Seasonal Specials Falling Flat? 7 Ways to Get Guests Booking
Most spa owners and managers know the basics of seasonal marketing: post on social media, mention it at the desk, maybe send an email. But the truth is, those efforts often fizzle out.
Here are seven strategies you might not be using yet—straight from the playbooks of seasoned spa directors—that can make your seasonal services stand out in any season.
1. Borrow Inspiration from Local Businesses
Don’t just brainstorm in isolation. Check out your town’s seasonal menus—coffee shops, breweries, and restaurants roll them out all year.
- Fall: Pumpkin lattes? Try a pumpkin enzyme facial. Apple cider on tap? Think warm apple-scented scrubs.
- Winter: Peppermint mochas? Offer a mint-infused foot treatment. Hot cocoa bars? Create a chocolate body wrap.
- Spring: Lavender lemonade at the café? Launch a lavender-citrus scalp massage. Farmers’ markets full of berries? Try a berry-brightening facial.
- Summer: Watermelon coolers? Think a refreshing watermelon body polish. Tropical cocktails? Offer a coconut hydration ritual.
Guests are already conditioned to expect seasonal change in food and drink. If your spa matches that rhythm, your services feel instantly timely and inviting.
2. Treat Marketing Like a Personal Invite
Instead of blasting out a generic email, make it feel one-on-one.
- Text regulars when your seasonal service goes live.
- Add a seasonal insert to your printed menu.
- Put the special front-and-center on your homepage.
This could be anything from a “Cozy Winter Ritual” to a “Summer Glow Facial.” Guests book faster when they feel like you reached out just to them.
3. Update Your Google Business Profile (Not Just Social Media)
Most spas overlook this. Add your seasonal services to Google.
- Winter hours? Update them.
- Holiday specials? List them.
- Mother’s Day treatments? Highlight them.
When someone searches “spa near me,” your seasonal specials can appear right away—often before they even land on your website.
4. Add a Seasonal Selfie Spot
A decorated corner, chair, or mirror makes seasonal services shareable.
- Winter: Cozy chair with a faux fireplace backdrop.
- Spring: Fresh flowers or greenery.
- Summer: Bright tropical props.
- Fall: Pumpkins and warm colors.
It costs very little but keeps your spa top-of-mind on social feeds.
5. Make Seasonal Products “Accidentally Discoverable”
Guests love surprises. Place testers in the restroom or lobby before launch.
- A peppermint hand cream in December.
- A floral scrub in April.
- A coconut lotion in July.
- A cinnamon body butter in October.
When guests ask about it, your staff can say: “That’s part of our new seasonal service—we can book it for you.” It sparks curiosity without feeling pushy.
6. Train Staff to Mention Specials Naturally.
Guests often book what they hear their providers rave about.
- Give staff one or two casual talking points.
- Skip scripts—they should sound genuine.
- Rotate the talking points each season.
For example, a massage therapist might say:
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- “We just launched our summer cooling body wrap—perfect if you’ve had too much sun.”
- Or in winter: “Our peppermint pedicure has been so popular for tired feet.”
Hearing it directly from their provider makes guests want to try it.
7. Follow a Simple Rollout Timeline
Most spas promote too late. Try this structure (works for any season):
- 4–6 weeks out: Tease with “something new is coming.”
- 2 weeks out: Update Google, website, and booking buttons.
- Launch week: Text, email, and refresh displays.
- Mid-season: Keep energy up with a contest or mini event.
- Final weeks: Add urgency—“last chance before it’s gone.”
For example:
- A Spring Glow Facial teased in late February.
- A Summer Citrus Pedicure launched in May.
- A Fall Harvest Body Wrap mid-September.
- A Winter Warming Massage promoted just after Thanksgiving.
Parting Thought
Seasonal services don’t sell themselves—it’s the anticipation, curiosity, and visibility you build around them that drives bookings.
Start with one or two of these strategies this season. Even small shifts, like updating Google or texting your regulars, can bring in more guests than a dozen Instagram posts
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