Although it became most apparent during the pandemic, the industry-wide staff shortage is, unfortunately, an ongoing issue in spa and wellness. “The entire hospitality industry is suffering from staff shortages, and it affects spas in the same way,” says Lynn Curry, CMC, ISHC, principal of Curry Spa Consulting. “All positions are needed, and we are seeing this challenge in many regions of the world.”
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Although it became most apparent during the pandemic, the industry-wide staff shortage is, unfortunately, an ongoing issue in spa and wellness. “The entire hospitality industry is suffering from staff shortages, and it affects spas in the same way,” says Lynn Curry, CMC, ISHC, principal of Curry Spa Consulting. “All positions are needed, and we are seeing this challenge in many regions of the world.”
According to Jim Croghan, CEO of Identity Hospitality, vacant positions largely depend on a spa’s location. Still, there is a common thread across the industry, with three of the most challenging jobs to fill being licensed massage therapists, estheticians and managers—core positions in any spa business.
“Skilled and licensed massage therapists are in high demand but can be challenging to find, especially in areas with stringent licensing requirements or where there is fierce competition for talent. Finding qualified estheticians who are knowledgeable about skin care, specialized techniques and customer service can also be difficult,” explains Croghan. “Experienced spa managers who possess strong leadership, organizational and business management skills are essential for the smooth operation and success of a spa. However, finding individuals with the right combination of experience and qualifications can be challenging.”
Much of the advice for combatting staff shortages involves employee retention strategies. Luckily, spas and wellness centers can support team members in unique ways that go beyond standard compensation and benefits packages.
Here, we’ll explore how you can work to fill vacant positions, retain your star employees and, when needed, work around the shortages you may be experiencing.
Hiring Strategies
In addition to transparency about compensation and benefits, spas should get creative when attracting talent. Just like you build your brand for your clientele, you should brand your spa as a great employer.
“Develop a compelling employer brand that highlights your spa or wellness center as an attractive place to work,” says Croghan. “Showcase your company culture, values, employee testimonials and unique perks to differentiate yourself from competitors and attract top talent.”
Croghan also advises getting out into your community, where you can network and build important relationships with local schools and other professional organizations. Job fairs, mixers and other industry events are great ways to promote yourself as an employer and connect with possible candidates.
Spas must be adaptable when it comes to an evolving workforce, and in this case, technology is your friend. “Leverage technology to streamline recruitment and hiring processes, such as using online job boards, applicant tracking systems and social media platforms to reach potential candidates,” suggests Croghan. “Consider implementing video interviews and virtual onboarding procedures to facilitate remote hiring.”
Related: The Benefits of Implementing a Four-Day Workweek for Spa Staff
Employee Retention
The simple truth is that workers are most highly motivated by money and work-life balance. Competitive wages and benefits are a must, including health insurance, PTO and professional development.
Savvy spas are also offering more schedule flexibility to keep staff happy and productive. “Flexible scheduling options, such as part-time, full-time and freelance arrangements, accommodate employees' needs and preferences. Offering flexible hours can help attract a wider pool of candidates and improve employee satisfaction,” says Croghan.
There are plenty of other ways to boost retention among your team, though. “Not all staff members are motivated by money,” notes Curry. “Many seek acknowledgement, educational training and wellness benefits—like better food and beverage in employee cafeterias, and discounted experiences at off-peak times.”
It’s true that spas and wellness centers are uniquely positioned to offer perks that other places cannot: Allow employees to enjoy your wellness experiences! “This is a win-win, since we want our employees to intimately know all the property offerings,” notes Curry. “Activities could include gym use, discounted treatments, participation in group education provided for guests (or having the guest educator provide an employee-specific session).”
Curry adds that certain rules must be in place, like appropriate attire and proper timing around paying guests, but ultimately it pays off.
Meanwhile, professional development opportunities work well for keeping staff engaged and motivated. Workshops, certifications, cross-training and leadership training help them advance their careers and skillsets, says Croghan.
Spas can even offset costs of courses or certifications that staff may want. Sundara Inn & Spa, for instance, helps its massage therapists pay down their student loans via tuition reimbursement. According to the property’s general manager John Morris, the initiative successfully boosts employee loyalty and fosters a positive work environment.
Shortage Workarounds
Even with better hiring and retention protocols, spas and wellness centers still need to think creatively about how they can work around ongoing vacancies. Touchless treatments are the go-to solution, which works well considering the popularity of wellness tech and the myriad innovations in that area.
These therapies can be offered in tandem with traditional spa treatments or as stand-alone experiences. Popular touchless offerings include:
- Halotherapy chambers,
- Meditation pods/spaces,
- Massage chairs/beds,
- Float therapy,
- Infrared saunas,
- Compression boots/suits.
“Touchless will never replace manual therapies, but in this day of staff shortages, technological experiences could be a great accessory to your treatment menu without having to turn guests away due to staffing issues,” says Curry.
Another offering that involves little staff involvement? Self-administered treatments. Plenty of properties already have something to this effect, like hot springs where guests are invited to apply therapeutic mud onto themselves, or day spas with aromatherapy blending bars.
Croghan even suggests a special area for DIY offerings. “Create self-care stations where clients can access tools and resources for self-administered treatments and relaxation techniques. Provide instructional videos or guides to help them use the equipment effectively,” he says.
Finally, group experiences and events can allow you to serve several guests without necessitating a lot of staff. “Host group wellness events and workshops that leverage the expertise of guest practitioners and instructors,” advises Croghan. “This could include wellness retreats, themed workshops or collaborative events with local health and wellness businesses.”
Spa socialization is also a growing trend, so this is a great way to capitalize on client demand for more connection.
The staff shortage is certainly not going to resolve overnight, but by getting creative with strategies like these, spas and wellness centers are poised to bounce back and provide top-notch experiences—for clients and staff alike.
