Last week I went to Cancun, Mexico for a launch event with our distributor and to meet the resort directors that carry our brand. We had the opportunity to go to several five-star resorts as a small group for a “behind the scenes” tour with the spa directors. I was reminded of three important aspects of the spa experience that all spa businesses should think about:
Never forget that the facial experience begins the minute your client walks in the door. You do not have to be a 5-Star resort to implement simple things to set your spa aside. Every property we walked into immediately offered us a choice of two key beverages, and beautifully scented wet hand towels. There was also
fresh fruit in a basket along with a full cookie tray. A lovely receptionist smiled, and offered us the refreshments. It started to relax us right away and the lesson being that the experience really does begin before the treatment, and the front desk should be in charge of “setting the stage”.
Hire the right attitude. You can always teach an esthetician how to execute a good facial if you have excellent products and good training materials. What is more difficult to train is to instill a gracious attitude. I would rather have a new graduate from beauty school with a positive outlook, a love of helping others and a willingness to work hard over a ten year veteran who thinks there is only one way to be successful, and claims, “the reason the clients come here is because of me”. Always interview for the attitude.
How are you creating a memorable experience? Find something you can do differently than your competition. I scheduled a massage in our hotel and had no idea what the experience would be like. I was
delighted to be led to a small, but absolutely wonderful spa facility. After enjoying the facilities, the massage therapist led me to a large couch area with spa music piping through and dim lightning, where she put aromatherapy heated mitts on my feet, and around my shoulders and let me enjoy for several minutes before the massage. I was already feeling the relaxation and nurturing and drifting away before she led me to the treatment room. I think of this as the “appetizer”…. What type of complimentary appetizers can you offer to create a memorable experience for your clients? This costs very little in money and the obvious gain is significant…larger tips, client retention, word of mouth, and experience being elevated.
You know it’s a good trip when all I could think about at the Cancun airport was when I can get back to these resort spas that work so hard to create an enchanting experience.