The Top 10 Spa Mistakes
by Jean-Pierre Demeerlaere
underwritten by Robyn David, Les Nouvelles Esthetiques South Africa

 
 
The world of spas is most certainly a complex one. There are so many aspects to take into consideration, and with the industry growing by a large percentage annually, it is vital to understand where the possible downfall areas of the spa are. This can often separate you from your competition and ensure the success of your spa.

As a spa consultant there are many mistakes that I come across internationally, ranging from design, staff, misconception and location. From my experience there are 10 key mistakes that spas make, and understanding these can made an incredible difference to your spa.

 

1. Find the Best Location for your Spa

Location is one of the key factors for the success of the spa. It is very important that the spa is accessible. This applies to all types of spas, however more so to Hotel and Resort Spas. In these two environments, the spas are all too often isolated, and placed in the hotel basements.

Having a spa is often a deciding factor as to why hotel guests choose your specific hotel, and it is something that should be clearly visible and receive a reasonable amount of foot traffic, and consequently a higher turnover as more guests will make use of the spas services and treatment offerings.

2. Décor is not the most important factor of the Spa

Many spa owners make the key mistake of making décor the most important factor within the spa. There is no doubt that décor is a differentiating element, as it appeals to our senses, yet more often than not, too much attention and focus is placed on this aspect when developing a spa, which can lead to the downfall of other key areas.

Décor should however not be an after thought. It is vital that all the aspects are blended and worked on harmoniously. In the beginning stages of planning, one should begin with the architectural structural design of the spa, which includes the flow and movement and definition of the key areas of the spa. Work with a skilled Interior Architect to assist you with the concept of the design and later décor of the spa.

It is fundamental that one sets aside budget for décor, however décor can also be done in stages once building is complete. One's focus should rather be on the quality of the structural building, fittings and equipment of the spa. Budget for the key décor items to be completed, with a plan of what the spa should look like in months to come. Décor is one aspect of the spa that can evolve, yet if the fundamentals are not done correctly, this can most certainly lead to various problems and the downfall of a spa.

3. Clearly define each Area of the Spa

As a spa owner it is very important that one understands where your areas of profit, non-profit and possible areas of loss are within the spa.

Many spa owners make the mistake of assuming that all areas of the spa are places where they can make a profit. In fact your profitable areas, or treatment rooms should only make up 50% of the space of the spa. Your treatment rooms and certain hydrotherapy treatments such as Rasuls and Spa Capsules can be deemed as profitable areas of the spa. Your non-profitable areas, specifically the majority of your hydrotherapy treatments such as sauna's, steamrooms, jacuzzi areas are actually the largest selling points of a spa. These can also easily be deemed possible areas of loss, however this is dependant on the spa at hand.

Over recent years I have come across many spas that have excluded these non-profitable areas, and increased the presence of their profitable areas, and by doing so they have lost the essence of a spa and become more of a treatment centre. It is thus vital to keep in mind that these areas of non-profit or possible loss are in fact the areas that make you unique.

4. Multifunctionality of Treatment Rooms and Staff

When it comes to the multifunctionality of treatment rooms, it is important that the space 'works' for you, and that your therapists are able to perform a diversity of treatments in each room. It is for this exact reason that I recommend that all treatment rooms should be able to perform both 'dry' and 'wet' treatments. One should also take into account the number of couples that visit the spa, as your specific spa may need to include more dual treatment rooms than the norm. The versatility of the treatment rooms will allow your rooms to be more profitable, as the turn around of each treatment room can be increased.

Having said this your therapists should be able to perform diversity of treatments. Although they may enjoy a particular type of therapy, and be slightly more specialised in another area, they must be 'all-rounders', able to perform all the treatments listed on the spa treatment menu.

5. The spa must become a Space for Wellness Treatments

Spas are a sanctuary where one is able to escape and enjoy a true sense of well-being and holistic wellness. There are two concerns regarding treatments at the spa, the first being that the focus of wellness is beginning to be excluded from many spas. These spas are focusing more and more on 'beauty treatments' such as waxing, manicures and pedicures etc. Although theses are important to have as part of your service offering, they should at no point be an area of focus. It is important that you offer wellness treatments as your main point of focus, followed by additional beauty treatments. The second concern is that in many Resorts and Hotels, the spas have become massage centres, and do not offer many facials, body treatments and other spa and wellness treatments, as clients are not booking for these services.
 
In both cases it is important that there is a variety of treatments on offer, and that your staff are trained to 'expand or up-sell' treatments. Make sure that clients receive what they have booked for, but train your staff to identify the specific needs of the client, and allow them to include small extras, where possible and if applicable. This will introduce the client to other service offerings at the spa and allow for you to address making your spa a place of wellness.

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6. Recruit qualified Personnel and ensure Regular and Correct Training

There is much to be said about professional and qualified staff. I believe that we all understand the importance of it, however many spa owners battle to hold onto good staff. It is thus important to invest in your staff, and involve them in certain decisions within the spa. The best way to invest in the staff is by ensuring regular and correct training, the success of your therapists is often the success of your spa, and you should reward them justly.

7. The Spa Manager is very Important

A leader in any circumstance, environment and industry is important, yet effective leadership and the management of human resources are critical to succeeding in the Spa Industry. Your Spa Manager must have skills as an effective leader, business knowledge and have an intuition on staff aspects such as employee selection, employee discipline and employee motivation.

Having said this, your Spa Manager, does not necessarily need to be a Spa Therapist, however they must have an in-depth knowledge of the intricate workings of the spa. Therapists need to respect your Spa Manager, and they in turn need to respect the request and requirements of the staff.

8. Your Cosmetic Range does not ensure the Success of your Spa

Contrary to industry beliefs the product ranges stocked at spas do not ensure or guarantee the success of the spa. Spa goers select a spa based on the environment, and its overall appeal, not for the products used or stocked, they assume that the products used are of a good standard. However it is important to note that a poor quality product can and will turn people away.

Your cosmetic range stocked should increase your revenue and profit substantially and retail sales should be 30% of spas revenue.

9. Include Local Products and Techniques

It is important to honour where we are and where we come from. The spa environment is a unique one, where we are able to do exactly this. Although you may have a themed spa, one can always introduce a signature treatment, based on your location, area, environment and indigenous plants. These signature treatments also allow you to experiment with ancient and traditional techniques, allowing you to offer a truly unique spa offering.

This specific point applies to the spas based in the hotel and resort environment. Many international travellers, will enjoy seeing product ranges that they know and are familiar with, however, they do want to experience something unique to the respective country being visited. Thus the use of local products, techniques and signature treatments can be extremely viable for Resort/Hotel spas.

10. It is vital to use an experienced Spa Consultant

Operating a successful Spa, is the same as any business, you are often required to draw upon external expertise. The role of a spa consultant is very important and will provide many guidelines to you as a spa owner, which will prevent you from making expensive mistakes.

Should you be in the process of developing a spa, a spa consultant will assist you with aspects such as the spa layout, a feasibility/business plan and assistance with all stages of concept development. Spa Consultants can also provide their expertise with regards to Spa Operations in areas such as spa management, staff recruitment and training.

An experienced spa consultant will tailor-make their services to suit your specific requirements and spa concerns, assisting you in achieving overall spa success.


Jean Pierre Demeerlaere - is a highly respected leader within the International Spa Industry and is often referred to as the Spa Consultant of International Choice, specialising in exclusive spas for luxury hotels, cruise ships and large urban centres such as 7 spas for the Hotel Ritz Carlton in the USA, Hotel Costes Paris - France, Oxygéne Beauty Centre - Sweden, Grand Hotel Sauerhof - Austria, to name but a few. He founded the DJP Spa Consulting Company in 1990, which specialises in the creation, conception, management of spas and wellness centres.
 
 

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