FOR THE ISPA RESEARCH FOUNDATION'S CHAIR, one of the most encouraging takeaways from the new anticipation playbook is how many recommendations are within reach for spa businesses of all sizes.
"Almost all of the key findings spa leaders can act on now can be done—or modified for your business—without requiring a lot more money spent," Kelleye Martin says. "So the return would be huge."
Her advice: Start small. Choose the top two ideas your team can implement quickly, at low or no cost, then develop a clear rollout plan.
Personalization, she notes, is one of the easiest places to begin. Simple booking questions about room or table temperature or other preferences can make a guest feel seen before they arrive. The key is follow-through.
"You have to make sure you are delivering on that," Martin says. "If you ask those things and then the guest arrives and their preference was not carried out, that is worse than not asking, because it gives the appearance you did not care enough to follow through."