that small choices can create a stronger sense of ownership. During booking, spas can invite guests to personalize parts of the experience: essential oil preference, music style or even desired conversation level during the service.

Those are not just nice touches. The research highlighted in the session found adding customization choices can make customers 12.4 percent more joyful and reduce cancellations by 46 percent. For operators, that is a meaningful business outcome from a relatively light operational lift.

Why does it work? Because guests begin to see the treatment as their experience. The moment they shape it, they become more emotionally invested in showing up for it and enjoying it.

A second booking-stage insight is just as simple: Remind members they are members. A banner, badge or welcome-back message during the reservation process reinforces belonging. According to the research shared during the Town Hall, that kind of reminder increased satisfaction by 16.6 percent and emotional connection by 14.8 percent. In other words, loyalty is not only driven by perks; it is strengthened when the guest feels recognized.

— KENNETH RYAN • ISPA CHAIR

Waiting: Use the runway before arrival The time between booking and arrival is often treated as administrative space— good for confirmations and reminders, but not much else. The playbook suggests otherwise.

One recommendation is to send a message that encourages guests to imagine how they will feel after their treatment: lighter, calmer, more relaxed. That kind of prompt helps the guest begin the experience mentally before it starts physically. In the research shared during the Town Hall, it increased enjoyment of the treatment itself by 8.5 percent.

The same principle applies to ritual. McKinlay described the power of inviting guests to complete a short pre-visit ritual, whether that is a breathing exercise,

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