The Answer to the labor shortage in the Spa Industry

In an industry where art meets science, it is frustrating to not have the labor pool needed to support the speed at which spas are being built. To combat this, schools for spa professionals are opening up, but all too often their curriculum does not meet the necessary demands that the spa industry has on employees.

Where are the classes in massage school about customer service? Where are the classes in esthetics's school about proper home care recommendations? Unfortunately, schools make money by getting students in and then getting them out. There is not an emphasis on quality, but rather the emphasis is on quantity. This sets up the employers of spa professionals to be highly disappointed when they begin fulfilling their labor demands.

What the industry needs most desperately is an educational institute that will go beyond the basics. The spa schools of the future must focus on spa specific curriculum. The spa schools of the future must teach retailing for massage therapists as well as estheticians. Most importantly, the schools of the future must elevate the expectations of their students and turn out students who are ready to walk in to any four or five diamond property and commence work.

Ideally, the spa schools of the future will have training for massage therapists, estheticians, spa managers, and nail technicians all under one roof. This will allow for standardized education as well as consistency in philosophy from the massage classroom to the spa management program.

Although there are several schools that have combined the massage and esthetics's portion of their program, it will be a true victory when a spa educational establishment incorporates spa management into the mix. In such a highly labored industry, it is imperative that the service providers are prepared and the managers are competent. Although the reality of the vision is only several months away, with Privai Academy, http://www.privaiacademy.com/ we have waited long enough.

Why Boutique Spas?

Big is not better. Spa ‘s turn to boutique concepts with an emphasis on service.

It is 7:30 am EST and the phone is ringing, again. This time it’s a resort in the southeast with a 10 million dollar spa project that they have just determined to put “on hold.” As I take my first sip of coffee, I slip in front of my lap top to begin taking notes. Although, I have heard this story dozens of times this month, each client is unique, each property is special, and each vision is different. The voice on the other end begins to share his trepidation. Occupancy is down, capture rates in spas are struggling, and the capital investment is insane. Check, check, check. He wants to eventually build the large scale spa, but not yet, and is concerned where his guests will go in the interim. Does he contract massage therapists? Does he send them to the day spa down the street? Alas, what will bridge the gap and provide him the ability to control quality, strengthen his brand, and capture more revenue? This is the perfect client for a Boutique Spa Concept.
The most magical part of the spa is the indigenous essence that it provides the spa goer. The raw connection to a place and the creative ways in which it is woven throughout each aspect of a spa are what make the experience so special and unique. In a Boutique Spa concept, you take the most magical elements of the spa and shrink them down to fit inside of a currently available space (ideally this space is a couple of underutilized hotel rooms that can be easily taken out of inventory – you know, the rooms with the roof view). The space is designed to include architectural elements that enhance the spa concept, (do not just throw a massage table in a room and call it a spa – this is a recipe for severe disaster and brand degradation), an area for relaxation and a space where retail products can be sold. But that is just the physical space.
The Boutique Spa undergoes the same planning process that a large scale spa goes through. First, the spa concept and design is determined. It is imperative that when converting a hotel room or rooms into a Boutique Spa, the spa design be completely different, although complimentary to the theme of the hotel or property development. The last thing you want is for guests to feel like they are walking down from their hotel room into another hotel room to get a spa service. Yuck! So, the design is critical, and it is imperative that the designer know how to maximize this space for effective operations. Lighting and design are the true keys to executing the space of the Boutique Spa concept. Once the spa concept and design is determined, the pre opening procedures begin. These include developing the treatment menu and protocols, recruiting, hiring, and training the spa staff, educating the other departments of the property about the new Boutique Spa, and developing all standard operating procedures. Pre opening is when the Boutique Spa is able to teach to the staff what differentiates them. The Boutique Spa does not have a two story water feature or a gem stone steam room to wow the patrons; it has the spa staff. And, the spa staff must truly feel vested in facilitating the spa’s reputation, providing consistent service, and acting as an ambassador of the property. The spa staff must be salespeople of the spa and the resort/property development/hotel that it is sharing space with.
Once the spa opens it can easily be leveraged. Boom, spa packages. Boom, spa services. Boom, spa retail products as gift amenities for groups. Boom, increased revenue and a marketing asset!
So, why was everyone rushing to build the mecca of spa? Prestige? Press? How passé. And at what cost? Mega spas place little emphasis on the human connection as they are reliant on the physical splendor of the space to keep the spa patron intrigued. The real solution to providing the spa services that every guest expects is to focus the spa on service rather than grandeur.
Did I mention the cost? The cost savings are significant! And if the Boutique Spa is executed correctly, it can not only serve as a revenue center but also a memory maker that bring your guests coming back.
So, in the interim, build Boutique!