5 Unexpected Spa Growth Hacks
SPA EVOLUTION REQUIRES adapting to emerging trends. With the goal of developing strategies for spa success in 2024, let’s delve into five indispensable steps that not only elevate your spa’s offerings but also ensure sustainable growth in the competitive market. If you accept the challenge of purposeful progress and are mindful of the speed of implementation, you should approach these steps with an open mind and a “don’t knock it ‘til you try it” attitude.
1. DAILY REVENUE PLANNER:
This document is my “secret weapon” when I take over operations of any spa business. When I begin consulting with a new spa—from privately owned spas to big brand name hotel chain spas—I am always surprised to discover this simple strategy is missing from their operational model. After helping more than 100 spas in the last 20 years, this is my first implementation and I am so proud to say that implementing a daily revenue planner works instantly!
The daily revenue planner is a document therapists complete that helps them to visualize their time efficiency and makes them think about upsell opportunities. This is where I teach every therapist how to be a business. Therapists are super skilled at treatments, of course, but most are not prepared to consider a strategic, numbers-based approach.
Therapists complete this planner document the night before their scheduled appointments. They begin with a list of the treatments and client names for the day. A frequent objection from spa directors is, But our schedule changes constantly! That is an expected reality and is built in to this planning process: Once your therapist learns the art of strategizing every single treatment, the last-minute changes become less disruptive as therapists are equipped to alter strategy quickly.
Getting started with the daily revenue planner
Not surprisingly, therapists may initially resist a change to their routine. Spa management should take a two-step approach to implement the daily revenue planner strategy. First, train team members how to use the document. Then, actively complete the planner with them for the first week. At first, they may see a jumble of numbers on the page without discerning the value of the process, but eventually everyone catches on. Once the planner starts to become reality, they have a few big “wins” and see the potential for a success template. Then the big stuff starts happening, and therapists become eager to move from just listing numbers on the document to implementing full strategy for every guest they treat.
Documenting results
Using the daily revenue planner to prepare for spa guests’ treatments, your therapists learn to capitalize on upsell opportunities related to the treatments each client books and what homecare solutions can accompany those treatments and the upsells. The act of writing down and reviewing the goals for each guest’s visit makes it easy for therapists to visualise enhanced revenue opportunities. A booking for $200 can easily become a $600 spend, with the spa client pleased to receive more personalized service.
Ultimately, the difference is being prepared and having a plan “per client.” Spas that implement this powerful tool often see a 30 percent overall revenue increase almost instantly—within a week of implementation.
Moreover, this strategy opens up a world of possibilities for your spa’s retail offerings. In spas where therapists use the daily revenue planning tool consistently, the retail-to-services ratio can skyrocket from three or four percent to 30 percent within six months. That growth in retail/homecare products comes without the overhead expenses of additional treatment rooms or therapists, and is recurring revenue that will encourage guest loyalty
In a career dedicated to helping spas grow, Marisa Dimitriadis has developed bespoke daily revenue planning documents for more than 100 spas. Her Wellness Professionals Club offers ISPA members a complimentary template to create their own daily revenue planner. Visit wellnessprofessionalsclub.com/ispa for your free download.
2. ADD-ON MENU ENHANCEMENTS:
For a super simple strategy that instantly boosts revenue, identify your five top-selling treatments and look for addons to those services.
Spa owners always seem to be on the hunt for new treatments. But many of these treatments are never In a career dedicated to helping spas grow, Marisa Dimitriadis has developed bespoke daily revenue planning documents for more than 100 spas. Her Wellness Professionals Club offers ISPA members a complimentary template to create their own daily revenue planner. Visit wellnessprofessionalsclub.com/ispa for your free download. 42 PULSE n MARCH 2024 implemented, due to a lack of time to train or capital to invest. Enhancements to your most booked treatments can increase revenue without the need for costly training sessions or the need to find a new funding source. Your clients love those treatments already, so add-on options will give them opportunities to customize and upgrade treatments they already enjoy.
Menu enhancement example
Massage is the most booked treatment at many spas. Consider introducing an LED mat on which to perform the massages. The prospective health benefits are tremendous for the guest; your therapist is able to offer a “new” service without needing to learn a new technique or skill; and the service enhancement allows you to charge more without altering the utilization rate for your treatment room or therapist’s time.
Similarly, you might add a wood therapy enhancement option to your massage menu. This deluxe adjunct treatment enhances blood circulation and reduces fat pockets in different parts of the body, and it delivers an instant 20 percent revenue increase to the same service.
3. TECHNOLOGICAL ADVANCEMENTS:
In an era driven by technology, integrating cutting-edge tools can redefine the spa experience. The opportunities are limitless—but your time and resources aren’t. Start somewhere—ideally, with a new tool or service that is well documented and has immediate revenue potential— and don’t get distracted by the potentially overwhelming amount of technology available.
Technology example
An online booking system streamlines the reservation process for clients, offering convenience and saving time.
You will find several options with varying features and price points, and implementation is usually quick and seamless.
A more futuristic tech option is to incorporate virtual reality (VR) and augmented reality (AR) experiences in some of your spa’s treatments and experiences. VR relaxation sessions are the perfect add-on to a pedicure service. Think about it: Clients often don’t wish to engage in conversation, but they are rendered immobile during the treatment. A VR journey can provide a mind escape and enhance the relaxation and luxury of their treatment. Or consider the marketing value of an AR-enhanced spa tours to captivate clients, providing a unique and modern touch to your spa’s ambiance
4. NEXT-LEVEL PERSONALIZATION:
"In 2024, customers will become advocates of the one-size fits-one spa experience." Converting a loyal client into an advocate requires taking personalization to the next level. At the 2023 ISPA Conference, Will Guidara discussed the idea of unreasonable hospitality, and that concept has made “unreasonable” one of my favorite words to use. Ask yourself: Is the delivery of our services unreasonable to each guest? “One size fits all” is unlikely to offer an unreasonable service level—but “one size fits one” can be the unreasonable guest experience that creates a loyal follower of your spa brand! So, again: Is the delivery of our services unreasonable to each guest? If you can say yes, you will see an instant boost in revenue. It’s guaranteed! The only way to deliver one size fits one levels of service is to utilize data analytics to understand client preferences. Remember: You cannot analyze data you are not capturing, so the first step in next-level personalization is to be sure you’re capturing the data in the first place.
“I receive calls from therapists 10 years later to tell me they are still using this tool and they have doubled and tripled their earnings.” - MARISA DIMITRIADIS
5. SOCIAL MEDIA AND INFLUENCER MARKETING:
You already know social media is one of your most powerful tools for brand promotion. You know, also, that social media constantly evolves, so what worked last year may not work this year. Looking ahead, here are several of the latest social media marketing tips to consider:
Less is More
Most brands should stop posting daily content. It disengages. Start with two or three posts per week sharing meaningful content. Stop with static posts; start with moving and video posts. Stop with models and professional voiceovers; start with real people, your actual clients or target market. Stop with all the professional spa pics, and start with behind-the-scenes, interactive posts and polls to create community and a sense of belonging.
Sense of Place
Find the platform where your target market lives and then commit to it properly with a robust strategy planned at least a month in advance. It really is never too late—so please don’t postpone your social media activity until it’s perfect. Start somewhere and eventually get to a place where you are planning and scheduling a month in advance.
Know your influencer intel
Influencers have a “hit and miss” record—but in order to get close to the bullseye, you need to shoot, right? Building relationships with influencers is not like building a loyal clientele: A good gauge of influencers’ effectiveness is that they either instantly create revenue and awareness, or they don’t ever “click.” The best practice is to collaborate with wellness influencers who align with your brand values. Invite them for spa experiences and encourage them to share their impressions on their social platforms. Start simple. If the influencer connects well with your target clientele, then you can consider different deals for enhanced engagement.
In their own words
You’re already using guest feedback as a training tool. Don’t forget user-generated content from satisfied clients also serves as valuable marketing material. Live streaming events, such as spa tutorials or Q-and-A sessions with therapists, can foster a direct connection with your online audience, creating anticipation for in-person visits.
Position your spa at the forefront of innovation, ensuring a thriving future in the competitive wellness market. Implementing the five simple strategies above will create an instant revenue boost in your business this year.
