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.
- Part 1 in the Wellness During and Post-COVID-19 series
- Part 2 in the Wellness During and Post-COVID-19 series
# 5 – Use Words Well!
Operators are constrained by local regulators to provide services that focus on relaxation, however, in our (hidden?) role as preventive-healthcare providers, the services we perform have benefits far beyond relaxation.
When you focus solely on relaxation (inc. stress relief, de-stressing, calming, soothing etc.), is a missed opportunity, especially with changing demands from our customers which are increasingly demanding a broader range of wellness outcomes from their treatments. It is recommended that descriptions of services listed on your menu offering is reviewed to include additional information that provides more descriptive details of post-treatment outcomes. Consideration should be given to the appropriate use of wording such as: improved sleep, better circulation, aids digestion, eases pain, improves joint movement, immunity boosting, improved focus etc, and beyond the core relaxation benefits which can be yielded.
It is important to be factual and not over promise or make false or misleading claims. Equally it is important to focus on ‘preventive’ healthcare and the improvement of quality of life, rather than on any ‘curative’ claims which will result in you running afoul of local authorities.
As recommended by Andrew Jacka: „As an industry, we have to move beyond the promotion of relaxation and start focusing on our role as a “preventive” health care sector. Providing a range of services which include but do not solely focus on relaxation is important from a sustainable business diversification perspective but equally as important in helping to improve the quality of life for our customers.”
# 6 – Staycation / Stay(spa)cation?
A whole new auspicious business opportunity has opened up with the staycation taking the place of a vacation.
Spa and wellness have a huge part to play in the experience of a staycation and, if successful, this can be something that continues to be valued even when travel and vacation is available again.
If we try to capture the purpose of a vacation it is usually to experience something new, deep relaxation, spend time on luxury experiences and completely self-fulfilling activities. Creating a ‘get away feeling’ for guests is something that should be very natural for all spa and wellness establishments.
Perhaps not all the local community have engaged in the local spa and wellness proposition in the past because they have always looked further afield for their experiences. This is a prime opportunity to build new and meaningful clients in your local vicinity.
If marketed well to appeal to those missing their usual getaways and experiences this could be a very good way to create a new reason for a local spa visit.
Lucy Brialey suggests that: “The idea of a staycation could become a regular activity even when the doors to travel open up again. Consumer demand for better environmental awareness from spas and the hospitality sector coupled with a focus on their personal well-being could be one great reason to encourage a staycation for years to come. For example, the average Brit travels 15,500 miles per year creating a large environmental footprint, eats more food than they usually would, drinks more alcohol than they usually would, and regrets it! There’s a great reason for a healthy staycation right there!”
# 7 – Co-spa-working?! No kidding!
Spas and wellness centers have been one of the first businesses to be closed due to the pandemic. Just like the accommodation industry, the losses are not only financial. In such a high-touch business the lack of physical contact with the guests can have critical consequences. There are numerous ways in which high-touch services and treatment became low, or no-touch. In spite of such efforts, the very core of the spa and business have become compromised.
It is, therefore, essential to come up with creative, out-of-box solutions. One can be the adaptation of what many accommodation providers have already launched, i.e. renting hotel rooms as office spaces. Guests can use the rooms as well as certain other services of the hotel, such as catering or wet rooms in a package. The concept of workation suggests that such work+vacation packages can even take place at far or remote locations, in other countries.
How about looking at spas and wellness centers as possible locations for work? Individual treatment spaces can very well provide the expected privacy and tranquility that may be required as a work environment. As a package catering can be offered and as a plus spa and wellness treatments can also be incorporated to the packages. Perhaps including either products or quick mini services at intervals in the day to improve work efficiency like a specific essential oil burning in the room or therapist comes in every two hours to do 15 minutes shoulder pressure point massage? Do not forget to include the strategic display of products. Co-spa-working can increase retail!
László Puczkó recommends that: „If you are bored of co-working environments or working from home, you may consider spa-working environments! The typical layout of a spa or wellness facility can be ideal for individual work&treatment spaces, even as an experiment. Move away treatment rooms, work meant rooms are in!
Part 4 in the Wellness During and Post-COVID-19 series