“ Dedicated group revenue has increased by about $ 15,000 from December to January , and we ’ ve actually had to turn off February availability because they ’ ve already maxed it out .”
— KEELY GALVAN
Nicholas Watkins , director of spa & wellness at Park Hyatt Aviara Resort in Carlsbad , California , shares that an increase in couples treatment bookings has led his spa to make some changes as well . The spa has converted two existing treatment spaces into suites designed specifically to serve multiple guests at once .“ We ’ ve seen such an influx in bookings for those couples massages — whether it be for
A couples massage room invites serenity at the Park Hyatt Aviara Spa
mother-daughter pairs or husbands and wives ,” notes Watkins , who suspects that the dramatic increase in such bookings is in some ways a result of guests ’ desire to turn the often solitary experience of a quiet , relaxing spa visit into something more social .“ We ’ ve seen that connection with guests wanting to get out and reconnect and have these special occasions at spas like they used to .”
Just as those who missed out on travel opportunities due to the pandemic over the past two years have practiced “ revenge travel ” ( the act of making up for travel opportunities lost due to the pandemic ), Watkins suspects that many spagoers are now seeking more chances to enjoy their favorite spa services alongside the friends , family members and colleagues they missed seeing when in-person activities were less safe . It stands to reason that , if such trends continue , spas that segment their menus and marketing to emphasize the potential for a more social spa experience will enjoy their rewards in the forms of increased revenues from couples and group services .
Spa ’ rty Time ! The appetite for social spa experiences is certainly on the rise , according to Keely Galvan , spa operations manager at Well & Being Spa at The Fairmont Princess in Scottsdale , Arizona . This belief is supported by , among other things , a sharp recent increase in group business at the spa .“ Working with our group manager — we have a dedicated position ; that ’ s how much demand we have for [ groups ]— she ’ s always telling us how demand is continuing to increase month over month ,” says Galvan .“ Dedicated group revenue has increased by about $ 15,000 from December to January , and we ’ ve actually had to turn off February availability because they ’ ve already maxed it out .”
Among the most popular group experiences at Well & Being Spa are their spa party — or “ Spa ’ rty ”— events . Each member of a Spa ’ rty group selects a treatment or two from the spa ’ s menu and receives a complimentary lunch alongside optional add-ons such as champagne or custom cakes . Spa ’ rty participants also have access to the full set of spa amenities during their visit . Galvan notes that one of the resort ’ s themes for 2022 is “ celebration ,” and she anticipates these kinds of spa experiences continuing to play a big role in the way that guests enjoy celebratory milestones such as weddings , birthdays and reunions this year .
The spa is covering its bases with regard to more intimate celebrations as well , meeting demand for specialized couples offerings through the development of their Supreme Couples Spa Day Experience , which includes complimentary valet pickup , a rooftop lunch not available as part of any other package and an on-property dinner , in addition to spa services and amenities access .
“ We have seen guests really taking that time and prioritizing their health , no expense spared ,” says Galvan .“ We were able to offer this option to our guests to build their day for them , and it was very popular . It really worked well , and
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