TOWN HALL
having guests pre-sign tickets on arrival so they do not need to return to the desk after treatment.
The tradeoff: The spa team has fewer natural retail close moments with guests. Davies acknowledged the challenge and explained that Mii amo tested electronic recommendations before returning to a tangible paper handoff, which improved results.
The lesson: Guest ease and revenue strategy must be designed together.
Providers are loyalty builders When Ryan asked how service providers build loyalty, Mulligan pointed to education. Canyon Ranch found guests who engage across five pillars— medical, fitness, spa, nutrition and spirituality— are“ 30 percent more likely to become a repeat guest” within 12 to 24 months. To support that, providers need enough cross-training to make credible referrals.
Lora framed provider-driven loyalty in three words: consultation, education and sales. Too often, guests fill out intake forms only to be asked the same questions again. A better opening is: Based on what I read, here is how we can support you today.
Her reminder was direct: Selling belongs in the service experience when it is rooted in care.“ When you’ re serving someone, you’ re automatically going to sell them something,” she said.“ You’ re selling from a place of service.”
Keep the relationship alive Post-visit engagement remains an opportunity. Davies described Mii amo’ s two-week post-stay journey guide follow-up and“ Me Time” library of meditations and remote offerings. Lora recommended ongoing communication that educates, not just promotes: recipes, breathwork tips,
Metrics Worth Watching
TRACK THE BASICS: new versus returning guests, return rate within 12 to 24 months, NPS, likelihood to recommend, additional spend and provider-level rebooking behavior.
For destination spas, Katie Mulligan suggested a 20 – 30 percent return rate within two years may be healthy, depending on price point. Margaret Lora said local-market spas should aim higher,“ over that 50 percent mark.”
CALL TO ACTION FOR SPA LEADERS: Pick one touchpoint this month— booking, arrival, treatment close, retail handoff or follow-up— and redesign it with intention. Loyalty is built moment by moment, by design.
stretches and ideas that keep guests connected.
Mulligan added that community may be one of the next great loyalty drivers. When guests form connections through programming or events, they often associate those relationships with the spa itself.
What comes next GUESTS EXPECT EASE:“ Guests are ordering groceries in seconds, checking into flights on their phone,” Lora said.“ This does not change when they’ re booking massage and they’ re booking facials.”
Davies sees continued growth in communal wellness and mindful experiences. Mulligan cautioned leaders against chasing every trend:“ More isn’ t always better.” Instead, she urged spas to focus on“ science-backed, data-driven things that work” and the experiences their teams can deliver exceptionally well. n
SPONSORED BY JUNI
PULSE n JUNE / JULY 2026 42