TOWN HALL
a brief pause or a simple affirmation. We crave rituals, he noted, and the studies cited in the playbook found they can increase enjoyment by more than 40 percent.
For spas, that creates an intriguing opportunity: Anticipation can be standardized in the same way service standards are. A branded pre-arrival ritual can become part of the guest journey, building connection before the guest even walks through the door. improve the waiting experience itself. Guests may still have to wait, but their perception of the wait is highly flexible. Simple activities such as mindful coloring pages, tactile prompts or even mirrors can make waiting feel shorter and more pleasant. The research cited during the Town Hall found that giving customers something to do increased satisfaction with the wait by 10 percent and increased likelihood to return by 10 percent.
Arrival: Consistency and engagement matter Once guests arrive, the playbook shifts from messaging to environment. Two ideas stood out in the Town Hall discussion. l SIGNATURE SCENT: The first is to establish a signature scent and use it consistently. Pleasant scent memory is powerful, and the research presented showed that guests remembered their experience 63.6 percent more strongly one day later when scent was used effectively. Ryan immediately connected that idea to both branding and retail, noting the value of giving guests a sensory memory they may want to take home. The bigger operational point is consistency: Scent should work like a brand identifier, not a rotating accent. l IMPROVED WAITING EXPERIENCE: The second is to
TOWN HALL RECAP
That insight is especially important for operators. It suggests not every friction point must be eliminated to be improved. Sometimes the smarter move is to redesign how the guest experiences it.
McKinlay made the broader case for why this kind of research matters. Academic studies, he said, are rigorous, heavily tested and imperfect in the way all good inquiry is. But when spa leaders have access to that level of evidence,“ You can trust this data.”
For an industry looking for smarter ways to reduce cancellations, strengthen loyalty and elevate the guest journey, ISPA’ s new Science-based Playbook for Creating Spa Visit Anticipation offers something especially useful: sciencebased ideas that are practical enough to test right now. The Town Hall made one thing clear— anticipation is not extra. It is part of the treatment. n
6 Ideas Spas Can Test Right
Away
1 Add three preference questions to the booking flow. 2 Include a visible“ welcome back, member” cue online. 3 Send one pre-arrival text focused on how the guest will feel afterward. 4 Create a short, branded ritual guests can do before arrival. 5 Standardize one signature scent across key touchpoints. 6 Add light, engaging activities to the waiting area.
SPONSORED BY
SPONSOR GIVEAWAY: Donna Forte, spa and fitness director at Wycliffe Golf & Country Club, was the recipient of the Ultimate Oil Collection giveaway.
PULSE n MAY 2026 12