Mearns suggests thinking beyond the services on your
menu to realize that “we have a lot more to offer con-
sumers than simply the services. Our industry has a huge
base of knowledge for wellness practices, stress-manage-
ment programs…this is our time, as an industry, to ac-
tually become the go-to source for wellness.”
During this prolonged shutdown, many spas have al-
ready begun offering online meditation, yoga and more
via Zoom, Facebook Live and Instagram. Making such pro-
gramming on ongoing part of your online presence going
forward—and tying them in to in-person treatments—will
enhance the value of the spa-going experience and attract
customers back to your spa.
4. MAKE HYGIENE PROMINENT.
during a time of uncertainty.” With this in mind, consider
that economic pressure and pent-up demand might ac-
tually increase your business upon reopening.
When consumers do return, they might be more likely
to book low-touch services—like cryotherapy—or find
more value in no-touch spaces—such as salt rooms—that
they perceive as easier to sanitize than wet spaces like
steam rooms, according to Carlen.
3. THINK BEYOND THE MENU.
Both Carlen and Mearns agreed that the mass shutdowns
of gyms, wellness centers, spas and more will lead to a
long-term increase in consumer demand for online
content. As a spa, it may simply be expected that you pro-
vide more ways to continue treatment at home than be-
fore, and that you interact with your spa’s customers
digitally on a daily basis.
“I’ve personally started following so many wellness
apps, podcasts and people, so I can only believe future
consumers will expect this,” notes Carlen. Go online and
make your customer base “a community…share daily self-
care tips, little snippets of wellness, jokes—whatever suits
your business.” Build digitally-delivered resources into the
benefits offered by a treatment—for example, providing a
PDF of at-home breathing exercises to every spa goer, or
stretching tips for a guest who just received a massage.
It’s no surprise that hygiene is expected to be on the
minds of consumers when the world returns to normal,
and both Mearns and Carlen note that making hygiene
part of the menu-browsing and service-selection experi-
ence will soon be essential.
“Scripting for services and process will need to be up-
dated to ensure your patrons of the added precautions
you are taking,” says Mearns. The physical menus them-
selves will need to be easily sanitized, and spas should
consider adding a disclosure or reassurance of sanitation
practices on the menu itself. “A huge focus should be to
make it clear and obvious,” Carlen adds, “what the hy-
giene, disinfecting and sanitization processes are.”
Furthermore, says Carlen, “I would recommend reopen-
ing with a more limited menu to show guests that you
have taken steps to eliminate unsafe or perceived unsafe
environments.” The word perceived is key. Although most
spas already use hospital-grade disinfectant and follow
stringent sanitation guidelines, consumers will likely per-
ceive some spaces—saunas, whirlpools, steam rooms and
shared equipment—as more unhygienic than a simple
treatment table. A spa director who is designing a reopen-
ing menu with the intent to ease spa-goers back into their
previous comfort level with spa should keep these percep-
tions in mind. n
“I would recommend reopening with a more
limited menu to show guests that you have
taken steps to eliminate unsafe or perceived
unsafe environments.”
– JILL CARLEN, Global Director Spa Concepts, Hilton Worldwide
MAY 2020
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