Spas spend a lot of time crafting their spa menus, but according to Clive McNish, general manager of GOCO Hospitality, many are created without thinking about the end user. In an exclusive Thought Leader column for Spa Opportunities, McNish asks whether it’s time to rethink how we write the spa menu.

Is it time to rethink how we write the spa menu? by Clive McNish

At the beginning of every project, an enormous amount of time and money is invested in creating a spa menu full of fancy words and descriptions that we believe entice the reader to make a choice of one service over another.

I have personally written and rewritten many spa menus, and I can’t remember one that made me want to leave my desk and rush out to enjoy one of the ‘rituals,’ ‘journeys’ or ‘experiences’ I was writing about.

How many of these menus are printed? Thousands. How many are read? Very few.

My belief is that we these menus are created without any real thought for the end user. The budget-conscious are looking for the entry-point massage; the gift-buyer is looking for the most-expensive or second-most-expensive service, and the experienced spa-goer knows exactly what she wants before she arrives.

For others – particularly first-time spa-goers or male clients – the menu may as well be written in another language.

So is it time to move into the modern, fast-paced world by being more realistic and to the point about our spa menu descriptions? Should we be seeing phrases like ‘This is a quality massage, no fuss, no ceremony but well worth your money’? Or perhaps: ‘If you’ve never tried a facial, then this is for you: we’ll explain the science, you just need to lie down and close your eyes.’

And of course, for the hopeless husband or partner running into the spa at 5pm on Christmas Eve looking for a spa gift certificate, there is the menu that says: ‘This one covers everything: It is a whole day including lunch, plenty of great treatments and guaranteed relaxation. And yes, you will have enough time for a round of golf.’