Instead of valuable details, I encountered descriptions filled with beautiful words that created a mood but did little to help me make a decision.“ Restorative,”“ rejuvenating” and“ transformative” certainly sound appealing, but when every treatment promises all three, the words begin to blend together like essential oils in a diffuser.

When guests have limited time, particularly while traveling, they want to choose the treatment that will best meet their needs and support their well-being. A spa menu should inspire them, but it should also educate them.

After one recent treatment, I spoke with other spa-goers about the treatments they had received. The details they shared were far more compelling than the marketing copy in the menu. They described specific techniques, sensations, products and results. In other words, the treatment experience had a great story. The menu simply was not telling it.

That is where artificial intelligence can lend a hand.

Using AI to evaluate your current spa menu can be an eye-opening exercise. Lymphatic massage, recovery massage and Ayurvedic massage may all sound intriguing, but are you explaining them thoroughly enough for the average guest? Are you helping guests understand which option may be right for them or assuming they already know?

Try these approaches when giving your menu an AI-assisted refresh.

Start with the guest perspective. Copy a treatment description into an AI tool and ask:“ What questions might a first-time spa guest still have after reading this description?” The response may reveal you have not explained the pressure level, techniques, products, intended benefits or ideal guest for the service. You can also ask AI to evaluate the description from the perspective of a busy traveler, an experienced spa-goer or someone booking their first massage. Each audience may need different information to feel comfortable booking a treatment.

Find the sea of sameness. Submit the full spa menu or several descriptions at once and ask AI to identify repeated words, phrases and promises.

Then ask:“ What specific details would help differentiate these treatments without making medical claims?” This can uncover opportunities to highlight signature techniques, product ingredients, sensory elements or customization options.

Study the local landscape. For resort and hotel spas, ask AI to compare your publicly available menu with those of local day spas and medical spas offering similar treatments. A useful prompt might be:“ Compare how these businesses describe lymphatic

“ The goal is not to remove the beauty from your brand voice. It is to ensure the poetry comes with a plot.”

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