MSPA's Lindsay Madden-Nadeau will return. MSPA's Lindsay Madden-Nadeau will return.

Adding Value
But how do spas drive revenues? One way is through developing a solid repeat customer base, rather than relying on last-minute business from daily deal sites.

In a session entitled ‘Providing Value Shouldn’t Mean a Compromise on Service’, panellists Galina Antoniouk, complex director of spas, Grosvenor House, A Luxury Collection Hotel and Le Royal Meridien Beach Resort + Spa; Bojan Kalodjera, director of recreation, Le Royal Meridien Beach Resort & Spa; and Beverley Spencer, spa manager, Cleopatra Spa & Wellness, Wafi Health and Leisure, will discuss the relationship between offering value and maintaining quality service — and why this should never be compromised. At Grosvenor House and Le Royal Meridien, Antoniouk reported a high level of returning customers, saying that repeat guests made up almost 40% of the total number of spa guests.

She said that remaining competitive in a market swamped with daily deal sites and spa discounts was down to understanding the spa customers’ wants and needs.

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“You need to know your clients, and the motto of the success will be ‘listen to the client’s needs, be flexible and go the extra mile to make them happy,” asserted Antoniouk.

“Other key [factors] will be knowledgable, experienced and guest-oriented staff. Guests will come to your spa for the staff most of the time, not for anything else. Be reasonable with prices, surprise guests, look after them with small gifts for birthdays, anniversaries etc,” Antoniouk added.

Spencer said a similar approach was necessary for day spas.

“Being well established, Cleopatra’s Spa attracts an excellent number of repeat guests. In terms of retention, we engage fully with guests, and pay particular attention to guest preferences. It takes full team participation to ensure that the services given surpass the expectation,” asserted Spencer.

Ultimately, Antoniouk said keeping service standards high was crucial: “Check your standards all the time, have a good bond with your therapists, don’t underestimate the health and safety aspect of our industry and never compromise on the service standards,” she advised.

“Colleague retention is critical,” added Spencer. “With Dubai Health Authority (DHA) licensing regulations now in place, spa operators have an increased responsibility to retain talent, and stay abreast of legislation changes. Strive to be the employer of choice through recognising achievements, continuous learning, and rewarding high performers,” she said.

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