How can spas boost sales during troubled times?
Following the horrific Easter Sunday bombings that left over 250 dead and several more injured, the bottom literally fell off for the hospitality industry. While hotels, been the ‘engine of thrust’ for the industry may suffer the most, the ‘theatre of terrorism’ will not spare the other partner-segments in the industry. Operators of spas for instance, be they in hotels or operated independently will face the impact from the fallout. So, how does one recover from a stressful situation? The key word here is ‘Stressful’ and that’s where savvy spa operators will capitalise on.
We all know that a hotel room can be sold once (twice perhaps in exceptional cases) per night, while a spa room can be sold multiple times a day. Infact, some hotel room rates today are lower than the rate for an hourly treatment in certain upscale spas. Hotels will predictably respond to the sharp drop in occupancy with discounted rates and there is no reason for Spas too, to traverse that path. However, because you offer a discounted rate, take heed that you do not compromise on the quality of service provided. That’s a road to be avoided. Whatever you offer, ensure that, above all - it is ‘value for money’.
These are times when you need to think ‘outside-the-spa’. It’s all about deals, deals and more deals with a less intense focus on straight discounts, and a growth in more unique services with possible ‘value add-ons’. Do not follow a discount strategy that yells “Mud Wrap, 40% off”, “Full Body Massage, 50% discount”. Do you want to give the customer the image that your spa is a discount house? Certainly not. Be more creative; try to apply conditions associated to the reduced price to justify rate deviations. Develop so-called hurdles such as reduced rates depending on time of day or day of week, type of treatment – bundled or otherwise (Express Massage), for booking ahead ( Early bird Massage)…
Consider this as a good period to update your client database. We all know that it costs less to retain an existing customer than to acquire a new one. Identify clients who haven’t visited your spa over the last three months and create an email or direct mail campaign to mention your new ‘deals’. Remember to personalise the emails with the clients name and date of their last visit.
Everyone today is getting about in ‘business as usual’ mode, hiding however, a high level of stress – even when out shopping. There is an ‘off-site’ opportunity here to tie-up with some of Colombo’s shopping malls to provide simple treatments like foot and head massages. This can be carried out in a section of the mall corridor that has sufficient space to create the look and feel of a mini-spa that attracts people to stay around.
So, to all you spa operators, I say, work hard and market your product during these difficult times, strive to keep your business alive, by offering spa services to relieve the stressful lives consumers face in turbulent times such as now. Your customers will always be thankful for that special and affordable service you have provided them and when the good times come around, you will have a loyal client base.
Mehroon Wahab The writer is a former media representative for ‘Spa Asia ‘in Sri Lanka & the Maldives and it was during her tenure that the Singapore based magazine published a 14-page feature on Sri Lankan Spas.
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