Creating Seasonal Spa Treatments to Help Build Business

Start out slowly if creating seasonal specials isn’t already part of your routine. “Be selective with how many treatments you offer,” advises Robin Dunivin, director of spa at The Spa at Pelican Hill in Newport Beach, California. “From an operational standpoint, your therapists may not be able to master that many. Pick a few standouts; it won’t overwhelm your staff, you can market the services well and focus on making them exceptional and effective experiences.”

Timing is especially key to deciding when to present a specialized menu. “For day spas, it’s important to keep guests coming back, so I advise launching new treatments each quarter and near major holidays,” says Terry. Aim for specials around Valentine’s Day, Mother’s and Father’s Days, and the winter holidays. If those are successful, build from there.

To begin developing new protocols, all three spa veterans recommend researching trends, reading industry magazines, initiating conversations with staff, incorporating seasonally appropriate ingredients and talking to vendors. If your spa works with a marketing team or agency, pick their brains too. When finalizing a new protocol, Dunivin suggests paying particular attention to the small details. “To make it special, be sure you’re upgrading the ingredients but keeping the integrity of the treatment,” she says.

To get the word out about her monthly treatments, Dubois circulates newsletters, which tie her seasonal specials to product promotions that drive retail sales. As for menu descriptions, Terry points out that starting from scratch isn’t necessary. “Instead, take an existing treatment, use the same protocol and change the products and marketing verbiage,” she advises. Dunivin enjoys new, seasonally inspired ingredients because it’s an opportunity to reach out to her clients and teach them about beneficial products. “When we write up the service, we can highlight the nutrients, benefits and unique aspects of the seasonal ingredient we’ve chosen,” she says.

As for spring-specific suggestions, the natural world is at your fingertips. “Spring is an explosion of herbs, flowers and other botanicals,” says Terry. “Select the ingredients of the season that have therapeutic benefits and have fun mixing up new treatments with your team!”