
When you book a visit to a spa or a wellness destination, you’re looking for something specific, whether it be a moment to yourself, relief from stress or a sense of renewal, we go to these places to fulfill a want and sometimes a need.
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When you book a visit to a spa or a wellness destination, you’re looking for something specific, whether it be a moment to yourself, relief from stress or a sense of renewal, we go to these places to fulfill a want and sometimes a need.
As professionals in the wellness industry, it’s our job to anticipate those wants and needs and translate them into experiences worth having. Taking into consideration the latest trends, timeless treatments, seasonality and more, spa and wellness pros must stay in tune with guest preferences in order to maintain a healthy business and provide the best wellness experience possible.
As spas and wellness destinations strive to captivate their core audience, which predominantly consists of women, industry professionals often find themselves asking, “What do women want?”
To answer that query with a blanket statement would be a disservice to women everywhere. Each woman’s needs are as unique as they are, but a common thread might be that through looking and feeling our best, we can all live happier and healthier lives. Recognizing the uniqueness of each woman as an individual is the first step toward creating a spa and wellness program that is destined to succeed.
Custom Care
Now more than ever, we understand that customized care is everything. Through all phases and stages of life, women want to feel like the best version of themselves from the inside out.
For this reason, the team at Strata has built the Women’s Wellness Membership, which is an intimate, personalized program aimed at creating treatment plans for all women during any stage of life. It encompasses a wide range of offerings, including fertility care, graceful aging treatments, metabolic support, mindfulness and mental health practices, and a harmonious integration of Eastern and Western medical care.
Guests can meet a naturopathic doctor to see what underlying food sensitivities might be impacting their health, and receive guidance on how to maintain their neurological function well before it becomes a concern. Under the same roof, they can get medical aesthetic services to improve their self-confidence, receive a chiropractic adjustment to facilitate better structural support, and so much more.
Related: Achievable Wellness Goals for Women of All Ages
To better serve the women who trust their wellness journey to Strata, our service offerings include:
Acupuncture,
Chiropractic care,
- Massage,
- IV nutritional therapy,
- Pre-natal and postpartum doula service,
- Energy healing,
Fitness coaching,
- Neuromuscular health and pain management,
- Bio-identical hormone replacement,
- Weight management.
Variety is the name of the game, and providing women with completely customized plans that target their personal concerns is the winning strategy. Wellness businesses that can diversify their offerings to appeal to a wide array of women will see greater success than those that take the one-size-fits-all approach.
Anticipating Client Needs
The strategy for woman-focused spa and wellness services needs to extend to your marketing plan as well. For those of us in the industry, we know that there’s a season for certain services. Guests and clients, however, may not. From a marketing perspective, this knowledge is extremely valuable.
For example, laser hair removal has increased in popularity by 51% over the last decade, and it is something that has to be timed right. Because clients must avoid sun exposure during the treatment cycle, “laser season” starts in September and lasts through the winter when women are less likely to expose treatment areas to the sun. Microdermabrasion must be similarly timed to avoid sun exposure, making early spring and winter great seasons to plan for these procedures.
Using this calendar, spa professionals can plan their marketing to appeal to guests ahead of the treatment season to ensure that they are getting the services they want—and that the spa is building a healthy pipeline of future business. This tactic is both a marketing strategy and an educational opportunity to introduce services to clients in a way that feels timely, organic and, most importantly, adds value.
When it comes to women’s wellness, the key is to respect the unique needs of each individual and try to curate a selection of services that will meet them where they are on their wellness journey. No two women are alike, and neither are their health and wellness goals. By building a program that embraces their differences and celebrates each stage of life, wellness professionals can support women on their path toward a happier and more fulfilled life.
Tania McCorkle, director of wellness programming and development at Strata Integrated Wellness and Spa in Colorado Springs, oversees spa, wellness and fitness operations throughout all resort amenities and offerings. Her career spans resort destinations, spa leadership and athletic clubs, and she is known for creating innovative programs and services.