ASCP Skin Deep

JANUARY | FEBRUARY 2017

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www.ascpskincare.com 53 ALL ABOUT THE GUEST The ISPA survey also explored guests' wishes. What would most enhance their spa experience? A comfortable waiting area and showering facilities topped the list. People want a place to fix themselves up after a treatment before they go out in public. In my travels to spas, this is my number-one complaint. People don't go to a spa in a vacuum. They go to relax, experience, restore, and then they head back out into the world. Whether your spa is freestanding or located in a hotel, have an area where guests can have a positive finishing experience. For many women, leaving looking like a mess makes them self-conscious and uncomfortable. That isn't a good recipe for their return. Offering these services is also an incredible opportunity for cross- selling. If you offer hair services in your spa, ask the guest if they would like a shampoo/style after their massage or facial. Survey participants also noted that complimentary toiletries and a personalized treatment can enhance their spa experience. Make it all about the guest, not the menu. Look for ways to make it special for the guest and their unique needs. Tip: Millennials have come to expect complimentary Wi-Fi in most establishments, but 57 percent agree they occasionally need technology breaks. Encourage your guests to use their spa time as a chance to step away from all things electronic. Why and how consumers spend money is changing, and we have to change with it. As new generations embrace technology, it will drive their consuming decisions. When the spa experience is first easy to discover and efficient to arrange, and then is caring, welcoming, Make it all about the guest, not the menu. Look for ways to make it special for the guest and their unique needs. " and enhancing to body, mind, and spirit, guests leave feeling better about themselves and won't forget the experience. That positive emotional bond will bring them back again. The good news? We don't have to wait for the future. We can build those experiences now.

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