HOW TO CREATE THE BEST SPA MANAGEMENT TEAM

by Kirsty MacCormick

Spa management is an often misunderstood and undervalued function within the broader hospitality dynamic. Unfortunately, it can still be common to hear hotel management and owners question the role of a spa manager and even ask “what do they actually do?”

For our spa and wellness businesses to thrive, we need to ensure we have the very best, highly skilled people in management positions. We also need to educate the wider hotel operation about the true value of spa and wellness to overall revenue. Spas in themselves are effectively mini hotel operations, involving reservations and bookings, and they require careful revenue management to meet their potential.

What does spa leadership entail?

Spas are often complicated setups that need to be managed in such a way as to deliver a seamless guest journey. This is important to note as guests often have higher expectations of the spa than they do of the hotel.

A spa manager is also responsible for all goods in and out, including extensive laundry and cleaning, not to mention coordinating often large and diverse teams.

Management leaders must oversee the many working parts of a spa with the main goal being to ensure that all guests have the best spa experience possible, and a good spa will look for ways to improve and be innovative.

Finding the right person who can deliver this is particularly challenging for owners and hotel managers. As a spa consultant I am often asked if a business needs to recruit a spa director or manager, or should a therapist or receptionist be promoted from within? The answer really does depend on the type of operation in question.

One size does not fit all

Not all spa and wellness businesses are alike. Just as you will find many types of hotels, there is a diverse range of spas within the hospitality, wellness and tourism industries. A career in spa management could take an individual to many different kinds of settings and brands, from day spas to hotels, destination spas, medi-spas and more. In some cases, the spa is an extra service offered to guests of a broader business. In others, the spa is the main focus of the business.

Spa and wellness management differs depending on the setting, the size of the facility and the business’s revenue expectations. The size and focus of the spa may determine whether management stay behind the scenes or are more front-facing with guests. Nevertheless, there are certain duties that are similar among spa management across different settings (see box).

Finding the right mix

The only way that a spa will be a success is to have the right leadership and structure. If you are going to promote from within, ensure that the staff member has the correct training and development as well as transferable skills, otherwise this will not work.

Aqua Sana group spa manager Kay Pennington (pictured centre at Center Parcs Longford Forest) works closely with her spa teams to develop andhone their skills

If you are going to employ a spa director, ensure that you provide the correct job description and specifications for your facility; what

are the mandatory skills and what are desirable? Does a candidate require a spa management degree or would equivalent experience be preferred? The interview process should be the same as for any senior management role within the wider operation.

Spending in order to save

In the long-term, employing an experienced spa director or operations manager, even though it may feel like a large expense, could save your business thousands.

An experienced spa director should be able to develop a 12-month, 18-month and three-year strategy for the overall business and be able to present this to the senior hotel management or board.

This individual will understand the business’s main revenue streams and how to drive and staff them for maximum productivity. Their spas will be spotlessly clean and well maintained and their staff will be well trained and deliver a professional service.

The right person for the job will have their finger on the pulse of the latest spa and wellness trends along with an understanding of what services and products should be introduced to keep their spa ahead of the competition. They should also be a key part of the senior management team adding value to the overall strategy of the hotel or operation.

If you are not sure of the type of spa management required for your business, you can contact an experienced recruitment agency that specialises in filling this type of position, or contact a reputable spa consultant who will be able to create a recruitment plan for you.

Key roles of effective spa management

Regardless of the business size, some key aspects are the same in any spa

1. Ensuring the spa has proper staffing to carry out its services

2. Managing the staff and ensuring effective training

3. Working with suppliers to provide products and equipment for spa services and amenities

4. Maintaining the business budget and forecasts

5. Dealing with guests/members expectations and challenges

6. Managing spa marketing efforts to bring in more guest visits

With over 30 years’ experience in the spa and wellness industry, Kirsty MacCormick is the founder of The Spa Consultancy. Her expertise includes development, pre-opening project management and operational set up of a range of spas from commercial hotel and day spas to luxury five-star hotels and wellness destinations. www.thespaconsultancy.com