To ensure your spa’s success, you must to be ready to entice your guests with new treatments, promotions and unique offerings throughout the entire year.
Hot summer weather offers an opportunity for you to treat your regular guests to something a little different, and encourage new guests to visit. Summer will come to an end sooner than we might wish –so make sure to highlight that all your summer products and promotions are for a limited time, and that your guests need to act soon.
No spa survives without attracting new guests and retaining current guests. As a spa owner or manager, this must be a constant goal.
Welcome to Our Cool, Refreshing Spa
Promote your spa as a place to get out of the heat and damaging sun.
Offer chilled water at reception and in lounges – make it a little more interesting and health-based using ingredients such as cucumber, lemon, orange, basil and strawberry. Supply cool, damp towels at reception to give your guests immediate relief.
It’s not just the heat that your guests may be trying to escape. Summer can also bring strong storms with drenching downpours. Have large umbrellas at hand so that you can escort a client to their car while you both stay dry. You could also supply towels to dry off clothing, hair or faces. If it’s a real soaker, offer your guest a robe and the chance to dry their clothes in your dryer.
Different Seasons, Different Needs
Highlight and promote variations to your regular products and services that are adapted for hot weather. Inform your guests that you use different products in the summer. Many ‘summery’ products are fruit-based as that tends to be more appealing in the summer months. Makeups for summer are typically applied differently, and different colours are often used.
Summer activities–everything from jumping in the lake or ocean to working in your garden can create irritation and deterioration to skin quality and comfort. To address the needs of skin that has been exposed to lots of sun and water, exfoliating and moisturizing services for body, hands and feet are particularity soothing in the summer.
When layers of clothing are shed during the hotter months, people want to look their best. Manicures and pedicures are a summer beauty staple. There’s lot of competition for consumers’ spa dollars. What will your spa do differently to attract those numerous clients?
Hair removal is another sought-after summer beauty service. Waxing services may be popular during bathing suit season, but make sure your guests know that their freshly-waxes areas are sensitive and may need some extra protection from the sun for a couple of days.
Not everyone enjoys sunbathing, and many people avoid sun exposure out of concern for the long-term health of their skin, yet they still want a bronzed glow. Sunless tanning products continue to improve. Make sure your guests know that there are effective and attractive alternatives offered by your spa.
Lure Vacationers – They want to relax!
Is your spa located in an area that is a summer vacation destination? A massage is a standard spa treatment that can have added appeal for vacationers. What better way to transition from ‘work, work, work’ to ‘play, play, play’? Consider an ‘arrival’ promotion to help kick-start their vacation.
Develop partnerships with golf clubs and other sport facilities. While enjoying fun in the sun is wonderful, many vacationers will want to take a break to sooth their skin and relax their muscles after a day spent being active outdoors.
Beautiful weather is not guaranteed every day, so promote your spa services and treatments as a rainy-day option.
If your spa relies heavily on tourists in your business, consider a special discount for locals who may otherwise avoid the ‘tourist area’. Follow that up with an incentive for locals to visit your spa year-round.
Mini-Vacations for Locals
If your spa caters heavily to locals, promote your spa as a place they can come to relax and recharge any time—but especially in the summer when they may wish they were on vacation.
Canada is anything but tropical, but you can offer treatments with exotic and tropical elements such as guava and coconut. A mini-vacation package could bundle your most popular summer products and treatments.
Home Care Products for Summer
Be certain to inform your guests about the products used during their hot weather spa treatments. Your spa uses fabulous products tailored for specific needs, so encourage your guests to purchase those products for at-home use. After all, you do want the best for them.
A wide assortment of summer products can be added to your spa’s regular offerings. Have sunscreens and after-sun lotions and gels, as well as the products used during spa treatments.
A colourful retail display of flip-flops, hats, sunglasses, UV-protection clothing and more can contribute to a vibrant summer ambiance—and to your bottom line. Such a display might also entice shoppers to step in and you’ll have an opportunity to attract new guests.
You need to stay ahead of the competition for your spa to succeed. Get creative with your summer promotions and continue to innovate all year long. Taking care of your guests’ needs in all seasons, in all weather, and for all occasions will give them a reason to visit often.
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