According to a recent Spa Industry research study, spas will continue to be a thriving business sector despite the downtown in our current economic climate. Given the increasing (and correct) perception that spa services contribute to overall health and the fact that the stresses of modern life don’t appear to be going away anytime soon, this is hardly surprising.
However, not all spas and spa services are equal. Those spas that make a point of remaining aware of consumers’ changing preferences and marketing their services accordingly are the ones that will grow and prosper the most.
The study reports that the most successful spas will focus on fulfilling these new consumer wants:
Customization
Increased publicity, especially publicity that links spa services to overall health, has boosted consumers’ expectations. No longer are spa-goers content to choose from half a dozen or so generic sounding services. Today’s customers want choices, and choices explicitly targeted to remediate their specific problems.
Treatments for Men
23% of all spa visits are now made by men, and more of these are for facials and manicures than ever before.
Series Pricing and Financing Plans
Frequently more than one treatment is necessary for clients to receive the full value of a service. For example, it may take several massage treatments to fully ameliorate soft tissue injuries sustained in a car accident, and acne-prone skin usually requires more than one treatment facial.
Making series pricing and financing plans available to clients increases their ability to afford the treatments they need and boosts the possibility that they will refer their friends as well. Financing arrangements and credit card payments make it affordable for even lower income customers who might not have enough ready cash.
Growth in teen market
Teens have more disposable income today than they have ever had, and many are electing to spend a portion of it on spa services. Marketing specifically to teens should include brochures and other printed materials that describe the results they seek in language they will find comfortable.
Chair massage
Chair massage is frequently a most effective way to introduce new clients to spa services. One of the best ways to offer chair massage services is to take a chair massage into office buildings and offer low-cost 15-minute chair massages office workers can enjoy during their breaks. They’ll go back to their computers feeling relaxed and refreshed—and most likely wanting a longer massage as well!
Client Service
The days when spa workers could hand clients a locker key and towel and expect them to return for additional treatments are long gone. Today’s spa clients expect personalized service that include smiles, solicitousness for their individual needs and touches like a choice of complimentary hot and cold drinks. The more pampered they feel, the faster they will return.
Branded Product Lines
Offering your spa clients the opportunity to purchase the skin care and other products they experience at your spa is a great way to boost spa receipts. Though most spas have traditionally sold nationally known product lines, the trend is to sell these as spa-branded products, which carries the added benefit of getting the spa’s name known.
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