The Wellness During and Post-COVID-19 series has been penned by the four finalists of the Global Personality/Influencing Industry category from the Hall of Wellness Awards 2020, who represent a very wide range of the industry both in terms of geographical locations and industry focus.
- Lucy Brialey, The Sustainable Spa Association (UK)
- Marisa Dimitriadis, The Spa Consultants (South Africa)
- Andrew Jacka, Spa Origins (Thailand)
- László Puczkó, Health Tourism Worldwide (Hungary)
Part 1 in the Wellness During and Post-COVID-19 series
# 3 – Spas Online
At/in-home solutions are essential but the trick is how to monetize them. The right balance between the pro-bono and against-charge is critical. How to engage with spa-goers online offering more than just typical voucher and product sales but offering true wellness value? Some online markers for spas to measure where they are:
- Youtube channel with wellness tips and added value to treatments booking for as well as testimonials from clients.
- E-commerce store
- Loyalty Programme/Memberships with an online added benefit. For example: clients who are on the loyalty program get an extra 10% off their bookings if booked online.
- Members-Only Facebook group where added value given targeted to the member.
- Monthly online virtual consultation check-ins with your therapist. his could have the potential to generate huge revenue if done correctly
- At home masking and skin peeling programs. A course of 4 Lactic Acid/Glycolic Acid (safe and entry-level skin peels) with step by step guidance on how to apply as well as an optional online appointment with a therapist to guide you through the process.
- At home pressure points program to help sleep quality and reduce anxiety
The above can be a mixture of monetised/charged for as well as free with the purchase of products offers. Home care solutions need to be made available as the consumer will go look elsewhere for it.
It is a useful exercise to evaluate what benefits you would bring your clients face-to-face and to be creative about how you could still offer some of the ‘soft benefits’ through free online programs.
- In spa treatment: Massage
- FOC Online alternative: keeping in touch time/ online health check-in/ consultation update/ return treatment planning (relaxing music can still be played, relaxation techniques given, and talking therapy).
- In spa treatment: Facial FOC Online alternative: Skin consultation/ Skincare purchase for delivery/ self facial massage or skin care techniques for the home
Marisa Dimitriadis suggests: „Anything online is only getting stronger and growing bigger, don’t get left behind and up your presence in the digital space.With a society that is staying home more, offer solutions to take the spa experiences to the comfort of their private space.“
As Lucy Brialey adds: “With the current situation of little or at times no face-to-face contact the biggest challenge is how to reach and support clients in the best way possible according to their needs at this present time. Stress can change people’s health and skin dramatically and part of what we usually offer in the spa counteracts this. It is still possible to have a profound effect on guest health and happiness online. It nurtures trust and loyalty on return to the spa too”
#4 – Local is the New Glocal
The location has never been a more important consideration for an operator. The importance of both the physical environment, as well as the natural environment is growing.
Partaking of a spa experience outdoors or bringing the outdoors into your spa facility can be a simple but significant balance in what otherwise may seem to be providing services in a concrete box. It can be as simple as repurposing the rooftop, performing a massage in the garden, or adding a few more windows or in the calls or ceiling of the treatment area, to help bring the outside in.
When deciding on a wellness facility’s or spa’s location it is not only about optimizing traffic flow through the front door, but also an assessment of how the business will impact the surroundings. Subject to climatic considerations, services, and menu offerings can be provided taking full advantage of the natural environment and with little or no capital expenditure.
This includes the physical premise, but also the staff and the product used.
As Andrew Jacka points out: „A spa cannot solely focus on what it can provide “inside the walls” of the facility. Subject to privacy and climatic considerations operators must consider practical use of the external environment. Where possible take the spa experience outdoors or bring the outdoors inside.”
Part 3 in the Wellness During and Post-COVID-19 series