SESSION MODERATOR KENNETH RYAN ( LEFT ) LEADS A DISCUSSION WITH DEBRA MYERS , SEAN ANDERSON AND FRANK PITSIKALIS .

AT THE TOP OF EVERY SPA LEADER ’ S LIST is how to maximize revenue . Panelists shared their top five takeaways in this session :

1 Know the industry : Take the time to find out what brought your clients to the spa and what services they are looking for . Also , know what your top selling treatments are . It will help you come up with a good pricing strategy . Research other top companies to ensure you are in alignment with your prices .

2 Institute demand pricing : Know the difference between variable pricing , dynamic pricing and dynamic

availability . A lot of money can be left on the table if you don ’ t investigate these concepts . Spa leaders need to consider their treatments menu and to look at their spa ’ s

high yields periodically .

3 Practice yield management : Consider making changes incrementally . Start by reviewing demand , looking at data and bookings by hour and by day . Then start with a small adjustment on massages on weekends — perhaps a 10 percent increase . Then add another yield . Make sure to look at feedback . Are you receiving complaints ? Are customers still happy even with higher prices ? Your staff also need to buy in to the process . Incentivizing your concierge to rebook clients at checkout will provide stability as the practice ensures your books are filled early . Think of creative ways to maximize revenue ; look at spaces and utilization to maximize opportunity .

4 Trust technology : Analytics are critical to understanding customers and their needs . Use software tools to find and act on insights into client behavior . Make sure to market yourself correctly to take advantage of opportunities . Offer online bookings and send automatic confirmation reminders to increase bookings and reduce missed appointments . Review your cancelation window : How quickly are you rebooking ? Make sure to have a policy for larger bookings to avoid scrambling to fill spots when groups cancel close to their treatment times .

5 Make it customizable : Give clients the opportunity to book multiple treatments or activities at once . If you ’ re a large hotel , allow guests to book their spa treatment , golf time , dinner reservation and other services all at once . Consider offering “ add-ons ” to your menu of treatments : There is a demand for additional services , and clients will take advantage of those opportunities . n

EDITOR ’ S NOTE : Alexandra Harper , director of education at ISPA , sat in on the panel ’ s presentation and chose the above highlight to share .

30 PULSE n JULY 2023