voices
Discounting is a hot
topic in the spa industry today. In light with
all the flash sales and
deal-a-day websites
offering deep discounts on spa
treatments, spa professionals have been
divided on their view
about this retail and
marketing strategy.
But what’s the real
benefit and what’s the
disadvantage? Pulse
asks these members
of ISPA's Focus Group
Task Force to weigh in.
What is Your View on
Discounting, Flash Sales
or Deal-a-Day Websites?
COMPILED BY DAVIS FEDERSPIEL
“D
iscounting can be used in a productive and positive
manner as long as it is not done on a regular basis, and
done to fill appointment times that would not normally book. It is
important to do it periodically so that guests do not sit and wait
for the next deal to come around, but rather get excited and book
something at a time that they normally wouldn’t. It can also be
very helpful in attracting new guests who have not visited your spa before, but feel
more comfortable venturing to someplace new if they know they [do not have] to
pay full price for the unknown.”
KAREN WATSON
SPA DIRECTOR • THE ESSEX RESORT AND SPA • ESSEX, VERMONT
“T
he discount mania that has gripped spas in the past few
years is damaging to the industry as a whole. It creates
the notion that spa prices are inflated to begin with and that spas
can afford deep discounts without compromising quality. The spa
owners I’ve spoken with complain about the quality of guests,
their expectations and unwillingness (ignorance?) to tip.
Managing the number of buyers seems to be one of the biggest problems.”
KATHRYN STOLLE
PRESIDENT • TOTAL SPA CONCEPTS • VICTORIA, BRITISH COLUMBIA, CANADA
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32 PULSE
■
August 2012
“I
think it depends on the individual spa. In the resort spa
setting, I do not think it’s necessary. I do think it’s important to respond to business demands. Fortunately, in the resort
setting, it is fairly easy to predict business levels based on lodging
occupancy. We have outlets other than deal-a-day websites to
drive revenue (lodging packages, corporate/bridal packages, in
room notes, etc.).”
CHARITY GREENE
SPA MANAGER • DEVIL’S THUMB RANCH CREEK SPA • TABERNASH, COLORADO