Pulse June 2017 - Page 45

Men are often attracted to services that include work, such as sports or deep tissue massage, rather than a relaxing body treatment. The Day Suite at The Borgata is purposefully gender-neutral so both sexes feel comfortable. sional responsibility, but may also be driven by the fact that the male spa-goer reports higher levels of physically strenuous activity both in and outside of work.” So, what are spas doing to meet the needs of today’s stressed-out man? Making Men Comfortable with Spa “Men have different needs than women,” Jennifer Aarons, director of spa operations at Borgata Hotel Casino & Spa in Atlantic City, New Jersey, points out. “Men are often more attracted to services that include work, such as a sports or deep tissue massage, rather than a relaxing body treatment. The descriptions of male- targeted services should indicate effective results.” As massage remains the most popular treatment for male spa-goers, this is the perfect place to start when attracting new male customers. From there, you can strive to educate male guests on the wellness benefits of your other treatment varieties. Lia Wout, assistant spa manager at The Ritz-Carlton Spa in Palm Beach, Aruba, suggests incorporating an entirely male-focused menu. “Having a section directed specifically to gentlemen allows for a space to educate men about the health benefits of the different services we have to offer as well as make them feel like they belong in a spa.” And a sense of belonging is important. ISPA’s 2016 Consumer Snapshot Initiative, which focused on spa-going habits of millennials, found that a major reason millennial men aren’t visiting the spa is because they are either not familiar or not comfortable in the spa environment. Creating a separate menu or space for men to feel comfortable and learn about your spa could help break down the barriers and misconceptions some men feel about the spa and potentially open an untapped spring of new patrons. “We are currently designing a new menu that includes a section entirely dedicated to the gentlemen visiting our spa,” adds Wout. “Men respond to different terminology and this should be reflected in the descriptions of our services. Having promotions on packages that are specifically for men also contributes to getting gentlemen to see spas in a different light. We basically need to teach our gentlemen how to spa.” Aarons agrees: “The wording used in the names of services and the descrip- tions are key to attracting male customers. They should be concise and clearly define expectations of the service. We have also found that including descriptions of the spa lounge amenities is a great attractor for men.” If creating a separate menu or space for men isn’t in the cards, try making your treatment options unisex, so men don’t feel alienated. At Sabila Spa, the golfers’ massage can be experienced by either male or female guests as it focuses on the specific areas of the body stressed during golf. The activity, not the sex, is empha- sized, which allows men to feel less separated from the traditional spa experience. Targeting the Male Market To increase the percentage of men in your spa, you need to catch their interest. For June 2017 ■ PULSE 43