It seems that everywhere I look; I see “wellness” and “integrative medicine” listed as top spa trends. Consumers across the globe are seeking a holistic spa experience that addresses mind, body and spirit. This is good news as far as I’m concerned, but I can’t help but think of the difficulties day spa owners may have implementing the types of practices and programs that make a spa a “wellness spa.”
Trends point to an integrated model, but in reality, the execution is “easier said than done.” Clearly it is less work to deliver the 50-90 minute massage or facial and let the client go on their way. However, that is not the future of spa according to most experts.
What can you as a spa operator or sole practitioner do to become more holistic in your approach? Here are some of my thoughts:
1. Start with your clients: Going holistic makes perfect sense if you start from your client’s point of view. Begin each treatment with an intake form to uncover challenges and desires. Integrate juicy tidbits for healthy living and recommend products to extend the service at home. Organize a group hike or yoga in the park.
2. Embrace Traditional Spa therapies: Never underestimate the importance of your own spa services. Spa is wellness by nature. Consider enhancing your traditional massages and facials with European-inspired spa therapies such as manual lymph drainage, connective tissue massage, aromatherapy. Get creative with the use of herbs, seaweed and muds.
3. Partner with like-minded professionals: Instead of trying to do everything yourself, join forces with complementary wellness practitioners. Consider specialist in yoga, acupuncture, meditation, nutrition, sports and wellness coaches.
4. Focus on Home Care: Let’s face it—what happens once your customers leave your spa is most important to their health and appearance. It is our obligation to suggest home care regimens so that the spa client sees the spa and the spa practitioners as their healthy lifestyle gurus. The good news is retail also increases your bottom line. It’s the ultimate win-win.
I agree with the research, the spa industry should and will move in the direction of wellness. Wellness works from a business perspective as well. Offering an authentic, customized and therapeutic experience for each client is the quickest path to repeat business and precious word of mouth referrals.
How do you impact the health vitality of your clients on a daily basis? Care to share?