MEMBER PERSPECTIVES
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Nicholas Watkins notes that , in addition to designating more physical space to group and couples experiences , his spa made a small change to their website that has helped drive more of that type of business .“ We created a spot where you can inquire about booking a group , and we ’ ve seen a dramatic increase in inquiries , whether it be for a girls ’ getaway , an office get-together or even families wanting to reconnect after everything revolving around COVID ,” Watkins says .“ A lot of it is ,‘ Let ’ s get out . Let ’ s do something together and kind of forget COVID .‘”
Building an Ideal Experience The outcomes that these spa leaders are seeing on the ground suggest that there exists an opportunity , industrywide , to evaluate the extent to which spas might benefit from developing and promoting a more social type of spa experience . That ’ s not to say that the traditionally tranquil , relaxing solo spa experience is a thing of the past , of course . The currently massive levels of demand for spa services of all kinds is enough to prove that point . That said , it ’ s likely that just about every spa , even those without the benefit of on-site dining options or a large amount of extra available space , can find ways to bring more pairs and small groups of spa-goers through their doors .
Despite not listing group experiences on their menu , Rock Spa receives multiple requests for them per day .
“ What are we doing and how are we contributing to improving that atmosphere for groups when they come here ? How do we provide the spa experience beyond the walls of the spa ?”
— GINGER MCLEAN
As Keely Galvan points out , spas that take a proactive approach and actively target couples and small social groups by building ready-made experiences stand a good chance at boosting that aspect of their businesses .“ Sometimes , the guests look to us to be the experts . There are a lot of husbands , a lot of partners , a lot of moms who really want to make their day special but who don ’ t normally go to spas and don ’ t know what to ask for . We ’ ve taken the guesswork out for those people ,” she explains . The marketing team at the Fairmont Princess Scottsdale even came up with a list of celebrations that go beyond the typical as a way to encourage potential guests to see the spa as an option for occasions — such as retirements or graduations — that it may not typically be associated with .
For large groups , Ginger McLean explains that it can be helpful to ask ,“ What are we doing and how are we contributing to improving that atmosphere for groups when they come here ?” and “ How do we provide the spa experience beyond the walls of the spa ?” These questions have led McLean to investigate including opportunities for selfguided massage using a therapeutic massage gun in guests ’ hotel rooms or offering in-room , guest-led aromatherapy and meditation instructions to aid sleep , all of which aligns with the heightened interest in wellness that McLean believes is driving more groups to ask for spa and wellness to have a greater presence during their stay .
For day spas or those that wish to create a more involved ( and potentially more profitable ) experience for couples or small social groups , McLean advises starting with the basics ,
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34 PULSE • APRIL 2022