1 A Project Report on SPA and Wellness Tourism Challenges Live exposure through: Submitted By: K.V.S.Kiran Roll No:-5135012 Year-2013-2015 Submitted in Partial Fulfillment of the Requirements for the PGDM (Tourism & Cargo) Submitted To: Indian Institute of Tourism and Travel Management (An organization of Ministry of Tourism, Govt. Of India)
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A Project Report on SPA and Wellness Tourism Challenges
Live exposure through:
Submitted By:
K.V.S.Kiran
Roll No:-5135012
Year-2013-2015
Submitted in Partial Fulfillment of the Requirements for the
PGDM (Tourism & Cargo)
Submitted To:
Indian Institute of Tourism and Travel Management
(An organization of Ministry of Tourism, Govt. Of India)
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ACKNOWLEDGEMENT
In order to experience the real facts of Tourism and Cargo industry, Indian Institute of
Tourism and Travel Management designed project work to PGDM Tourism and Cargo
students in various fields related to TOURISM & CARGO. Regarding its basis, this
report is all about project work experience with L‘OCCITANE, which is essential as part
of my course study. IITTM Nellore and its management had organized a proposal for
project work in the field of Wellness industry. I got an opportunity to work Spa
L‘Occitane. So, I greatly and heart fully thanks all the genuine people who made me gain
and well known about the real facts of SPA and Wellness industry.
First and foremost I would like to express my warm appreciation to Indian Institute of
Tourism and Travel Management Nellore for providing such kind of opportunity to
develop my knowledge and experience. I am equally thankful to our Nodal Officer
Mr.A.Vinodan, our Exams & Students Cell Coordinator Mrs.S.Meera Madhavan and my
PGDM Tourism and Cargo Chairperson-Placement officer Dr.Saravanan.P and especially
our & professor Shri.Sanjeev Reddy CK.
I would like to express my deepest thanks to Mr.Darpan Sanghvi. Spa Managing Director
(Sanghvi Brands-Spa L‘OCCITANE,Warren Tricomi) & Ms.Yasmin HR Manager, along
with staff especially, Mr.Vishakh Narendran Associate Director- Marketing Manager,
passive or active stretching within the normal anatomical range of movement; effleurage
(either firm or light soothing, stroking movement, without dragging the skin, using either
padded parts of fingertips or palms); petrissage (lifting or picking up muscles and rolling
the folds of skin); or tapotement (striking with the side of the hand, usually with partly
flexed fingers, rhythmic movements with fingers or short rapid movements of sides of the
hand). These techniques may be applied with or without the aid of lubricants, salt or
herbal preparations, hydro massage, thermal massage or a massage device that mimics or
enhances the actions possible by human hands. The purpose of the practice of massage is
to enhance the general health and well-being of the recipient. Massage does not include
the diagnosis of a specific pathology, the prescription of drugs or controlled substances,
spinal manipulation or those acts of physical therapy that are outside the scope of
massage therapy.
MASSOTHERAPY:
Another term meaning therapeutic muscle massage.
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MAYA ABDOMINAL MASSAGE:
Maya Abdominal Massage is a noninvasive, external, massage technique. It guides
internal abdominal organs into their proper position for optimum health and well-being.
Maya massage improves organ function by releasing physical and emotional congestion
from the abdomen. The technique applies anatomy, physiology, herbology, and
naprapathy with Ancient Maya healing techniques to address common female complaints
such as painful or irregular periods, varicose veins, lower backache, infertility, and more.
The techniques also address male complaints such as prostrate swelling and
inflammation, frequent urination, and impotency. The technique works by relieving
congestion and blockages to improve the flow of chi and fluids of the circulatory,
lymphatic, and nervous systems to prevent the progression of chronic disease
symptomology. Dr. Rosita Arvigo, DN, developed these techniques after apprenticing
with Don Elijio Panti, the last of the traditional Maya shaman in Central America, where
she has lived for more than thirty years. The Arvigo Techniques of Maya Abdominal
Massage combine modern science with traditional healing and wisdom to produce a
holistic path to physical, emotional, and spiritual well-being.
NAPRAPATHY:
With influences from osteopathy and chiropractic, this system of treatment uses soft-
tissue manipulation to release tension and balance energy flows in the body. The
practitioner uses palpation to explore the tissue, looking for rigid, contracted areas of the
body, then begins repetitive, rhythmic, thrusts to gently stretch the contracted connective
tissues. Sessions usually last thirty minutes, focusing mainly on the ligaments near the
spinal column. Diet, exercise, and postural adjustments help improve circulatory and
nervous system function.
NATUROPATHIC MEDICINE:
Naturopathy integrates a wide range of natural therapeutics emphasizing the healing
power of nature to treat the causes of disease, rather than suppressing the symptoms. As
part of a holistic medical healthcare system with an emphasis on education and
prevention, the naturopathic physician seeks to motivate the individual toward a healthy
and balanced diet, lifestyle, and mental attitude. Treatments such as homeopathic
medicines, clinical nutrition, traditional Asian medicine, and acupuncture are used to
enhance the body‘s natural healing process.
PRENATAL/PREGNANCY MASSAGE:
Performed by a trained perinatal specialist, many methods of massage and somatic
therapies are both effective and safe prenatally and during labor and postpartum periods
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of women‘s pregnancies. Prenatally, specific techniques can reduce pregnancy
discomforts and concerns and enhance the physiological and emotional well-being of
both mother and fetus. Skilled, appropriate touch facilitates labor, shortening labor times
and easing pain and anxiety. In the postpartum period, specialized techniques rebalance
structure, physiology, and emotions of the new mother and may help her to bond with
and care for her infant. Specialized, advanced training in the anatomy, physiology,
complications, precautions, and contraindications is highly recommended, and many
practitioners require referrals from physicians prior to therapy.
REFLEXOLOGY:
Based on an ancient Chinese therapy, reflexology involves manipulation of specific
reflex areas in the foot, hands, and ears that correspond to other parts of the body.
Sometimes referred to as zone therapy, this bodywork involves application of pressure to
these reflex zones to stimulate body organs and relieve areas of congestion. Similar to
acupressure principles, reflexology works with the body‘s energy flow to stimulate self-
healing and maintain balance in physical function. This technique is used to reduce pain,
increase relaxation, and stimulate circulation of blood and lymphatic fluids. It is
especially useful in stress-related illness and emotional disorders. Reflexology is also
convenient in cases where an area of the body is traumatized or diseased to the extent that
direct manipulation is not appropriate. `
REICHIAN RELEASE This technique utilizes manipulation of the musculo-skeletal
system to release emotional blockages from the body. It was established from the works
of Wilhelm Reich, an Austrian psychoanalyst.
REIKI HEALING--USUI SYSTEM:
Reiki healing is a hands-on energy healing art. It was originated in Japan in the early 20th
century by Mikao Usui, who had a life-changing experience of light and energy that he
recognized as reiki--sacred life force--and that awakened his innate healing abilities. He
developed a system of practices that enabled others to become effective healers. In a reiki
healing session, the practitioner, trained to access and serve as a channel for the life force
(ki or chi), places her hands on or just above the client‘s body in order to activate healing
energy within receptive points on the body. The practitioner‘s hands move progressively
with a passive touch through twelve positions on the body, remaining in each position for
three to five minutes. As a harmonic flow of energy is strengthened, within the client and
practitioner, healing occurs through the return of physical, mental, and spiritual balance.
SHIATSU:
Developed in Japan, shiatsu is a finger-pressure technique utilizing traditional
acupuncture points. Similar to acupressure, shiatsu concentrates on unblocking the flow
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of life energy and restoring balance in the meridians and organs in order to promote self-
healing. With the client reclining, the practitioner applies pressure with the finger, thumb,
palm, elbow, or knee to specific zones on the skin located along the energy meridians.
The treatment brings about a sense of relaxation while stimulating blood and lymphatic
flow. The benefits of this treatment may include pain relief and a strengthening of the
body‘s resistance to disease and disorder.
SPORTS MASSAGE:
Sports massage is designed to enhance athletic performance and recovery. There are three
contexts in which sports massage can be useful to an athlete: pre-event, post-event, and
injury treatment. Pre-event massage is delivered at the performance site, usually with the
athlete fully clothed. Fast-paced and stimulating, it helps to establish blood flow and to
warm up muscles. During the massage, the athlete generally focuses on visualizing the
upcoming event. Post-event massage is also delivered on site, through the clothes. The
intent here is to calm the nervous system and begin the process of flushing toxins and
waste products out of the body. Post-event massage can reduce recovery time, enabling
an athlete to resume training much sooner than rest alone would allow. When an athlete
sustains an injury, skillful massage therapy can often speed and improve the quality of
healing.
SWEDISH MASSAGE:
One of the most commonly taught and well-known massage techniques, Swedish
massage is a vigorous system of treatment designed to energize the body by stimulating
circulation. Five basic strokes, all flowing toward the heart, are used to manipulate the
soft tissues of the body. The disrobed client is covered by a sheet, with only the area
being worked on exposed. Therapists use a combination of kneading, rolling, vibrational,
percussive, and tapping movements, with the application of oil, to reduce friction on the
skin. The many benefits of Swedish massage may include generalized relaxation,
dissolution of scar tissue adhesions, and improved circulation, which may speed healing
and reduce swelling from injury.
THAI MASSAGE:
Also called nuad bo rarn, Thai massage has been taught and practiced in Thailand for
approximately twenty-five hundred years. Although the origins are somewhat vague,
credit for Thai massage is given to a famous Indian doctor, Shivago Komarpaj, who was
the personal physician of the Buddha and Magadha king. Historically, manipulation was
one of four major branches composing traditional Thai ceremonies or magical practices.
This is based on the theory the body is made up of seventy-two thousand sen, or energy
lines, of which ten hold top priority. Thai massage also involves peripheral stimulating,
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meaning it acts as an external stimulant to produce specific internal effects. This point
serves as the main division between Thai and Western massage. Thai massage is
practiced on a firm mat on the floor instead of on a table, instrumental in the effective use
of the practitioner‘s body weight. Except for the feet, the client remains fully clothed, so
draping is not necessary.
TRIGGER POINT MYOTHERAPY:
Trigger point myotherapy is a noninvasive therapeutic modality for the relief and control
of myofascial pain and dysfunction. The goal of treatment is the client‘s recovery from or
a significant reduction in myofascial pain. The treatment goal is achieved through a
systematized approach. Treatment consists of trigger point compression, myomassage,
passive stretching, and a regime of corrective exercises. Success may be measured
subjectively by the level of pain reduction experienced by the client and objectively
through increased range of motion, strength, endurance, and other measures of improved
function. Trigger point myotherapy relies heavily on client-therapist interaction,
including verbal and nonverbal elements. The myotherapist encourages the client to be
personally responsible for their improvement, with attention to such factors as nutritional
intake, stress, proper exercises, mechanical abnormalities, and other physical
components. These elements protect the client from delayed diagnosis, delayed treatment,
or contraindicated treatment, which are the concerns of first order. Trigger point
myotherapy is an integrating approach to myofascial pain and dysfunction.
YOGA:
The word yoga describes a variety of Hindu practices developed in ancient India to unify
body and mind with universal spirit, thereby encouraging physical and mental well-being.
Yoga most commonly involves a series of stretching postures (called asanas), breathing
exercises, and meditative practices. Diet is also considered important to this discipline.
Yoga increases flexibility, improves muscle tone, and is helpful in the reduction of stress.
YOGASSAGE:
This is a massage modality that enhances the free and natural movements of the body
through gentle, sustained stretching and applied pressure. Gentle vibration and energy
work with the chakras is integrated into a gracefully flowing sequence. Unique
positioning with props is incorporated to facilitate myofascial stretching without strain.
Yogassage has been compared to Thai massage on a table, as it blends elements from
both the Eastern and Western cultures of bodywork.
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ZERO BALANCING:
Zero Balancing was developed by Fritz Smith, MD, and has its roots in osteopathy,
acupuncture, Rolfing, and meditation. Relaxing, yet energizing, Zero Balancing
integrates fundamental principles of Western medicine with Eastern concepts of energy.
This technique provides clients the possibility of healing by addressing the energy flow
of the skeletal system. By working with bone energy, zero balancing seeks to correct
imbalances between energy and structure, providing relief from pain, anxiety, and stress.
A Zero Balancing session, which consists of gentle acupressure focusing on joints and
bones, generally takes thirty to forty minutes and is done through the client‘s clothing
while they lie on a massage table. For the massage therapist or body worker, Zero
Balancing may enhance other modalities and open new avenues of energetic and
structural balancing through touch.
WELLNESS TOURISM BY REGIONS:
The top five countries (United States, Germany, Japan, France, and Austria) account for
over half of the market (63%ofexpenditures).
Among the world stop twenty countries for inbound /international and domestic
wellness tourism (interms of combined market size), overhaul fare in Europe.
Countriesthatreceivethemostinboundinternationalwellnesstourismarrivals: United
States, France, Austria, Germany, Switzerland.
Countries that have the most domestic wellness tourism trips: United States,
Germany, Japan, China, France.
Fifteen countries account for75-85% of outbound international wellness strips,
led by Europe, North America, and wealthier/developed Asian countries
SPA TOURISM & WELLNESS TOURISM:
Spa is a core business with in wellness tourism and accounts for a significant
portion of the wellness tourism economy.
In2012, spa tourism represented a$179.7 billion market, with 224.9 million spa
trips made both internationally and domestically.
In2007, SRI International estimated spatourismat$106.0 billion, with142million
spa trips. This represents 11.1% average annual growth in spa tourism
expenditures overthelast5years, and 9.6% average annual growth in the number
of spa trips.
Non-spa wellness tourism expenditures are made by tourists in many wellness-
specific and ―generic‖ activities and businesses, including healthy hotels, fitness,
yoga, retreats, preventive health checkups, lodging, restaurants, retail ,and
soon.
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WELLNESS TOURISM IS DIFFERENT FROM MEDICAL
TOURISM:
The survey revealed by SRI international that despite this widespread terminology
confusion, respondents felt strongly that wellness tourists are an entirely different
consumer segment than medical tourists: 94% argued that the needs/interests of these two
types of tourists are different. And this position held true for respondents across Asia,
Europe and North America.
After analyzing definitions currently in use worldwide, in conjunction with the survey
results and interviews conducted for the 12-country case studies, the authors
recommended the following definitions:
MEDICAL TOURISM:
Medical tourism involves people who travel to a different place to receive treatment for a
disease, ailment or condition, and who are seeking lower cost of care, higher quality of
care, better access to care or different care than what they could receive at home. The
category also includes cross-border travel by persons seeking cosmetic enhancements. It
involves conventional medical approaches, performed by licensed medical professionals
at medical facilities to solve problems. The consumer: either ill or seeking
cosmetic/dental surgical procedures or enhancements.
WELLNESS TOURISM:
Wellness tourism involves people who travel to a different place to proactively pursue
activities that maintains or enhance their personal health and wellbeing, and who are
seeking unique, authentic or location-based experiences/therapies not available at home.
These experiences may, but typically do not involve, medical doctors/facilities. The
consumer: seeking integrated wellness and prevention approaches to improve their
health/quality of life.
A MODEL FOR UNDERSTANDING WELLNESS AND MEDICAL TOURISM:
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Medical tourism data is more widely available than wellness tourism data;
however, research data for both sectors (at both the country and global level) is
spotty, unreliable and inconsistent.
Organizational structures for developing, supporting and promoting medical
tourism and wellness tourism vary widely from country to country, and tend to be
closely linked to each nation‘s overall governing structure (e.g., a centralized
national government versus federal/state system, etc.).
Governments in developing countries typically play a much more active role in
guiding, supporting and promoting all tourism sectors, while in developed
countries, tourism sector development and promotion are typically more private
sector-driven or collaborative in nature.
Medical tourism has typically been more actively supported/promoted by
governments than wellness tourism. Possibly because medical tourism is an older,
more established concept; has a growing international profile in recent years; is
easier to define; and is oft perceived by governments as more ―lucrative‖ than
wellness tourism. This is changing: More countries and governments are
increasingly paying attention to both sectors.
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Countries with well-developed public-private collaborative bodies (i.e., medical
tourism or wellness tourism ―cluster networks‖ or associations with broad
participation) typically (and not surprisingly) function more effectively in
development/promotion than those with fragmented, ad hoc structures.
In countries‘ promotional materials (such as national tourism websites), wellness
tourism tends to be more heavily emphasized than medical tourism. Wellness
tourism promotion also tends to be heavily dominated by spas (even if the country
possesses many other wellness-related offerings). The degree of emphasis on
unique/local offerings and traditions varies from country to country, but is broadly
increasing over time.
Medical tourism promotion tends to be more private sector-driven. The most
widespread promotional/marketing approach is for a country to attempt to reach
potential tourists through medical tourism facilitators, rather than engaging in
direct online promotion or traditional tourism promotional channels.
Many countries do not yet have a strong national brand image for either medical
tourism or wellness tourism, even in countries considered to be leading market
players. Too many ―generic‖ or standardized products/services are on offer, and
most countries are not effectively capitalizing on their specialties for medical
tourism campaigns ─ or their immense wealth of indigenous, traditional and
natural asset-based wellness/healing traditions for wellness tourism.
As medical tourism and wellness tourism markets become more crowded and
competitive, it will become increasingly important for countries to differentiate
themselves around factors other than cost and quality.
TALENT CRUNCH:
Wellness services will require 600,000 additional skilled personnel over the next 5 years.
However, their availability is a concern.
Rapid growth in the wellness industry, together with increased penetration of the
organized sector, hassled to huge demand for trained professionals. The industry will
require over 600,000 additional skilled personnel during the next five years. Lack of a
universally accepted accreditation or standard of education affects the quality of
training imparted in local academies. Few players‘ offer reliable education with
adequate practical training.
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While consumers grapple with unreliable quality of service and even risk injury due to
untrained personnel, this talent crunch impacts scalability plans of organized players
and presents a huge challenge in employee retention.
Absence of an accreditation body for recognizing wellness courses restricts the
development of good quality raining institutes. This also deters prospective students
from considering such courses as a viable career alternative. There is a clear need to
motivate private players to participate in wellness education and training. Lack of
sufficient incentives has limited the number of participants in this space.
MARKETING MIX:
Day Spa Promotions:
We really have a tremendous opportunity to celebrate each year with promotions and
marketing events that will attract new clients, while also introducing our regular guests to
new services. It's time to create a full annual calendar of exciting monthly marketing
promotions that are client and community oriented. The most progressive full-service
Day Spa Salons are more than a phenomena today, they are a successful reality!
As comfortable as we are with day spa salons and our full array of luxury services, we
must truly remember that many more people have not experienced a day spa service yet!
You have to develop your day spa clientele by constantly working to expand the services
provided to your regulars, while also developing promotions that will attract new first-
time clients. Creating the normal paid advertisements, discounted special services and
other marketing events are just some of the methods to build day spa service sales.
Progressive day spa marketeers design something for every week and month of the
calendar year to build both service and retail programs. The following promotional
concepts and ideas are suggestions to get your 2001 Marketing and promotions Calendar
started. Let's start with the basics.
STAFF MARKETING MEETINGS
Begin with an interactive staff meeting where everyone must come prepared to share at
least several of their own fresh day spa promotional ideas that will:
Attract new day spa service clients
Keep day spa regulars coming back again and again
Introduce regulars to new day spa services
Get your day spa salon team involved within the local communities
Generate community excitement without the need for constant 'paid
advertisements'
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Build personal and day spa salon team sales
MOST IMPORTANTLY: Create ongoing FUN Team Spirit
Keep these meetings set up as informal discussions, so everyone has a chance to suggest
new ideas. Tell everyone that each month two staff members will be placed in charge of a
promotional activity promoting various day spa services and products. During the
meeting, create a big DAY SPA PROMOTIONS LIST written on large sheets of paper,
posted on the wall. Never criticize any idea during this interchange. The manager and the
entire staff should help work on each promotional event, yet it is up to the two designated
staff members, to supervise the event no matter how big or small. Attempt to get
everyone involved, one month at a time. Start properly by making each promotional
activity a true team event, not something you assign or create for the staff.
MONTHLY PROMOTIONAL CALENDARS
Target a major special theme or prospective new clientele base every month of the year,
even if you have one, two, three or four events per month. If you have not done this
before, start slowly with one promotion per month, ramping up to multiple retail and
service promotions by mid-year. Here are just a few calendarized ideas to get you started:
January New Year - New You Total Beautycare Makeover Events
February Sweetheart Specials & Couples Events
March Spring Aromatherapy Celebration & Lady's Club Events
April Easter Fundraising & Spring Celebration Events
May Special Mother's Day Events & Prom Packages
June Graduations & Father's Day Specials
July Summer Fun In The Sun Promotions
August Back-To-School, Teacher & Sorority Events
September Fall Fashion Events & TV Talk Shows
October Fall Back - Into New Day of Beauty & SpaWorks Events
November Business Women's Specials & Programs
December Holiday Gift Certificate & Gift Basket Promotions
NETWORKING
Next, we suggest you begin to "Network" with clients, community leaders, your
distributor‘s sales consultants, friends and business associates before you begin to
confirm any of your earlier ideas from the staff Promotional Brainstorming Meetings.
Every Chamber of Commerce has a 'Community Organizations List', sometimes known
as 'The Presidents List'. This list contains the names, addresses and telephone numbers of
the most important people in town from political leaders to socialites, civic, religious and
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fraternal organization leaders. Many Chambers sell this list for a few dollars. Others only
give it to their members.
Join the Chamber, so you can attend their networking parties. As you get to know these
local leaders, you can offer to work with them on fashion shows, lecture-demonstrations,
charity fundraisers, Club Discount Nights and many other activities. Offer every one of
the presidents, vice presidents and social committee chair people a 20% OFF V.I.P.
Introductory Discount or some valuable day spa introduction freebie gift. If you are
computerized, it will be easy to send them each a personalized letter offering to work
with their clubs on these same promotional activities.
DAY SPA PROMOTION IDEA STARTERS
To get you and your staff started, here are a few ideas. Remember, some promotions can
be done right within your day spa salon, while others will require getting more actively
involved outside of your day spa within your local community. Be open to a full array of
promotional activities that are fun for you, your staff... and most importantly - your
clients!
CLIENT REFERRAL PLANS
These special promotions really do work - but only if you and your entire staff create a
long-term partnership to make them work! Create printed day spa salon brochures that
offer a free facial, massage or manicure to anyone who sends in at least 2 of their friends.
This Client Referral Brochure should briefly tell about your day spa and salon services.
This brochure should include 2 each of 6 separate 'Facial', 'Massage' and 'Nailcare
Discount Certificates' each valid for a 1/2 price introductory Service - for new clients
only! After each 2 new day spa clients come in - reward your referring regulars with the
same FREE facial, massage or manicure. You must create exciting offers that will
motivate your clients to bring in their friends, business associates and relatives. Introduce
this Client Referral promotion by asking each client; "How would you like your next
facial (or massage / manicure) for FREE?"
Visit an artist at your local quick printer to create and print professional day spa Client
Referral Brochures. Client Referral Programs don't work on a short term basis. You must
continually promote them all year long!
REFERRAL - GIFT CERTIFICATE SALE
This is a terrific idea to build new day spa clients through your regulars. It simply works
like a New Client Referral Certificate Sale. Create posters that note "Buy Any 2 Day Spa
Gift Certificates - For friends and Family... Get the same certificate for yourself - FREE!"
It will be important to have pre-printed day spa salon gift certificates prepared, so you
can write in the new person's name, address and telephone number. Remember to tell
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each client that they must send in new clients 'who have never been into your salon for
day spa services before', in order to be eligible for their own promotional gift. This
promotion will work all year long, but it works best if only promoted once or twice a year
around Valentine's Day, Easter, Mother's Day, Father's Day, Graduation or the year-end
Gift-Giving Holidays.
COUNTRY CLUB INVITATIONALS
Work with the Owners and Social Directors of your local Country Clubs to have a
Special Lady's Day Out - for a 'Day Of Beauty'. Attempt to have the Country Club
officially sponsor this event, by having at least 10 women sign up for a special day. Give
everyone attending a special free luncheon as part of the package, a 20% discount or
both. Offer to have the Country Club use your day spa as a social meeting setting.
Another idea is to offer a 'Tour Of Beauty' where you invite each Country Club to a tour
of your day spa, with a one hour lecture demonstration on the various skincare, haircare,
nailcare and bodycare treatments. Pre-plan to make this either a women's event or a
couples event. In this event, offer a 'Day Of Beauty' as a door prize to one lucky person in
the audience. MEN'S SPA-NITE OUT PROGRAMS
Create the opportunity for men to have their own night out. Create a special package that
may offer an introductory discount, a free set of retail products or both. It's best to start
with some Men's Clubs or organized groups out of a Health, Tennis, Fitness or Country
Club. After a few of these, you can start your own Preferred Men's Mailing List. One large day spa salon in Maryland regularly offers two Men's Spa Packages, besides all
of the normal Day Of Beauty Packages. Their Men's Executive Escape at $100 offers an
escape from the busy office with a back massage, scalp treatment, haircut and style. Their
Men's Royal Treatment includes the choice of a Hydrating or Aromatherapy Facial
Treatment with a full body massage, sports manicure, lunch and a take-home gift for just
$135. SOCIAL SENIORS
Call the various active local Senior Social Clubs. Many have monthly activities for these
folks who are retired with plenty of time and money to spare. They love self-indulgence!
Create a special discounted 'Day Of Beauty' Package just for them. We suggest this event
be for the active, yet mature women. Use an early week day, when your spa is typically
slower.
SOCIAL SINGLES
There are plenty of Singles Clubs and Dating Service Businesses in most towns. Offer
each Club the opportunity for an event at your day spa. Make a social evening out of it,
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by offering a selection of three 'Night Of Pampered Luxury' Packages, all at special
introductory prices through the sponsorship of their club. All they have to do is guarantee
at least 10 people sign up one week in advance, so you are properly staffed.
NEIGHBORHOOD SPA PARTIES
Many planned communities have their own pool and tennis club, besides having an array
of social gathering events each year. Contact the Presidents and Social Directors for a
Neighborhood - 'Day Spa Day' at their Pool Club or at your Day Spa. It's obviously best
to have them come to you. Offer to have a one hour Panel Presentation by a nutritionist,
fitness expert and your Day Spa Staff, before offering some half -price introductory
manicure, massage and facial treatments. Full Beauty Packages can be offered at an
introductory discount or at full price. This event can be promoted for free through the
community's newsletter. You may even want to design your own promotional fliers to
attach within their newsletters for distribution. Just be sure to help them write the feature
stories describing your day spa and your services.
CHARITY SPA-A-THON FUNDRAISERS
Contact the local chapters of several 'national' charity associations like Operation Smile,
Cancer, Leukemia, Lung and Heart to see which of these powerful groups will work 'with
you' to create a fun fundraiser that will meet all of your outlined goals. Find a charity that
is ready, willing, and able to help you get local radio, newspaper and television publicity
as part of a Spa-A-Thon. Find a charity that is willing to tie you and your talented staff
into one of their own programs or sponsor your event.
Like any Cut-A-Thon, you need to do more than graciously turn over money at the end of
the event. You need to wisely invest your donated time in publicity, while also helping
the community you live in. A Spa-A-Thon can be as simple as facials, mini-massage,
manicures and pedicures for a $10 donation. Do this event on a Sunday in your own day
spa or out in the middle of any well trafficked public place which the charity can arrange.
Avoid charities that won't pitch in... If they just want to accept your donations after the
event is over, they're not worth the effort.
MORE CHARITY FUNDRAISERS
A Pennsylvania day spa regularly ties into numerous community charity fundraisers each
year, raising money for The Humane Society and The Ronald McDonald House as well
as other local and national causes like Hope Cuts for The City of Hope. Their owner
notes, "It's important to give something back to your community, it builds a tremendous
staff team spirit and it's fun!‖
A salon owner in Northern Virginia creates seasonal charity events for her highly
successful salons. Their biggest three this past year were their annual Toys For Tots
Campaign tie-in, a Holiday Canned Food Drive for the Homeless Shelters, work with a
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woman's shelter program and the gala 'Imagine Benefit Fashion Show' held at nearby
Planet Hollywood in Washington DC. They note, "We always get back more than we
give, and our pay backs in life come in many, many ways! Plus, our clients always
comment how they love how much we care about our community. It's just a good feeling
to help less fortunate people, to help themselves."
MOTHER-DAUGHTER TEAS
Align yourself with a Girl Scout Troop or Women's Club that may be interested in a
Mother-Daughter event at your day spa salon or at their club's meeting location. Prepare a
brief lecture demonstration about your complete day spa services, give away a few door
prizes, and offer a 25% discount to everyone who comes in for this event. Offer a few
extra service options to promote various day spa services, like a FREE chair massage for
any child with any adult Shiatsu Massage service. Your entire staff can participate in
creating elegant tea and cookie refreshments. Have everyone 'dress-up' for the occasion in
their 'Sunday's Best'.
SWEET 16 & TEEN PARTIES
Teen girls love to indulge too! Especially, if their parents are paying, include this in your
regular salon menu, offering to customize day spa services for these young women, with
facial, manicures, pedicures and massage treatments. We suggest avoiding haircut and
waxing services at this event, yet send them home with a promotional piece offering
discounts on those more personalized services. You may want to create a small brochure
on all of the different types of spa parties and packages available in your day spa.
SORORITY & GREEK PARTIES
It's time for a Toga Party, if you are near a college campus. First, try a special
introductory day spa program aimed at just the sororities. After one or two successful
events, we suggest a coed affair with one sorority and one fraternity. Don't be afraid to
ask them to come dressed in togas, before their coordinated bash back at their Greek
Houses. Keep it controlled, yet make it fun. You'll become the talk of the campus.
EXECUTIVE CONGRATULATORY NOTES
Each week, your local newspaper lists the major executive promotions. Send each local
executive 'Mover and Shaker' a little congratulatory note with an introductory Gift
Certificate, whether or not they are a client. Look up the company addresses in the
Yellow Pages. Keep these names and companies in one of your Corporate Mailing List
Files.
TAKE A MASSAGE TO WORK DAY
Many large corporate offices now have an occasional 'Casual Day' at the end of the
month, when they treat the staff to a few extras for motivation. Write and call all local
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business offices to offer the services of your massage therapists and manicurists. Offer to
have them set up shop right in the office once a month, with the company picking up the
tab. Give them a special daily rate by agreeing to an Annual Spa-At-Work Program. Take
along your business cards and day spa brochures, since everyone will want to know more
about your other services. You'll be amazed at how many introductions will lead to new
spa clients!
OFFICE ASSISTANTS / SECRETARY'S ~ SPA MONTH
Each April, bosses wonder what to give their secretaries for a gift, especially if they don't
want to just treat them to a group lunch outing. Send around direct mail letters, fliers and
faxes to all area business owners within a few miles of your salon. Follow up with calls.
BUSINESS TO BUSINESS PROMOTIONS
Twice a year you'll need to remind the local businesses that your Day Spa Gift
Certificates are terrific holiday presents as well as incentive award prizes for staff
recognition and contests. Send single page direct mail letters attached with photo
illustrated fliers to post in their supply rooms or coffee rooms. At holiday time send your
package addressed to the company President or Owner. In the spring send it again to the
owner or to the Vice President of Human Resources. You can even offer to set up a V.I.P.
Program for their corporate executives. Include a small introductory gift certificate to the
letter receiver as an advance 'Thank You' for helping to pass along the word.
CORPORATE GIFTING PROGRAMS
Develop a special brochure just to promote Corporate Gifting Programs. Offer a 10% to
20% discount for corporations that purchase at least $1,000. to $2,000 in gift certificates
for their employees. This should be promoted year-round for incentives, contests, rewards
and holiday gifts.
MEDICAL OFFICE TIE-INS
Many day spas and resorts successfully tie themselves to local dermatologists, plastic
surgeons, gynecologists, obstetricians, nutritionists and other medical professionals. They
work together often cross-promoting each other‘s services to new patients and clients. It's
wise to work with at least three or four medical professionals. Have them come into your
salon during Open House Events and Lecture Demonstration Programs. It's time for day
spas to actively reach out for more medical profession partnerships.
FREE ROBES, SLIPPERS OR WINES
Create some events for your best regulars by offering a free gift by PRE-BOOKING their
next 'Two Days Of Beauty'. You can have Robes made with your logo imprinted, just as
easily as on giveaway spa slippers and private-labeled wines. Offer this promotion
through such engraved invitations as a "Thank You for being such a loyal guest in our
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day spa".
MORE LOGO SPECIALTY GIFTS
These are fun and they don't have to be expensive. Buy something your clients can use
that will help promote your day spa salon business with your salon logo and phone
number printed on it. Whether it is a coffee mug, spa bath towel, fun t-shirt, 'nail-saver'
soda can opener or a day spa salon business card refrigerator magnet, get your day spa
salon name and telephone number out there... and into the client's homes.
PRE-BOOK SPA SAVINGS
Pick one month each year to offer your regulars the opportunity to save $25. on their
next $100. or more spa service, by pre-booking it before they leave the day spa today. All
appointments have to be for the next calendar month. Plan ahead by targeting your
typically slow months. The same can be done in the salon by offering to save $5. on any
haircut and style or $10. on any chemical service, just by pre-booking to come back next
month.
JEWELRY STORE NAILCARE TIE-INS
Work with your local jewelry stores. Offer a free introductory manicure gift certificate
with the purchase of any special new fashion ring, or more especially with any
engagement ring. What woman wouldn't want to have beautiful nails when she is
showing off her new diamonds or engagement ring? They'll be thrilled with your gift and
you will have the opportunity to bring in a new client that will certainly want her hands to
look spectacular right through the wedding ceremonies. You have the opportunity to
create a client for life.
MASSAGE, SUGAR & MANICURE CLUB CARDS
You can use these printed promotional vehicles just like every clothing store, video store,
dry cleaner and hairstyling salon does to keep your regulars coming back with the
incentive of a terrific reward. Buy 8 manicures -- sugaring hair removal sessions or
massages -- Get 1 FREE! Visit your local quick printer to create these Massage Club
Cards and Manicure Club Cards.
FREE VICHEY SHOWER TREATMENTS
Getting some clients to feel more comfortable with any level of undressing in the day spa
is often a challenge. Create very strong promotions with terrific incentives. For example,
take advantage of your Vichey Shower Treatments, by offering them FREE for one
month packaged with any first-time facial treatment or other expensive spa service.
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FREE HAIRCUTS
Use a FREE Haircut and Style to promote any new 'First-Time' Haircolor, Perm or Body
Treatment Service. It's a terrific incentive, offering something everyone needs, while also
introducing them into a new day spa or salon service.
DIRECT MAIL & EMAIL PROGRAMS - PREFERRED CLIENT LISTS
Set up a Preferred Client Book at your reception desk area that asks every client for their
complete name, address, telephone number, email address and birthday. Offer monthly or
bimonthly invitational fliers that will announce news from your day spa salon with select
specials, drawings for small gifts and great ideas for extra products and services. Each
month you can announce a new special discount or introductory first-time offer on day
spa products and services... whatever you want to promote.
NEW MOM SPA SPECIALS
New moms love to be pampered! Create a formal congratulatory letter and invitation for
every new mom listed each week in the local newspaper. They always list the new
parents, so just look up their address in the telephone book. Note: Zip codes are not
listed, so if necessary - call! Offer your "Congratulations!" with a special introductory
offer, free sample or special. You may also want to run an ad offering 'New Mom Spa
Gift Packages' on the page where birth announcements are printed.
ENGAGEMENT SPECIALS
Create a jumbo congratulatory postcard for everyone who has their engagement
announcement and picture in the local newspaper. They always list the engaged couples'
parents, so just look up their addresses in the telephone book. Offer your
"Congratulations!" with a Bridal Party Special Introductory Offer, free sample,
Complimentary Wedding Consultation or other creative discounts from your day spa.
DOOR PRIZES
How often do local community groups come in asking for a door prize or a donation? All
the time! So, be prepared with 50% Off - Introductory Day Spa Gift Certificates. Never
miss the opportunity to bring in a new client with the potential of making them a regular.
Always offer a substantial discount or free service - not a free product. Get these new
clients to sample exactly how professional you really are. Even though these are non -
commissionable services, you should take turns doing them with the obvious advantage
of gaining a new regular, should you make them happy. Some day spa salon managers
collect several gift certificates from each staff professional, saving them to hand out as
needed. This surely will help everyone on the staff build new clients.
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NEW MEMBER - HEALTH CLUB GIFTS
Work with local Health Clubs, offering something extra special to their brand new
members. Offer to give a FREE BODY BRONZING or SALT POLISH FACIAL
TREATMENT, a FREE MASSAGE or a Rs.500. Value Gift Certificate valid on any first
time day Spa Service of Rs.1000. More Ask these clubs to hand out your day spa salon's
Gift Certificates to each new club member.
NEW RESIDENT GIFTS
Work with at least one or two major local real estate agencies offices, to offer a Free
Introductory Day Spa Service for each new resident. Offer each of these couples
something that allows them as much flexibility as possible to try any of your hair, skin,
nail or spa services. Send this introductory gift with a personalized letter and a salon
brochure.
HAIRCARE TO NAILCARE & MANICURE TO SPACARE - CONVERSIONS
Cross marketing and cross sale conversions in a day spa work great! It is important to
cross-market some part of your complete array of hair, skin, nail, massage and spa
services each month. Make classy presentations. Print up special Client Gift Certificates
on a thick linen paper or parchment offering those introductory specials, rather than to
offer these in the form of a flier. Attempt to train their staff to always ask their clients the
proper question each month, for the rotating service area you are trying to promote.
For example
If it is nailcare month, everyone but nailcare artists are to ask their clients, "Have you
ever experienced one of our professional nailcare services before?" If they are a nailcare
client, let it go with compliments. If not, pull a beautiful certificate out of your drawer,
filling in their name and address. Some day spas and salons create monthly Staff Referral
Contests, awarding those staff members who get the most regulars to experience that
targeted area for the first time.
MUSIC TO THE EARS: Each year, local schools are desperately seeking new ways to
fund the music and art programs. where budgets have been drastically cut. Offer to pay a
$100. or $200. donation to have a small selection of their musicians play each Saturday
for one month. If you're up to it, bring the entire High School Marching Band to the front
of your day spa in the parking lot, allowing them to work with you on a school fundraiser
with your clients. You'll be amazed at the attention you'll get by letting a band march
around the front of you spa for an hour concert.
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MORE - SYMPHONIC MUSIC
Don't be afraid to work with more than one music program, The music teacher could
probably help you with talented violinists, cellists and a harp player. Even electronic
keyboards make pianists available today in a day spa environment. Some spas barter
salon services for professional musicians and experienced adult musicians.
FREE FACIALS
Some salons have successfully introduced First Time Facial Treatments to their haircare
clients, by promoting a FREE Facial with any complete shampoo, haircut and style
during a one month promotion. Getting people to experience a new spa or skincare
service the first time is the most challenging. Give clients a reason to love you, your staff
and your services. Don't be afraid to invest in expanded services by giving away a little of
what you do best. They'll be back, paying for more.
DRESS UP -- JUST FOR FUN
You should always look very professional every day with a coordinated set of salon
colors. Have fun dressing up at least one day or weekend every other month using some
special theme when your day spa salon will be busy. This makes it fun for your regular
clients. The more outrageous you make it - the more they'll talk about you to their
friends, relatives and neighbors. Here's just another simple way to make yourselves 'the
talk of the town'. Just be careful, not to get tacky. You may want to dress up in a tuxedo
look a few times each year. You may want to wear matching suspenders or vests.
Another idea would be to wear very old vintage clothing.
POWER WITH FLOWERS
Every now and then, just surprise your clients with a long-stemmed red or white rose on
one of your busiest Saturdays or Sundays. This promotional idea surely works great on
Valentine's Day or the Saturdays before Mother's Day as a gift with any service. Work
with a local florist to cross-promote each other's services. They might not mind your
delays and crowds as much.
STAFF MAKEOVER PARTIES
Once or twice a year you should have the staff divide into two teams to pamper their day
spa partners. Let everyone experience the services they have never tried before! This is
great for the receptionists, massage therapists and artistic designers alike.
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TV TALK SHOWS
TV talk show producers are always looking for something new and they love makeovers.
The entire topic of day spa services is also a new and exciting phenomenon to present as
well. Team up for some sensational free exposure of your day spa salon before New
Year's, Valentine's Day, Mother's Day, or Father's Day. Another great time is during any
Monday school holiday, when viewership is soaring. Use this very visual vehicle to
promote your complete array of spa services.
You can also use TV Talk Shows to promote your next fundraiser, asking the charity to
use their clout to get you on the talk shows. Have several makeover models prepared
ahead of time with your best artistry. Have the video producers pre-tape the 'befores'.
Then have at least 4 folks selected from the studio audience to get haircare or nailcare
makeovers during the show. Then, quickly get to work on the models for a 10 minute
final presentation at the end of the show. Take advantage of this opportunity to explain all
of the latest in day spa services and salon fashions available today. You may even want to
offer the studio audience mini-massages during commercial breaks. Remember to have
your staff dress as a coordinated team and "Dress For Respect! ... not just for success".
This is your opportunity to be a TV STAR!
SKILLS USA, NAIL TECH & COSMETOLOGY SCHOOLS
Get involved with your local high school Skills USA / VICA Chapter students, nail tech,
aesthetician and cosmetology school students. Offer to do a few free lecture
demonstration showing off each of your specialized spa and salon services. Help sponsor
and judge haircare and nailcare competitions. Encourage these students to work with you
in order to put some extra fun in your fundraisers. Guess who they will want to work for
after graduation? Yes - YOU!!!
PROFESSIONAL MODELS & CHEERLEADERS
These fashion-forward young men and women need to invest in terrific looking hair,
skin and nails. It's their social and career advantage to look fabulous from head to toe.
Work with their instructors to set up introductory lecture demonstrations teaching these
folks about all of the many day spa services and products available today. Trade your
services for their modeling services and word-of-mouth promoting. Get them to
volunteer at charity fundraising events. Offer them a special 20% Off Day Spa V.I.P.
Card for any services. Whether it's a modeling school student or a professional model,
they can become fabulous new clients. Use them in your next photo-session.
COUPLES NITE -- SPA-ART PARTY
Create a wonderfully entertaining wine and cheese event for couples to enjoy some fine
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artwork and some special spa services. Invite a local private art gallery to bring in their
artwork and an artist to your day spa salon for a special evening of entertainment and
services. Add a pianist or a few strolling musicians and you will have created a very
unusual, yet elegant affair.
DAY SPA & SALON NEWSLETTERS / eNewsletters
Create your own customized seasonal day spa newsletters and email blasts at least two
times per year, if not six times. Show off your staff, services and introduce new products.
Tell about your fundraisers, success stories, awards and achievements. Invite clients to
become models in your photo-sessions. In a soft-sell manner, you can include one to
three Introductory Gift Certificate / Card Offers on the back page of each newsletter.
Don't be afraid to promote some of your new services at full price.
Currie Hair-Skin-Nails in Glen Mills, PA offers his clients two newsletter mailings per
year. Even though this is the most respected and successful high profile spa salon in the
Wilmington, DE area, they always are promoting themselves for growth with new Currie
clients. Besides mailing these to their Preferred Client List, Owner, Randy Currie, also
mails many newsletters to nearby residents, hoping to attract as many new clients as
possible.
ON-HOLD TELEPHONE MESSAGES
If you don't have one of these telephone answering machines, get one. Change the
messages often, if not monthly! Make sure you promote all of your day spa services,
products and skilled staff technicians. You certainly don't need to discount anything on
this recording, yet you should promote everything from Gift Certificates to your very
newest services and products. Keep these messages upbeat, entertaining and educational.
MORE COMPUTERIZED MARKETING
Some of the more established nationally recognized salon computer appointment and
record-keeping systems now offer built-in marketing concepts. They have wonderful
software-based marketing programs for gift certificates / cards, preferred client mailing
lists, postcard notes, and special client marketing files. You need the ability to generate
flexible mailing lists, create personalized direct mail marketing and a system for
measuring the results of your marketing projects.
PROMOTIONAL IDEA LIBRARIES
Read DaySpa Magazine, American Spa, Salon Today and Spa Management Journal as
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well as other professional beauty trade magazines every month for new marketing,
advertising, PR and promotional ideas, saving each issue in a special library within your
salon. You may want to create a Directory of Articles, for yourself, as a handy reference
tool.
SPA DISCOUNTS & FREEBIES
Many full-service salons and day spa staffs question whether or not to do discounting,
gifts or freebies. YES - you should do them!!! We recommend that these upscale
concepts work much better than a "SALE", while protecting your image.
Keys to Success
1. Marketing, Marketing, Marketing
Owner is a proven, 15-year sales executive. Marketing will be the first strength to our
success and a huge competitive edge.
2. Professionalism:
Which includes everything from maintaining confidentiality, to hiring the very best
LMT and Aestheticians.
3. Individual Attention:
Each client's experience will be tailored to his or her preference.
4. Repeat business/Recommendations:
Giving the kind of service that brings people back for regular treatments, and
encourages clients to recommend us to friends, and other health professionals to
recommend their clients.
5. Unique Treatments:
We have the latest in techniques with the best products from around the world.