1 mins
INSIDER SPA
OLIVER BONAS
Making sure you have a steady stream of clients coming in is a top priority, which is why many of you have been analysing your database to see where there are gaps you could exploit. For just under half of you (46%), getting generation Z into your business is the big focus, knowing the influence that age group can provide on social media in terms of raising awareness of what you offer in spa, while 15% will be working hard to draw in millennials.
Your average treatment room occupancy in June was a healthy 71%, which highlights that people are coming back to spas as part of their new self-care routines. Although your treatment bookings for the month were up a lot in comparison to May’s figures, your retail figures stayed pretty static, showing that more needs to be done in that arena. Check out this year’s most inspirational spa industry-focused book and podcast releases on page 53.
On the spot
15% have undertaken skin cancer detection training to help them spot the early signs on clients
What are you focusing on to help your spa bounce back this year?
1. Understanding and targeting new guests (77%)
2. Sharpening processes and learning new skills (62%)
3. Using your team’s skills to embrace change (46%)
4. Marketing personalised experiences (46%)
Which client group are you focusing on attracting to your spa?
1. Generation Z (46%)
2. Millennials (15%)
3. Generation X (15%)
4. Baby boomers (8%)
5. Male clients (8%)
Month in numbers
How did treatment business in June 2021 compare with May 2021?
How did retail business in June 2021 compare with May 2021?
71% average treatment room occupancy in June 2021