Spa Studies in the News
What Should Spas Offer in the Face of Increased Competition
Big Deals or Quality?
you read Avery Johnsons 3-4-06 Wall Street Journal article, Competition
Forces Spas to Offer Big Deals, you are familiar with the statistics he
sites that indicate a spa industry slowdown:
revenue peaked in 2002
spa visits dropped by 13 percent from 2001 to
The spa slowdown came on the heels of several difficult years
for the travel industry
Increased competition from an increasing number
what some spas are doing to try to keep their share of the market:
Stepping up marketing programs that keeps guests from sampling the competition
Offering expensive upgrades
Creating loyalty programs
Offering big discounts on return visits
bribes in hopes of earning guests loyalty is one method. However, data from
other industries indicates that once you begin such tampering with cost, it is
generally impossible to recover. It continues to directly impact profit even after
the market condition is corrected. When the bribes and bargains stop, the Guest
starts looking elsewhere. A more viable long-term strategy is to focus on quality
and delivering what the Guest values. By providing good value, impeccable and
personalized customer service, clean and comfortable facilities, and reliable
and effective treatments Guests remain loyal.
Having and using a vigorous quality management system,
such as that described by The
International Standards of SpaExcellenceSM, is a far more effective
way to earn Guest loyalty than frequent-buyer-style loyalty programs,
deep discounts, or other temporary perks. When Guests return, the
Spa can be assured that the Guest will experience the quality that
the Spa has worked hard to deliver. Offer Guests consistent quality
and value, and they will go out of their way to pay you for the trip.
The International Standards of SpaExcellenceSM
more about SpaExcellenceSM certification
Lantana Spa at JW Marriott San Antonio
Farm to Treatment Table Lavender Experience
This package is available Saturdays only, May 12 – July 14 (excluding June 8), must be booked one week in advance and requires 48 hours notice for cancellation.
Hill Country Lavender Farm tour,
a bottle of organic lavender massage oil made at the farm,
lunch at Replenish Spa Café with items featuring lavender, and a lavender-based spa treatment featuring the organic lavender massage oil from the Hill Country Lavender farm.
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