Pulse January / February 2019 - Page 29

more popularity worldwide. Hercik also affirmed that “people want to be more connected with nature,” and that being ecofriendly is particularly important in Hawaii. To that end, Hercik’s spa is integrating more nature-inspired services in its menu update, and has partnered with local environmental groups on treatments as well. However, taking advantage of trends can be a matter of location and clientele. “I’ve given a lot of thought towards having a few basic treatments, then letting the therapists customize,” Kosti says, “but I’m not ready to make that jump yet based on the type of business we are.” Kosti still sees value in building excitement among its mostly resort-based guests by using a full-featured menu with a variety of treatments. “The excitement of having those lovely descriptions where a guest can imagine themselves having treatments done to them is important in our segment,” comments Kosti. The Rollout Once a menu has been decided upon, it’s important to think about how one intends to display that menu. Although print brochures remain the most popular way to display a menu and communicate information to guests, digital display options— such as iPads—are becoming increasingly popular. Four Seasons Resort Hualalai are using iPads to display their new menu, and Hercik was enthusiastic about the endeavor: “using iPads allows the menu to be as detailed as the guest wants it to be” by hiding detailed information in drop down menus, she says. This allows the menu to contain ample description while maintaining a clean, modern look. The switch to iPads has also been a hit with older customers, who appreciate the ability to enlarge the font for easier reading. According to Hercik, the switch was “environmentally motivated, but it also enhances the look of the spa and allows for better pictures on the menu.” It’s equally important to maximize the excitement surrounding a new menu by properly marketing it. Monterey Plaza Hotel & Spa stressed the importance of deemphasizing price—“if it’s a price-point battle, no one is going to win,” says Clark—and plans to launch its menu alongside a robust campaign across radio, local print and Facebook. Due to a large local clientele, investing in traditional advertising is highly effective for the spa. As their menu launches this month, Evensong Spa will include its new treatments in packages booked through its resort, Heidel House. “We typically don’t discount, so we’ll promote the new menu with value-added promotions, like including an enrichment or add-in product,” Kosti adds. Last month, Evensong teased the new menu through social media, Facebook promotions and special pre-booking opportunities. Stay True The most critical aspect of a successful menu overhaul? Stay true to your spa. While chasing trends and adjusting to target new customers and untapped demographics can lead to big- time sales, it can also result in a spa that has no clear mission or values. “Embrace trends. But above all else, be yourself.” “We’re a spa. We’re focused on wellness and holistic health,” asserts Kosti. “It would be easy to take the jump and add injectables, or medical peels…but I think that’s where you start to lose your identity. We are who we are and we stand by what we do.” No two spa menus should be the same, because no two spas are the same. When the time comes to overhaul your spa’s menu, do research. Put together a marketing plan. Embrace trends. But above all else, be yourself. n F E AT U R E D S O U R C E S HEIDI CLARK DRU KOSTI Spa Director Director of Spa CECILIA HERCIK Spa Director MONTEREY PLAZA HOTEL & SPA EVENSONG SPA FOUR SEASONS RESORT HUALALAI AT HISTORIC KA’UPULEHU HUALALAI SPA January/February 2019 ■ PULSE 27