President of WTS, Gary Henkin, says running a spa well demands a combination of key management skills and processes. He gives Spa Business the low down
Create memorable guest moments to encourage them to return
Why is staff choice important? The single most important decision any spa operator or owner can make is hiring, training and supervising a highly qualified staff which is strong on customer service. It’s very similar to the qualifications for opening a hotel or a restaurant.
Why is training important? It is absolutely critical for your management team and the entire staff to be aware of and trained in the most current trends, modalities and spa business models to maximise revenue and net operating income.
Continuous education keeps the service providers and front desk teams engaged and excited about what’s going on in the spa, the services offered and the products for sale.
This engagement and excitement typically leads to increased revenue and a consistently high level of guest experience, but without staff training, the guest experience may be compromised and won’t be as consistent as you may wish with the standards in the remainder of the property.
What are the main priorities? The success of your spa will be as much about making the guest feel special and cared for as anything else. If this doesn’t happen, you shouldn’t expect to retain those customers. Guest service should be the focus at every level within the facility and should include customisation and authenticity. Start with the premise that you are going to create memorable moments in a variety of ways, offering your spa patrons an experience they will remember and one that will encourage them to return to the spa again.
What does creating ‘memorable moments’ for guests involve? It starts from the time a guest books a treatment and how the phone is answered to the time that they depart. The touch points for creating a memorable experience start with a warm and friendly front desk and include the journey through the spa.
The treatment has to be done by a highly qualified and trained staff so that the guest leaves the treatment room feeling refreshed with all their expectations met.
‘Wow’ moments for the guest can be created by the staff in the lounge areas, locker rooms and retail area. All staff should be engaged in creating a memorable service.
How should sales and marketing feature in spa management? A well thought out marketing and sales plan is crucial. Many spas open without having thought through carefully just how they will be promoted and exposed both to the hotel population and to outside traffic.
One vital aspect is to develop and execute a plan which maximises the spa use at non-peak and during ‘off season’ periods and it’s important to spend time on this as part of your promotional marketing plan.
Many spas are busy from Thursday to Sunday but don’t pay enough attention to developing a stream of traffic during the less-used periods from Monday to Wednesday. This is particularly true in many hotel and resort spas, so a creative approach to developing traffic during these times becomes very important. It may hold the key to whether your spa is financially viable or not.
Can you give examples of ways to market during ‘off peak’ periods? The marketing plan can include special rates which take effect at a certain time of the day or on a particular day of the week.
Real-time promotion through the use of social media, such as last minute promotions on Facebook, Twitter and eblasts can be done with particular treatments.
Off peak promotions can be targeted at the non-hotel population to encourage a visit to the spa for express treatments.
A quarterly Open House event can make new consumers aware of the spa, who can then be invited for promotions during the quiet off peak times.
What management support should be expected from product vendors? Product selection and vendor participation through training and product oversight is crucial to the spa’s success. Vendors can be asked to assist in the development of marketing and merchandising plans and to provide continuous training and excitement for staff members.
In addition, product suppliers can help develop a treatment menu and marketing materials with regard to treatment descriptions and protocols.
Vendors will visit the spa periodically to display new products and provide product insights and arrange merchandising.
Vendors will also participate in the creation and promotion of on-site events to promote product sales and exposure. They will help develop special promotions and will provide gifts for consumers.
What IT systems are needed? The basics required for an effective data management system include: • Appointment booking • Inventory management • Online appointment booking • Gift card sales • Daily/weekly/monthly reporting
Should we operate the spa, lease it or hire a third party operator to manage it? Each of these options should be considered carefully months in advance of opening.
Owner-managed spas require attention from the owners or property managers, along with consumer experience and the ability to produce the financial results.
Leases can create a guaranteed rental stream, but control and authority often pass to the tenant. The owner and the tenant may not always be on the same page and goals and objectives may be compromised.
In selecting a tenant, ensure there’s enough financial wherewithal to overcome a downturn in the economy or unforeseen pitfalls. Make ownership goals and expectations clear well before the spa opens.
Management/third party operators won’t create an ownership loss of control, identity or authority. Instead, there can be an increased focus on the operation of the spa, with additional benefits from training, support and resources available to the staff.
How might a third party management option be structured? The most important consideration is that the third party operator is a good fit for the spa, based on its experience and philosophy. It’s also critical to develop this relationship as a partnership, as the management will need input and direction from the ownership or property management group.
Communication is vital and there needs to be a consistent stream of reports, data, ideas and recommendations from the operator.
WTS International provides daily operations and management services for over 100 spa, fitness, wellness and leisure facilities worldwide. The service includes training and management of staff, development of revenue generating promotions and marketing, financial oversight, retail sales and merchandising. Clients include: Tianjin Spa, China; The Woodstock Resort & Spa, US; Stejarii Club & Spa, Romania and The Spa at Trump, US.
Read more from this issue of Spa Business magazine
Interview: Helene Goetzelmann
L'Occitane's international spa director tells Rhianon Howells how the consumer retail company has become a spa operator with 60 facilities
Ask an expert: Profit & Loss
Hotel spas need to fight capital expenditure allocation said an investor panel at this year's Global Spa & Wellness Summit
Research: All rise
There's been an increase in the five top key performance indicators in the US spa industry shows the 2013 ISPA study
Company Profile Promotion: ESPA promotion
As ESPA's 20th
anniversary year draws
to a close, founder and
CEO Sue Harmsworth
explains how and why the
company is still evolving
Safari Spa: Animal instinct
Safari spas are the staple for Amani, one of South Africa's largest spa chains. Lisa Starr talks to MD Ronleigh Gordon
Trends: Brief encounters
We take a look at some of the most innovative spa pop-ups, a growing trend across the leisure sector
Interview: Paul Smyth
Something & Son designer shares his insights on creating pop-up spa facilities. Magali Robathan reports
Summit review: Upping the ante
Katie Barnes reveals the takeaway messages from the 2013 Global Spa & Wellness Summit in New Delhi, India, attended by 375 industry leaders
Research: Local news
Domestic travellers dominate the global wellness tourism market which has an economic impact of US$1.3 trillion. SRI's Ophelia Yeung reports
Research: Thai up
Prantik Bordoloi analyses a 2013 Thai spa industry study based on both spa consumer and spa operator opinions
Software news: Tech talk
The latest developments and news from spa software suppliers from around the world
The Spa Life UK Convention returns from 21–23 June 2026 at Whittlebury Park Hotel, Spa &
Golf Resort, bringing together spa managers, directors and owners for two days of focused
education, meaningful connection and commercial insight. [more...]
President of WTS, Gary Henkin, says running a spa well demands a combination of key management skills and processes. He gives Spa Business the low down
Create memorable guest moments to encourage them to return
Why is staff choice important? The single most important decision any spa operator or owner can make is hiring, training and supervising a highly qualified staff which is strong on customer service. It’s very similar to the qualifications for opening a hotel or a restaurant.
Why is training important? It is absolutely critical for your management team and the entire staff to be aware of and trained in the most current trends, modalities and spa business models to maximise revenue and net operating income.
Continuous education keeps the service providers and front desk teams engaged and excited about what’s going on in the spa, the services offered and the products for sale.
This engagement and excitement typically leads to increased revenue and a consistently high level of guest experience, but without staff training, the guest experience may be compromised and won’t be as consistent as you may wish with the standards in the remainder of the property.
What are the main priorities? The success of your spa will be as much about making the guest feel special and cared for as anything else. If this doesn’t happen, you shouldn’t expect to retain those customers. Guest service should be the focus at every level within the facility and should include customisation and authenticity. Start with the premise that you are going to create memorable moments in a variety of ways, offering your spa patrons an experience they will remember and one that will encourage them to return to the spa again.
What does creating ‘memorable moments’ for guests involve? It starts from the time a guest books a treatment and how the phone is answered to the time that they depart. The touch points for creating a memorable experience start with a warm and friendly front desk and include the journey through the spa.
The treatment has to be done by a highly qualified and trained staff so that the guest leaves the treatment room feeling refreshed with all their expectations met.
‘Wow’ moments for the guest can be created by the staff in the lounge areas, locker rooms and retail area. All staff should be engaged in creating a memorable service.
How should sales and marketing feature in spa management? A well thought out marketing and sales plan is crucial. Many spas open without having thought through carefully just how they will be promoted and exposed both to the hotel population and to outside traffic.
One vital aspect is to develop and execute a plan which maximises the spa use at non-peak and during ‘off season’ periods and it’s important to spend time on this as part of your promotional marketing plan.
Many spas are busy from Thursday to Sunday but don’t pay enough attention to developing a stream of traffic during the less-used periods from Monday to Wednesday. This is particularly true in many hotel and resort spas, so a creative approach to developing traffic during these times becomes very important. It may hold the key to whether your spa is financially viable or not.
Can you give examples of ways to market during ‘off peak’ periods? The marketing plan can include special rates which take effect at a certain time of the day or on a particular day of the week.
Real-time promotion through the use of social media, such as last minute promotions on Facebook, Twitter and eblasts can be done with particular treatments.
Off peak promotions can be targeted at the non-hotel population to encourage a visit to the spa for express treatments.
A quarterly Open House event can make new consumers aware of the spa, who can then be invited for promotions during the quiet off peak times.
What management support should be expected from product vendors? Product selection and vendor participation through training and product oversight is crucial to the spa’s success. Vendors can be asked to assist in the development of marketing and merchandising plans and to provide continuous training and excitement for staff members.
In addition, product suppliers can help develop a treatment menu and marketing materials with regard to treatment descriptions and protocols.
Vendors will visit the spa periodically to display new products and provide product insights and arrange merchandising.
Vendors will also participate in the creation and promotion of on-site events to promote product sales and exposure. They will help develop special promotions and will provide gifts for consumers.
What IT systems are needed? The basics required for an effective data management system include: • Appointment booking • Inventory management • Online appointment booking • Gift card sales • Daily/weekly/monthly reporting
Should we operate the spa, lease it or hire a third party operator to manage it? Each of these options should be considered carefully months in advance of opening.
Owner-managed spas require attention from the owners or property managers, along with consumer experience and the ability to produce the financial results.
Leases can create a guaranteed rental stream, but control and authority often pass to the tenant. The owner and the tenant may not always be on the same page and goals and objectives may be compromised.
In selecting a tenant, ensure there’s enough financial wherewithal to overcome a downturn in the economy or unforeseen pitfalls. Make ownership goals and expectations clear well before the spa opens.
Management/third party operators won’t create an ownership loss of control, identity or authority. Instead, there can be an increased focus on the operation of the spa, with additional benefits from training, support and resources available to the staff.
How might a third party management option be structured? The most important consideration is that the third party operator is a good fit for the spa, based on its experience and philosophy. It’s also critical to develop this relationship as a partnership, as the management will need input and direction from the ownership or property management group.
Communication is vital and there needs to be a consistent stream of reports, data, ideas and recommendations from the operator.
WTS International provides daily operations and management services for over 100 spa, fitness, wellness and leisure facilities worldwide. The service includes training and management of staff, development of revenue generating promotions and marketing, financial oversight, retail sales and merchandising. Clients include: Tianjin Spa, China; The Woodstock Resort & Spa, US; Stejarii Club & Spa, Romania and The Spa at Trump, US.
Read more from this issue of Spa Business magazine
Interview: Helene Goetzelmann
L'Occitane's international spa director tells Rhianon Howells how the consumer retail company has become a spa operator with 60 facilities
Ask an expert: Profit & Loss
Hotel spas need to fight capital expenditure allocation said an investor panel at this year's Global Spa & Wellness Summit
Research: All rise
There's been an increase in the five top key performance indicators in the US spa industry shows the 2013 ISPA study
Company Profile Promotion: ESPA promotion
As ESPA's 20th
anniversary year draws
to a close, founder and
CEO Sue Harmsworth
explains how and why the
company is still evolving
Safari Spa: Animal instinct
Safari spas are the staple for Amani, one of South Africa's largest spa chains. Lisa Starr talks to MD Ronleigh Gordon
Trends: Brief encounters
We take a look at some of the most innovative spa pop-ups, a growing trend across the leisure sector
Interview: Paul Smyth
Something & Son designer shares his insights on creating pop-up spa facilities. Magali Robathan reports
Summit review: Upping the ante
Katie Barnes reveals the takeaway messages from the 2013 Global Spa & Wellness Summit in New Delhi, India, attended by 375 industry leaders
Research: Local news
Domestic travellers dominate the global wellness tourism market which has an economic impact of US$1.3 trillion. SRI's Ophelia Yeung reports
Research: Thai up
Prantik Bordoloi analyses a 2013 Thai spa industry study based on both spa consumer and spa operator opinions
Software news: Tech talk
The latest developments and news from spa software suppliers from around the world
As part of its first hotel partnership, Mayrlife – the medical health resort company known for its
site in Altaussee, Austria – has launched a day clinic at the Rosewood Vienna.
Premium London health club, KX Chelsea, will imminently unveil its most significant
redevelopment since its launch in 2002 to create an integrated wellness model combining
training, recovery and relaxation.
Rosewood Le Guanahani St Barth, on the northeast coast of Saint Barthélemy in the French
West Indies, is offering a programme of ocean-inspired yoga classes between 8-14 June to
celebrate Global Wellness Day (GWD).
Hotel de France, located on the British Isle of Jersey, has created a wellness retreat package
that includes a hot yoga session that will take place in Jersey Zoo’s butterfly sanctuary.
The Ritz-Carlton, Langkawi, in Malaysia, has revealed a schedule for Global Wellness Day
(GWD) that includes guided rainforest walks, mindful movement and guided coastal meditation
experiences.
Longevitix, a clinical platform for preventive and longevity medicine, has launched its AI-
powered intelligence system to help physicians deliver continuous, personalised longevity-
focused care at scale.
Atmantan Wellness Centre, an integrative wellness destination in Mulshi, near Pune in India, is
expanding its portfolio by adding a new centre in Hyderabad that will launch between 2028 and
2029.
A recent survey by the UK Spa Association (UKSA) into the industry’s approach to cancer care
has revealed that almost half of participating respondents (46 per cent) are unaware that
cancer is a disability and guests with a cancer diagnosis must be given
Mexican operator, Solmar Hotels and Resorts, is hosting a series of events in celebration of
Global Wellness Day, including a Temazcal ceremony at its Playa Grande Resort and Spa in Los
Cabos.
Mandarin Oriental has announced a standalone residence brand, Mansions, which will debut at
Emirates Palace, Mandarin Oriental Mansions, Abu Dhabi, in 2029.
The Spa Life UK Convention returns from 21–23 June 2026 at Whittlebury Park Hotel, Spa &
Golf Resort, bringing together spa managers, directors and owners for two days of focused
education, meaningful connection and commercial insight. [more...]
