BY JACLYNE ROE AND MARGARET LORA

IN A WORLD FULL OF FLASHY PROMOS, endless upgrades and overloaded spa menus, clarity is the true luxury. Pricing and service structure aren’ t just operations; they’ re guest experience design. If your spa menu isn’ t built to convert, guide decisions and protect profitability, it’ s time to step back and rethink what you’ re really selling.

Here’ s how to design a spa menu that drives revenue, reduces overwhelm and makes your pricing work harder— without running constant discounts.

STRATEGIC PRICING: Using numbers and tiers to add value Pricing is more than math— it’ s psychology. How you present your prices influences how guests perceive value and make decisions. In spas, where the experience feels personal and premium, pricing should reflect that softness and intentionality.

One of the most effective strategies is the Good-Better- Best tier system. Offering three clear choices helps guests self-select based on their budget and desired experience. For example: l $ 185 for an exclusive, premium experience l $ 150 for a signature facial with enhancements l $ 120 for a classic facial In spas, we often use softer numbers ending in 0 or 5 rather than“ charm pricing” like $ 149 or $ 99. This avoids the perception of discounting or sales and supports a refined, trustworthy brand image.

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