spa
experiences
SPA TRENDS T
Kate Cracknell takes a look at what’s hot in the spa sector, and the opportunities for fitness operators wanting to implement these concepts in their own spas
SITTING PRETTY SPAS TURN TO BEAUTY
he beauty market represents US$679bn annually, according to SRI International’s 2010 report Spas & the Global Wellness Market. Meanwhile, Coyle Hospitality
figures show that 60 per cent of people visit a spa for hair, nail and waxing treatments, making them a core consumer driver. In 2012, with ongoing concerns over disposable income, customers will continue to opt for ‘necessity’ services over longer, more expensive ‘luxury’ therapies. This trend will play into the hands of health club operators,
who often have less space to play with: beauty services such as manicures, waxing and spray tanning typically take up much less room than treatment beds, as well as generally taking less time; more appointments can be squeezed into a day. Such treatments are able to attract a regular client base, and a more constant income stream. Health club spas might look to build on their existing beauty offering, developing a wider range of ‘maintenance services’ to keep people coming back regularly. Also driving the beauty category in the spa sector is the
Manicures take up little room and attract repeat custom DRIVING LOYALTY ENCOURAGING REGULAR VISITS
how can regular attendance be encouraged? An enhanced beauty offering (above) is certainly one option, but are there others? Spa membership is one strong contender: packages that commit the client to
M
regular visits in exchange for great value treatments. Health club operators such as Holmes Place Iberia have long offered such deals – significant discounts on all treatments, plus special offers and priority booking, in return for an affordable monthly fee – proving that this model can work well in the fitness spa sector. Lessons could also be taken from businesses such as US-based spa franchise
Massage Envy, one of an emerging group of spas that – hot on the heels of the budget gym – are stripping back their offering and charging less for treatments. Massage Envy combines this simplified offering with spa membership deals to tackle the repeat business challenge from two sides. Its website tells prospective clients: “Even though periodic massages will enhance your wellbeing… like most therapeutic treatments, massage is most effective when performed on a regular basis. Massage Envy membership plans provide access to all of our clinic perks at a reduced rate, allowing you to unlock the true benefits of an ongoing massage therapy programme.”
Multi-buy packages drive loyalty 54 Read Health Club Management online at
healthclubmanagement.co.uk/digital february 2012 © cybertrek 2012
any people still see spas as ‘not for them’, often due to a price tag they find hard to justify. However, as spas are a fixed-cost business, they constantly need to be selling services and boosting occupancy to ensure success. So
emergence of non-invasive, machine-based services promising visible results instantly. More spa customers are bypassing pampering options such as facials for treatments that use technologies such as microdermabrasion, oxygen therapy, microcurrent, laser and ultrasound. Research by Diagonal Reports indicates that “significant numbers of consumers are migrating to [these] new beauty solutions”. This could be another area for health club spas – a guaranteed revenue stream, as these treatments are usually sold in courses.
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