While the industry trend has been to simplify, Jean-Guy De Gabriac, CEO of Tip Touch International spa consultancy & training company, argues that today’s spas need to shift direction. In an exclusive Thought Leader column for Spa Opportunities, De Gabriac reveals ways in which spa teams can steer away from complacency and amplify their energy.
A few years ago, the key word was to simplify: Simplify spa menus, simplify treatment descriptions, simplify financial reports. Now, however, the pendulum needs to swing in a new direction, and spa teams need to dig deeper into their expertise and passion to amplify.
First, they must amplify immediate emotional connections. Forget about “clients”; concentrate on each person coming to the spa so they feel expected, considered, and understood. In order to treat a client as a guest, spa and wellness professionals need to consider themselves as hosts. No day should be ordinary, and spas should be places where guests look forward to going back (over & over again) to celebrate life and feel joyful!
Next, they must amplify long-lasting and documented physiological results. Over the last decade I’ve spent as a consultant and trainer, I have met therapists who punch their hours with superficial skindeep work, while others train tirelessly, understanding body mechanics, discovering new healing techniques and documenting their guests’ progress. I encourage therapists and aestheticians to steer away from complacency and strive to reach the noblest level of their craft: becoming healers and caregivers, delivering nothing short of undisputed physiological benefits that their guests will rave about to their three Fs (friends, family and Facebook).
Finally, they must amplify the scope of spa & wellness experiences. Guests should not have to choose between pampering treatments and transformative experiences: spa managers should encourage their teams to constantly raise the bar of their creativity in order to cross-link spa/salon, fitness, mindfulness and healthy food with fun.
Once you know that you have the skills to deliver serious results, make sure you make them original and exciting enough for guests to want to try them. As International Coordinator of Global Wellness Day, last June I saw so many hotel spas and day spas create amazing classes, workshops and marketing collaterals that spa-virgins and locals alike were compelled to say ‘yes’ to wellness!