14 Spa Marketing Tips You Need to Promote Your Business

Attract new spa clients and make them happy so they'll buy retail and come back for more services. Sounds simple, right? But a successful business plan is easier said than done, and it requires smart marketing. Unfortunately, with everything else on your plate, marketing efforts can quickly fall to the bottom of your to-do list. But these tips should help keep your marketing on track and your revenue stream flowing in the right direction.


  1. Throw a party. Offer bridal, bachelorette, and princess parties, baby and wedding showers, or corporate and customer appreciation events—you're only limited by your imagination! Spa parties can get a little lively, so plan to host them during slower times or off-hours in order to provide additional business when you need it and not disturb other guests.
  2. Use your network. Build customer loyalty by partnering with other local businesses, including photographers, bridal shops, banquet halls, restaurants, and, if you don't offer hair services, salons. Referring customers can boost your revenue significantly by bringing in new clients who may not have even heard of your spa before or were hesitant to try something new.
  3. Social media and other free advertising. Traditional advertising can become very expensive, but you can find great free advertising outlets to help you keep your name out there. Chances are you already have a network built through social media, so take advantage of their free accounts, business pages, and blogs.
  4. Go mobile. Taking a cue from the rise of carryout food, drive-through service, and food trucks in the restaurant industry, "Beauty on the Go!" is a great opportunity for growth. Examples of spa services you can take on the road include mobile massage, lash and brow services, pop up salons, blowout bars, and oncology esthetics, just to name a few.
  5. Offer seasonal treatments. You'll find the holiday season less stressful and more effective when you provide a treatment option that's a welcome escape from the holiday hustle and bustle. Then multiply your chances for a profit by offering retail options that support your holiday menu and are as much fun to give as to receive.
  6. Take hospital referrals. Accredited cancer centers have mandatory distress screenings, meaning that if a patient hits a certain threshold of stress, the hospital staff has to develop a personal de-stress plan. Hospitals are looking for places to refer these clients, and your spa can offer respite services like massage, meditation, breath work, and yoga to individuals who aren't in imminent danger.
  7. Provide sunless tanning. Offer a spray tanning discount to mutual clients of local businesses or invite one of your most loyal clients to host a spray tan party at your spa. You provide the champagne, hors d'oeuvres, and a free spray tan for the guest of honor; in return, she brings 5-10 of her friends!


  1. Pair complementary products. Here are a few ideas:

    · Pair loungewear / pajamas / robes with blankets, books, music, candles, tea, salt lamps, and readers for cozy winter nights at home.

    · Pair your favorite bath products with exfoliants and masks for instant spa nights.

    · Pair wellness products for a "New You" promotion.

  2. Post signs.

    · "Ask about our..." Do you have a revolving specials program you want your guests to know about, like spa membership deals or free gift wrapping and delivery? Pique guest interest with your signage, and then have support materials and staff readily available to handle the interest.

    · "We specialize in ..." Maybe you cater to wedding parties and offer a gift registry, or you offer event planning with rental space. Know your niche and use signage as one of the 'plenteous' platforms to market it on.


  1. Get festive. If you're able to offer mimosas, champagne, or spa cocktails for packages that meet a certain minimum, it's a nice value-add that's festive and relatively inexpensive. If alcohol isn't allowed, consider sparkling water "mocktails" or partner with a local restaurant to serve fruit and cheese trays, chocolate tastings, and organic nibbles.
  2. Add new services. The easy way to do this is to expand upon your core services with alternative therapies that allow you to address the body, mind, and spirit with natural, cruelty-free products. Ideally, these services will be "retail-driven," as new services should always be able to create two revenue streams: treatment and retail.
  3. Host a holiday event. Hosting a holiday party at your spa is sure to grant many happy returns on your investment! Watch these short videos for tips on how to promote and plan your spa party, including mini treatments and product suggestions.
  4. Discount services and retail. It's much easier—and cheaper—to sell to an existing customer than to find a new customer. With that in mind, encourage existing customers to come back with a 20% off coupon with an expiration of 2 weeks or by end of month.
  5. Start a win-back campaign. Drop a short note—either via postal or email—to customers who booked a service once or twice but didn't return and let them know you miss their business. Offer a promotion for products or services, encourage them to bring a friend to receive a discount (new business!), or just highlight your new services or menu options that might interest them, based on their past service(s).

Every spa is unique, so experiment with these ideas to find the ones that work best for you. Just remember: When marketing efforts are top-of-mind and consistent, the likelihood of creating new and loyal customers is much greater, and your efforts will pay off in the end!

Universal Companies is proud to offer professional training and advanced education at our Wellness & Beauty Learning Center. Our customers can also take a class 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 Yearfor 13 consecutive years. (Thank you!)

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