What are the benefits of having a seasonal treatment menu?
Jeremy Smith, co-founder of skincare brand Natural Spa Factory, explains the benefits of having seasonal elements on your spa menu
Bringing seasonality into the spa is hugely important. Seasonal promotions can drive business by giving your marketing team something new to talk about, enticing new clients and ensuring guest retention by offering something completely unique and “limited edition”.
This approach to treatments and spa days will give you an edge over the competition and will have a noticeable effect on the most important thing: revenue. Instead of relying on discounts to entice guests into your business, you can attract people with your bespoke spa packages.
Firstly, step outside the world of treatments. Your favourite restaurant’s menu doesn’t stay the same all year round – it evolves with the seasons. So why shouldn’t the spa evolve, too? It is essential for your marketing team to have something new to sing about and it makes your offering infinitely more appealing. For example, in December, your staple calming massage should evolve into the deeply calming Frankincense, cedarwood and dark fruit massage with spiced rum foot refresh.
However, there’s one frequently asked question we get from spa operators – “isn’t changing treatments quarterly or monthly an operational nightmare?” Well, it’s not as tricky as it might sound. Treatment protocol doesn’t have to change. The essentials are interchangeable. The strawberries and cream being used for body exfoliation in the summer can change to spiced pumpkin for autumn, for example. This also gives clients a sense of urgency to book a treatment that appeals to their senses – they simply can’t wait until next weekend or next month to have that incredible-sounding treatment; the ingredients might have changed.
Also, it’s important to keep in mind the key thing that we’re here for: wellness. Mind, body and skin crave certain things at different times of the year, so it’s important to address these with ingredients, sensations and aromas that evolve with the seasons.
Jeremy Smith is the founder of Blue Spa & Leisure Consultancy and co-founder of British skincare brand Natural Spa Factory.