Express spa services have never been more popular. They are time efficient, an affordable extravagance, and a way to try a treatment without committing a lot of time, money and energy. Is your club taking advantage of this market?
SKIN REJUVENATION WITH NO DOWN TIME
Facial procedures that offer little down time while giving the recipient a treatment that makes a big difference in their appearance within hours are popular among the 30 to 50 age group. Non-ablative skin rejuvenation laser treatments are the most common service. This fancy terminology translates into a skin rejuvenation service that gently and safely damages the outermost layers of the skin. This is achieved using an intense pulsed light (IPL) laser that sloughs off dead skin cells and encourages a new layer of cells to come to the surface. The client can return to work or everyday activities and can wear make up once the procedure is complete. Within a day, the client's skin is refreshed looking with a firmer tone and more even appearance. This procedure can be performed as often as once a week and is sold in a series of six with each treatment $50 or more.
With many business people sneaking away for an hour at lunchtime, spas are experiencing requests for quick relaxation sessions at reasonable prices. Many spas offer 30-minute massages or 45-minute facials along with a brown bag snack or light lunch. Another marketing method is to service each part of the body every time a client comes in.
AFTER WORK MELTDOWN
After a long day at the office or at home with kids is another good time for the stressed to unwind in an express fashion. Dropping in for a massage before heading home can set the tone for a relaxing evening. For business people wanting to unwind before a night out or more business over dinner, a facial, full body peppermint salt buff or dip in the hydrotherapy pool can be just what is needed to refuel, relax and renew before heading back out for more. The after work crowd can enjoy a glass of wine, appetizer or all of the above with their service.
THE ALL-INCLUSIVE PACKAGE
Many spas are accelerating the pace and offering complimentary perks, treats and add-ons for being a preferred customer. Some spas offer memberships in addition to their regular treatments, while others offer different membership levels for a steady diet of spa treatments and all you can enjoy additional spa treatments that don't require that a technician be on hand for the service to be executed. Spas with water therapy amenities offer these services as part of a membership for clients to enjoy as often as they would like. The benefit is that the client establishes good will toward the facility and is at the spa more prompting further retail and service sales. These clients are also more apt to refer future business to the spa.
SIGN ME UP
More spas are booking clients by the amount of time they would like to enjoy at the spa and then accommodating them. For some clients this means experiencing a rapid-fire relaxation session in the hour that they have to spare on a given day of the week. Spas that offer this type of by the hour reservation system have multiple technicians on hand to treat a client to as much as four services in the span of 60 minutes. Although this kind of carwash-styled spa treatment isn't for everyone, for some spa goers getting a manicure, pedicure, facial and massage in 90 minutes is a dream come true…and just in time.
Melinda Minton is a spa consultant and health and beauty expert in Fort Collins, CO. She is the founder of The Spa Association, which is dedicated to enriching the professional beauty industry through self-regulation, education and sound business practices.