How spa leaders are shaping the next generation of premium offerings
How spa leaders are shaping the next generation of premium offerings
“ We added equipment-based services under a category called‘ Technology Facials’ that highlights specialty services beyond standard facials creating a space for premium services.”
— DANIEL SPENCER, Agua Caliente Casinos’ Sunstone Spa and The Spa at Séc-he
“ We’ ve intentionally elevated the sense of place and cultural immersion to increase average spend— without feeling transactional. Rich visual storytelling in menus, evocative language from Spa Reservationists, pre-arrival confirmations that spotlight the garden ritual and therapist training to present the experience as holistic and culturally authentic.”
— KRISTI DICKINSON, Anara Spa at Grand Hyatt Kauai
HOW RESORT SPAS TRACK RPV ACROSS SERVICE TYPES Spending patterns, upgrade opportunities and retail potential vary across massage, skincare, body treatment and salon services. Most respondents track RPV by category and analyze trends within each.
Skincare is the leading force in generating high RPV at resort spas, outperforming other categories mostly because of product integration during treatments. When product recommendations are communicated effectively, guests are more receptive and more likely to purchase, leading to stronger retail conversion.
“ Tracking by category allows us to understand where opportunities exist, support team coaching and align our training with each department’ s strengths and limitations,” La Quinta Resort & Club ' s Christina Cabrera said.
“ We introduced a rotating highlight each quarter, showcasing a different elite-level treatment to keep offerings fresh and encourage guests to explore our higher-tier services.”
— NATALIE GRAHAM, White Oaks Resort and Spa
“ For guests looking to elevate their experience even further, we’ ve created pre-packaged body treatments that pair seamlessly with a massage or facial.”
— ASHLEY SALBERG, EDGEWOOD SPA
“ Our focus remains on delivering exceptional experiences within our current offerings, ensuring consistency and high quality across all treatments.”
— CHRISTINA CABRERA, La Quinta Resort & Club
“ We elevated our menu by introducing premium, experiencedriven services— including advanced skincare, extended rituals and high-value wellness enhancements— while intentionally removing lower-priced options, even those with high booking volume.”
— BENJAMIN DONAT, Eau Resort and Spa
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