When faced with a difficult customer, spa staff can use psychological strategies to de-escalate conflicts and steer conversations toward a positive resolution.

In luxury spas, guests expect exquisite service and nothing less than perfection. Spas are places of relaxation and indulgence, and when something disrupts that — whether it’s a scheduling issue, a perceived lack of attentiveness, or an unexpected outcome — guests may react emotionally. Recognizing and effectively addressing these responses is key to maintaining a positive guest experience. 

The customer mindset: expectation vs. reality 

Luxury customers can sometimes be high maintenance, and despite one’s best efforts, even minor inconveniences may feel amplified in an environment meant for indulgence. Understanding common emotional triggers for dissatisfaction can help staff anticipate and defuse potential conflicts. These triggers include: 

• Unmet expectations (e.g., a treatment that does not meet a guest’s perceived value) 
• Feeling undervalued or ignored
• External stressors carried into the spa experience 
• Perceived inefficiency or disorganization 

Psychological techniques for de-escalation 

When faced with a difficult customer, spa staff can use psychological strategies to de-escalate conflicts and steer conversations toward a positive resolution. These include: 

Mirroring & validating — It’s said that one of the most effective ways to diffuse tension is to mirror a guest’s concerns in a neutral manner. Repeating their concerns back to them, without defensiveness, signals that they are being heard.  

Tactical empathy — Using empathetic phrases can help calm an upset guest and show them that their feelings are acknowledged. Phrases like, “I completely understand why that would be frustrating” and “I see why that would be disappointing. Let’s work on a solution together,” may help calm things down. 

Redirecting focus — Shifting the guest’s focus from the problem to a solution helps move the conversation forward so they don’t get stuck in a negative loop. Offering a choice or an alternative can reframe the interaction from frustration to resolution — “I’d love to make this up to you. Would you prefer a complimentary add-on treatment or a discount on your next visit?” 

The power of body language and tone 

Non-verbal communication plays a crucial role in customer interactions. Even the most well-intentioned words can be undermined by closed body language or a tense tone of voice.  

Key non-verbal techniques include maintaining an open, relaxed posture, and using small gestures to show engagement. Speaking in a calm, measured tone reinforces reassurance, and helps you remain calm even if the guest is being extra unreasonable and you’re about to lose your own temper. 

Empower your team to make decisions and handle conflict 

Investing in customer service training ensures that spa staff can handle difficult situations with professionalism and confidence.  

Also key is never to throw your staff members under the bus to keep customers happy. It’s a lot more difficult to replace a talented service provider than it is to replace a customer. Your people need to know that you have their backs. So, if need be, get their side of the story out of the guest’s earshot and then remove them from the situation. 

Knowing when to go the extra mile (and when to let go) 

While most guest complaints can be resolved through empathy and problem-solving, some situations may require different approaches. If a guest consistently exhibits unreasonable or abusive behavior, it may be necessary to establish boundaries and, in extreme cases, refuse service. 

Conversely, going the extra mile for an upset guest, when appropriate, can turn a negative experience into a loyal customer relationship. Small gestures of goodwill, such as a personalized apology or an unexpected perk, can leave a lasting positive impression and turn a detractor into a promoter. 

Managing high maintenance guests requires understanding human emotions and responding with tact. By equipping staff with the psychological tools to navigate challenging interactions, spas can maintain a serene and welcoming environment for all guests. 

Seamless guest management through technology

Even the most skilled staff can only do so much without the right tools. A well-designed system for logging guest preferences, tracking service history, and flagging potential concerns can make all the difference in effectively handling high-maintenance guests. Book4Time, powered by Agilysys, enables spas to centralize guest information, ensuring that every team member has access to relevant details in real time.

From noting past complaints to recording preferred therapists, treatment pressure preferences, and special requests, this level of insight allows staff to anticipate needs, personalize experiences, and proactively manage expectations. The result is a smoother, more refined service that reduces conflict before it even arises, helping luxury spas maintain the impeccable standards their guests expect.

Spa Executive is published by Book4Time, the leader in guest management, revenue and mobile solutions for the most exclusive spas, hotels, and resorts around the globe. Now part of Agilysys. Learn more at book4time.com.  

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With analog travel, people are craving genuine, unfiltered interactions where a moment is savored rather than captured for social media.

In a world dominated by screens, instant notifications, and algorithms, a growing number of consumers are seeking out more analog experiences, and that includes travel. While this development isn’t about rejecting technology altogether, there is a movement towards intentionally creating spaces where presence, sensory engagement, and authentic experiences take priority.  

The Global Wellness Institute has reported on both analog wellness and analog travel as 2025 wellness trends, stating “More hotels and resorts are channeling the zeitgeist and offering retro, pre-digital (even pre-industrial!) tech, hobbies, arts and crafts that restore what our screen-based lives have stolen from us: the social, our radical attention, the tactile and real. Think vinyl record “deep listening” sauna sessions and sophisticated arts and crafts programming … more blacksmithing than biohacking.” 

The GWI includes examples in which tour companies and resorts are creating analog adventures where guests are given printed maps, pocket dictionaries, old-school alarm clocks, Polaroid cameras, books, games, and simple “dumbphones” for emergencies.   

Paradoxically, while the front-facing experience is simple, delivering these immersive stays usually relies heavily on technology working invisibly behind the scenes. 

The growing appeal of analog travel 

This desire for tech-free travel experiences indicates a widespread digital fatigue. People are craving genuine, unfiltered interactions where a moment is savored rather than captured for social media. Luxury travelers, in particular, are redefining exclusivity as time, silence, and an escape from the hyper-connected world. This shift is reflected in several key trends: 

Digital detox retreats – High-end resorts and wellness retreats are implementing ‘phone-free zones’ or offering ‘device-free stays’ where guests are encouraged to surrender their electronics upon check-in. At Miraval Berkshires, for example, “[A] digital device-free resort lets guests participate in the Miraval Berkshires experience free of distraction—and gives you permission to fully unplug.” 

Sensory-driven experiences – Travelers are seeking experiences that engage touch, taste, sound, and scent, such as hand-written journaling, film photography, and traditional wellness rituals. 

Slow travel and immersion – Rather than high-speed, itinerary-packed trips, there is a movement toward walking pilgrimages, train journeys, and extended stays in nature that emphasize depth over speed. 

Low-tech luxury – From candlelit lodges and handwritten welcome notes to calligraphy workshops and artisanal bath rituals, hospitality brands are curating experiences that embrace craftsmanship over automation. 

The essential role of behind the scenes technology

While an experience can feel refreshingly low-tech, behind the scenes, technology plays a key role in ensuring analog travel is effortless, curated, and luxurious. Here’s how: 

Personalization without digital intrusion 

Luxury hospitality brands require tech-driven guest profiling to anticipate preferences without requiring constant guest input. Even if a traveler is opting for an off-grid retreat, data analytics can still provide information on dietary needs and preferred spa treatments, so these can be readied in advance without intrusive digital interfaces. 

Booking and operations without friction 

The ability to smoothly book an exclusive, tech-free wellness experience still depends on cloud-based reservation systems that optimize scheduling, guest preferences, and inventory management. Resorts offering silent meditation retreats or bespoke spa treatments rely on advanced software to maintain availability without overbooking. 

Tech-free, but not inconvenient 

Guests may want to disconnect, but they don’t want inconvenience. Many luxury resorts integrate discreet tech-enabled service models, where staff communicate via internal systems to meet guest needs without requiring guests to interact with technology themselves.  

AI and automation behind the curtain 

Software systems assist in managing staffing levels, guest flows, and wellness treatment availability to maintain a smooth guest experience. While guests feel like they are in a remote, analog world, their stay is optimized without unnecessary wait times or service gaps. 

Security, safety, and sustainability 

Even in a ‘tech-free’ setting, guests expect high levels of security and emergency responsiveness. Software must ensure data security and compliance with local data laws and regulations, while AI-powered emergency response systems help avoid disaster in areas prone to wildfires, or extreme weather. 

The future of analog travel and wellness 

As luxury travelers seek more intentional, restorative experiences, the hospitality industry is striking a delicate balance, curating tech-free experiences on the surface while leveraging sophisticated technology behind the scenes. The true hallmark of luxury will be discretionary technology, where digital tools serve guest without demanding their attention.

Spa Executive is published by Book4Time, the leader in guest management, revenue and mobile solutions for the most exclusive spas, hotels, and resorts around the globe. Learn more at book4time.com.

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Some creative yield management approaches that go beyond conventional demand-based pricing models. 

Effective yield management isn’t just about dynamic pricing (as much as we do love dynamic pricing). It’s about optimizing revenue in ways that enhance the guest experience. By leveraging innovative strategies, spas, hotels, and resorts can maximize revenue across multiple touchpoints without resorting to discounting, which can damage brand reputation and erode profitability. Here are some creative yield management approaches that go beyond conventional demand-based pricing models. 

1. Exclusive, bespoke spa and wellness packages

Instead of offering standard promotions, tailor spa and wellness packages to specific guest segments with an emphasis on exclusivity and personalization. A luxury resort spa could introduce a Wellness Immersion Retreat featuring a multi-day experience with private spa treatments, customized nutrition consultations, guided mindfulness sessions, and access to a VIP relaxation lounge. Guests could enjoy priority scheduling, in-suite aromatherapy, and exclusive wellness concierge services, ensuring an ultra-personalized stay that justifies premium pricing. 

 2. Gamification to drive early bookings

Gamification can make the booking process more interactive while encouraging early reservations. A spa could implement a Book & Indulge system where guests who book treatments in advance receive a surprise luxury enhancement revealed upon arrival. Rewards could include a complimentary treatment add-on, priority access to thermal experiences, a personalized product gift, or a glass of champagne upon check-in. This creates excitement without undercutting pricing, strengthening guest engagement while boosting spa bookings. 

 3. Time-based pricing for increased spa utilization

Spas can implement time-sensitive pricing strategies to optimize occupancy while adding flexibility for guests. Examples include: 

Premium hourly access – Offer limited-time access to high-value amenities like hydrotherapy circuits, private relaxation suites, or high-end fitness classes, catering to guests who prefer short but immersive wellness experiences. 

Off-peak wellness perks – Instead of discounting treatments, introduce Tranquil Hours, where guests who book during non-peak times receive enhanced benefits like an extended massage, a guided meditation session, or a customized post-treatment wellness plan. 

Day-use spa escapes – Create exclusive daytime spa experiences for business travelers or leisure guests, bundling signature treatments with access to pools, saunas, and relaxation areas without requiring an overnight stay. 

By integrating time-based pricing with thoughtful guest benefits, spas can drive incremental revenue while maintaining their brand’s luxury appeal. 

4. Experiential add-ons that drive ancillary revenue

A well-curated selection of premium experiences can significantly increase per-guest revenue. Spas and wellness retreats can offer:  

• Private sound healing or guided meditation sessions
• Sommelier-curated wellness tea or elixir tastings
• Personalized skincare workshops with luxury product sampling
• Exclusive after-hours spa access for VIP guests 

These high-margin add-ons enhance the guest experience while providing new revenue opportunities beyond standard treatments. 

 5. Last-minute luxury upgrades instead of discounts

Rather than offering last-minute price reductions, spas can upsell premium treatments or packages at an enticing rate. For example, a guest booked for a standard massage could receive an exclusive offer for a Signature Spa Journey at a preferred rate, which includes a body scrub, extended treatment time, and a relaxation suite experience. This fills premium inventory that might otherwise go unused while introducing guests to higher-value offerings. 

 6. Strategic partnerships for exclusive pricing opportunities

Partnering with luxury brands, wellness influencers, or exclusive events can open up creative yield management opportunities. For example: 

Festival & retreat collaborations – Becoming the official wellness partner for a high-profile event allows a spa to offer exclusive packages while attracting new clientele. 

Luxury brand experiences – Offering exclusive spa treatments featuring high-end skincare lines, custom fragrance blending, or personalized beauty consultations in collaboration with prestige brands can increase per-guest spending. 

A smarter approach to yield management 

Creative yield management strategies go beyond adjusting treatment pricing by enhancing guest experience, optimizing spa utilization, and building long-term customer loyalty. By continually innovating and adapting to market trends, spas, hotels, and resorts can achieve sustainable revenue growth while offering memorable wellness experiences that keep guests returning. 

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Leveraging recurring revenue creates a more resilient business model, reducing reliance on seasonal peaks and optimizing revenue per guest throughout the year.

Recurring revenue is critical for businesses, including in the hospitality and wellness industries, as it provides financial stability, predictability, and long-term growth. Unlike one-time transactions, recurring revenue models, like memberships, subscriptions, and prepaid service packages, create a steady cash flow, allowing businesses to plan investments, manage expenses, and navigate market volatility with greater confidence. They also foster customer loyalty by encouraging repeat engagement and deepening brand relationships. It’s been said many times that repeat customers spend significantly more than new ones, and make up great portions of revenue contributions.

For spas, hotels, and resorts, leveraging recurring revenue creates a more resilient business model, reducing reliance on seasonal peaks and optimizing revenue per guest throughout the year.

Here are 39 ideas for generating recurring revenue for your resort, hotel, and spa:

Membership programs

1. Monthly spa memberships – Offer a set number of treatments per month at a fixed fee, ensuring steady revenue and encouraging repeat visits. Members choose between facials, massages, or other core services, with discounts on additional treatments.

2. Tiered membership levels – Create different membership levels (silver, gold, platinum) offering increasing perks like priority booking, additional services, or exclusive discounts, appealing to different spending habits.

3. VIP memberships – Provide high-tier members with priority scheduling, extended treatment times, exclusive access to premium products, and personalized services for a truly luxury experience.

4. Corporate wellness memberships – Partner with local businesses to provide employees with spa benefits, such as monthly chair massages, stress relief treatments, or wellness coaching, promoting workplace wellbeing.

5. Local resident memberships – Encourage repeat visits from nearby customers by offering special discounts or exclusive treatment packages for locals, building loyalty within the community.

Subscription services

6. Skincare product subscriptions – Offer curated skincare product boxes featuring spa-recommended or house-branded products delivered monthly to keep clients engaged between visits.

7. Wellness product boxes – Include aromatherapy, bath soaks, teas, and other self-care essentials, allowing customers to enjoy a spa-like experience at home while reinforcing brand loyalty.

8. Self-care kits – Provide seasonal at-home spa kits featuring sheet masks, exfoliants, and tools, encouraging clients to maintain their skincare routine between appointments.

9. DIY facial or massage kits – Include professional-grade products for at-home use, such as face masks, massage oils, and step-by-step guides, helping clients maintain results between spa visits.

10. Monthly wellness plans – Offer structured programs, such as stress management or glowing skincare plans, where clients receive a combination of treatments and products each month.

Prepaid packages

11. Series packages – Sell prepaid treatment series (e.g., six massages with one free) to ensure repeat visits while providing customers with better value.

12. Prepaid service credits – Allow customers to buy spa credits upfront at a discounted rate, giving them flexibility while generating upfront revenue for the spa.

13. Loyalty-based prepayment – Reward customers who preload accounts with spa dollars by offering bonus credits or exclusive perks.

14. Holistic treatment plans – Design multi-session treatment packages targeting specific concerns like pain management, skincare goals, or relaxation, reinforcing long-term commitment.

15. Retainer-based wellness coaching – Offer monthly subscriptions to virtual or in-person wellness coaching, including guided meditation, stress relief techniques, and lifestyle consultations.

Facility access programs

16. Passes for spa facilities – Provide unlimited monthly access to relaxation lounges, saunas, and pools, making the spa a lifestyle habit for customers.

17. Hydrotherapy or thermal suite passes – Offer memberships for unlimited use of hydrotherapy pools, steam rooms, and saunas, similar to a gym membership but focused on wellness.

18. Co-working + wellness hybrid memberships – Introduce a serene space for remote work that includes access to spa amenities, relaxation areas, and wellness breaks, attracting digital professionals.

19. Gym + spa hybrid memberships – Provide members access to your hotel or resort’s spa and fitness center – or partner with a fitness center if you don’t have one – and offer post-workout recovery treatments such as massage, infrared sauna, or cryotherapy.

20. Infrared sauna or cryotherapy memberships – Allow unlimited or discounted use of recovery-focused treatments, promoting health-conscious routines.

Wellness programs & coaching

21. Mindfulness & meditation subscriptions – Offer guided meditation sessions or an exclusive wellness app subscription for stress management and relaxation.

22. Holistic health coaching – Provide ongoing support with a wellness coach, helping clients improve sleep, nutrition, and stress levels through customized plans.

23. Virtual skincare consultations – Offer monthly video calls with an esthetician to guide clients on home care, product usage, and treatment recommendations.

24. Personalized aromatherapy plans – Send tailored essential oil blends each month, curated for relaxation, energy, or mood enhancement based on customer preferences.

25. Stress management coaching – Provide ongoing stress reduction programs that include a mix of treatments, guided relaxation techniques, and daily wellness routines.

Private label & retail subscription programs

26. Exclusive member-only product lines – Develop spa-branded skincare, bath, or wellness products only available to members, creating a sense of exclusivity.

27. Personalized skincare regimens – Offer members a monthly shipment of customized products based on their skin concerns and past spa treatments.

28. Aromatherapy scent-of-the-month club – Feature a rotating selection of essential oils, candles, or diffusers with unique seasonal blends.

29. Wellness supplement subscriptions – Sell spa-branded vitamins, collagen boosters, or herbal wellness blends on a monthly renewal model.

30. Replenishment programs – Set up auto-shipments for skincare and body care products, ensuring customers never run out of their favorite items.

Service add-ons & enhancements

31. Monthly massage or facial add-on program – Offer a special enhancement (e.g., hot stones, LED light therapy, or scalp massage) as a recurring benefit for members.

32. Express treatment memberships – Provide access to quick, 30-minute treatments like mini facials, reflexology, or chair massages for on-the-go clients.

33. Exclusive seasonal treatments – Introduce rotating limited-time treatments exclusive to members, keeping experiences fresh and engaging.

34. Custom-blended skincare or body oils – Offer tailored body oils or face serums created specifically for individual members based on their preferences and needs.

Wellness retreats & events

35. Quarterly wellness retreats – Host private, members-only spa retreats that include yoga, sound healing, and immersive wellness experiences.

36. Private member-only wellness workshops – Offer exclusive workshops on skincare, nutrition, meditation, or aromatherapy for members.

37. Spa experience gifting program – Allow members to gift a spa service to a friend or family member every quarter, increasing brand exposure and client engagement.

38. Annual spa day passes – Sell yearly passes that allow clients to prepay for multiple visits, making spa experiences a planned habit.

39. Specialty wellness experiences – Curate a subscription to unique treatments, such as Ayurveda, Reiki, or breathwork, keeping clients excited about trying new wellness modalities.

Try any of these ideas or come up with your own and start generating more recurring revenue!

Spa Executive is published by Book4Time, the leader in guest management, revenue and mobile solutions for the most exclusive spas, hotels, and resorts around the globe. Now part of Agilysys. Learn more at book4time.com.

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RevPAR isn’t enough. Research has found that, on average, 68% of hotel revenue comes from rooms, while 32% comes from food & beverage, spas, activities, parking, and other services. How to maximize these additional revenue streams.

This month’s Spa Executive is about all the things RevPAG we could cram into one issue. 

The hotel industry has long prioritized revenue per available room (RevPAR), with ancillary services often treated as secondary. But guest expectations have changed, and people are increasingly booking hotels and resorts for unique, immersive experiences. From dining to spa to curated activities, workshops and wellness, travelers want more than a place to lay their heads. 

Hilton’s 2025 Trends Report predicted that 2025 would be the “Year of the Travel Maximizer.” Chris Nassetta, Hilton’s President and CEO said, “Our 2025 Trends Report uncovers what has been simmering for years – the intersection of work and play; of relaxation and adventure; of being alone but together. Travelers don’t just want to choose their own adventure – they want to maximize every moment of their time away.” 

Recent research from diverse sources has also found that: 

• 72% of affluent travelers around the world, are more likely to book a hotel if it has specialized wellness options, like salt rooms or ice baths (this rises to 93% among Chinese travelers). (Altiant & Hyatt) 
• 62% of respondents prioritize spa experiences. (Altiant & Hyatt)
• 52% are drawn to nature immersions. (Altiant & Hyatt)
• 54% are interested in therapeutic interventions like acupuncture. (Altiant & Hyatt)
• 49% seek exercise classes. (Altiant & Hyatt)
• 59% of American travelers participated in outdoor adventure activities during trips taken in 2023. (Skift)
• 63% of luxury travelers say they are likely to seek out adventurous activities.  (Skift)
• In the 12 weeks leading up to a trip, people searched for experiences three times more than they did for hotel bookings and eight times more than for flights. (Google) 

Spas, activities, and premium add-ons remain underutilized revenue sources in many hotels and resorts. Meanwhile, rising labor and operational costs are increasing the pressure to find additional revenue streams beyond RevPAR.  

Moving beyond RevPAR a total revenue perspective  

Research by CoStar Group has found that, on average, 68% of hotel revenue comes from rooms, while 32% comes from food & beverage, spas, activities, parking, and other services. While rooms generate steady income, many hotels overlook high-margin opportunities in ancillary services. Instead of focusing solely on occupancy and average daily rate, hotels should be prioritizing total guest spend to maximize profitability. The metric that measures this total spend is RevPAG.  

We know that guests are increasingly willing to pay for curated, exclusive experiences, and sometimes even small changes can turn these often already existing amenities into bigger profit drivers.  

Easy ways to move beyone RevPAR and promote ancillary revenue offerings include taking simple actions like the following: 

1. Auto-prompt spa and activity booking with room reservation. Use hotel booking software to suggest a spa treatment or excursion immediately after guests book their stay. 
2. In-room and lobby QR Codes for instant booking. Place QR codes in guest rooms and in strategic locations throughout the property linking directly to the spa  and activities booking page. 
3. Automated pre-arrival spa reminders. Send spa promotions via email or SMS before check-in. 
4. Smart spa and activity offers based on length of stay. Automatically offer spa perks to guests staying multiple nights. Example: “Staying 3+ nights? Enjoy a complimentary 15-minute foot massage when you book any service.”
5. Effortless pool & gym cross-promotion. Use digital signage at the pool and gym to promote spa recovery services. Example: “Sore muscles? Recover with a massage—stop by the spa or book on your phone.” 

Technology’s role in maximizing non-room revenue 

Hotels can leverage technology to streamline and enhance ancillary revenue opportunities. Smart booking platforms and AI-driven personalization tools can help upsell spa treatments, adventure experiences, and wellness add-ons based on guest preferences and past behavior. Automated pre-arrival emails and in-app notifications can suggest relevant experiences, encouraging guests to book before they even set foot on the property. 

Don’t forget your cabanas & day beds 

Luxury hotels can optimize cabana and day bed rentals by integrating dynamic pricing models that adjust rates based on demand, weather conditions, and peak times. Mobile ordering for food and beverage service in these areas can drive additional revenue, while premium add-ons—such as exclusive cocktail menus, private spa treatments, or personalized concierge service—can increase guest spend. Smart cabana management systems can allow guests to reserve and customize their experience digitally, creating a seamless and enticing offering. 

Leveraging AI & automation for upselling 

Hotels and resorts can use a Generative AI-assisted spa concierge to guide guests through availability inquiries and booking experiences. T=This technology enables around-the-clock end-to-end live booking experiences without additional staff, elevating revenue by making it easy for guests to book whenever they are ready. 

Integrated mobile payment solutions 

Mobile payment solutions make it easier for guests to explore, book, and pay for ancillary services with just a few taps. Whether it’s reserving a premium cabana, adding a guided excursion, or ordering an in-room wellness package, a frictionless digital experience encourages greater participation and higher overall spend.   

Expanding private and VIP offerings 

Personalized VIP experiences — such as private chef dining, bespoke wellness journeys, or guided adventure tours — can become high-value revenue drivers when marketed effectively. Data-driven insights can help tailor exclusive packages that appeal to high-spending guests.  

By fully embracing a tech-driven, guest-centric approach, hotels can move beyond traditional revenue models and create immersive, high-value experiences that drive total guest spend while enhancing satisfaction and loyalty.

Spa Executive is published by Book4Time, the leader in guest management, revenue and mobile solutions for the most exclusive spas, hotels, and resorts around the globe. Learn more at book4time.com. 

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Spa retail sales often fall short. Improve them with these tips from retail expert Carrie Ummel of Trilogy Spa Holdings.

Retail sales in spas often fall short of their potential. Spas should be moving their products like crazy — staff are skincare and self-care experts, after all, and products are almost always exquisite and top of line. But this often isn’t the case.

Carrie Ummel is Director of Retail Experience for Trilogy Spa Holdings, where she works with resort leadership at four and five diamond luxury properties to develop retail strategies that drive sales growth and enhance the overall guest experience. Ms. Ummel notes that retail isn’t always top of mind in spas, but she understands why.

“With the priority of spas focused on consistently delivering exceptional service throughout their signature treatments; offering the perfect escape from the stresses of daily life for their guests, retail quickly becomes an afterthought,” Ummel says.

“Embracing the facts that there are so many moving parts, important demands, and dare I say surprises in the spa business – there’s just not a lot of time left to curate a thoughtful retail experience. And retail done right, takes time and resources. Time to source the right products, set up the account, create the order, place the order, receive the order, and don’t forget about merchandising once it arrives, and so much more.”

This lack of focus on your retail experience, says Ummel, “can quickly take your guest from that beautiful Zen feeling to frustration if the desired product they fell in love with during their treatment is out of stock, or your team member is not able to answer their questions, and/or if the boutique is in disarray making it too confusing to shop.”

If this sounds like a too familiar experience, take heart, there are easy ways to improve the situation. Ummel says, “A spa boutique offering unique products aligned with the guest’s experiences during their time with you, can inspire, delight, and bring them back for more!”

Ummel recommends the following 5 proven sales drivers

5 proven tips for increasing your spa’s retail sales revenue from Trilogy’s Carrie Ummel

1. Start with a review of your spa boutique with the “6 Ps” in mind.

• • Product: do you have the right product offering that aligns with your spa menu? This is not limited to your skincare collection. If you offer fitness classes, consider including apparel guests can wear to attend your classes.
  • Performance: do your products actually work? Do they answer your guests’ real needs? And do you personally believe in them? It’s very difficult for most people to sell a product they don’t believe in.
  • Price: are your products priced within your guests’ sweet spot (not yours)
  • Packaging: is the packaging eye catching and easy to read? Do you offer any exclusive private label options?
  • Placement: is the product easy for your team to find? Is there a consistent process as to how the products are placed on the shelf? For example, in order of application from left to right on the shelf.
  • Product Knowledge: does your team have the product knowledge and confidence to answer your guests’ questions and offer suggestions? Knowledge is power! The better they know the products, the better equipped they are to sell them.

2. Appoint a retail champion. Select someone on your team who has a passion for the products you offer to take on this role. Knowledge + Enthusiasm = Success. You can also empower your retail champion to ensure your Top 10 products are always in stock, so you never hear the; “oh I’m so sorry we are out of that product…” That’s like the sound of nails on a chalkboard to me!

3. Offer a signature retail item. Is there a signature scent upon your guest’s arrival experience? Be sure to offer this product in your retail collection so that guests can mirror this in their homes and/or share with others as the perfect gift. I love this option because it appeals to all guests walking through your door and is “one size fits all”. A perfect fit every time!

4. Create a “hot spot.” Put this in a location near the entrance of your spa. This “hot spot” should tell a story that relates to the season or an upcoming holiday, or feature your signature private logo products; making great gifts and mementos for your guests to remember their experience with you.

5. Don’t just deliver a product. Deliver a memorable experience.

With a thoughtful approach to retail, spas can enhance the guest experience while driving sales and, most important, increase revenue. By curating products that align with treatments, ensuring team members are knowledgeable, and creating an inviting shopping environment, spas can turn retail from an afterthought into a seamless extension of their service. As Ummel emphasizes, a well-executed retail strategy can inspire guests, elevate their experience, and keep them coming back.

Spa Executive is published by Book4Time, the leader in guest management, revenue and mobile solutions for the most exclusive spas, hotels, and resorts around the globe. Learn more at book4time.com.

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Customer satisfaction surveys help businesses measure guest experiences, identify areas for improvement, and refine services to enhance customer retention and loyalty.

Understanding guest satisfaction is essential for any hospitality business looking to stay competitive. Customer feedback provides invaluable insights into what guests appreciate, what needs improvement, and how to refine services to enhance loyalty and revenue. By leveraging structured surveys and key metrics like Customer Satisfaction (CSAT) scores and Net Promoter Score (NPS), hotels and resorts can make data-driven decisions that directly impact guest experience, retention, and ancillary revenue growth.  

Customer satisfaction surveys help businesses measure guest experiences, identify areas for improvement, and refine services to enhance customer retention and loyalty. They provide direct insights into what guests value, helping you make data-driven decisions to optimize offerings, boost ancillary revenue, and maintain a competitive edge. 

Measuring CSAT (Customer Satisfaction) scores and NPS (Net Promoter Score) 

CSAT scores and NPS are indicators of customer sentiment and loyalty. CSAT measures short-term satisfaction with a specific service or interaction, while NPS evaluates long-term customer loyalty. 

NPS is calculated by asking customers how likely they are to recommend a business on a scale, typically of 0 -10. Respondents are categorized as: 

• Promoters (9-10): Loyal enthusiasts who drive growth.
• Passives (7-8): Satisfied but unenthusiastic customers.
• Detractors (0-6): Unhappy customers who may damage the brand through negative word-of-mouth. 

NPS is calculated by averaging the rating for questions associated with a promoter score in each survey, then averaged across all responses to that survey. The score is then determined by subtracting the percentage of Detractors from the percentage of Promoters. A high NPS indicates strong customer satisfaction and brand loyalty. 

Collecting meaningful feedback: questions to ask in a customer satisfaction survey

Here are some examples of questions to ask in a customer satisfaction survey to determine NPS and CSAT scores. These surveys should be sent out after a guest leaves your property. 

1. Overall experience 

On a scale of 1 to 5, how would you rate your experience with Perfect Hotels and Resorts? 

Cleanliness & ambiance 

Staff friendliness & professionalism 

Check-in/check-out experience 

2. Amenities & experiences 

If you took advantage of any of our onsite amenities and experiences, how would you rate them on a scale of 1 to 5? 

Spa & wellness services 

Dining venues 

Pool 

Fitness Centre 

Golf Course 

Did you book a cabana or poolside food and beverage service? How satisfied were you with the service offerings? 

Did you take advantage of any golf lessons or clinics during your stay? If so, how would you rate the quality of these? 

Did you visit the golf pro shop or rent any equipment? How would you rate your experience? 

Did you book any additional experiences (e.g., private yoga, guided hikes, or stargazing)? How would you rate your experience? 

3. Have your say & enhance your stay 

On a scale of 1 to 5, how likely are you to recommend our property to friends or family? 

Please share any comments with us about what would improve your experience and make it even better. 

The importance of follow-up 

Once a survey is completed, timely follow-up is key. If a guest had a positive experience, this is the ideal moment to encourage them to leave an online review. If they were dissatisfied, proactive outreach can help address concerns, recover the relationship, and turn a negative experience into a positive one.  

Agilysys Digital Marketing (ADM) offers robust survey capabilities, providing valuable insights into guest satisfaction and loyalty. It can even calculate your Net Promoter Score (NPS) automatically, helping you track performance, identify areas for improvement, and enhance guest engagement with data-driven strategies.

Spa Executive is published by Book4Time, the leader in guest management, revenue and mobile solutions for the most exclusive spas, hotels, and resorts around the globe. Now part of Agilysys. Learn more at book4time.com.

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Building member loyalty is paramount, whether for a golf club, private club, hotel, spa, or other types of membership programs. It can also be a big challenge.  

When it comes to membership programs, inconsistent experiences, a lack of clear return on investment (ROI) for members, and insufficient personalization often drive guests away rather than cultivating long-term relationships. Addressing these pain points is key for hospitality businesses looking to turn one-time visitors or new members into loyal ones. Here’s how focusing on membership programs can solve these issues and foster lasting connections. 

Inconsistent experiences undermine trust 

When one joins a club, the expectation of consistency is fundamental. If they wanted something completely different and varying in quality each time, they would just go to different places. So, inconsistent experiences are a common complaint from private club members, whether it’s varying service quality across locations or discrepancies in benefits promised versus delivered, this unpredictability can erode trust and deter repeat visits.   

Members of a golf club will expect consistent access to well-maintained courses, reliable scheduling for tee times, and uniform service standards. Spa members expect access to appointment times and high-quality treatments and services. Variability in these areas can leave members feeling undervalued. Agilysys helps hospitality businesses standardize their membership offerings by leveraging advanced data integration. By unifying member profiles and preferences across all touchpoints, businesses can ensure a seamless and reliable experience for every guest, no matter the location. When a golf club remembers a member’s preferred tee time or course preferences, it reinforces trust and encourages loyalty. 

In a spa, Book4Time and Agilysys help manage scheduling to ensure availability while minimizing gaps between services, which keep both staff and customers happy.   

Lack of clear ROI discourages participation 

Guests are often hesitant to invest in membership programs when they don’t see immediate and tangible benefits. A vague promise of future rewards is rarely enough to justify upfront costs, particularly for today’s value-conscious consumers. 

Consider a high-end country club or spa that offers memberships; if the perceived benefits—like exclusive access to events, personalized amenities, or discounts—aren’t clear, prospective members won’t see the value in sticking around and will walk away. Agilysys and Book4Time empower businesses to demonstrate clear ROI through dynamic, data-driven membership models. By analyzing member spending patterns, preferences, and behavior, businesses can design tailored rewards that align with what members value most. This might mean offering special golf clinics for avid players and spa upgrades and VIP service for frequent wellness visitors. Transparent value propositions help members feel confident that their investment will yield meaningful returns.  

Insufficient personalization fails to engage 

Generic membership programs that lack personalization miss the mark in today’s hospitality environment, where guests increasingly expect tailored experiences. A “one-size-fits-all” approach risks making members feel undervalued and disengaged.  

Agilysys’ guest-centric technology provides the tools to craft deeply personalized membership programs. By tapping into member data—from booking history to on-property preferences—businesses can create unique, memorable experiences that resonate on an individual level. A golf club could offer personalized training sessions for members looking to improve their swing and upgrades designed to appeal to specific individuals, while a luxury wellness club can offer curated spa packages and gifts based on past treatments and purchases. These personalized touches show attention to detail and strengthen the member’s connection to the brand.  

Building loyalty with a data-driven approach  

Membership programs that address these pain points are key to creating loyal, engaged members. Agilysys and Book4Time help hospitality businesses to: 

• Ensure consistency by unifying member data and standardizing service delivery. 

• Demonstrate value through transparent, ROI-focused membership models. 

• Personalize experiences with insights-driven offers and tailored rewards. 

By transforming membership programs into tools for solving member pain points, hospitality businesses can retain their most valued customers and turn them into enthusiastic brand ambassadors. With Agilysys’ innovative solutions, the membership advantage is within reach—one loyal member at a time. 

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From immersive spa treatments to unique VIP offerings, experiential marketing strategies open up new opportunities for non-room revenue streams.

In hospitality, experiential marketing is an excellent way to engage and connect with guests by crafting immersive experiences that leave a lasting impact. By focusing on creating interactive and memorable moments, hotels, resorts, and spas can foster deeper emotional connections while boosting ancillary revenue through personalized, hands-on experiences.

Here are a few of the experiential marketing strategies hotels and resorts can employ today:

1. Interactive spa experiences

Pop-up wellness events: Hosting exclusive pop-up spa or wellness events, where guests can sample new treatments or wellness products, can encourage bookings and product purchases. These could include mini-massages, meditation sessions, or skincare demonstrations with expert consultations.

DIY aromatherapy workshops: Offering a class where guests can create their own signature scents from essential oils (which can later be purchased in the spa) ties the experience to the ancillary product line.

2. Themed cabanas and VIP poolside experiences

Themed cabana experiences: Creating themed cabanas (e.g., tropical, luxury retreats, celebrity-style, special events, like Super Bowl) with customizable elements like exclusive food and drink menus, personalized service, and wellness add-ons like spa treatments or yoga sessions. This enhances the guest’s visit while encouraging higher spending on premium services.

Poolside mixology classes: Offering guests the chance to learn how to make signature cocktails – and invent their own – in a poolside class led by the hotel’s bartenders can lead to increased revenue from bar services and future bookings for private mixology events.

3. Exclusive adventure and activity programs

Curated adventure packages: Offering guests curated experiences like guided nature hikes, photography tours, or water sports, with the opportunity to book related services or equipment rentals. Partnering with local experts can enhance the experience while driving revenue through activities and memberships.

“Behind-the-scenes” hotel tours: Giving guests an insider look at areas of the hotel they usually wouldn’t see (e.g., wine cellar, chef’s kitchen, spa facilities), paired with food tastings or spa treatment samplings. These can be marketed as premium, behind-the-scenes experiences.

4. Exclusive member experiences

Wellness membership events: Introducing people to a wellness membership through an event that offers participants samples of services – personal training, spa treatments, or access to fitness classes – can help boost membership sign-ups.

Spa loyalty program with exclusive perks: Creating a spa membership or loyalty program with experiential perks, like VIP spa days or members-only wellness retreats. Offering immersive experiences like private consultations or treatments further encourages membership.

5. Culinary experiences 

Farm-to-table experiences: Hosting a cooking class using fresh, locally sourced ingredients where guests can participate in creating a farm-to-table meal. This can tie into hotel wellness programs or special seasonal events and lead to increased ancillary revenue from related products (cookbooks, ingredient packages, etc.).

Chef-led market tours: Offering guided tours with the hotel’s chef to local markets where guests can pick out ingredients for their own curated meal or cooking class. The experience builds engagement and may lead to bookings for future classes or exclusive dining events.

6. Wellness retreats and transformative experiences

Weekend wellness escapes: Creating a wellness retreat package including yoga, meditation, healthy cooking classes, and other wellness activities. This taps into the rapidly growing wellness tourism market and generates revenue from bundled experiences that include spa treatments, personal training, and meal plans.

Sleep wellness programs: Introducing a sleep-focused wellness program where guests can partake in guided sleep therapy, relaxation techniques, and evening spa treatments aimed at improving sleep. These services can be marketed as part of a larger wellness package and increase revenue from specific treatments and take-home products.

7. Seasonal and themed events

Holiday spa packages with experiential add-ons: Creating limited-time holiday packages that include treatments like (for Christmas) chocolate massages or peppermint facials, paired with hot chocolate or mulled wine experiences. These packages can be bundled to increase ancillary revenue during peak holiday times.

Wellness and fitness challenges: Organize hotel-wide wellness challenges, like a 5K race or yoga marathon, where participants can win prizes like spa credits, special wellness products, and free treatments. This can tie into ancillary services like fitness class packages or memberships.

These experiential marketing strategies enable hotels and resorts to stand out by offering unique, tailored experiences. From pop-up wellness events to curated adventure packages, these immersive moments resonate with guests on a personal level, creating stronger brand loyalty and encouraging higher spending across non-room services.

Spa Executive is published by Book4Time, the leader in guest management, revenue and mobile solutions for the most exclusive spas, hotels, and resorts around the globe. Learn more at book4time.com.

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The Wellness Real Estate Report 2024 by RLA Global provides some insight into how much wellness is impacting hotel revenue. 

With wellness tourism booming and more hotels and resorts implementing wellness programs, what does it all mean in terms of hotel revenue? The Wellness Real Estate Report 2024 by RLA Global, with statistical support from HotStats, offers some answers to this question.

The report evaluates hotel performance in 2023 using data from P&L benchmarking company HotStats, which covers more than 11,000 hotels worldwide. Hotels are broken down into three categories: 

• Major wellness: annual wellness and leisure revenue exceeds US$1 million or more than 10% of total hotel revenues.
• Minor wellness: annual wellness and leisure revenue is less than US$1 million or less than 10% of total hotel revenues.
• No wellness: no wellness-related income.

Focusing on luxury, upper upscale, and upscale hotels, the report uses standard industry reporting for health club and spa data and evaluates all leisure services and activities, including memberships and golf. 

Key insights include that there is positive growth across all categories of wellness – major, minor, and no wellness. All categories showed positive growth in ADR (Average Daily Rate), RevPAR (Revenue Per Available Room), TRevPAR (Total Revenue Per Available Room), and occupancy in 2023 compared to 2022. Minor wellness properties had the strongest occupancy growth. 

Further insights include:

• Upper upscale properties outperformed luxury and upscale in ADR and TRevPAR growth.
• The Americas led in global TRevPAR performance, with significant GOPPAR growth in APAC and Africa. 
• Major wellness properties generate high non-room revenues but also have higher operating expenses.
• Minor wellness properties are more flexible in cost optimization.
• Luxury properties excel in GOPPAR, but upper upscale properties show stronger overall profit performance.

Important metrics and KPIs for wellness in hotels in 2023: 

The year 2023 displayed positive trends with a year-over-year RevPAR growth for all three categories of wellness, but performances also indicated a fragmented wellness market with uneven progress across the different wellness categories.

• Minor Wellness properties saw a 29% year-over-year increase in RevPAR and a 26% growth in TRevPAR.
• Major wellness had the highest ADR at US$210 and a 65% higher TRevPAR compared to the Minor Wellness category. But major wellness recorded just a modest 6% year-over-year growth in TRevPAR and saw a 1% decline in ADR.
• Luxury properties with major wellness’ TRevPAR performance is triple that of major wellnessUpper Upscale properties’ TRevPAR result, although they increased their top line performance in 2023 by just 1% and saw a 4% decrease in ADR.
• The Americas continue to lead the global TRevPAR performance in both the Major and Minor Wellness categories, with the APAC markets and Africa displaying big growth in GOPPAR.

The report emphasizes the importance of understanding wellness contributions to financial returns.

Impact on the hospitality industry and hotel revenue

Hotels are adapting their offerings to accommodate evolving health and wellness needs. With, for example, enhanced wellness amenities, high-quality spa treatments, wellness focused activities and programming, sleep programs, and menus featuring healthy fine-dining options catering to various dietary requirements and preferences.

Holistic programs include hosting wellness workshops, yoga sessions, meditation classes, and nutritional seminars. Comprehensive wellness retreats combining various health and relaxation activities are meeting growing demand for wellness and longevity products. Room features include sleep enhancement amenities, Biohacking tools, blue light blocking glasses, essential oils for relaxation, and guided meditation resources.

Personalization and technology also play a significant role. Hotels are using AI to analyze guest preferences and tailor wellness programs accordingly, offering virtual assistants to provide personalized wellness recommendations and services, and providing access to health monitoring devices and apps to help guests track their wellness metrics during their stay.

As we can see, wellness offerings not only cater to guest satisfaction but also contribute to significant revenue streams. By integrating comprehensive wellness initiatives, hotels and resorts can differentiate themselves in a competitive market, driving occupancy and profitability.

Spa Executive is published by Book4Time, the leader in guest management, revenue and mobile solutions for the most exclusive spas, hotels, and resorts around the globe. Learn more at book4time.com.

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