Soft music, amazing scents and wonderful surroundings simply don’t do the trick anymore for many spa customers, who are looking for truly unique experiences. An effective spa design can help operators improve guest experience while adding increased functionality and efficiency to the mix.
Designing a spa, of course, is much more than just creating a beautiful space. It begins with a feasibility analysis partially based on information about how big and busy the future spa will be. The size of treatment rooms, relaxation areas and self-care facilities (changing and locker rooms) has to be determined based on hotel or resort population, local day market or membership programs. Different customer types – solo guests, couples, social groups, members or locals – should be also factored in when estimating customer expectations and forecasting demand patterns.
What about the ideal number and type of treatment rooms? The answer largely depends on your business strategy, but satisfying a wide range of customer needs must be the primary goal. On a note about operations, it should be stressed that managing therapist schedules and finding availability for demand may give a headache to management in case there are less than five treatment rooms.
One thing is certain: adding special facilities can work wonders in creating an exceptional spa experience. In order for a guest to have an outstanding perception of your services, they must be able to extend their treatment time with relaxation in a sauna, a steam room, a pool area or an outdoor sundeck. These facilities can boost customer satisfaction and give clients a reason to make their visit longer, include friends and family or have special-occasion celebration at the spa.
Enhancing or completing treatments with relaxation spaces differentiates a true spa from a typical day spa, which serves the singular purpose of the treatment and doesn’t really provide an opportunity to stay for an extended period of time. This is certainly not of the calibre to make a guest feel special.
Attention must be also given to increased functionality for staff members, which, in turn, can also elevate customer satisfaction. If therapists can work seamlessly, guests may feel more taken care of and have a stress-free experience. The overall happiness of staff members working in a highly functional environment naturally lends to happier guests as well – this is one of the reasons why it has never been more important to operate a spa that is not only beautiful and noteworthy, but also functional.
Back-of-house activity is a very important, yet often overlooked component of spa design. Do you want your staff to push squeaky wheeled carts up and down the treatment room hallways or even worse, crossing paths with your guests? Probably not. Where does the staff get their supplies, check their schedules and store their used linens? You need to find a solution for that. These questions must be carefully addressed in spa design as keeping back-of-house operations out of sight ensures the integrity of the guest experience.
Spas may create other inherent design challenges: noise, energy use, hot and cold temperatures, wet and dry surfaces. High-energy areas, such as locker rooms with showers running, echoey wet areas, beauty salons with loud blow-dryers and fitness centers with upbeat music and noisy equipment must often co-exist with the quiet of treatment and relaxation areas. If guests can easily find their way around the spa and are away from operational noise and eyesores, they are more likely to return.
Locker room capacities, or the lack of, may thoroughly impact customer impressions. Regardless of how fabulous the treatment was, how beautiful the environment or outstanding the service is, the lasting memory of guests – and the one they will share with whomever will listen – is that while their visit was nice, the entire experience was determined by the shortage of locker rooms.
Another key element to consider is how retail functions can be integrated with spa services. This is essential, as offering an opportunity to buy the products used during treatments can extend the guest experience for long after the initial service. Including other local items that are not available elsewhere – such as jewellery, casual wear and gifts – may further add to a one-of-a-kind experience. An ideal option for tapping into retail could be setting up a shop in the waiting area or at the reception desk, both of which are already very important as they are the initial points of contact with guests.
Correctly designing the reception area may contribute to creating loyal customers who know they will enjoy quick and frictionless arrivals and departures. The golden rule is to greet all guests warmly and enthusiastically and assist and manage them efficiently. But superb customer experience begins even before arriving at the reception: the front entry door of the spa must be inviting, accessible, easy to locate and within pedestrian view.
There is no one-size-fits-all solution for great spa design. But with a little extra time working out a plan with an experienced spa consultant from the beginning, hotels and resorts can tailor their spas to the needs of guests, offering them much-needed escapes promising relaxation, health and wellness.
