Move over happy hour, we're making room for spa "social hour." Hospitality and spa providers understand the importance of creating an unforgettable experience for customers. This often includes a one-on-one pampering session, but a new concept that expands these services into a group event has the possibility to set your spa apart and boost your guest loyalty.
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Move over happy hour, we're making room for spa "social hour." Hospitality and spa providers understand the importance of creating an unforgettable experience for customers. This often includes a one-on-one pampering session, but a new concept that expands these services into a group event has the possibility to set your spa apart and boost your guest loyalty.
One of the spa pros forging a path for these unique spa gatherings is Anne T. Templeton, Area Director of Spa at The Spa at Palmer House Chicago. Templeton has recently implemented programming that hosts social events that bring guests together for services and socialization. Whether it's a company that wants to treat their staff with a spa visit, a wedding party celebrating the bride, or a gathering of like-minded professionals in a certain field, these spa events are the perfect setting for facilitating genuine connections between guests and staff.
Templeton has labeled this spa social hour their "Spa + Social" concept. She explained that their spa location has always been a popular choice for large groups like bachelorettes, birthday or corporate parties. During these such events, Templeton observed the lasting experiences that were created when they prioritized social connection.
"We noticed a growing demand for people to gather and focus on human connection through socialization and self-care. In response, we shifted our focus and carved out a new concept for our business, space and team," said Templeton.
Tips for Event Staff Training
In order to host these types of gatherings, it is essential to hire and train a staff to go beyond the typical esthetic treatment, and expand into providing a start-to-finish hospitality experience. Whether that be hosting a discussion amongst spa goers, or providing service during the event, a spa social hour requires excellence in customer service.
It is imperative that a spa staff support a rebranding or introduction of this concept. According to Templeton, her staff enjoys hosting events, particularly corporate gatherings, because attendees often receive much needed self-care that they are not going out of their way for on their own. Spa + Social allows their team to create meaningful experiences for guests who may not be regular spa goers, which offers the added benefits of expanding customer reach and loyalty.
Marketing Spa Social Hours to the Right Audience
It is imperative that your spa nail down the audience or groups that you would like to target for a spa social hour. Whether it's a gathering of people that already know each other, or an event to bring like-minded people together to network and socialize, you must know who you are sending this messaging to.
"We have had the pleasure of hosting major events such as the NFL Draft and XBOX rollouts, and we've worked with some of the biggest companies locally and globally, including Google, Bose, Lenovo and PWC," said Templeton. "We frequently host events for law firms and bachelorette parties, and we take great pride in bringing people together in any form, for any reason."
After you have found your target audience, it is time to get this unique messaging out effectively. Spa's will have to find new and exciting strategies for sharing details about these type of events. Templeton has found that their website, referrals and reviews have generated the most results. She also shares the Spa + Social concept to local business, organizations and community members.
Another easy marketing method is sharing content through social media platforms. These type of events offer endless content opportunities to share with your followers. Be sure to put on your content creation hat and film clips of an event that you host, and then share this in video or photo format with clients. Spa social hours create a meaningful customer service experience while also providing you with an opportunity to stock up on engaging social content.
Where the Spa Industry is Heading
There is no question that these types of events will revolutionize the typical spa experience and open doors for spas to expand their reach in their communities. "Socialization and human connection are irreplaceable. We aim to show the world that they don't have to settle for giving employees or friends a mundane Amazon gift card or hosting a formal dinner to celebrate something," said Templeton. "Instead, come to us—let us take care of your people on a personal level, allowing them to connect and enjoy together."
It's clear to see that spa social hours are the wave of the future, and in order to modernize the spa, owners and staff would benefit from hosting these exciting events that prioritize self-care and connection.
