On Spa Vacations, the Right Match Is Key
by Harvey Chipkin /This is the first of two parts.
The spa business is back on track, according to the International Spa Association (ISPA).
All key indicators – visitation, sales, revenue and locations – are up for the first time since the recession began in 2008. That means more opportunities for agents, according to spa managers and ISPA executives at a recent event in New York.
Travel Market Report spoke with spa experts at the event and afterwards about how agents can generate spa sales, maximize profits and satisfy their clients. Here are their tips on making the right match.
1. Fit the client to the spa.
“This is a matter of knowing what your client’s objectives are and which spa can best meet their needs. For example, some spas are mainly focused on fitness and weight loss, others are medical, and others may focus on outdoor adventure,” advised Candace Taylor, director, travel industry sales for Miraval Resort and Spa in Tucson.
2. Know the purpose of the trip.
“Will the client be suffering from jet lag? Will they be doing a lot of walking and perhaps need a foot massage? The nature of the trip should determine the spa experience,” said Ashli Kimenker, spokesperson for the Mandarin Oriental Las Vegas.
3. Dig deep.
Agents should talk to the sales director at the spa, Taylor said. “Ask who their typical guest is and why they choose that particular spa.
“When the agent is knowledgeable about the spa options, they can tell their client specific information about what each spa has to offer, and the activities that are available. Then, their client will be able to visualize their experience and that will lead to a booking,” Taylor said.
4. Personalize the spa visit.
“There are so many different spas with so many different treatments that it’s crucial to consult with a spa-goer and insure that the spa is delivering what that individual needs. Travel agents should keep the whole person in mind,” said Kimenker.
5. Work closely with spa staff.
The best spas will have highly trained reservations agents who can work with agents to enhance the client visit, according to Jamie Huffman, executive spa director of The Spa at the Omni Grove Park Inn in Asheville, N.C.
“Reservations agents can discuss and describe all treatments; they receive practice treatments and an intranet site describes all treatments, contra-indications and complementary treatments.”
6. Try them yourself.
“When experiencing or ‘educating’ yourself at the spa, you get a feel for the amenities, level of service and sensory experience,” said Stephanie Rest, spa manager at The Regent Palms in Turks & Caicos.
“All spa experiences are subjective and there is not one spa service or treatment that is better than another. It’s very personal – do you prefer skincare, massages, or exfoliating wraps?” she added.
Next time: How to make more money selling spas