FOUR WAYS TO MAKE BIG SPAS FEEL SMALL
“ If we can make each and every one of our guests feel like they are one of a few rather than one of many, then I think we’ re on to something successful in making each experience very special.”
“ We need to make these bigger experiences in these larger resorts and larger spas feel smaller, because small businesses and solopreneurs have mastered that personalization— and it all starts with pre-treatment.”
FOUR WAYS TO MAKE BIG SPAS FEEL SMALL
Margaret Lora offered practical personalization ideas that can scale:
1 Rethink intake forms with preferences for music, table temperature and post-treatment beverages.
2 Create treatment openings and closings by outcome, such as Calm, Energize, Recover or Strengthen.
3 Use AI to surface guest history, product preferences and past services.
4 Bring AI into the treatment room through tools such as skin scans.
“ If we can make each and every one of our guests feel like they are one of a few rather than one of many, then I think we’ re on to something successful in making each experience very special.”
— CHRISTIAN DAVIES
touch,” while also“ really acknowledging the consumer changes that have happened, meeting the guests where they’ re at, and how they want to be engaged with.”
PRO TIP: Audit your booking calls, online flow and confirmation emails as a first-time guest. Where does the journey feel effortless, and where does it feel like work?
Personalization starts before arrival Lora urged spa leaders to learn from smaller operators who excel at personal detail.“ I think we need to all do a better job at getting them excited.” She described a preappointment email from a solopreneur with a lockbox code and the promise of a gift waiting on arrival. Inside were turmeric tea, rosemary aromatherapy and a breathwork card tied to her recovery massage.
Davies described Mii amo’ s highly curated model, led by journey guides.“ For us, it’ s all about the guest and their intention,” he said.“ That’ s the very first question our team’ s asking: What’ s your intention for coming to us?”
Remove friction, then protect revenue Davies shared that Mii amo redesigned the arrival and departure flow to reduce congestion and make guests feel“ one of a few rather than one of many.” One shift was
“ We need to make these bigger experiences in these larger resorts and larger spas feel smaller, because small businesses and solopreneurs have mastered that personalization— and it all starts with pre-treatment.”
— MARGARET LORA
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