SPA EXPERIENCES
REGULAR CUSTOMERS
Six Senses Spa, Westin Hotel, Paris, France Spa manager: Melina Pourcel Percentage of male clients: 50 per cent Product houses: Sothys, Visoanska
What do you offer male clients? We offer a mixed menu and have a deep tissue massage that our male clients love.
How often do your male clients return on average? Once a month, once they’ve put their trust in a therapist. We have a mixed male/female team to give customers the choice of either. From the moment the male customer finds the masseur or masseuse who provides the treatment they need, they give their trust and come back to the spa regularly.
Men are loyal to their massage therapist
MALE-ONLY OFFERING
Pour Homme Luxury Mens Grooming, Fairmont Hotel, Dubai, UAE Salon manager: Dennis Doroja Percentage of male clients: 100 per cent Product houses: Hommage
What do you offer male clients? A complete male grooming service – haircut, shave, facial, manicure, pedicure and waxing. We use only products designed and created for men.
How do you promote the salon in the fitness area? We offer a special discount to all fitness club members and hotel apartment residents.
How do you market your services to men? Most of our new clients are the result of referrals from satisfied clients. We mostly gain popularity through word of mouth. Men are simple in their needs. Make them feel comfortable and let them sink in.
PRIVACY MATTERS
Four Seasons Resorts, Maui, US Spa manager (Americas): Pat Makozak Percentage of male clients: 40–50 per cent Product houses: OM4 Men, HydroPeptide, Somerville, ISUN
What do male spa-goers want? Men want skincare produced with men’s skin health in mind. By bringing in more male-orientated skincare products, we’ve seen retail purchases by men increase 42 per cent. Men also want to try out
products in privacy. OM4 Men created an amenity display for our men’s locker area that makes all of its products available for guests to use at their discretion, in privacy. It’s confi dence-building for our male clients to be able to try before they buy and it’s working wonders.
How do you market to men? Activities and food are good images to use to reach men. Most of our guests are active and want to know what all the options are. They play hard, rest hard, then have a great meal. As a resort property, marketing
The Pour Homme spa in Dubai caters exclusively for men 48 Read Health Club Management online at
healthclubmanagement.co.uk/digital
our services to couples always works well for us too.
February 2014 © Cybertrek 2014
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