The new horizon

The one constant in life and business is change. The past few months have certainly brought unprecedented change to us all. As a business mentor to the spa and beauty sector, I have been in the trenches with you, navigating and supporting businesses to refocus and rise again.

A core attribute of spa and beauty professionals is the willingness to give, to comfort and nurture. The client is at the heart of our business value, and not being able to engage via the traditional route has left some professionals in disarray. Unsolicited change causes stress, and how we use this stress will decide who rises and who falls. In times of change, the ‘stress factor’ drives us forward, and pushes us through to be creative, resourceful and shine in adversity. That, however, doesn’t mean we ever get used to change or fully embrace it.

So what has this universal change brought about for our sector? Who is rising and shining? What are the key indicators to future-proofing yourself as a professional and your business? Who will be leaders and who will remain as followers? I want to share two recurring themes over the past few weeks that may show the direction of our ‘new horizon’.

Is your spa about the individual or the community value?

The traditional model of spa audits is to review revenue and non-revenue producing space; to gauge the utilisation and monetary value of the revenue-producing rooms/spaces. Traditionally these involve direct therapist contact as a fundamental necessity. Now we look to the spa with two-tier value; the aforementioned model, and the value of non-revenue spaces.

The new horizon looks back to historical spas where the guest wandered freely, self-serving the treatments throughout a community spa experience. This is giving space. Is your spa venue an open plan, free-moving space or is it a therapist-led experience? There is a monetary value on the space, but it is up to you to decide the services and how they will fit in with your spa type. It is fair to say that to call your business a spa going forward, you will need to include free-moving space as a fundamental part.

The next layer is privacy. How can we give privacy in a community-led spa? The answer here is that less is more. We can see already the directive to reduce staff and guest occupancy to 30% for the initial phase of reopening. To do this means a higher value on the spa design and layout. We must create individual nooks and crannies; the private retreat within your spa. This will allow you to manage the guest’s journey and ensure hygiene and contagion control.

The final layer to this is indoor versus outdoor. Get your spa back outside. Too many spas spend a fortune on design to recreate the outdoors indoors. Open up your doors and lead your guest through an authentic all-weather spa experience. Stay true to the location of the natural flora and fauna. Never underestimate the value of simplicity in these experiences. Remember, time and fresh air is not easily achieved in a fast-moving world, and your guest will benefit greatly from receiving both within your spa garden.

The customer journey going online

During the lockdown, the industry quickly took service and client care online, proving we can meet our valued customer anywhere. Online skin and wellness consultations have become the norm. Full regimes and exercise programmes are prescriptively and professionally given via Zoom, questionnaires and/or home delivery. We are witnessing the beauty and spa industry directly competing with traditional online retailers.

This new horizon will future-proof spas and salons to work outside of the traditional face-to-face service and allow more flexibility, even working from home. Streamline your online consultations and questionnaires, and ensure they lead to prescriptive and efficient recommendations that meet all the aspects of the spa in terms of standards and the essence of your spa business as a brand. Create your online offering to be available beyond your traditional hours. Done correctly, your retail sales, client base and repeat bookings will increase.

In your spa/beauty career, there will be continuous unforeseeable change now. Whether it presents itself in trends, a recession, modernity or it is environmental, the change will come. Set yourself up for success and treat yourself with the same self-care you would unconditionally give your clients.

In a time of change, you may feel a little out of control. Take a new perceptive on the future. I am looking forward to seeing the new horizon of our industry, and the professionals who will create and evolve the market to new heights. The best is yet to come.

For more information visit www.diahannbuckley.ie/

www.apat.ie or tel: +353 (0)87 980 2884.