Spa Services for Brides

These six savvy spa pros are saying “I do” to profitable bridal services and packages.
Big banquet blowouts. Intimate destination weddings. Casual al fresco get-togethers. Fairytales come to life. Today’s nuptials are more varied and innovative than ever before, but one common denominator stands: Every bride wants to look and feel her best while tying the knot. Yes, in terms of big day must-haves, that flawless glow is just about on par with the sparkler decorating her left hand.

Increasingly, spas are realizing the moneymaking potential of standout bridal offerings. In fact, the pre-big day spa day has become part of the American wedding tradition. And the savviest of spa pros are busy marketing not only bridal spa parties, but star treatments that cater to bridesmaids, grooms, mothers—practically everyone on the guest list.

Here, DAYSPA checked in with six spas across the country that have mastered the art of romance this wedding season. So if you’re committed to capitalizing on this burgeoning market, from guiding the bride toward her big day to networking with other wedding-oriented businesses—these pros’ tips are sure to help guarantee a happily-ever-after narrative for your establishment’s bottom line.—Katie O’Reilly

Milk + Honey in Austin, Texas

On Tap: An in-house bridal coordinator, day-of makeup and styling (on- or off-location), hair and makeup trials, bachelorette parties (group pedis and cocktails are popular), and a range of wedding-day prep treatments including signature facials, back facials (a must for backless/low-back dresses!), waxing and relaxation massages.

Packages include Bridal Party Retreat ($1,005 for manis/pedis and 60-min. massages or facials for six); Couples Retreat ($425 for side-by-side massages, facials and manis/pedis); Groom’s Retreat ($259 for a 60-minute sports massage, facial, haircut and mani); Mother of the Bride Retreat ($269 for a signature facial, massage and mani/pedi) and Post-Nuptial Paradise ($289 for tandem two-hour massages).

The Business of Wedding Bliss: Big-player spas in the popular destination of Austin quite simply can’t afford not to cater to the soon-to-be-betrothed. This is according to Milk+Honey director of marketing Marisa Tom, who says, “With our four locations, we’re accessible to so many brides and bridal parties. It really makes us a top contender for both local and out-of-town brides.”

Marketing Matrimony: Milk+Honey doesn’t spend much on advertising, but it spells out its wedding options on its user-friendly website. “We depend a lot on word-of-mouth,” says Tom. “We make sure people know we have larger spaces that can accommodate big bridal parties, and with brides’ permission, we share photos via our social media platforms to give potential clients an idea of what they can expect from us.”

Tom adds that ensuring all staffers are equipped to talk up bridal options in the spa is key. “We see a large contingent of bridal parties that come in initially for a bachelorette party, and end up booking day-of services.”

Why Brides Swoon Here: As Tom points out, brides are very specific with their visions for their hair, nails, makeup, etc. “That’s why we have the bridal coordinator,” she says. “Not only will the bride be treated to expert spa service and styling, but she’ll feel well-cared-for, special and unique. From the moment she walks in the door to the moment she leaves, we strive to pay attention to every detail and deliver it all—a relaxing atmosphere, a beautiful hairstyle, a gorgeous mani/pedi and all of her favorite people in one place.”

The Spaahh at Hotel 1000 in Seattle

On Tap: The downtown destination of Hotel 1000, located a stone’s throw from the oceanfront Pike Place Market, is a hotbed of nuptial activity. A designated hotel weddings manager is on hand to guide brides and grooms throughout all planning, preparation and events. Explains director of sales and marketing Larry Tsoumas, “The manager holds brides’ hands the whole way through in terms of deciding on food and beverage, photo locations, decorating the outdoor terrace, and of course, getting pampered for the Spaahh’s Six Month Countdown to ‘I Do.’”

For half a year prior to the big day, Hotel 1000’s brides, enjoy 20% off all services, and 15% off any 30- to 90-minute service for groups of six or more. “We also arrange champagne, cocktails and hors d’oeuvres for the bride and her guests,” Tsoumas says. “It’s a custom-tailored package, based on the bride and her needs. There’s a lot of flexibility, and plenty of added value, such as discounts at our restaurant, free bubbly and so on.”

The Business of Wedding Bliss: Despite this package’s numerous discounts, it remains a profitable powerhouse. “We make the initial investment up front,” says Tsoumas. “But we don’t lose money—the big payback comes in terms of repeat and/or referral business.”

From that first wedding appointment, all Hotel 1000 brides are taken on a tour of the hotel and introduced to spa personnel. “We make the spa a central aspect of the wedding experience, and we get to know each bride individually,” Tsoumas says. “We’ll check out her Pinterest boards and Instagram feeds to get a feel for her tastes and style. That way, we can turn brides toward what they’re looking for, put together spa goodie bags featuring samples of items we want them to try, match their skin type beforehand, etc.”

Marketing Matrimony: Social media campaigns (planned far in advance of the May/June wedding season), and close relationships with local publications Seattle Met and Seattle Met Bride and Groom, mean that Tsoumas doesn’t have to spend much on marketing the Countdown to “I Do.” Plus, he’s wise to the power of telling success stories. “With brides’ permission, we’ll send photo packages out to The Knot, post pictures on our websites, and so on.”

In addition, the small, six treatment-room spa displays plenty of signage about the Countdown.

Why Brides Swoon Here: The “local getaway” factor. “Our terrace can be transformed into just about anything,” Tsoumas says. “And to have this charming spa attached makes it a complete and compact destination in the heart of the city.” To maintain its No.-1 rankings on TripAdvisor, Tsoumas says The Spaahh never rests on their laurels when it comes to top-notch service. “The wedding market is always competitive—lots of hotels and venues are vying for that business. We do everything it takes to make weddings special and memorable, to ensure the bride doesn’t forget about any little detail.”

Exhale Spa in New York City

On Tap: The gym/spa hybrid powerhouse is becoming a big name in wedding prep, thanks to Bridal Boot Camp. The six- ($680) or 12-week ($975) program includes unlimited fitness classes, a consultation with a mind/body manager and a series of seven targeted facials. The 12-week program also includes a consultation with a nutritionist and discounts on boutique items such as BluePrintCleanse products. And booth Boot Camps include a complimentary private group class for the bride and her friends. “A lot of people pair this with a bachelorette party, or use it as a fun way to relax right before the wedding,” says Kim Kiernan, Exhale’s director of PR and communications.

The Business of Wedding Bliss: Kiernan says this offering is priced competitively with other Big Apple boot camps; the advantage here is that gym rats and spa diehards get a nice blend of offerings. “It’s a great way to cross-pollinate and expose more of what we do,” she says. “Plus, almost 100% of brides get hooked and become full-time members.”

Marketing Matrimony: Social media campaigns, e-newsletter collateral and in-spa signage all play a role in the Bridal Boot Camps’ success. But Kiernan says it comes down to front desk staff and spa and gym managers developing meaningful relationships with the people coming through the door. “We talk about the Bridal Boot Camp all the time,” she says. “We listen to people, hear their needs, and are equipped to recommend programs based on those conversations.”

Why Brides Swoon Here: This offering is such a hit that brides often promote it to other people on their guest list. “The bride isn’t the only one getting photographed!” Kiernan says. “We’re getting more bridesmaids, mothers, and anyone who wants to join the fun and look their very best. And we love it when brides bring their fiancées and husbands in to try classes too!”

The Spa at ARIA in Las Vegas

On Tap: A special bridal menu includes updos; makeup; aromatherapy massages with green tea eye compresses; a Bridal Diamond Facial (50 min./$375) that’s specially designed with eye, lip, and décolleté enhancement masks and gemstone massage—and zero extractions, acids or other potential irritants; a Bridal Advanced Hydrafacial (80 min./$430) to plump, smooth and firm skin prior to the makeup application; and the Bridal Gold Mani/Pedi (100 min./$260), which includes a hand- and foot-massage with gold-infused body butter, as well as champagne and special gifts.

Director of spa and salon operations Michelle Wilkos explains that every service can be made into a couple’s or group activity as well. “Brides and bridal parties seek a one-stop shop—every service they need in one package,” she says. “We often pre-package groupings of treatments and services that specifically cater to their needs for the special occasion.”

The Business of Wedding Bliss: Wilkos says profitability comes down to keeping up-to-date with bridal trends and needs. That, and plenty of planning. “By understanding what our visitors are looking for, we can anticipate the special prices that will appeal with them without letting discounts affect our bottom line,” she explains. “We just make sure we’re only offering treatments people are truly interested in.”

Marketing Matrimony: The on-site Wedding Chapel at ARIA does plenty of spa marketing. “We also created special wedding spa brochures and hand them out at all wedding consultations,” Wilkos says.

Why Brides Swoon Here: Wilkos’ goal is for bridal guests to simply relax and enjoy their time with the groom or bridal party. “We also throw in special add-ons and gifts to enhance their special day,” she says. “We’ll offer champagne, take-home lip color so they can reapply as needed throughout the big day, body lotions, after-body treatments and more. Guests really appreciate extra touches and services.”

Kelly’s Spa at The Mission Inn Hotel & Spa in Riverside, California

On Tap: A specialized package menu featuring The Groom’s Essentials ($350 for a mani/pedi, massage, hot towel facial and poolside lunch); the bridesmaids’ favorite, Celebrate the Bride ($135 per person for full use of the spa facilities, a 50-minute spa service, poolside lunch and a champagne toast); Enchanted Moments ($310 for a his-and-hers, 80-minute candlelit massage, sparkling wine and chocolate-dipped strawberries); and Blushing Bride ($389 for a facial, massage, body treatment, light lunch and mani/pedi).

The Business of Wedding Bliss: Owner Kelly Roberts says the variety of packages and price points afford options for every bride’s budget. “We’ll make a bride feel fantastic with a single, 50-minute treatment, or a bundling of expansive services,” Roberts says. “It isn’t about discounting, but rather, adding value.”

Marketing Matrimony: The Mission Inn’s luxurious event spaces host more than 350 weddings each year. “From the proposal forward, we make sure our brides are aware of the array of services we have to offer,” Roberts says. “In addition, we host bi-annual wedding showcases where brides-to-be and their planners can sip bubbly and meet with our wedding specialists to learn more.”

Why Brides Swoon Here: Kelly’s Spa has mastered the art of balancing the old with the new. “The hotel here has so much ambiance and history, yet guests find modern-day treatments in our state-of-the-art spa,” Roberts explains. “It all makes for a nostalgic, dreamlike wedding day that meets guests’ evolving interests and preferences.”

Millennium Nail & Day Spa in Tallahassee, Florida

On Tap: Millennium is all about serving brides and bridal parties. This offering is officially called “The Ultimate Bride,” but it’s one of the most flexible menu items we’ve encountered. “If a bride wants to bundle a package of service offerings together, we let her pick what she’d like—some want the works, others could do without the massage, but might want specialized nails or hair extensions, for instance, and then we’ll name a price,” says manager Alberta Foerst. This typically amounts to $250-$450 for 3-5 hours of pampering.

However, The Ultimate Bride is all about added value. To start, all packages include a complimentary beverage and choice of lunch from a local restaurant. “If a minimum of an eight-person bridal party comes in to get their hair done or their manis/pedis, we’ll offer the bride her service for free,” says Foerst. “And with hairstyles [$180] and makeup [$60], we throw in a free trial style session—so they’re really getting two for the price of one.” Foerst adds, “This also guarantees that they’ll absolutely love what ends up in their wedding album!”

The Business of Wedding Bliss: Foerst says the spa stays profitable during wedding season by treating the bride right—and encouraging her to bring in just about everyone else on the guest list too! “You can’t give away too many free services if you don’t have enough [paying] guests coming in to counteract that,” she points out.

Marketing Matrimony: A few years ago, Millennium became part of the Tallahassee Association of Wedding Professionals. It’s a group of local businesses that are pertinent to brides—think limo services, photographers, caterers and venues. For an annual fee, member businesses meet regularly, combine budgets for advertising campaigns, and cross-promote one another. “They also throw bridal shows, where they always give us a booth,” Foerst says. “In addition, our owner takes out extensive ads in local publications.”

Why Brides Swoon Here: “We make [bridal parties] a really fun day,” Foerst says. “We have a bar where they can set up snacks and drinks. We play music, we cater in delicious food—the girls always have such a great time!”