Example of Enhancements for Spa Menu Listings
7 . Toot your own horn : Your signature services or regional specialties are unique to your spa and help to tell your story . Does your existing menu effectively feature them ? Are they compelling ? If not , this is a time to re-tool these treatments by collaborating with your team and your resource partners to create “ out of the box ,” surprise-anddelight experiences that are inspired by the destination and your concept . Signature treatments on your menu should tout what makes them “ yours ,” by pointing out locally sourced herbs and botanicals , salts , clays or muds , for example . Conducting a menu audit is an excellent impetus to create new signature treatments that get media buzz . Consider the trend of treatments layered together such as exfoliation , masks / wraps , hydrotherapies including foot soaks or bath soaks and techno enhancements .
8 . Make the most of enhancements : Successful spas recognize the revenue opportunity of upgrades . Look at which enhancements require extra service time and those that can be incorporated into the existing treatment timeframe . Where are enhancements placed on your menu ? If they are “ lost ”— disconnected from the treatments they pair well with — call them out on your menu with a sidebar or other notation .) See blue sidebar to the right for several examples .
9 . Paint a picture : Is your marketing team carefully choosing visual images that evoke the feelings you want to convey ? Try to view your service menu through the eyes of a guest — or ask several actual customers to share specific feedback . Do your visuals help to communicate your spa ’ s brand ? You don ’ t want to settle for stock photo images found in every other spa ’ s marketing materials . If possible , consider a photo shoot that will personalize your visual design and convey your unique message .
10 . Invest your time wisely : Assess whether your menu ’ s existing scheduling timeframes create an optimal guest experience and make efficient use of your therapists ’ time . Does your service menu offer an appropriate balance of shorter and longer options appropriate to your clientele ’ s needs ? Are you able to offer some longer , luxury treatment experiences and some express services ?
11 . Offer options for spa experiences that reduce therapist demand : Look at some offerings such as classes , group events , personalized experience or mini consultations that are less intensive on your therapist resources . An
industry shortage of massage therapists and other spa specialists makes it necessary to extend the spa experience beyond the treatment room . Find space on your menu to promote these activities and offerings . 12 . Reassess resource partner alignment : As part of a menu refresh or overhaul , it is vital to evaluate your supplier partners . Ask yourself if they are supporting your concept , message and values . Does the resource partner almost effortlessly match up with the experiences you want to create ? Or do you find yourself trying to force or figure out how to fit those brands into your menu ? Think back to the first tip : Start with your story first . That is the heart and soul of the spa experience you ’ re offering to your guests . Then , seek partners that are a great fit . n
Example of Enhancements for Spa Menu Listings
NO TIME ADDED : l Hydrating sheet mask for face l Body butter skin softening l CBD enhancement for massage l Aromatherapy l Skin conditioning mitts or booties l Light therapy
TIME ADDED : l Scalp / head massage l Hand or foot treatment l Sun recovery for face l Sugar scrub exfoliation l Dry brushing for lymphatic circulation l Theragun
TARA GRODJESK is president of Tara Spa Therapy , vice president of Earthlite Spa and Wellness and co-founder of Green Spa Network . An ISPA member for more than 30 years , Grodjesk is a wellness expert designing spa concepts , treatment menus and signature protocols for world class spas . She is a certified massage therapist , holistic health educator , Ayurvedic practitioner and aromatherapist . | taraspatherapy . com
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