By Debbie Merdjan – CEO and Founder of the Camelot Group
If you want clients to come to your Spa, and to keep coming back to your Spa, you need to offer something that is striking, appealing, inspiring and irresistible. The position and design of your Spa are vitally important, as are soothing music, low lighting, gentle therapists, beautiful treatments and a cup of herbal tea offered on arrival or departure.
But your Spa Menu, which is all about those beautiful treatments, is what is going to ensure your success.
There are a few rules that one should think about when it comes to the success of a Spa.
- Where is your Spa and who is your target market?
- Does your Spa reflect your vision and mission?
- What is going to make your Spa more appealing than the Spa down the road?
- How professional, and motivated, are your staff?
- Are you price competitive?
- Are your offerings consistent?
- Can you ensure your customer’s return business?
- What treatment add on’s do you offer?
- Do you keep up with trends?
Most importantly, how good is your Spa menu?
For the sake of this article, we are going to focus on your Spa menu and the design of your Spa Menu.
Let’s take a look at the highlights you need to take into consideration:-
- Does your Spa menu reflect your brand?
- Is your Spa menu clear and easy to read?
- Does your Spa menu include the essential information?
- Is your Spa menu easily visible?
- Is your Spa menu online?
- Does your Spa menu have clear categories?
- Prices and accuracy.
Does your Spa menu reflect your Brand?
Not every Spa is going to be a world class luxurious Spa, and they don’t all have to be. What you need to know, when you open your Spa, is that you are in the right area for your target market. You therefore need to know who your target market are, be they tourists, business people, ladies who lunch, young up-and-coming professionals or the student market. Your Spa branding must reflect your client and your product.
If you are branding your Spa towards ladies who lunch, your Spa menu should be aimed at them. The people who walk into your Spa are walking in because something in your Spa has appealed to them. Your Spa menu needs to hold that appeal and reflect your brand, and your brand must be consistent.
Is your Spa Menu clear and simple?
Make things easy for your customer. You need to have your menu written in such a way that your client understands what they are getting and at what cost. No client should have to ask questions about a treatment.
Keep things simple. Less is more. Minimise your menu. Do market research so you understand in advance what treatments are going to be popular.
Does your Spa menu include essential information ?
You may be rolling your eyes but you have no idea how many Spas have left the essential information off their Spa menus.
- Opening Hours
- Spa amenities that the guest can enjoy
- Information on complimentary amenities
- Contact details for bookings, perhaps including an emergency number.
- The cancellation policy.
We suggest the cancellation policy is in one or two short sentences, right at the bottom of the menu. Focus on the positive, the beauty, the health and wellness. And then focus on the nitty gritty. Don’t ever hide the cancellation policy though, it must be visible.
Is your Spa Menu accessible and visible?
When a guest walks in to your Spa, the menus should be easily accessible. Don’t limit your Spa menus to the reception area only. Have them in the locker rooms, at the Spa Cafe if you have one, and in the relaxation or waiting rooms. If you are situated in a hotel, the Spa Menus should be in each and every hotel room, as well as with the hotel concierge.
If your Spa is an area where you think handing out pamphlets is a good idea, then your pamphlets with a brief Spa Menu should be easy to hand out, price-competitive and still gorgeous and appealing!
Is your Spa Menu online
More and more people are checking Spa menus online, as well as booking their appointments online. Your Spa needs a website, one that is simple, clear and as beautiful and appealing as your Spa itself. And then, a digital version of your Spa menu is vital, with the same branding as your actual Spa.
Your online digital version must be smartphone compatible, which is something that people forget about too. Many women will use their phones while waiting for the kids at school and will book online. They must be able to read your Spa menu clearly and easily.
Does your Spa menu have categories?
Before you open your Spa, you will have done research into Spa offerings. If you are offering massages, facials, anti-ageing treatments, waxes, pedicures or manicures, make sure your Spa menu is well categorised. You do not want to lump all treatments together, but rather create various categories so your client’s eyes go straight to the treatment they are seeking out.
Waxing? You will find that information right under the headline!
Prices and accuracy
Be upfront with pricing. People are looking at your Spa menu not only for the available treatments but because they want to know the costs. It doesn’t matter if you are catering to Hollywood stars or catering to students. Be upfront about costs and always keep your costs and your services accurate.
Never photocopy a price list! Ever. You have standards to maintain. Maintain them!
Lastly, there is something very important about the psychology behind your Spa menu design. Only work with professionals, also known as menu engineers, to design your menu. They know what a client’s eye will be drawn too. They understand the importance of fonts, images and wording. They know what people find attractive and appealing. They know what makes something unique.
Make your Spa menu absolutely irresistible and this in return will result in great sales.
Debbie Merdjan – CEO and Founder of the Camelot Group
Debbie Merdjan is the CEO and founder of the Camelot Group and has over 30 years of business experience encompassing Health & Skin Care Training Centres, Product distribution, Spa Consultancy and Spa Franchise operations throughout Africa.
She is a winner of numerous awards including Professional Beauty Entrepreneur Of The Year Award 2012, Les Nouvelles Esthetiques Spa Ambassador Award 2013, World Luxury Spa Awards Best Luxury Spa Group in Africa 2014, Les Nouvelle Esthetiques – Best Spa Boutique Hotel Award 2015, World Luxury Spa Awards Nominee 2017, 2016 IWEC (International Women’s Entrepreneurial Challenge) Awardee and Luxury Travel Guide – Best Spa Group Southern Africa 2017.
Debbie is passionate about business, developing entrepreneurs and consulting by sharing best business practices and operational success. She is an active member of the WPO (Women’s President Organization) and Board member of the Global Wellness Institute on the Consulting Best Practices Initiative.
