Five ways to maintain spa demand into 2022

by Tracey Stapleton, founder, The Spa PR Company

The reopening of the spa industry post-pandemic has seen demand for its services soar with many operators experiencing an unprecedented number of enquiries and bookings.

Despite the ongoing challenges of social distancing and staffing, this renewed interest in the role that spas have to play in our lives is one that businesses should nurture. The rest of this year is looking better than we ever anticipated but we still have time to make up for, so it’s important to capitalise on the current demand and translate that into longer term success.

Here are five ways you can do this:

1. Celebrate Christmas in summer

July is traditionally the month when brands introduce their Christmas products to the media and with the festive season being a top seller for spa gift vouchers, there’s every reason you should make these available early too.

With so many families missing out on time with loved ones in 2020, this year’s festive season should be one that brings us together again. Choose a theme, such as A Christmas Carol, a pantomime story or a winter wonderland, and look for brands or local businesses you can collaborate with to make it more memorable.

Why not support a good cause by making a charitable donation for every bauble bought by your customers?

Keep things innovative and fresh

People are naturally drawn to something new and exciting that they can’t experience elsewhere, so plan to refresh your offering as soon as the summer rush ends. This doesn’t have to be a huge investment such as a new build, it simply requires some research and creativity.

Many supplier brands are happy to work with spas on a pop-up for a limited period and can create a beautiful client offering that is relevant to the season. This is also a fantastic way for you to test the success of a product or range with your clients.

In autumn and winter people will be looking to boost their immune systems and ease body stress and aches, so this would be a great time to trial new CBD brands such as KLORIS, or a hot stone massage tool from a supplier like Sensory Retreats.

3. Collaborate for success

There is strength in numbers so look to partner with other businesses in your area. Maybe there’s an art exhibition or theatre show that’s taking place? You could create a package that includes tickets and a special themed menu or drink in your restaurant or bar. Many city-based hotel spas do this very successfully and there is no reason why the same kind of arrangement can’t work in more rural areas.

Alternatively, is there a project or initiative that can help you tell more of your own brand’s story? For example, to promote the UK’s first eco-spa, Titanic Spa in West Yorkshire, we created a ‘Spa for our planet’ campaign, which included partnering with the animal charity, Born Free. This supports the conservation of wildlife and the building of a better future for our planet through fundraising packages and activities.

4. Embrace the power of imagery

According to Trip Advisor, travellers are 150% more engaged with listings that have more than 20 photos compared to properties that share only a few images, so when the sun is shining or your spa is sparkling, book new photography that you can use to promote Summer 2022.

What you are looking for are high-quality images that pack an emotional punch. Not only are these ideal for your website and social channels, but they attract the best results from other media too.

5. Make your clients an offer they can’t refuse

Take heed from the popular holiday companies and make unbeatable offers to guests who book in advance or for longer periods.

Perhaps introduce a limited-edition spa membership programme for the winter months that entitles guests to a set number of visits during off-peak times. This would appeal to young retirees or people who like to meet regularly with a friend or two, thereby expanding your day spa market both demographically and also regionally.

For your regular clients, give them first choice of dates for popular periods and see how this not only turns into bookings but also a flow of positive word-of-mouth.

These are just some of the practical steps you can use to boost your spa business beyond the summer peak. Whatever you decide to do, simply looking ahead and putting plans in place will take you one step nearer to your goals. Little by little, incredible things can be achieved!

About our expert contributor...

After a decade and a half in consumer public relations, 16 years ago Tracey Stapleton began to specialise in spa and wellbeing. Now managing director of The Spa PR Company, she offers a targeted range of PR and marketing services to spa and hotel operators as well as beauty and wellbeing product brands and services.

www.thespaprcompany.com