Your Hotel Spa is a Profit Center
By Melinda Minton Executive Director, SPAA | October 28, 2008
My husband and I recently trekked out to Chicago where my association, The Spa Association (SPAA), was hosting a spa track at a convention. As we were packing I noticed that he wasn't packing work out gear. He simply commented that amenities like fitness areas and spas were never great at hotels so why bother. These two vignettes absolutely speak volumes on how to serve guests-give them the little extras. Give them more than they expect. Your spa can help you do that!
What's Your Theme?
The theme of your hotel should match the theme of your spa and that theme should consistently run through every element of the guest's experience. The theme that you choose for your hotel or spa addition might have to do with your geographical area. It might also have to do with the type of emphasis on theme experienced in your restaurant. Themes are also successfully built on things like historical era, international or cultural schemes, experiential themes (think Disney). That theme needs to be tied to your approach to customers, their experience in the spa and their experience in their rooms. Call the Paris hotel in Las Vegas and you will experience some of that-"Bonjour" as a greeting, for instance.
Your Spa Menu
The same feel of your theme should be represented in your spa menu. This means that if you are the Venetian you should be representing the Italian types of treatments and therapies. If you are, on the other hand, a Greco-Roman spa, the Roman bath themed modalities are the track you should be on. Your menu should evoke the feel of your theme as well as the represent the theme of your hotel. When creating your menu keep "passive treatments" in mind as profit builders. Passive treatments are those services requiring little or no attention by your spa technicians. Things like hydrotherapy, Vichy showers, oxygen bars, steam rooms and dry saunas are all amenities that you can either offer for free as a perk or that can be built in to other services as packages. While hydrotherapy bath might go for $45 for 20 minutes your product and labor costs to offer such a service are almost non-existent. Furthermore, throwing in a service like a eucalyptus steam will allow you to get more money from your core services and will add a flare of professionalism and extravagance to your overall offerings.
Presence in your Hotel