guest loyalty, which in today's economy is priceless.
According to the International SPA Association 2011 U.S. Spa Industry Study, spa visits were up nearly seven million in 2010, accounting for a 4.3 percent boost in spa revenue from 2009. While spas have had to work hard to maintain and grow their businesses, many spas attribute this positive momentum to a wide range of new approaches they are deploying to connect with and incentivize the consumer to head to the spa.
Speed Spa-ing for the Time Deprived
Each day, the average person spends one hour grooming, one hour commuting, eight hours working, eight hours sleeping, and two hours cooking/cleaning. And this schedule doesn't take into account kids, pets, sports, school and life's never-ending supply of unexpected surprises. The reality is that some people do not go to a spa because they – literally – do not have the time.
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