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THOUGHT LEADERS


VARIABLE PRICING SOFTWARE SUPPORT


Using daily deal websites has given some spas a taste of the shape their businesses would be in if they could optimise yield and sell more off-peak time. But although daily deals have been


good for some operators, businesses ultimately want to take advantage of better yield without surrendering a percentage of revenue to deal sites. This year we’re seeing a new trend emerging, as the leading software providers add yield management func- tionality to their systems, giving spas the tools to take more direct control of their variable pricing and marketing and meaning less reliance on deal sites. Where deal sites are still used for


marketing, spas which use this soft- ware will be able to upload new deals directly from their yield management systems. They’ll also be able to design better deals, based on the knowledge gleaned from these systems – both for third party distribution through deal sites and for their own direct marketing.


LAST IMPRESSIONS POWERFUL RECALL


Spas focus on creating a great welcome, but evidence suggests customers are more likely to remember the last thing that happened to them than the fi rst*. Spa operators need more emphasis on making a great last impression to ensure customers come back for more. * Credit: Jeremy McCarthy


124 spa business handbook 2013 Rapid change in the world of exercise is opening up new opportunities for spas


EXERCISE THE KEY TO WELLBEING


Two things are happening in the world of fi tness and exercise which have important implications for spas. The first is that the growing body of evidence about the value of exercise is showing clearly and beyond doubt that it’s the biggest determinant of longevity and wellbeing, trumping all other factors. In this handbook we give a round-up of some of the latest fi ndings (see p134). The second is that exercise scientists are


using this research to create a new genera- tion of exercise protocols which are more


effective and also suitable for use in spas. These include high intensity training (HIT) which comes in many forms, such as Tabata, which is based around four minute work- outs and Vasper, which combines cooling and compression to biomimic the physi- ology of children and convince the brain it’s been exercising hard for several hours, rather than just 20 minutes. There are also technological innovations coming to market which can be adopted by spas, such a virtual trainers – high-level experts are videoed delivering classes and these are played back via big screens to ena- ble classes to be held at any time. We believe, in short, that it’s time fi tness was taken far more seriously by spas.


ABOUT


THE AUTHORS Liz Terry has been writing about and analysing the global leisure industries since 1983. She’s editor of Spa Business and Spa Opportunities magazines. email: lizterry@spabusiness.com twitter: @elizterry


Katie Barnes has a 12-year career in international spa, beauty and health media. She’s managing editor of Spa Business magazine and was launch editor of the Spa Business Handbook. email: katiebarnes@spabusiness.com twitter: @SpaBusinessKB


www.spahandbook.com


PHOTO: TABATA


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