Posts tagged #spa treatment

DAY SPA AT WILLIAM INGLIS

January began on a busy note, following a phone call from the soon to open William Inglis Hotel in Warwick Farm, Sydney. The hotel had been in planning and under construction for some time, however the addition of a day spa and fitness centre was only decided upon in November, so by the time I received a call in December it meant this pre-opening needed to be executed with utmost efficiency. 

Fortunately pre-openings are one of my favourite tasks. I actually enjoy rolling up my sleeves and being onsite to bring everything to life. Plus I love visual merchandising and interior styling! However, first things first. I needed to understand the location, guest demographic, hotel concept and owners vision so that I could choose the appropriate spa partner, curate a treatment menu, guide the brand identity and choose styling items for the day spa. Then the phone calls and planning began. 

Waterlily Skin Body and Spa was able to deliver an opening order and training within the tight time frame we had. I pulled together a critical path, delegated out various jobs so we could meet the deadline and began purchasing the most urgent of the 600 or so operational supply and equipment items. The Christmas break was the perfect time to go into creative copywriting for the spa menu, which was then immediately handed over to the Accor sales and marketing team for graphic design. I found the stock image below, which is perfect because it speaks to horses, racing tracks and brides... everything the William Inglis Hotel is about. 

The design of the day spa was mostly complete so no major changes to layout could be made, but a few tweaks in the selection of furnishings and the addition of more retail shelving was actioned. Arriving into what was still a construction zone on January 11th with 7 days to unpack OSE, set up, train the team, implement systems and processes and be photo shoot ready required great communication and coordination. Fortunately we were working with a great Accor management team so this helped us overcome the usual little disasters and defects that happen when construction is still in play. 

Our lovely therapists and spa manager were trained in the treatment protocols and we then ran a soft opening for two days which gave us the opportunity to practice and discover the weak areas we still had time to fix before official opening day. Very important and highly recommended for any new business. 

Overall this is a grand hotel and the spa is a beautiful addition, which I expect will become quite the destination for the Liverpool area. I myself look forward to returning for a spa experience when next in Sydney. 

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THE GUEST JOURNEY

A seamless guest journey is a sum of many parts. If we want to 'wow' our guests and take them on an exceptional journey then its necessary to consider all of the pieces below. 

WEBSITE - The flow of business often begins with your website. People of all demographics and ages search for services via the internet and your website needs to be designed with some keyword and SEO silo capabilities. It also needs to use imagery to evoke anticipation and desire.

SPA COLLATERALS - First impressions count! Your collaterals present and ultimately sell your brand. The Spa menu needs to be readable, evocative and wet the Spa appetite. Promotions and PR also need to be in motion.

THE RECEPTION AREA - This ambient space is what sells your Spa when a guest enters. It needs to feel and look good, smell nice and feel calm.

THE SPA RECEPTIONIST - This person is your ‘peace and wellness’ representative and ideally the Spa Manager. They drive the business of the Spa through clever use of suggestive selling, upgrading and efficient management of calendar.

MAKING AN APPOINTMENT - The phone should be answered within 3 rings. Emails should be answered within 3 hours and walk in guest’s should be attended to within 30 seconds. This process has to be efficient and easy for the guest.

THE SPA WELCOME - The experience starts with a warm welcome and ease of flow into change room and serenity lounge. A spa refreshment and consultation form await. A spa therapist arrives well groomed, calm and smiling.

THE SPA THERAPIST - The therapist is professional, courteous and genuine.

THE TREATMENT ROOM - This space needs to be clean, ambient and inviting. It is also crucial that the therapist has the operational items, environment and the workable flow needed so that they can perform the treatment proficiently, calmly and quietly.

THE CONSULTATION - A consultation done well opens the way to upgrading, rebooking and retailing. It also makes the guest feel they are having a treatment tailored to their needs. Ideally discussed during foot ritual.

TREATMENT - This is where we really prove our worth. The treatment is tailored where appropriate, the therapist uses polished language, moves about the room quietly, is skilled, confident and trained to perform the treatment.

IN CLOSING - The guest is offered lifestyle advice, product recommendations, and is escorted to serenity lounge, served a refreshment, given a prescription form and tray with retail and upon return to reception is rebooked and billed. 

I hope this summary provides some guidance and if you are wondering how your spa stacks up, then consider engaging a mystery shopper to review the guest journey. Feel free to give me a call to find out about the service we offer in this realm, and till then remember its the tiny touch points that matter. 

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