Industry Intelligence Sound in Spas
Creating a sound journey throughout your spa How to help your guests decompress and enhance their relaxation experience Sound has always been used to help spa guests open up to the benefits of their stay. However, the programming and delivery of sound within spas can vary, and with it the effects Rob Wood on guests. “Sometimes sound in a spa isn’t thought through, which can lead to complaints from both staff and guests,” says Rob Wood, creative director and founder of Music Concierge, a company that provides signature soundtracks for high-end brands and spaces, including a wide range of spas and hotel chains. “Repeating the same playlist or using individual iPods or CDs in treatment rooms – or leaving it to staff – can lead to the sound going off brand,” he says. “A consistent sound that can reflect the spa concept or brand values is beneficial, but this needs managing properly.” The use of sound in a spa requires careful consideration if businesses are to maximise guest satisfaction. The aural 90
From top: Ragdale Hall Spa in Leicestershire, UK offers guests a Sensory Journey;
journey must complement and enhance the design of the overall spa experience. “If it’s a relatively small operation then you have to think about the sound journey a lot less than a more extensive spa,” says Wood. Creating the right energy
“The way we think about it is from the guest’s perspective and what they are trying to get out of that experience,” Wood adds. “Typically, the relaxation
journey should begin when you walk through the entrance, but it has to start off at the right level. You have to create the right energy.” The sound journey in a spa should be staged to follow the guest’s journey into a relaxed state in which they are more receptive to the benefits of the treatments they receive. “Reception is one level, but when you get changed, for example, or go into a consultation room, the music will be more relaxed,” Wood says. “Ultimately you will be in the treatment room and in that state between sub-conscious and semi-conscious. That is where the music really has to be carefully toned and with the right energy level for relaxation, taking into account the rhythm of tracks, how densely the music is constructed and what the overall emotional feeling is. “Any signature spaces along the way might require something different. You may have a pool area with a quirky USP where you can use music in a very different way, and in fitness areas people obviously require stimulation.” www.europeanspamagazine.com
