Pulse March 2019 - Page 35

I t’s your revenue generator. It sets your standards for guest experience and it represents your brand. your menu of services is what guests review as they make their decisions about your facility, your services, your quality and your value. The menu needs to be easy to read, yet packed with pertinent infor- mation. It needs to list the available spa services, pricing, pictures, contact and booking information, amenities available, hours of operations, awards and even staff expertise. The spa menu is the lifeblood of your organization. It should be thoughtfully designed and evaluated frequently. ACCORDING TO ISPA MEMBERS, updating a spa menu is a common occurrence. in fact, when asked about their future plans, 2018 iSPa research indicated that 60 percent of spas planned to add or create new treatment offerings, 45 percent indicated they would introduce new product lines and 28 percent planned to create a new spa menu. change is good. it’s just important to know what to change. study 46 percent of spa bookings occur at the spa’s front desk. using your computer reservations system to identify what services you have available, create a simple walk-up menu which lists your most readily available and popular services. This helps reduce choice, allowing the guest to make a quick decision and avoiding having to repeatedly tell them “unfortunately, we’re booked for that service today.” Too many no’s often results in a turn-away. if this menu is electronic, it can be tailored daily to help maximize your bookings. Here are six tips to help you optimize your menu of services: 2. PROMOTE VALUE NOT PRICE 1. SIMPLIFY THE CHOICES it is easy to overcomplicate a menu and think more is better. however, guests can easily suffer “decision paralysis” when they are asked to select between numerous services, especially between services that seem similar. Too many service options complicate the decision-making process and can ultimately cause a guest to walkaway rather than decide. They become overwhelmed with options and fear making the wrong decision. i’d recommend limiting the number of services per category to about seven. Ensure there is enough differen- tiation within the services to allow the consumer to quickly understand the differences. Service names should give the guest an indication of the service benefit, too. having a good walk-up menu at the front desk is important, too. according to an american Spa industry according to iSPa’s 2018 research data, the average amount a guest spends at a resort or hotel spa is about $141 per visit and about $81 per visit at a day spa. This number has continued to improve year-over-year. of course, the optimist in me thinks that’s good news, but the cynic in me worries a bit. Spa directors are contin- ually competing for the consumer’s dollar. for instance, i could spend $141, the average spend per visit at a resort spa, in many ways. i could buy at least a weeks’ worth of groceries at Trader Joe’s for two people, about eight bottles of decent wine or even a new pair of my favorite Blundstone boots. So, remember: to attract your consumer and ensure they commit to spending money at your spa, your menu of services must convey a greater value than other spending options. The benefit or value the guest receives from the spa visit must be greater than the price. To this end, your descriptions should identify march n PULSE 2019 33