resort or destination spas, that may include reaching out to men on the property by seeking them out in other activities within the resort.

“ We have a robust marketing strategy that includes internal efforts such as speaking to men on property via in-room flyers or plasma screens located within the Borgata Poker Room and other areas of the casino,” says Aarons.

Riemer at Sabila Spa also uses other areas of the resort to attract male spa guests, and even goes as far as crosstraining employees in other departments on the spa’ s offerings and incentivizing them to send guests to the spa.“ We offer in house training where an employee from another department gets a massage and our therapist can practice new techniques,” she says.“ It’ s a win-win situation and allows other staff the

TODD HEWITT n Corporate Director of Spa, Health Clubs and Recreation Shangri-La Hotels and Resorts n Hong Kong

Pulse: Why do you think male spa attendance is on the rise? Hewitt: Men are realizing the importance of looking good and feeling good. I think there has been enough press out there( and the significant women in their lives) that has educated them to the benefits of massage and other spa treatments.

P: Should spas consider adding male-directed or specific treatments to their menus? Please explain. H: I think spas should consider not necessarily adding male-directed treatments but add wording that will appeal to male clients. We found a significant increase in our deep tissue massages when we renamed it Deep Tissue Sports Massages and when our description said that it was highly recommended for active individuals.

P: What are some unique ways for spas to reach the male market? H:‘ Invite a male friend’ promotions are a great way to bring someone in. They increase traffic flow and awareness of what services your spa offers, plus it will build up your database.

ROBERT VANCE n Managing Director Well & Being Spa at the Fairmont Scottsdale Princess n Scottsdale, Arizona

EDITOR’ S NOTE: As I took a second look at the sources for our Men in the Spa article, I couldn’ t help but notice they were all women. So I asked myself, would a male spa director have a different perspective on what men are looking for in a spa? See for yourself and check out their responses below.

Pulse: Why do you think male spa attendance is on the rise? Vance: I would attribute it to three A’ s: acceptance, accessibility and adaption. Acceptance by men of the tangible physical and mental benefits of what the spa has to offer. Accessibility through value programs like Travelzoo or Groupon allow more men to dip their toe into the luxury resort spa experiences without the sticker-shock. Once comfortable with the benefits and the process, they will gravitate to an environment that has adapted to the needs and motivations of men.

P: Should spas consider adding male-directed or specific treatments to their menus? Please explain. V: Absolutely. Unless your spa has identified itself as a gender-specific environment I believe it is my responsibility as the director to sculpt a menu of services that speaks to the needs of my diverse clientele and their motivations.

P: What are some unique ways for spas to reach the male market? V: We have found wonderful success in subtly integrating the spa into events that would seem out of the norm. This includes setting up massage stations at the Waste Management Phoenix Open’ s Clubhouse and VIP areas for both golfers and enthusiasts to enjoy, offering minimassages in the foyer of group breakout business sessions or even adding personalized hands-on services to the experience of a new tequila launch. Once we have established trust and a professional reputation with these men in an environment they are comfortable in, we have seen a strong conversion into our true spa experiences within the facility.

44 PULSE ■ June 2017