Guests come to your spa to enrich their quality of life with self-care and enhanced wellness, so make sure that you're giving them the best possible experience. If guests are happy with their visit, they are more likely to become repeat customers and refer other people to your spa. Top-of-the-line spa equipment and little extra touches such as microfiber massage table sheets or mood lighting are all great ways to keep customers coming back for the services you offer.
Your staff should all know the hospitality and experience that you want to offer to your guests - everyone from the receptionist to the specialized massage therapist or manicurist. Given that spa visits were on the rise in 2015 (a 2% increase from 2014)1, you want to take advantage of the interest and make sure that you're well-equipped to handle everything from individual visits to a large group of people there for a special event, such as a bachelorette party.
What Extra Touches Can I Add?
What will set one spa apart from another are not necessarily the services offered, but the experience the individual had while visiting the spa. Were they comfortable? Was the staff polite, professional, and welcoming? Did the guest leave feeling like he or she had been treated like royalty? Professional spa supplies and spa equipment, a well-dressed massage table with fine linens, and additions such as massage table warmer pads can go a long way. Special items such as salt scrubs, mud wraps, and aromatherapy can be extra draws that are not found at every spa.
Make the spa experience fun and new for even repeat customers. Seasonal cosmetics and aromatherapy blends can help transition customers into the new season approaching. Is there a holiday coming up? Offer special promotional packages that can be great gift ideas or special offers for that day.
What Kind of Staff Should I Be Looking For?
If you're hiring managers, look for applicants who are detail-oriented, good at time management, and able to problem-solve well. They should be willing to be on their feet, have a macro view of the company and its needs, and be good liaisons if necessary between staff and guests. Friendliness and professionalism in any position are musts. Make sure that your staff know the experience you're trying to offer. A company goal should be to strive toward that at all times. Staff should be open to learning, growing in their fields, and trying new things. One great way to do this as a company is encouraging them to go to webinars or seminars in their field to learn about new techniques, professional development, and industry trends. The more informed you as a company are, the more competitive you can be.
Appearances Often Are Everything
Make sure that both the inside and outside of your building looks pristine. Spa equipment should be regularly cleaned, maintained, and replaced if necessary. Don't be afraid to bring in new types of spa equipment as well if you're trying something new. You may able to rent it from some companies if you're just testing it out.
What kind of mood are you trying to set? Planting gardens (if you have the space) or having plants inside and outside is a great natural touch. Soothing music, mood lighting (soft lighting, candles, fairy lights, etc.), and light scents such as lavender or vanilla that aren't too overpowering can be quite relaxing for the guests. Make sure your staff knows the order that things should be kept in and how to report a problem if something isn't functioning correctly.
Running a successful business can be a lot of work, but you'll be able to see the fruits of your labor quite clearly. Growing with your company is important to keep techniques from feeling outdated and to stay competitive. By making sure everything from your spa equipment to your staff's knowledge is constantly updated, you'll be able to run a thriving spa that guests will want to return to again and again.
12016 ISPA U.S. Spa Industry Study Executive Summary
Anita Lumpkin is the director of education for Universal Companies. She works at the Wellness & Beauty Learning Center in Torrance, California, where she offers fun, unique classes that cover a wide range of topics, including business and professional skills; advanced technique training for estheticians, massage therapists, and nail technicians; and protocol-centered workshops for on-trend services. Anita enjoys developing spa treatment protocols and helping spas create their service menus. She’s passionate about teaching and helping spa professionals boost their businesses.
Universal Companies is proud to offer professional training at our Wellness & Beauty Learning Center. Our customers can also take a class, attend a webinar, or read our articles online, where they can also shop the broadest selection of spa products and supplies. Dedicated to the success of spa professionals everywhere, we’re grateful to be recognized with the American Spa Magazine Professional’s Choice Award, Favorite Distributor of the Year, for 12 consecutive years. (Thank you!)