DAYSPA is the magazine of spa management. Spa owners and spa managers turn to DAYSPA for spa management trends, spa management tips and more.
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PROFIT CENTER All This… and More It's your mission to ensure that every client leaves your spa refreshed, renewed and relaxed, every time. But individual needs differ from person to person and from day to day, so how is it possible to realize such a lofty goal? Experts say that customized spa service tweaks and variations may help. You can call them experience add-ons, enhancements or extras, but whatever term you use, the key is to design a tailored experience for the guest. "It all comes down to enabling the client to create the perfect treatment for his or her needs and preferences," says Peggy Wynne Borgman, president of Preston Wynne, Saratoga, California. After years of designing elaborate treatments to delight clients, Borgman has learned that it's easier to let guests tell you what they want, then incorporate those elements to meet their needs. "We stopped using the term 'add-on' because we felt it was a transactional phrase that mostly suggested ticket-building, as opposed to customization," she says. "Our 'Benefit Boosters' work because they're simple, easy to perform and are strongly results-oriented for the guest's 82 DAYSPA | NOVEMBER 2013 most pressing needs. Some clients select their own Boosters to craft the perfect treatment for themselves, while others don't realize how much they can enhance a service until they're invited to try one by a therapist. Whatever the case, we've found that the best, most frequent and most knowledgeable guests love it when we tell them, 'Have it your way!'" Enhancements have grown more creative over the years. While paraffin, hot stones and scalp treatments all continue to be popular add-on staples, spa owners have branched out, including such specialized extras as foot rituals; creative visualization exercises; LED treatments; sound therapy; facial acupressure; ear massage… the list goes on. In each case, the goals are to enhance the client experience, introduce him or her to new treatment possibilities, encourage loyalty and, of course, boost spa revenue. THE RIGHT APPROACH It may sound like a no-brainer, but when custom tailoring a treatment to a client, it's important to give © MIKE HARRINGTON/GETTY Adopt a service add-on strategy that will boost revenue without wreaking havoc on your booking schedule. By Liz Barrett