“ The message that we ’ ve put out to all the staff is that we have your back . Abuse is never tolerated … and you can walk away from the situation .”
— SHANE BIRD
A dreamcatcher on display at Skana Spa .
Shifting Expectations
Despite the widespread reductions in pandemic-related restrictions earlier this year , the guest experience at most spas is not quite back to fully normal . Even in spas where mask mandates and physical distancing have been set aside , there may still be some amenities or services that are unavailable , whether due to COVID-19 precautions , high demand , a simple shortage of employees or a combination of all three .
Though the overwhelming majority of guests handle these and other minor inconveniences such as check-in delays with courtesy and patience , notes Shane Bird , spa director of Skana Spa at Turning Stone Resort and Casino in Verona , New York , a small percentage have responded in a very different manner . “ I ’ ve tried to put my finger on it ,” says Bird . “ I think there are certain individuals who think , ‘ Hey , you ’ re open , so this should be the perfect , pre-COVID-19 world that we remember . There should be nothing different from what I ’ ve experienced in the past .’” He adds that the intensity of these guests ’ dissatisfaction seems greater than before and that minor frustrations often escalate quickly , putting line-level staff in challenging positions .
In response , Bird says his front desk team has been instructed to make use of a wireless buzzer system that allows them to summon him or another supervisor to intercede with guests as needed . The system was once used sparingly — when a check-in line got too long or a guest had a specific question that required a manager , for example . Now , it ’ s used more liberally .“ You don ’ t have to wait for them to ask you to get a manager to get a manager . Grab us the minute you see something going wrong . The message that we ’ ve put out to all the staff is that we have your back . Abuse is never tolerated — we ’ re never okay with that — and you can walk away from the situation . Do it as politely as you can , but you can walk away from the situation and come get us ,” Bird says . He believes that this approach makes his team feel supported and sends a clear message that staff well-being won ’ t be sacrificed to appease guests who cross a line .“ The last thing we want to happen is for the very dedicated souls that we have now to just throw up their arms and say ,‘ This is enough !’”
The spa has also taken proactive steps to communicate with resort and spa guests to clearly outline the spa ’ s expectations , notify them of high demand and explain that a spa visit may look slightly different than prior to the pandemic , which Bird believes has helped reduce the frequency of the kinds of guest interactions that require staff to reach for a supervisor-summoning button in recent weeks . Bird hopes that trend continues , but even if not , he is asking his team to focus on their attention away from the vocal minority .“ I get just as many emails , if not more that are like ,‘ Wow , what an amazing experience . I haven ’ t felt this good in 18 months .’ My message to the staff is to wrap your arms around those people . Thank them , praise them , offer them a discount on their next visit !”
SEPTEMBER 2021 ■ PULSE 35