cation ” packages , and return visits . Future AI-based technologies will bring the ability to personalize and customize the treatment specifically for that guest based on their goals and preferences .
FIVE : On-Demand Spa Menus
Most resort spas develop signature
treatments and choreographed rituals that align with that property ’ s brand identity and vision . Or they choose from specific treatments , or specific modalities like Shiatsu , Lomi Lomi or Cranial Sacral . These “ off the shelf ” types of treatments focus more on the property than the guest .
We replaced our spa menu with a choice of duration and complete customization based on the guest ’ s needs and the therapist ’ s expertise . We eliminated traditional spa menus and replaced them with an elegant interactive online matching platform that perfectly pairs guests to therapists ( while still offering over-the-phone bookings for those who prefer to call ). Instead of the guest picking a deep tissue massage off a static menu and the therapist asking basic questions to understand the needs of the guest a minute before the service starts , therapists are able review the guest ’ s profile and preferences well before the service allowing them to spend precious pretreatment time to educate and confirm with the guest their personalized service plan .
ISM ’ s Senior Vice President Anne Melby , who oversees our portfolio , is witnessing first-hand the benefits of a customized approach . “ We kept our brand standards but ripped up all the static protocols and made it easier for our therapists and our guests to truly connect .” Getting rid of the static menu has allowed us to focus on the guest journey , and as a result , both the treatment providers and guests are happier .
In Conclusion
People are seeking spa and wellness services now more than ever . Without shifting our thinking about how to embrace the needs of our workforce , spas will leave hundreds of thousands of dollars on the table . To rise to the occasion and foster the growth that this industry will realize over the next several years , we must overcome our fear of change . The workforce has already changed
“ The days of the ‘ one size fits all ’ spa model are gone . As guest needs become more individualized , effective use of technology has become critical to “ hyper personalize ” the spa experience .”
forever . Guests ’ expectations have jumped a decade forward . Both expect more control , flexibility , and personalization .
Luxury and technology do work together . Embracing the intelligence that technology provides offers significant business advantages . The spas of the future know this and have started the philosophical and physical transformation to evolve our industry in a way that serves our workforce and our guests , empowering both with the freedom to live well . ■
IIANA ALBERICO is the CEO of ISM Spa and Spa Space . She is an award-winning business visionary and serial entrepreneur . Her 20-plus years in the spa industry spans from folding towels in a spa locker room to the treatment room as a massage therapist to the boardrooms of leading developers , owners , and hotel companies as a spa operations partner .
50 PULSE ■ FEBRUARY / MARCH 2022