The WOW Factor Checklist:
Evaluating Services on Your Spa Menu Use this checklist to review each service on your current menu and decide whether it earns its spot. Ask yourself these questions for every treatment— from facials to body rituals to enhancements.
GUEST EXPERIENCE AND CLARITY q Is the treatment name easy to understand and appealing to your target guest? q Does the description focus on how the guest will feel, not just the technical steps? q Does it use positive, sensory language( such as“ brightening” or“ replenishing”) instead of clinical or harsh terms? q Can a new guest understand the benefit of the service within 10 seconds? q Does it clearly differentiate itself from other services on the menu?
PERCEIVED AND REAL VALUE q Is the price aligned with the experience and outcome the guest receives? q Does the service use any exclusive elements, such as signature techniques, ingredients or rituals? q Can you clearly explain why this service is worth more than a basic option? q Is the price positioned properly— not undercut by too many similar, cheaper treatments? q Could it be more compelling as part of a bundle or package?
OPERATIONAL EFFICIENCY q Does the service fit your standard booking blocks( such as 50, 80 or 90 minutes)? q Is the setup and cleanup time reasonable for the price point? q Can it be performed by multiple team members( such as cross-trained estheticians or massage therapists)? q Are the cost of goods manageable and consistent across providers? q Does the service require special equipment or tools that slow down turnover or increase costs?
TEAM AND TRAINING ALIGNMENT q Is the protocol clear, consistent and repeatable across providers? q Does your team feel confident recommending and performing this service? q Is it regularly booked— or do staff avoid it due to complexity or unclear value?
STRATEGIC FIT AND BRAND STORY q Does this service align with your brand identity and guest promise? q Is it part of your signature or“ wow” experience category? q Could it be refreshed or renamed to better reflect your current positioning? q Does it support your goals( such as increasing ticket size, promoting seasonal bookings or creating a retail tie-in)? q If you removed it tomorrow, would anyone miss it— or would it free space for something better?
FINAL SCORE:
Keep, refine or retire? For each service, decide: l KEEP It performs well, sells consistently and supports your strategy l REFINE Update the name, price, timing or positioning l RETIRE It’ s no longer aligned, has low demand or drains resources n qqq 3 3 3
PULSE n SEPTEMBER / OCTOBER 2025 24