I
n today’s marketplace, spa owners and managers need
to keep themselves ahead of the curve, utilizing innovative strategies and techniques to elevate their brand
position and increase sales revenue. Based on the ISPA
2011 U.S. Spa Industry Study released in August 2011,
statistics show that the playing field will continue to be challenging. Industry revenue in 2010 reached US$12.8 billion, a
4.3 percent increase from 2009. Spa visits also jumped by 4.7
percent in 2010 while spa locations dropped by 700, a 3.3
percent dip. This means there is a tremendous opportunity
for spa owners to increase their market share.
Revenue and client volume growth signals an increase in
the demand and workload of the entire spa team, and the
busier the business becomes, the more opportunities there
are for customer service to slip through the cracks. This is
where a highly skilled and effective front desk team can
make or break business results. More demand and volume
call for a front desk team that is savvy, business-minded,
service-oriented and, most importantly, sales-driven.
August 2012
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PULSE 35