SITTING PRETTY T
SPAS SEDUCED BY BEAUTY
he beauty market represents us$679bn (€501bn, £424bn) annually, according to SRI International’s 2010 report Spas
& the Global Wellness Market (see p78). Coyle Hospitality fi gures also show that 60 per cent of people visit a spa for hair, nail and wax- ing treatments, making them a core consumer driver. In 2011, customers will continue to opt for ‘necessity’ services over ‘luxury’ therapies and spending will be conservative. Traditionally, spas have shied away from the
term ‘beauty’, insisting they off er more holis- tic, hands-on therapies and nothing as basic as a leg wax or as unnatural as technology- based services. Although, granted, manicures have been accepted. But this will change as operators begin to realise the value of entic- ing a regular client base, where they can enjoy a more constant stream of revenue. T ey’ll be targeting a more local audience with a wider range of beauty and ‘maintenance services’ to
keep them coming back each month or maybe even more frequently than that. Beauty also has a substantial role to play
in 2011 as spa-goers keep demanding visible results instantly. More customers will hunt out non-invasive, machine-based services from laser, intense pulsed light, LED light therapy, microdermabrasion and oxygen therapy to those utilising pulsed vacuum, microcurrent, radiofrequency and ultrasound technology. Research by Diagonal Reports shows that: “signifi cant numbers of consumers are migrat- ing to [these] new beauty solutions when they become available.” Following this trend, more retail beauty
‘devices’ will come to market. Bliss already launched the Porefector Gadget – which uses sonic waves to purify pores and massage in products – in 2010 and its spas sell devices such as the Clarisonic skincare brush and Wellbox cellulite system.
NUMBER CRUNCHING TRACKING & ANALYSING DATA C
Tracking lost appointments is becoming a key strategy for spa businesses
www.spahandbook.com
ollecting and measuring data from all aspects of a spa operation and really drilling down into those fi gures will
be a necessity in 2011 if spas are to keep rev- enues and profi ts at a healthy level. Lost business at a spa can be as high as 20
per cent for example (see sb10/4 p54); and gone are the days when just keeping a waiting list will suffi ce. More sophisticated tools are being developed for tracking data, which will make it easier for operators to record who they’re turning away, at what time of the day, on what day of the week and, most importantly, why. Are they losing out on business due to thera-
Spas are embracing maintenance beauty services which bring in a steady revenue
pists being unavailable? If so, can scheduling or training alleviate this issue? Or is it because of lack of space and if it’s a hotel spa, can treat- ments be off ered in bedrooms instead? Lynsey Hughes, the spa director at Mandarin Ori- ental Hong Kong, says: “Most spa directors have a gut understanding of how their busi- ness operates, but to really know where to tweak it, you need to look at the turnaway fi gures in detail.” With spa deals continuing into 2011, savvy
operators will be recording which promotions are the most popular. Are the deals which off er a certain discount the most appealing? Or do the packages which include an added extra have a higher take up rate? In addition, oper- ators will be looking at which have made the most diff erence to the bottom line.
spa business handbook 2011 25
PHOTO:
ISTOCK.COM/©NIKO GUIDO
PHOTO:
ISTOCK.COM/©RICH LEGG
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