In spite of the fact that guests often do not have the option to really leave a resort unless on a trip organized by the tour desk or renting a car and exploring on their own, clients do not simply come into the spa unless there there is a focus on bringing them in. While at the resort, guests are by choice and default limited to the activities they can find within the compound. Sports activities, entertainment, casinos, restaurants and bars, and of course the pools and beaches. All these distractions are immediate competition for the guest budget and attention. In spite of a captive audience, many opportunities are missed to educate, inform, promote and rebook clients for spa service while they could enhance their stay with a series of visits to the spa whether to take advantage of the amenities or to book services and make an improvement to their health, well being and overall vacation experience.

Educate

Although the spa world is growing and more and more guests are becoming spa savvy, the majority of resort visitors are not, and waiting on the ones who are familiar with the process, not hesitant to book treatments and intentionally seek out the spa is missing out on a substantial market potential. Many spas also provide very practical services for hair, makeup and nails and wait for the necessity to arise rather than proactively approaching their market. In general the first action item is to develop an educational program for guests who have never been to a spa or had a massage. This can entail direct hands-on trial experiences such as chair massages in the lobby or poolside, personal interaction with the service providers in a regular Q&A session in an accessible area or written material readily available “What you always wanted to know about a spa”. De-mystifying and factualizing the spa experience often evens the way for men and women to take that leap of faith for a first-time visit. This information should be more detailed than the basic “spa-etiquette” in the menu and detail the experience discuss benefits and give testimonial to the service.

Inform

Too many comment cards are seen and statement heard with comments stating “I only found out you had a spa just before I left”. Guests are overwhelmed in the beginning after a lengthy trip, and the obligatory resort tour with a wave from the bellman in the general direction of the spa does not do the trick. If at all possible a brief tour of the facility with a welcoming personal greeting from the manager or front desk needs to be incorporated. Guests who have never had a massage don’t know the benefits. They will never translate feeling tired, sore or stiff into needing a massage. Here is where information needs to be provided. Men who have never had a facial cannot imagine the difference they feel and see after receiving professional services. Taking it to the next level is a personal call by the manager or a senior staff member to the new guest once they have settled in with the delivery of a small amenity together with the menu and an invitation to stop by to receive a personal tour and maybe even a taste of therapies offered. For some reason many resort spas don’t bother to track their clients although a good experience often leads to repeat visits and loyal customers year after year. In knowing the preferences and reviewing treatments, spas operators can anticipate behavior and offer custom arrangements based on documented history.

Don’t hesitate to make guests aware of the spa using different media. A call to action and an incentive is always a must. Tent cards will stand out better than flat menus that disappear into the standard room setup and a small gift will do wonders. Short videos shown on a flat screen in the lobby of spa treatments where guests tend to stand and wait will whet their appetite. Information should be readily available at the activities, front desk and with the concierge services who need to be briefed regularly, made part of the spa team and have regular treatments in the spa so they can genuinely recommend and generate personal packages for their guests. Placing spa information at key points should be a daily ritual. Breakfast is a great time to make the rounds an connect with guests while they plan their day. Knowing availability and being able to book a service right then and there is a great way to kick off the day.

Promote

One of the most overlooked opportunities to promote the spa are hotel employees themselves. Often there are hundreds of potential ambassadors that have guest contact all the time. Every spa should tap into this resource. Spa managers are encouraged to become part of every new hire orientation, making a point of giving every new hire a tour of the facility, a menu and an understanding what the basic services are about, nipping any second-guessing in the bud. Spa managers should make a point of attending staff and department meetings presenting new products and services and giving team members a direct experience as often as possible. Most often it is easy to identify those employees who by the nature of their position or their personality and personal preferences become key referrers to the spa. Identifying those individuals and developing a rewarding relationship will keep the flow of customers coming and the work will spread that it is rewarding to refer.

Conferences, functions and meetings offer a great opportunity to present the spa either in an introductory orientation or during breaks with small spa services for attendees. Inviting the facilitator, organizer for a complimentary treatment will always ensure that the spa is mentioned. Anticipating client demand is an important part of promoting spa services. Group arrivals are a great way to connect with guests while they stand in line to be checked in. Designing specific customized services for particular groups is a perfect way of saying “you are special to us”. Groups are always booked well in advance and connecting with the group coordinator can provide valuable information on the anticipated needs.

A group of seniors will have other needs than a fam trip. What happened to creating a buzz with a guest tour of the facility? Setting the mood and making it a special experience for each individual guest will certainly bring them back for more. So it’s not just: “Here’s the locker room and the toilet and these are the massage rooms but we can’t go there ’cause there’s a treatment going on”. It’s a cup of tea and a personal conversation, interest in the guest and finding out what their needs are. Spa directors should be where the action is, where the guests congregate and where they can keep their finger on the pulse of what is going on. Analyzing the booking patterns might reveal slow times that can be worth promoting by offering a spa happy hour. From time to time hours of operation need to be reviewed if they are still capturing the available business. Weather plays a significant role. Rainy day specials and poolside services on sunny days can make a contribution to your revenue as can upgrades and special services such as sunblock application, hair masques for sun protection and packaging other available activities around the resort with dedicated spa treatments.

Rebook

Capturing the client at the beginning of their stay is always an opportunity to design a custom schedule with your spa guest. Discussing their needs and offering solutions for special events they might be having during their stay, suggesting to share a service with their spouse or friend, complementing their treatment with additional services over their stay and much more. These procedures must be scripted and the spa team must be trained to realize this opportunity and act on it. This is the single unique opportunity to substantially raise the per guest ticket.

Following up the next day to find out if the service had the desired effect will not only give you a good sense of your staff and menu performance but also offer an opportunity to reconnect with the client and offer them specials or additional services. Creating an ambience where the guest will want to linger will increase the possibility of booking additional services. Once the seed is planted some might need time to reflect. Having a positive experience after a service will lead to more services. Areas can serve multiple functions and serve as a reading lounge, a fresh juice bar, relaxing individual listening stations, an aroma therapy experience and more. A little knowledge of the nature of communication can be very helpful. Setting the stage for a positive response rather than giving too many options and being assertive with recommendations will give the client a better experience and the spa better revenues.