Every person has their own reason to visit a spa – and not two of those people visit a spa for the same reason. A spa experience ultimately is about one thing; you.
What is clear is that all of the different reasons to visit fall into one of the two categories; wellness or indulgence – and these two categories are host to a variety of clientele.
Wellness can be defined as, ‘ a state of optimal health, well-being, and vitality, and you invest money, time and energy in the things that help you achieve it’. Whereas indulgence is explained as, ‘something that is done or enjoyed as a special pleasure’.
This blog takes a look into the customers that visit the different types of spas from a Spa Manager’s point of view; and how different approaches are important to drive those different types of customers through the door.
Creating the right atmosphere is crucial to ensure that your customers feel comfortable. A great example of this is to look at the different types of waiting rooms that your clients visit before enjoying their treatments. Relaxation rooms for individuals, couples or groups that are having de-stress, aromatherapy or holistic treatments will be very different to relaxation rooms for hen parties, corporate groups or large parties who are looking to indulge with a class or champagne before their manicures, pedicures or facials to treat themselves.
For your health and wellbeing customers, dim lighting, relaxation music and comfortable loungers and treatment tables will ensure that those clients feel calm, comfortable and completely relaxed.
For those customers who are looking to indulge, comfortable sofas, tables for champagne and canapés, as well as poolside socialising may be more fitting.
Targeting these different types of clients through various marketing networks will vary massively. Everything from the wording, to the colours chosen will appeal to different audiences.
When looking to grab the attention of somebody who is looking to de-stress, detox or lose weight, using words such as, ‘relax’ and ‘decompress’ will appeal more than words such as, ‘treat’ and ‘pamper’. A calm tone is inviting to those who are looking for wellness and quality; and will appeal more to individuals and couples who wish to see physical and mental changes when having treatments. A more informal and colloquial tone would appeal to those who are looking for a less serious experience. Deals and indulgence packages would certainly be more fitting to this type of clientele.
Whatever type of spa experience you are looking to create, remember the ultimate experience is to feel better about that one special thing; you.