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ho are we? What do we offer? How do we offer it? What is our target audience? These and other questions are some of the first things you have to ask yourself if you want to design a successful spa concept. The name, philosophy, vision, mission, values and branding of your businesses are the cornerstones of a solid company culture. They are the aspects that will help differentiate your spa, set it apart from the competition, build a loyal customer base and guide and engage your staff. This early phase of the process, of creating the concept, is key to building a solid foundation for a new spa, so remember to give it time, creativity and effort.
89231&1:9-;3&<9231& Before deciding on your spa concept, follow these four key action points: 1. Carry out a market survey, paying special attention to the benchmark spas in your area and what their concepts are 2. Then think about where you want to position your spa in the market. Be realistic and act in accordance with your financial situation, industry experience and other resources at your disposal 3. Consider what the preferences of your future spa clients are likely to be, as they are the ones who will make your spa successful – or not 4. Listen to your heart and let yourself be guided by your values There are a huge variety of spa concepts in the industry and when it comes to the facilities you’ll have in your spa, there are many factors to consider. Should your spa, for example, focus on the wet area, or !"
would you rather have more treatment rooms? If your spa will be located on a heavenly beach, then it might make more sense to design a greater number of treatment rooms, as your clients will prefer the beach or the pool when it comes to water features, and are likely to primarily use the spa for treatments or fitness activities. The again, if you are in a ski resort, then it’s very probable that your clients will demand a large wet area where they can relax after a long day of skiing. Regardless of your circumstances, these are things you should have clear from the outset, to avoid errors in the design process and the loss of time and money. It’s important to do your research and base your decisions on an accurate analysis of the market.
!,-./01&.,2-/231,-/3& Once you know your market, it’s time to move on to the philosophy that will underpin your spa. Write down in a brief document of no more than 500 words what will define your spa concept. Let your imagination flow, but remember that your philosophy should !"#$"%&'(&!"#$%&&'#()*&!)+%**(%&&,-#.
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“Don’t let anything be a product of coincidence. Reflect on every feeling you want to convey to your clients, not only during treatments but from the first time they read your spa’s name, see your logo, or feel the texture of your menu”
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reflect the feeling you want to transmit to your staff and clients. It needs to be alluring, but at the same time credible. Your concept should include defining the following: • What your offer is, and what you want to communicate with it • How you plan to work: your method, priorities and service philosophy • Management style: how you want to organise your spa, and manage your staff • Commitments: will there be any social or environmental commitments? If so, this is the time and place for an action plan for them • Visual guidelines: diagrams, graphs and illustrations are great learning tools. Try to create a visual map of the foundations of your spa with these tools, as this will make the concept easier both for you and your staff to follow
=25-79-;&0,>/2& The name of your spa is of course essential. Sometimes the name is just something you find appealing, and that’s perfectly OK. However, if you want to go further, why not find a name that complements your spa concept? Just think about famous spas like Six Senses, Chiva-Som or Ananda in the Himalayas. All of them have names with a significance that goes beyond what just sounds good; based on a well defined philosophy that not only gives meaning to the name, but also to what the business offers.
or even feel the texture of your menu. Make sure your branding is consistent with your philosophy so, if you’ve gone with a Thai spa concept, choose shades of orange and gold, use hardwood or bamboo and feature fragrances like jasmine and frangipani to bring the Thai culture alive in your spa. You also need a slogan. Find one short sentence that represents your philosophy. Write down all the ideas that come into your head but, in the end, go for one that is easy to remember.
?9339,-&@&A939,-& In two or three sentences, write done the mission of your spa. To give you some ideas, you might want to make reference to your clients and the quality of your products and services. It’s important that everyone working in and with your spa is aware of your mission, and that you’re all paddling in the same direction. Also ask yourself the following questions: Where are we? Where do we want to go? And how are we going to get there? The answers to these questions will help you to define the steps you need to take to design a winning spa concept. Mission and vision is key in guiding your business towards success because without them, your concept will lack targets and aspirations. Finally, be creative, dream big and strive to reach your goals.
You will also need to think about your branding: your logo and aspects such as the typography, colours, materials and fragrances you use. Don’t let anything be a product of coincidence. Instead, reflect on every feeling you want to convey to your clients, not only during the treatments but from the first time they read your spa’s name, see your logo,
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