Pulse January / February 2019 - Page 25

“Guests are more informed than they were even ten years ago, so we have to make sure that we offer the latest, greatest treatments and technology.” — DRU KOSTI, Director of Spa, Evensong Spa Shared experiences are becoming more common across the spa industry. end of last year. “We were the first spa in our area, but a lot of spas have opened up over the twenty years we’ve been open,” says Clark. With increased competition offering innovative treat- ments, Monterey’s menu had grown long in the tooth. “We were sitting on our laurels and not reaching our community,” Clark comments. The doldrums extended to their therapists, who had grown bored with the same-old-same-old. When therapists are bored, they’re less engaged; when they’re less engaged, they interact less with guests. The end result is reflected both in customer comment cards and in the therapists’ tips, according to Clark. Evensong Spa, in Green Lake, Wisconsin, reboots their spa menu every two years to keep pace with new products and technology. “Guests are more informed than they were even ten years ago,” says Spa Director Dru Kosti, “so we have to make sure that we offer the latest, greatest treatments and technology.” By regularly scheduling a menu overhaul, Kosti ensures that the menu stays fresh and relevant. At Four Seasons Resort Hualalai, their most recent menu Four Seasons Hualalai's newest menu places an emphasis on nature-inspired treatments. refresh was spearheaded to boost revenue and decrease “talk time” that was spent explaining unnecessarily detailed treatment descriptions to guests. And much like Evensong Spa, Four Seasons Resort Haulalai wanted to “be in tune” with increas- ingly well-educated guests, according to Director of Spa Cecilia Hercik. Focus on Feedback All three spas agreed on the importance of gathering feedback any way that you can: sales, customers and employees. At Evensong Spa, Kosti prioritized getting feedback from their local clientele, saying that “because we have a relationship with them, they’re more open to giving feedback.” Kosti also tracks sales data and talked to her therapists about what they find compelling. The end goal is to eliminate treatments that “are just there for fluff,” she says. Heidi Clark at Monterey Plaza Hotel & Spa stressed the importance of using sales data to look at what works and what doesn’t. “We’re looking at our raw cost to provide a service and January/February 2019 ■ PULSE 23