This page contains a Flash digital edition of a book.
TRENDS


Converting consumer trends Below, we've outline five simple steps that operators can follow in order to bring such consumer trends into their spa:


STEP 1


■ Select the trend that will bring you results ■Narrow your focus – consider what best fi ts your operation ■ Solicit input and buy-in from your spa team


■ Prioritise the selections for ease of implementation ■ Create an action plan with time lines, defi ning the offering and how you will execute and measure it


STEP 2 Draw parameters around the trends you have selected to make sure they are: ■ Benefi cial to your operation ■ Align with your philosophy ■Add value to your services ■ Provide opportunity to increase revenue


STEP 3 Define the roles within your team to execute your plan. Each role will have a sig- nifi cant impact on how the trend integrates into your operation. If you do not have spe- cifi c divisions to handle each area, make sure you assign roles to create accounta- bility. We suggest that you: ■ Select the individual or team who will create the offering ■ Assign responsibility for marketing and PR ■ Outline how each team member will promote the service ■ Defi ne who is ultimately responsible for measuring the results


84 spa business handbook 2012


Customer demand for a comprehensive range of foot services is an emerging trend worthy of time and investment


STEP 4 Execute – effi cient execution is synony- mous with success. To execute effectively you must have the following in place: ■ A detailed action plan ■ The right service offering ■Well trained staff ■A marketing and PR strategy


STEP 5 Measure the results and follow through to ensure that marginally successful promo- tions and strategies don't overrun. ■Use tracking tools. At a minimum, you should use your software system to track who booked the appointment (name and contact information), the treatment booked, revenue, profi t and costs ■Regularly review the team to address any issues or opportunities to improve the offer ■ Create a reward programme to encourage your staff to move the initiative forward


Industry trends Consumer trends are not the only ones to watch. Analysing business trends pro- vides the opportunity to fi nd operational effi ciencies and increase your margins. Observing how spas have fared during the recent recession, for example, gives an insight into the best practices of suc- cessful spas. The information provided by such trends allows us to look at our own operations and become better lead- ers. Organisations like PKF Hospitality Research, ISPA and the Global Spa & Wellness Summit are all good sources for spa business/industry trends.


Below, we've selected three industry


trends that provide an opportunity to extend the spa platform or support the operation.


Membership/rewards programmes. Prop- erly implemented membership and rewards programmes create community and pro- vide an opportunity for the guest to develop a passion for a spa on various levels and for the spa to develop loyal customers. Mem- bership/reward programmes allow the spa to collect information about the guest, including their treatment preferences. They also provide details on buying hab- its and this information can then be used to upsell products and services to custom- ers, increasing treatment room utilisation and reducing marketing costs. Additionally, they can give you more data for the devel- opment of marketing campaigns in order to target new guests who share similar demo- graphic or psychographic profi les.


Spa executive coaching. Not to be con- fused with wellness and beauty coaching, the objective of spa executive coaching is to support hotel and spa executives. Coaching provides guidance in defi ning and execut- ing financial, marketing or operational


www.spahandbook.com


YURI ARCURS / SHUTTERSTOCK.COM


Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21  |  Page 22  |  Page 23  |  Page 24  |  Page 25  |  Page 26  |  Page 27  |  Page 28  |  Page 29  |  Page 30  |  Page 31  |  Page 32  |  Page 33  |  Page 34  |  Page 35  |  Page 36  |  Page 37  |  Page 38  |  Page 39  |  Page 40  |  Page 41  |  Page 42  |  Page 43  |  Page 44  |  Page 45  |  Page 46  |  Page 47  |  Page 48  |  Page 49  |  Page 50  |  Page 51  |  Page 52  |  Page 53  |  Page 54  |  Page 55  |  Page 56  |  Page 57  |  Page 58  |  Page 59  |  Page 60  |  Page 61  |  Page 62  |  Page 63  |  Page 64  |  Page 65  |  Page 66  |  Page 67  |  Page 68  |  Page 69  |  Page 70  |  Page 71  |  Page 72  |  Page 73  |  Page 74  |  Page 75  |  Page 76  |  Page 77  |  Page 78  |  Page 79  |  Page 80  |  Page 81  |  Page 82  |  Page 83  |  Page 84  |  Page 85  |  Page 86  |  Page 87  |  Page 88  |  Page 89  |  Page 90  |  Page 91  |  Page 92  |  Page 93  |  Page 94  |  Page 95  |  Page 96  |  Page 97  |  Page 98  |  Page 99  |  Page 100  |  Page 101  |  Page 102  |  Page 103  |  Page 104  |  Page 105  |  Page 106  |  Page 107  |  Page 108  |  Page 109  |  Page 110  |  Page 111  |  Page 112  |  Page 113  |  Page 114  |  Page 115  |  Page 116  |  Page 117  |  Page 118  |  Page 119  |  Page 120  |  Page 121  |  Page 122  |  Page 123  |  Page 124  |  Page 125  |  Page 126  |  Page 127  |  Page 128  |  Page 129  |  Page 130  |  Page 131  |  Page 132  |  Page 133  |  Page 134  |  Page 135  |  Page 136  |  Page 137  |  Page 138  |  Page 139  |  Page 140  |  Page 141  |  Page 142  |  Page 143  |  Page 144  |  Page 145  |  Page 146  |  Page 147  |  Page 148  |  Page 149  |  Page 150  |  Page 151  |  Page 152  |  Page 153  |  Page 154  |  Page 155  |  Page 156  |  Page 157  |  Page 158  |  Page 159  |  Page 160  |  Page 161  |  Page 162  |  Page 163  |  Page 164  |  Page 165  |  Page 166  |  Page 167  |  Page 168  |  Page 169  |  Page 170  |  Page 171  |  Page 172  |  Page 173  |  Page 174  |  Page 175  |  Page 176  |  Page 177  |  Page 178  |  Page 179  |  Page 180  |  Page 181  |  Page 182  |  Page 183  |  Page 184  |  Page 185  |  Page 186  |  Page 187  |  Page 188  |  Page 189  |  Page 190  |  Page 191  |  Page 192  |  Page 193  |  Page 194  |  Page 195  |  Page 196  |  Page 197  |  Page 198  |  Page 199  |  Page 200  |  Page 201  |  Page 202  |  Page 203  |  Page 204  |  Page 205  |  Page 206  |  Page 207  |  Page 208  |  Page 209  |  Page 210  |  Page 211  |  Page 212  |  Page 213  |  Page 214  |  Page 215  |  Page 216  |  Page 217  |  Page 218  |  Page 219  |  Page 220  |  Page 221  |  Page 222  |  Page 223  |  Page 224  |  Page 225  |  Page 226  |  Page 227  |  Page 228  |  Page 229  |  Page 230  |  Page 231  |  Page 232  |  Page 233  |  Page 234  |  Page 235  |  Page 236  |  Page 237  |  Page 238  |  Page 239  |  Page 240  |  Page 241  |  Page 242  |  Page 243  |  Page 244  |  Page 245  |  Page 246  |  Page 247  |  Page 248  |  Page 249  |  Page 250  |  Page 251  |  Page 252  |  Page 253  |  Page 254  |  Page 255  |  Page 256  |  Page 257  |  Page 258  |  Page 259  |  Page 260  |  Page 261  |  Page 262  |  Page 263  |  Page 264  |  Page 265  |  Page 266  |  Page 267  |  Page 268