Pulse March 2019 - Page 36

“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.” benefits. The goal of a service description is to highlight the spa service’s process, products and benefits in a succinct manner. a cumbersome description is not helpful. instead, speak to the value of the product or process. it’s also important to reduce the focus on price. it’s well-known in the restaurant industry that utilizing a smaller font and eliminating the dollar sign derails the consumer’s focus on price in the decision-making process. avoid formatting the pricing with a trailing dotted line from the description to the right margin which tends to draw the eye directly toward the price. The price is best when nested under the service description. 3. RETHINK ENHANCEMENT STRATEGY There is a lot of debate around the use of enhancements. many menus list basic services and offer the guest the option of adding various enhancements to upgrade or personalize the service. under this format, the guest is forced to make additional decisions and check the value to cost ratio. i tend to recommend differentiating each of the services, rather than requiring the guest to add on and pay an additional surcharge for service upgrades or differenti- ation. for example, rather than offering a basic massage with a separate list of enhancements and leaving it to the guest to add on (or the receptionist and therapist to upsell), create a service that includes the benefits and provide a more specialized and valued service. after all, enhancements are often just components of a standard service and can be incorporated within the same resource time. Whether you decide to differentiate the service listings or to provide basic services with the option to add enhancements, don’t add small increments of time to the service. This will reduce your ability to maximize resource revenue. Think of the enhancement as an “add-in” not an add-on”. Lastly, ensure your price per minute is the same for all lengths of service; after all, the resource—time—is the same. 4. ENGAGE YOUR STAFF Spa directors have an extremely valuable resource walking through the halls every day and should take advantage of it. in any given period, our entire staff interacts with the guest during their experience; whether it’s making the reservation, assisting in the locker room and lounges, or providing the actual treatment. Take the time to engage your staff when creating or updating a menu. after all, they have firsthand guest knowledge about your treatments. They know what guests like and why they booked it, because guests often give direct 34 PULSE n march 2019