BY TARA GRODJESK

IN THE COMPETITIVE REALM OF SPA marketing and positioning , success lies in the art of evolution . A strategic audit of your service menu is not just a task to check off your list ; it ’ s a paramount decision for distinguishing your spa among the competition and attracting your customers to book services . While a menu audit is appropriate at any time , the start of a new year is an excellent reminder to view your spa ’ s service offerings with fresh eyes . Picture your spa menu as a dynamic reflection of client expectations and industry trends . This is your call-to-action : an audit that goes beyond routine scrutiny , unlocking avenues for innovation and market relevance . Below are 12 concise tips to guide spa owners and directors in the quest for an elevated menu . From reimagining signature offerings to embracing sustain- ability , these insights promise to reshape your spa ’ s identity and captivate the hearts of your discerning clientele . 1 . Start with your story : Reflect on your spa concept — the “ why ” for what you are doing — as you assess your spa ’ s menu of offerings . What experiences are you trying to create ? Are you conveying your unique brand story through both the content and language of your menu ? When you have created a concept that highlights your points of distinction , you will be able to weave in key words to the names and descriptions of your treatments . A strong brand identity will also make clear if your menu story has any gaps to be filled with appropriate new treatments , or any misfit services that serve only to confuse your spa concept and your guest .

34 PULSE n JANUARY / FEBRUARY 2024