Pulse January / February 2016 | Page 32

Into the FUTURE Continuing the “Past, Present and Future” theme of this issue, Pulse takes a peek into the future. While no one holds a crystal ball to predict how spas and consumer preferences would exactly evolve in the next few years, it’s safe to say that there are current key indicators that may help foretell future demands. BY MAE MAÑACAPJOHNSON LIDYA WATI President • Spa Réveil • Austin, Texas Key Indicators “I believe that the recent trends of timesensitivity, convenience, and costeffectiveness will continue to drive the industry toward adopting efficiency-driven models to develop and market beauty products to their customers. I would not be surprised if, in the next five years, we would see consumers choosing ‘one-stopshop’ spa service centers, which conveniently provide everything—from a pedicure to a hair restoration consultation, all while serving up smoothies and a live workshop on stress management and work-life balance,” Caviar of Switzerland President Irina Mark says. Lidya Wati, President of Austin-based Spa Réveil, believes that the spa of the future may be changed by consumers’ 30 PULSE ■ January/February 2016 ongoing demand for value. “One of the key indicators today is that spa-goers are much more value-conscious, demanding not only great service, immediate results and convenience but also expecting to enjoy these at discounted pricing. With increased competition in the industry, providing treatments, amenities and service level that will be acceptable to the value-conscious spa-goers without diminishing the spa’s bottom line is one of the most critical and challenging tasks for spas today,” Wati says. She cautions that while discounting is a great way to stimulate sales and improve the bottom line with the right implementation strategy, excessive discounting could potentially dilute the brand and the true value of spa services. “To achieve the right balance, we make an effort to engage with our clients and obtain their feedback so we understand what they truly value,” Wati says. To do this, the spa encourages guests to share their spa experiences through an app tailored specifically to gain guest feedback. Social media has also driven a higher demand to engage guests in a more personal way. Wati relies on digital newsletter, social media and events to engage and inform clients of the latest spa treatments, news and promotions. “We also have a VIP Club that offers exclusive benefits to our VIPs. This strategy has helped us connect with our clients on a deeper level,” she says.