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
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