Summer Spa Season 2009

Summer is a time of fresh flowers, hot weather, and exposed skin. Spas who have survived the past six months are stronger than ever, having increased market share, fine tuning their operations, and learning everything that they can about their clients' needs and desires. With a turn to the more frugal and an emphasis on simple values, many on trend spas will begin providing seasonal specials that incorporate the use of fresh herbs, vegetables, and botanicals, all grown locally and harvested for the spa. This back to nature offering not only provides a unique service offering for the clients, but it also is a cost saving measure for the spa looking to save on product expense. Look for mint pedicures, cucumber facials, and mixed green facials.

A back to nature approach to spa service offerings will excite the clients and connect them emotionally to the spa. So, start your garden today! Good luck and happy summer!

Top 10 Spa Trends 2009

After much deliberation and multiple meetings with industry leaders, speakers, educators, operators, and technicians, we have firmly established the top 10 spa trends for 2009!


Drum roll please...

1. Bang for the Buck - People are not not spending money, they will just be more selective of where they spend it. So, this year the key word in spa is VALUE.
   


2. Eco and conscious - Green is a movement and spas are in the prime position to demonstrate, teach, and provide a green refuge. Look for spas to offer locally harvested ingredients in their treatments. Spas turn green in their cleaning supplies and finally start utilizing all of the gadgets in their booking system to minimize paper!


3. Spa - Vacations - Your local day spa or resort spa could be the location of your next get away. With budget conscious travelers, staying in town and spending a day at your favorite local place will be all the rage this year.


4. Teaching Spa - Look for spas to offer education and training into wellness and health. Watch for spas to partner with educational institutes to cater to a wider pool of health conscious people looking for tips and knowledge in health and wellness.


5. Art of Touch - The emphasis is on connection this year. People are craving connection and quality time to relax. People will choose basic spa treatments that are tried and true so that their experience in the room can be familiar and relaxing.


6. Multiple Treatments - On the go people need more two in one treatments. Look for treatments to cater to face and body at the same time. Time strapped people need multi tasking treatments.


7. Amp up the service skills - This goes for front desk to service provider. Anticipating the needs and wants of the spa guest will create WOW moments that will pull guests back for more. Spas prepare by amping up their customer service training.


8. Feel Good Marketing - Financially savvy spas will start getting involved in the community through sponsorships and volunteering. This low cost and highly effective strategy will reconnect spas to their community and market them at the same time!


9. Green Packaging - Spas will look for ways to minimize waste. Product lines who offer refill programs and no outer packaging are attractive to spas. Spas may introduce reusable spa bags for retail that offer a discount to customers bringing them back in to fill them up with retail.


10. Spa Culture - People are creatures of habit. Groups and special events want to create ritual. Spas will make it easier for them by offering easy and affordable packages that that create memories and turn into annual or monthly events. The Spa Culture will provide a great gathering excuse and some well deserved pampering and relaxation!

Creating an excellent environment

The most exciting part of spa design is defining the vision of the spa and then weaving that vision throughout the environment of that spa. Who is the spa? What is the spa communicating? Minimalist and modern? Southern Charm? Contemporary and comfortable? Defining the spa concept and then using that concept to build the foundation is the key to finding success. The foundation of the spa is made up of the environment. The environment of any spa is the most critical ingredient that leads to success. But the environment is more than just paint color and massage table selection. The environment is made up of two elements.

The first element of the environment is the PHYSICAL environment. This includes all of the ways the concept of the spa is woven throughout the actual physical environment. Does the theme of the spa meet the architectural design? Does the concept of the spa communicate itself throughout the fabric selection? The physical environment is often the first on site impression that the guest receives of the spa and it communicates more than you think. Did the builder pay attention to the details of the spa translates into will the therapist pay attention to me? The guest will notice the lighting. Does it soothe, create drama, interest, and anticipation? The guest will notice the details, so the environment is the first opportunity to make a positive on property impression. But anyone can build a pretty place. The critical component of the environment is HOW the spa is maintained.

The second, and critical component of a successful spa environment is the ENERGETIC environment. This is not just woo woo mumbo jumbo. The energetic environment is real, and communicates the feeling of the spa. How is the vision and concept of the spa communicated through the energetic environment? More specifically, how are these spa people trained? It is important that the team of spa professionals act as ambassadors to the brand, champions of the vision, and communicators of the mission. The emphasis on consistent, positive service is a key component to creating a energetically positive environment. Well trained, confident spa professionals provide confident spa services. This translates into happier employees, happier guests, and higher sales.

The other day I asked our Director of Spa Operations, Kelly Fisher what she thought the major difference of being a manager in the spa industry as opposed to any other industry. Her answer was simple, "The importance of preserving the environment of the spa." This simple answer sums up what so many spas forget. You cannot just have the physical splendor, nor the impeccable service. Rather, it is a blend of the two, consistently maintained, that provide the components of success.

Build beautifully, and make sure that your spa space is maintained by highly trained spa professionals who understand the "big" picture, the vision of the spa and why they have been selected to act as the ambassador of this vision. Check on the environment consistently. Walk through the space and ask yourself, "Is what I see communicating the brand?" Then ask, "Is what I feel communicating the brand?"