popular with a different demographic:
corporate and professional groups. In
addition to the mostly 24 to 59-year-old
individuals who book events for weddings
and reunions, health care, pharmaceutical,
education and financial business groups
make up a large part of the spa’s group
clientele.
“The flexibility of our two relaxing
lounges contributes to our success in
hosting corporate groups,” Tamba says.
“The space is easily converted from two
designated function rooms to become
one larger space that is ideal for
seminars and workshops. Coincidentally,
some of the corporate clients purchase
large numbers of gift cards that they use
as rewards perks or incentives, and some
segments of those create their own
group bookings.”
Party Rewards
With the sheer number of guests
involved in spa parties, these services
are undeniably huge revenue-generators
for spas—both immediately and
indirectly through referrals. “Girls Night
Out is a small part of our business but a
huge part of our new client acquisition
strategy,” Pickard says. “We have longterm clients that bring in their friends
and those guests continue to come back
for future appointments.”
Stringert, on the other hand,
estimates that annual revenue from
group business at Sahra Spa & Hammam
is in excess of US$650,000—but he
emphasizes how proper planning plays a
major role in achieving this figure. “We
focus on training the staff in guest
service essentials including spa etiquette
and proper verbiage, so they are able to
execute flawlessly on the day of the
event,” Stringert says. “Our spa & salon
group experience manager is responsible
for setting the staff up for success by
sharing all of the group details and
making sure that the team anticipates all
attendees’ needs.”
Coordination at BJ Grand Spa &
Salon is the responsibility of senior
receptionists, who have extensive
knowledge of day-to-day scheduling and
business to begin with. “We make sure
they have all the information needed to
speak with a guest, organize the services
they are requesting, and can book all
their guests to create a smooth and
relaxing experience,” she says. “We also
have them go over everything with
someone on our management team so
“Girls Night Out is a small part of our business but a huge
part of our new client acquisition strategy. We have longterm clients that bring in their friends and those guests
continue to come back for future appointments.”
— JESSICA PICKARD • Promotions and Events Coordinator
BJ Grand Salon & Spa • Springfield, Illinois
March/April 2016
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