“ Our industry is filled with people who strive to be of service , and now , as the spa industry faces the challenge of COVID-19 , that truth is more evident than ever .”
our vendor suppliers , doing whatever I could to foster connections and put one foot in front of the other . It wasn ’ t always easy , and things didn ’ t get better overnight , but because of the unity within our industry , we made it through .
I know now that I shouldn ’ t have been surprised by the return I saw from that outreach . Our industry is filled with people who strive to be of service , and now , as the spa industry faces the challenge of COVID-19 , that truth is more evident than ever . The pandemic has left many spas understaffed and lacking resources , but there is still plenty that can be done to set your spa up for success as the recovery continues in 2021 .
Reach Out — and Don ’ t Be Afraid
This is where my vow comes into play . Reach out to your friends , colleagues and even guests . Keep them informed of what ’ s going on at your spa and test out new ideas on them . Ask what they might need and how you might be able to help them out . And do not — I repeat , do not — be afraid to ask for help . So many leaders in our industry are eager to support others . Please don ’ t miss out on that support out of worry or fear .
Share Your Successes
If someone else holds the purse strings at your spa , it ’ s essential to show off your success whenever possible . If those successes are financial , make sure the people who sign the checks see the numbers and understand how creative and adaptable you and your team have had to be to generate them . Use those financial wins to make the case for increasing revenues by increasing investment — even minor investment — in the spa . And if you don ’ t have regular opportunities to speak with leaders about the spa , take the initiative and send them weekly updates .
Use the Reviews
Guest feedback is a valuable tool . Use it to your advantage ( even when it ’ s negative )! If your spa has received enthusiastic ratings and reviews , include those as part of your discussions with “ higher-ups ” about the benefits the spa provides . If you received negative feedback from a guest but were able to correct the error to the guest ’ s satisfaction , use that as proof that your team can effectively manage tough situations . And of course , you can make positive reviews part of your marketing and promotional efforts on social media , highlighting all the reasons that guests get so much out of visiting your spa .
Stay Creative
Adaptability often means turning a negative into a positive outcome , and that skill has never been more useful than it is right now . Is your steam room and whirlpool shut down ? Offer guests a day pass for use within two years with a value-add if they bring a friend . Are your locker rooms and lounges closed ? Offer guests a voucher for a complimentary glass of champagne on their next visit when the lounge is reopened . Are inspiration levels at rock bottom ? Record short interviews with your staff about powerful interactions they ’ ve had with guests and share those with your team ( include those higher-ups while you ’ re at it ) to raise morale and show off the good work you ’ re doing . n
JILL CARLEN is the Global Commercial and Marketing Director for Blue Dot Organics . A former ISPA board member with 20 + years in multiple leadership positions within the Spa , Wellness and Hospitality industries , Jill now applies her passion and experience to developing and launching brands for Blue Dot Organics .
MARCH 2021 ■ PULSE 61