Ms. Minton

Spas, Health & Wellness

The Art of the Add-on Sale

By Melinda Minton, Executive Director, SPAA

The art of the add-on sale is a crucial addition to business as usual in your hotel spa. While many of your guests might naturally book a massage, facial, manicure or pedicure it will be your staff that encourages them to add-on a brow shaping, body buff, multi-layer masquing or enroll in a one hour make up lesson. As odd as these additional services may sound to the lay spa-goer, add-on sales are as natural as breathing once the guest is at the spa receiving a treatment. In fact, many spa professionals would go so far as to say that by not offering an add-on service as a suggestive sale the spa has professionally failed in educating the client. Consultative service sales are a part of the expected treatment by spa professionals and spa-goers alike.

The Natural Service Add-on

Add-on sales don't need to be bank breakers. In fact, most add-on sales are simply compliments to work performed within a single service at the spa. For instance, a client receiving a facial might not know that a little brow waxing or shaping would greatly enhance their overall appearance. For that matter any type of facial waxing might be a natural conclusion to their esthetics treatment. While the client is in the solitude of a treatment room an overall discussion of the benefits of waxing is really right in line with their similar esthetics goals and might be a topic that the client would otherwise leave ignorant of.

Sunless tanning after a massage, especially for the traveler, is an additional topic of esthetic benefit. Many of those who self tan struggle with the process while on the road because of the hefty aerosol cans involved, the mess and the tedious nature of maintaining a self-administered tan. A professionally applied tan is just the formula for success. Furthermore, a body wrap, pressotherapy treatment, lymphatic drainage massage or similar slimming and detoxifying treatments allow the traveler feeling a bit bloated, out of their element and generally uncomfortable to slip easily into their wardrobe, feel refreshed and glow as if they are on an extended vacation. However, many travelers would never enquire as to receiving such treatments for a variety of reasons. The well mentioned add-on with a massage can be a god-send and a welcomed addition to the usual spa treatment.

Additional add-on services to a classic spa treatment include hand and foot treatments that compliment a manicure or pedicure. Oftentimes a client will come in seeking a standard executive manicure that would also benefit from a detailed glycolic cuticle treatment; an anti-aging hand masquing or a hydrating and invigorating paraffin hand dipping. Pedicure clients often require additional callous removal, nail bed therapy or would enjoy a reflexology massage to both ease foot discomfort and benefit comprehensive internal health. Without a suggestive sale to compliment the basic spa treatment, however, these clients are lost to their own devices. It is challenging enough for the typical spa client to choose a basic therapy let alone to imagine treatment that as small additions would naturally compliment their therapeutic journey at the spa.

The Add-on as a Package

A suggested add-on service is most easily booked in a hotel as a package. Those booking travel arrangements are heavily into convenience and oftentimes working from a budget. Offering a package simplifies reservations and corners the amount spent to a specific dollar amount. Creating packages can be an easy addition to both booking a traveler's stay at your property and anticipating your guests' needs before the spoken request process begins. Ideal packages will include a bit of this and that paired with classic and popular services like massage and facials. Some packaged winners include these:

  • Warm up to Winter - Try our 60 minute customized full body massage with our toasty flannel draping and warm eye compresses. Match your relaxation with a hand paraffin dip to seep in the nutrients and hydration while you relax. Top this service off with a complimentary visit to our dry sauna, whirlpool and steam room.

  • Mini Vacation - You can not beat our express relaxation package with 30 minute European facial, 30 minute massage and executive nail treatment or polish change. Drop in for an hour and feel like a million with our quick and relaxing spa sampler package.

  • Slim, trim and Renew - Join us for a full body wrap, light body exfoliation and mini facial. Lose inches, renew skin tone, detoxify your lymphatic system and become energized in this 90 minute intensive spa package.

The other obvious offering is to combine the cost of lodging with a spa voucher like a 60 minute massage. When business travelers book their lodging for meetings and conferences they are apt to prefer such a selection if it is competitively priced and is convenient. Furthermore, those booking visits for weddings, family events and annual get-togethers will view the treat as an amenity for their guests. Finally, guests booking weekend get-aways, anniversary celebrations or romantic surprises will enjoy the added luxury of a spa add-on that may serve as an additional event for the weekend's activities. Furthermore, adding spa services to conference packages, wedding parties or multiple room bookings is a natural fit both for the sake of staffing and for easy marketing to a captive audience.

Add-on to the Room

When outfitting suites, cabins, chalets, or specialty lodging facilities make sure to allow space for a portable table for massage. Ideally create a space large enough for side by side treatments. Oftentimes celebrities, the affluent or simply "the weary" prefer to receive in room treatments like massage, facials, body wraps and spa pedicures. Creating a portable work station for steamy towels, parafango (mud with paraffin) or implements, sprays, lotions, stones and the like will come in handy when moving between rooms to service clients. Side by side treatments are also enjoyed outside at sunrise, sunset, by the pool, near a fountain, by a fire or simply under the stars. No matter the climate try to prepare a space with ample sun screens, mosquito netting, awnings and heat lamps to ensure client comfort. Certainly make this space, both inside and out, multi-purpose for living space as well as spa space but try to make the spa option a comfortable and convenient option for those seeking a bit of TLC during their stay without a jaunt to the spa.

Adding on to the room can also mean making your treatment rooms ultra multi-purpose. Creating a space where a variety of treatments can be performed is paramount to ensuring the overall success of your spa. Accordingly stock each room with: a wax pot, a variety of implements like tweezers, spatulas, cotton swabs and a full selection of massage oils and esthetic products. Drape your massage tables to be available for body wraps and scrubs. Likewise choose equipment that can accommodate body treatments, lasering, waxing, facial services and general spa consultations. In some instances spas even choose equipment items that can accommodate hair shampooing, pedicures, manicures, pedicures and massage/facials all in one treatment bed. While more expensive and a bit clunkier these beds can allow for multiple services to be performed in one room in tandem creating a more efficient series of services within a smaller window of time. Placing product in each treatment room like lash tint, ampoules for advanced esthetics services, make up for finishing a service and hot stones for a more complete massage allows the technician to truly offer and feature a variety of service nuances both adding on to and enhancing the typical spa service.

Making Your Spa Unique Through the Add-on

Unfortunately hotel spas and resorts have the reputation of creating a trance like state of offering 60 and 90 minute massage, European facials and little else of any creative backbone. While it is easy to get into a production line state of creating spa service opportunities for guests, creating add-on service and retail sales can break up the monotony. Consider adding aromatherapy options to your massage package with a take-home sampling of oil at the conclusion of the massage. Create a body treatment service that sends the guest home with a tanning towelette or a body wrap that accompanies an homecare kit with slimming creame. Offer a facial service that is coupled with a skin care sampler kit and reorder form for the guest's daily esthetic routine. Create a massage option with crystals in the room or as a part of the treatment to offset the normalcy of an hour long Swedish massage. Send the guest home with their favorite gemstone as a keepsake of the experience. Add a little bit on to the guest's spa experience and reap the benefits in referrals, immediate bookings and guest satisfaction.

The add-on sale need not be challenging, difficult to implement or noticeable in your budget. Simply make retail items and service perks available through suggestion. Add to your profit margins by assuming a suggestive sale when it comes to the simple additional treatments like brow shaping, aromatherapy and multi-layer masquing. Work with your staff's quotas to promote within the concept of adding on to the typical sale. Consider adding monetary incentives to your staff's efforts to promote and expand an add-on program of sales. Add-on to your guest's experience while adding on to your spa's bottom line.

Ms. Minton, a spa, wellness, salon consultant, and health and beauty expert, is a past spa owner. She is a certified massage therapist, esthetician and cosmetologist. Ms. Minton has trained in business, marketing and digital media. She has consulted on spa management issues, product formulations, spa profitability and strategies. She has worked on hundreds of projects spanning from spa start-ups to Fortune 500 companies. She is the founder of The Spa Association (SPAA), a world-class organization dedicated to enriching the professional beauty industry through self-regulation, education and sound business practices. Ms. Minton is also a member of the National Association for Female Executives (NAFE) and of Cosmetic Executive Women (CEW). Ms. Minton can be contacted at 970-682-6045 or melinda@spaminton.com Please visit http://www.spaassociation.com for more information. Extended Bio...

HotelExecutive.com retains the copyright to the articles published in the Hotel Business Review. Articles cannot be republished without prior written consent by HotelExecutive.com.

Receive our daily newsletter with the latest breaking news and hotel management best practices.
Hotel Business Review on Facebook
RESOURCE CENTER - SEARCH ARCHIVES
General Search:

AUGUST: Food & Beverage: Multiplicity and Diversity are Key

Larry Steinberg

The foodservice industry is one of the oldest and most important. Consumers from all demographics rely on it virtually every day for sustenance. In fact, in the U.S. alone, itís a nearly $800 billion industry thatís extremely competitive, with hundreds of new establishments popping up every year, and much of this new business is the result of increased consumer demand. Consumers want more options. For every practiced chef, there is a collective of guests eager to spend their hard-earned dollars on something exotic and different. They want to experience a bit of culture by way of their next meal, and they want to find it using the latest technology. READ MORE

Frank Sanchez

About two years ago, I started my career at the Chicago Marriott Downtown Magnificent Mile. I came from San Diego, California, the apparent capital of farmerís markets. When I moved to Chicago in late-October, the number of farmerís markets had already begun to taper off and all that was left of the hotelís rooftop garden was the sad remnants of a summer full of bounty. However, I was in for a pleasant surprise. The Chicago Marriott Downtown operates a year-round experience to create food from scratch that gives customers fresh and nutritional options. I was thrilled to join a team that can tell a customer that the very greens on their plate were grown just floors above them. READ MORE

Thomas  McKeown

To serve todayís eclectic, socially engaged and sophisticated guests, hotels and chefs need to get creative, change their thinking and push back some walls Ė sometimes literally. The fun thing about meetings hotels is that they are a different place just about every week. One week weíre hosting a bridge tournament, the next a corporate sales team, or a dentistsí conference, or sci-fi fans in costumes, or cheerleaders jumping for joy. You name the group, and our hotel has probably welcomed them. READ MORE

Elizabeth  Blau

Over the past several years, many of us have watched with excitement and interest as the fast-casual restaurant segment has continued to boom. More and more, talented chefs with fine dining pedigrees are bringing their skills, creativity, and experience to concepts built around speed, approachability, and volume. Right now, the ability to offer a gourmet experience at all price points is as compelling to restaurateurs and diners alike. READ MORE

Coming Up In The September Online Hotel Business Review




{300x250.media}
Feature Focus
Hotel Group Meetings: Blue Skies Ahead
After a decade of sacrifice and struggle, it seems that hotels and meeting planners have every reason to be optimistic about the group meeting business going forward. By every industry benchmark and measure, 2017 is shaping up to be a record year, which means more meetings in more locations for more attendees. And though no one in the industry is complaining about this rosy outlook, the strong demand is increasing competition among meeting planners across the board Ė for the most desirable locations, for the best hotels, for the most creative experiences, for the most talented chefs, and for the best technology available. Because of this robust demand, hotels are in the driverís seat and they are flexing their collective muscles. Even though over 100,000 new rooms were added last year, hotel rates are expected to rise by a minimum of 4.0%, and they are also charging fees on amenities that were often gratis in the past. In addition, hotels are offering shorter lead times on booking commitments, forcing planners to sign contracts earlier than in past years. Planners are having to work more quickly and to commit farther in advance to secure key properties. Planners are also having to meet increased attendee expectations. They no longer are content with a trade show and a few dinners; they want an experience. Planners need to find ways to create a meaningful experience to ensure that attendees walk away with an impactful memory. This kind of experiential learning can generate a deeper emotional connection, which can ultimately result in increased brand recognition, client retention, and incremental sales. The September Hotel Business Review will examine issues relevant to group business and will report on what some hotels are doing to promote this sector of their operations.