INDUSTRY INSIGHTS


Spa scene


What are the global spa trends to which operators of health club-based spas should be paying attention?


KATIE BARNES, MANAGING EDITOR, SPA BUSINESS READ ALL ABOUT IT ENGINEERING TREATMENT MENUS U


ntil recently, the length of a treatment menu was synonymous with the quality of a spa facility,


regardless of whether that spa was in a resort, hotel, health club or a standalone unit on the high street. Operators competed to come up with the most elaborate therapies to capture customer attention; others simply expanded their menus over time as new therapies and product houses came onto the scene. Now, however, reality is beginning to


set in with the understanding that more therapies mean more time and money spent on training, not to mention the stocking of extra products. In addition, spas are discovering that long, fancy treatment menus can be confusing and off-putting for a customer – especially first-timers. With this in mind, shrewd companies


are engineering their menus, streamlining their offer to make it easier and more financially viable for themselves, as well as more palatable and enticing to clients. UK operator Mosaic Spas & Health Clubs offers a simplified menu of 25


76 Health Club Handbook 2013


treatments that all therapists can perform, and allows guests to simply book time and choose a treatment on the day. Considering the cost and popularity of a treatment is also key, and Mandarin Oriental adopts the CRASE analysis system – originally used on food menus – to plot the sales performance versus profit margins of therapies. But it’s not as simple as cutting out the


least popular services with the lowest margins: these might be more complex rituals, for example, which add interest and depth to an offer. Low treatment sales could also be down to lack of trained therapists, or something as simple as a poorly written description. Or perhaps the treatment is buried so deep in the menu that customers never get round to reading it before they make their decision. Then comes the question: do you list cheaper treatments first, so as not to put people off, or showcase the best treatments upfront? Certainly there are many elements


to consider when treatment menu engineering, but if done well, it could make businesses far more efficient and profitable.


Streamlining treatment menus can be of benefit to operators and customers


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