Your spa’s success will hinge more on just a dazzling range of facilities and attentive staff, consumers are now in-tuned to treatment menus more than ever. Ensure your treatments are offering relaxation, rejuvenation and a unique experience to help carve out another USP for your property. We get the lowdown on which treatments are gaining the most momentum right now.
Clare Tweedale, spa manager at The Grand Hotel York shares her thoughts.
What to offer?
There are several factors to consider when deciding which treatments to offer. Firstly, of course, the product range you are using will dictate the overall ‘feel’ of your treatments – ranges that are very ‘results orientated’ will be different from a range that is more ‘lifestyle/relaxation’ driven.
The demographics of your clients is also a factor, it’s important to know who your clients are, gender, age, why they’re visiting you, how many are repeat visitors. Once you know your customer you can ensure that you have created an offering that is appropriate for them.
The spa’s location, the local competition, the size and design of the spa itself, price point and your team’s expertise are all big factors in the consideration of the treatments you wish to offer.
What are people looking for when it comes to a treatment menu?
A menu that is easy to understand, prices and length of treatments that are clearly marked. The treatment menu is often the first impression that someone gets of the spa, so it is important that it not only informs the clients about the facts and procedures but also sets the tone for the treatments.
What are the most popular treatments right now?
Treatments that offer relaxation and a feeling of well-being, massage is always popular in the spa closely followed by facial treatments.
Which ones are gaining momentum?
We’ve seen an increased demand for lifestyle treatments which are about the balance of the mind and body and combating stress. Clients are looking for an experience, not just a treatment. We offer treatments such as Inner Calm Massage and Mindful Massage. Mindfulness has become something that people are keen to learn more about and are really investing in.
How do you choose which products to use?
If you are only able to stock one or two ranges due to size, then the range must be complete and not too specialist. For the Spa, at the Grand, we chose a quality and reputable product range that lends itself to the Spa treatments we offer.
Good support from a product house is essential as is the education they provide to the spa team.
How do you choose what price treatments should be?
Pricing is a balance between the cost of providing the treatments, the competition, and demand. Low cost does not always mean good value for your client. It is important to consider the quality of the service you provide.
How much revenue is made from your treatment menu?
The menu does not just include treatments it also includes spa access, membership, spa and stay (which includes room revenue) and some include food and beverage packages too. 85% of treatment sales are generated through the treatment menu and 5% through special packages /seasonal offer advertised by other means. Treatments alone generate around 100k per treatment room per year.
How many treatments convert to product sales?
Retail sales have seen a downturn in recent years. We currently run about 7% retail sales to treatments. Many Spas and Salons target their team on 50% sales to treatment. The popularity of the internet has meant the high street has also had to become more aggressive with sales and offer a wide range and excellent pricing to consumers. This increased competition has affected spas as a lot of professional products are more easily available.
What are the treatment trends for the coming year?
Customer expectations have never been higher, and more people are discovering the benefit of investing time in themselves. There is a high demand for immediate and visible benefits which is driving industry experts to innovate and discover more sophisticated treatments to meet these expectations.
Facial treatments need to show excellent results in lifting and firming the skin to deliver the sort of results that were only possible with evasive therapies in the past.
The desire for a youthful appearance has never been greater not only in women but men are now more interested than ever in their skincare.