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Starting a Luxury Day Spa
If you dream of operating your own luxury day spa, now is the perfect time to get started. According to Lynne McNees, president of the International Spa Association, the spa industry is (nearly) recession-proof.
In tough times, the need for stress relief increases. Millions of people turn to spas to help them disconnect and recharge. During the 2008 recession, the U.S. spa industry recorded over 160 million visits, a 16 percent increase from the previous year, with total revenues of $12.8 billion. By 2013, annual spa visits had increased to 164 million, with total revenues of $14.7 billion.
What’s more impressive is that the spa industry is mainly comprised of individually owned spas, with no dominant chain spas.
1. Creating a Business Plan
Running a spa involves more than just being a skilled practitioner. You need a solid business plan to identify costs and create a roadmap. Key decisions include:
Determine your services and income goals
Offer at least two of the following services: massage, skin care, or body treatments. Carefully selecting services will help differentiate your spa from competitors.
Types of Spa Services
Services offered generally fall into three categories: skin and body care, hair removal, and makeup.
Skin and Body Care Services:
- Facials, body exfoliation, massages, wraps, hydrotherapy, body tanning
Hair Removal Services:
- Electrolysis, waxing
Makeup Services:
- Cosmetics application, color analysis, eyelash and eyebrow tinting, eyelash extensions, ear piercing
Consider necessary equipment
Assess costs and potential profit for each service. Limit initial services until your spa reaches specific milestones.
Decide on your target audience
Consider targeting men and couples in addition to women. Tailor services to appeal to corporate clients for events.
Decide on operating hours
Open earlier and stay open later to accommodate busy schedules. Offer express treatments of 30 minutes or less.
Determine your product offerings
Offer high-quality products that align with your spa’s image.
Hire and provide training
Identify the staff you need and provide ongoing training to ensure excellent service.
Create marketing strategies
Implement tactics to attract new and recurring customers such as an SEO-friendly website, specials, and regular communication with preferred clients.
2. Choosing a Great Location
Choose a location that is easily accessible and attracts foot traffic. Surrounding area should be safe and contain retail businesses.
Determine the amount of space you need for various functions and consult with an interior designer or architect to plan the layout.
3. Financing
Consider family, friends, personal loans, or Small Business Administration loans to raise capital for your spa.
4. Creating a Great User Experience
Pay attention to details that enhance customer experience, both online and offline. Some tips include:
Select an attractive location. Design an appealing website that allows easy service exploration and appointment booking. Arrange merchandising to boost sales. Provide lockers with ample space. Soundproof treatment rooms. Invest in comfortable equipment. Set the right mood with adjustable lighting and music.
5. Training and Retaining Staff
Implement ongoing training to ensure consistent quality of service. Consider administrative roles to assist with various tasks.
Use the provided resources to learn more about starting a luxury day spa.
International Spa Association: Represents the spa industry worldwide
SpaFinder Wellness: Offers resources for the wellness industry
DAYSPA Magazine: Focuses on the day spa industry, providing insights and news
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