PRINT OR DIGITAL? Four Perspectives
moving it, he was considering other ways to position its benefits. Meanwhile, Deirdre Strunk, chief operating officer of Viva Day Spa + Med Spa, was preparing to introduce a sleep service during evening wellness hours, supported by a 9 p. m. closing time. The contrast underscored why a trend must fit your operation.
Strunk also uses seasonal services to test demand before committing to a permanent menu addition.
TRAIN THE PEOPLE EXPLAINING IT Roe cautioned against judging a new service before the team understands it. Her front desk preparation includes two guides: l l
Bring your Resource Partners into the review Ask which treatments and retail pairings are working at comparable spas. Share your guest feedback, then adapt those insights to your brand rather than treating the menu review as a solo exercise.
A technical explanation of what the treatment includes A benefits-focused explanation of what the guest can expect Jastrzebski uses AI to help condense descriptions to 30 to 50 words, then personalizes the language for his property rather than copying it unchanged.
MATCH PRICE TO PURPOSE Jastrzebski began implementing dynamic pricing in April, starting small and expanding. McCrory emphasized the objective is not simply higher prices.“ The goal is that we are pairing our demand with the appropriate pricing at the appropriate time,” she said.
Strunk had not introduced dynamic pricing, citing sensitivity to a recently-launched membership program.
For touchless services, McCrory recommended measuring room utilization, the ability to attract previously hard-to-reach guests and member spending, rather than judging performance solely against a traditional massage’ s average check.
PRINT OR DIGITAL? Four Perspectives
Are printed menus still worth the investment? The panelists offered different answers.
Go digital. Viva had decided to stop printing menus and was offering iPads at the front desk. Digital updates reduce the cost and work of reprinting whenever offerings change.
— DEIRDRE STRUNK
Keep print visible. Adding printed materials in guest rooms and at the front desk helped VEA attract more hotel guests. He pairs printed menus with a QR code linking to online booking.
— MICHAEL JASTRZEBSKI
Consider a hybrid. Durable display menus or smaller quantities of printed materials can preserve a tangible experience. QR codes on materials such as wooden coasters offer another brand-conscious option.
— JACLYNE ROE
Let the property decide. Hilton requires spa menus to be available in guest rooms, digitally or in print. McCrory noted growing interest in printed menus among its luxury locations.
— RACHAEL MCCRORY
OPERATIONAL TAKEAWAY: MENUS Define whom you want to reach and what success should look like before changing the offer.
OPERATIONAL TAKEAWAY: FORMATS Choose the format that makes your spa easier to discover and your services easier to book.
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