I was staying in a 5 star resort last weekend and decided to go to the spa for a body treatment. The body treatment was a pleasure for me this time! It was a very nice place, so I had high expectations…
I checked in, changed and got to the relaxation lounge only to be disappointed. I was expecting a nice selection of healthy snacks and drinks only to find tea and dried pineapples. “What’s up with that?” I thought to myself.
Frankly, I was surprised. I was paying $210 for a body treatment and being served dried pineapples??? Your day spa down the street has a better selection of spa refreshments than that. So this experience got me thinking about the saying, “A way to a man’s heart is through his stomach.” and so is the way to a great spa experience!!!
I don’t know about you, but being cheap with your refreshment bar is not the way to a high guest retention rate. Remember, you need to focus on the entire spa experience from the phone call, to the check-in, the relaxation lounge, the treatment, etc… It’s the overall experience and especially when the price of one treatment is over two hundred dollars! The higher your price is, the better your relaxation lounge experience needs be.
I have a client who owns two day spas and when you go to her relaxation lounge, you are given a menu to choose a flavored smoothie, a fruit Kabob, a choice of nuts and other beverages. You literally feel the hospitality. By offering this extra value, she kills her competition! People love going to her spas because she takes good care of them.
So I ask you, what is your relaxation lounge experience like?
While we are talking about the relaxing lounge, let me share another thing that drives me crazy. That is, the way the furniture is usually positioned. For some reason, people are stuck about lining up furniture along walls instead of creating cozy and warm environments. I was in a spa that had reclining chairs but when I reclined, they had spot lights shining right into my eyes! This was another 5 star property. It just goes to show that the spa team members who work in this particular spa have not sat in their chairs to experience what their guests do. If someone had, they would either change the lighting, install dimmers or reposition the lights so not to be focused straight into the eyes, or simply reposition the chairs.
The other thing that bothers me is reading materials that are typically found in the relaxation lounge. Specifically, magazines that advertise over the counter products from Lancome, to Estee Lauder, etc. Here we are trying to convince them to buy our products, yet we are refreshing our guests’ minds with over the counter brands right before they go for their treatment! Help me understand this logic… Wouldn’t it be better to have books on health, wellness, beauty, and fitness; things you stand for and believe in?
Or how about the spas that have a TV in the relaxation lounge? This one kills me. If you are going to have a TV, it better be playing your spa channel promoting all your products and services; showing before and after photos, sharing wellness tips and so on…
Since I am on a roll here, here’s one more that drives me crazy! It’s when we serve things in the lounge that we don’t sell. From tea to neck wraps… Every product you use, make sure you sell it too!
How about this scenario, I’ve been in relaxation lounges where you sit with a drink and there is no place to put it down between sips. I can go on and on… My advice to you is to experience your own relaxation lounge. Go through all your guest experience steps to see how friendly your spa environment is and what you need to change.
Remember, it’s about presentation and retention. Impress guests with your hospitality, so they will remember your experience and love it so much that they want to come back over and over!
So take a look at your “relaxation lounge” budget. Make the necessary adjustments to enhance your guest experience offerings and watch your guest retention rate and reservations increase!
What do you think about this? How would you rate your relaxation lounge experience? Leave your comments. We love hearing from you!
Happy April!!
Tags: customer service, spa management, treatments
I heard about a spa down the street from us that serves packets of LIPTON tea in a fancy wooden box!
I recently visited a well known, high end hotel spa where I experienced some of what you mentioned (skimpy refreshments, etc.). My friend and I arrived for our appointments 30 minutes early so we could change and relax before our $250 treatments. We were told we’d need to find someplace else to wait and return 5 minutes before our appointment time because their lounge was full. Say what? Honestly, if your lounge cannot accommodate all of your guests there’s a serious problem. We did visit the lounge briefly after our treatments and there was only room for 5-6 guests at a time, it was noisy, water and tea were offered but no snacks. Needless to say we will not return to that “high end” spa.
Great article! It’s a good reminder for all of us to periodically take the time to experience what our clients see/hear/smell/feel while visiting our businesses.
Dori, you took the words right out of my mouth. Amen! The journey starts when you walk through the doors. I loved your articles on the front of the house is making you or breaking you!
The relaxation lounges I have experienced are not up to the standards. Cold water for hot tea, dried fruit that looks like it has been over dried. I like the idea of giving each guest the opportunity to request what they want and served fresh! It is all about the experience and it has to be right on from the start to the finish.
thank you dori for your lovely articles. it reminds us some things that are obvious and standard but sometimes we are lost and forget to think of it. but let me ask you a question: what is your opinion about small day spa that space is limited? most of the time, my clients are very busy and do not have time to relax. how i can make them feel special?
Great observation. it is very easy to overlook some of the simple things , especially at a small business or small spa. My question is , how does a very small spa of 3 rooms – with out a seperate relaxation room create a space for the perfect relaxation. The waiting area we use is where the guests initially sit to fill out the health intake forms and the like.
We are a small medspa trying to create a relaxing environment for our guest as much as we can without too much of a medical office feel.
Great observation. I agree to all of that and my team goes every day with a soft eye through the spa with a check list. No excuses.
We sit in our lounge area and look up to the ceiling. What do we see?
What I have a problem with is the snacks. What do you serve? Do they crumble? Put stains on your sofa or carpets? What do you do with a chewing spa guest before she is having a facial?