The Spa Menu Playbook: How to Turn Seasonal Shifts Into Client Delights
By Sabrina Antoine, Award-Winning Former Spa Director
Every time your guest books a service, they’re hoping for something more than just the usual. They want to feel cared for, remembered, even surprised—in a good way. A seasonal treatment menu is one of the simplest, most effective ways to do exactly that. It keeps your spa experience fresh, brings in repeat visits, and shows clients that you’re tuned in to the rhythms of the year, not just pushing the same services every month.
As a former spa director, I’ve seen seasonal menus boost rebooking rates, increase retail attachment, and—most importantly—get clients genuinely excited to come back.
Let’s make yours memorable. Below you’ll find seasonal ideas that are easy to roll out, cost-effective, and still feel special. Use them as-is or tweak them to match your vibe.
1. Spring: Fresh Starts & Glowing Skin
Spring is all about shedding winter dullness and refreshing the senses. This is the perfect time to promote treatments that detox, brighten, and energize.
Ideas to try:
- Glow- Up Facial: Use a strawberry collagen mask that contains a high level of vitamins and natural alpha hydroxy acid that aids in skin renewal for a smoother and more youthful complexion. Want to add more brightness? Add a drop of rose essential oil for a blossoming glow. The subtle floral scent adds a surprising twist to an otherwise light, bright treatment.
- Bloom & Buff Body Scrub: Offer a dry brush + full-body sugar scrub with floral essential oils like geranium or neroli. Include a scalp massage with a rosemary mist for a truly head-to-toe reset.
- Sole Revival Pedicure: Start with a blueberry and sandalwood soak for dry and tired feet and end with a razz-ma-tazz foot balm and warm booties. Refreshing but still grounding.
Retail tie-in tip: Offer dry brushes, exfoliating mitts, or floral hydrosols for home care.
2. Summer: Bright Citrus & Bare-Skin Confidence
Summer treatments should feel clean, light, and sun-kissed—without irritating sun-exposed skin. Think exfoliation, hydration, and anything that makes guests feel confident in tank tops and sandals.
Ideas to try:
- Sweet Citrus Pedicure: Use a lemon lime soak and follow with a sweet citrus sugar scrub. Offer a chilled eye mask during the pedi for bonus comfort.
- Glow Getter Back Facial: Exfoliate with fruit enzymes, target congestion, and hydrate with a lightweight, non-comedogenic oil. Perfect for those open-back dresses.
- Sun Drenched Scalp Ritual: Mix citrus and peppermint essential oils with jojoba or fractionated coconut oil, warm gently in your towel cabbie, apply to the scalp using a slow, intentional massage. Keep it short—about 15 minutes—but deeply relaxing.
Retail tie-in tip: Lightweight body oils, SPF for face and body, and cooling facial mists are summer must-haves.
3. Fall: Cozy Comfort & Spice
This is the season to wrap guests in warmth and nostalgic scents. Think spice, citrus, and grounding rituals that feel indulgent without being too heavy.
Ideas to try:
- Hot Toddy Mani-Pedi: Start with a warm soak, follow with a cinnamon-infused exfoliating scrub, and finish with a creamy, warm vanilla lotion. Offer a sensory sleep eye mask during pedi massage. Serve with a spiced herbal tea.
- Harvest Glow Body Scrub: Begin with an exfoliating vanilla scrub to smooth and refresh the skin then use a cinnamon infused massage lotion known for detoxifying, anti-inflammatory, and circulation-boosting benefits, leaving your skin soft and radiant. Any leftover scrub and lotion can be packed up using a sustainable cup kit.
- Spiced Cider Scalp Treatment: Warm cinnamon and orange oils with a nourishing base oil. Let it sit in your hot towel cabbie, then pour slowly over the third eye before massaging it into the scalp. It’s short, simple, and totally unforgettable.
Retail tie-in tip: Essential oil roll-ons or warm-spice candles pair well with the season.
4. Winter: Restorative Rituals & Rich Aromas
When guests come in during winter, they’re often tired, dry, and a little over it. Your goal? Give them something cozy, luxurious, and deeply comforting.
Ideas to try:
- Winter Indulgence Facial: Use a eucalyptus collagen mask, followed by rich serums and a gentle massage. Add a hand or foot treatment in ginger or cinnamon for an extra layer of care.
- Comfort Cocoon Wrap: Combine dry brushing, warm compresses, and an oil wrap using your cinnamon-infused massage lotion. Let them rest under a weighted blanket or infrared wrap.
- Hot Cocoa Foot Ritual: Include a hot stone foot massage, rich mud wrap, and pressure point work. Offer this as a 30-minute add-on or standalone treatment. Serve with hot cocoa.
Retail tie-in tip: Lip balms, nourishing hand creams, and herbal teas do great during colder months.
5. A Few Final Tips That Make a Big Difference
- Seasonal menu timing: Switch out your menu 2–3 weeks before the new season starts. This gives your team time to prep and your marketing a head start. Whether you follow equinoxes or just align with cultural cues (like back-to-school or holiday shopping), the key is staying consistent year after year.
- Seasonal pricing strategy: Keep pricing aligned with your regular menu to encourage easy upgrades, or go slightly higher to reflect a limited-time experience. You can also bundle the treatment with a coordinating retail item for added value and a built-in take-home reminder.
- Rename your services every season. Even if the core of the treatment doesn’t change much, a fresh name makes it feel new.
- Create a seasonal scent profile. Use the same essential oil blend in your diffuser, massage lotion, and retail display area to create a consistent, cozy vibe.
- Keep a “seasonal spotlight” station. Highlight just 1–2 seasonal products or treatments at the front desk with a tester and a short, handwritten sign. It draws attention without being pushy.
- Offer seasonal upgrades, not just full services. Scalp rituals, hand & foot treatment add-ons, and foot scrubs are low-effort, high-impact options that boost the overall experience.
- Host workshops focusing on seasonal wellness, including topics such as immune-boosting tips, stress management techniques, and self-care practices for the seasonal months. Offer attendees discounts on spa treatments to encourage them to prioritize self-care during.
If your seasonal menu has been on autopilot, take this as your nudge. A few thoughtful tweaks—whether it’s a cozy winter ritual or a citrusy spring refresh—can turn a good service into something clients remember (and rebook). Stay seasonal, stay client-focused, and let your menu do some of the marketing for you.
Universal Companies is proud to have a team of experienced spa advisors on staff and welcomes you to consult with our professionals about spa products and supplies, including ingredients, equipment, and retail. Dedicated to the success of spa professionals everywhere, we're grateful to be recognized with multiple industry awards (thank you!) and proud to support the spa industry through mentorship and sponsorship.