Event Production
Spa Confidential
By Kate Mulcrone
September 29, 2011
This summer Successful Meetings surveyed readers and subscribers to our e-mail newsletters asking how—and if—meeting planners are including spa treatments in their itineraries. When we asked, you not only answered, but told us what you really think! Spa treatments were a polarizing issue for the 446 respondents to the survey, both because of the economy and meeting logistics.
The meetings industry is bouncing back, but the vast majority of planners aren’t quite ready to dip their toes into the organic jojoba-infused water. Only 30.9 percent of respondents are including spa treatments in their itineraries. Budgets were the most commonly cited reason for skipping the spa (50.6 percent), followed by concern that spa treatments could be perceived as too lavish (38.8 percent). Some planners are eschewing the spa because it doesn’t add value to their meetings (28.1 percent) and some feel their attendees simply wouldn’t be interested (17.2 percent).
So who is booking? Spa treatments are still popular with incentive groups. Incentive planners are booking spa time for top performers and their guests, though even among this demographic concern about perception remains an issue. Whether you’re incorporating spa treatments into your itineraries now, or would like to in the future, there’s a lot to be learned by seeing how the other guy does it.
Make Site Inspections Work
A property’s spa facilities are make-or-break for only a small number of planners (10.8 percent), although the vast majority give the spa at least some weight when deciding where to book: a third say that spa facilities influence their decision somewhat (31.2 percent) while another quarter of respondents (24.8 percent) factor the spa into their decision, but give it little weight.
“Spas and fitness centers are very important to our group,” says Marni Vasquez, who is the senior executive coordinator for the NCMIC Group, an Iowa-based insurance organization. “At the site inspection, I meet the spa coordinator and tour the spa.”
Since an insufficient number of treatment rooms was the number one logistical concern among respondents, taking a tour and asking all the right questions is key. While on site, try to get a sense of how the spa handles groups. Ask, for example, how many treatments the spa usually books in a day. That figure will give you a better sense of whether or not spa staff will be able to move your group in and out seamlessly.
Always Negotiate
A spa tour is also a great time to negotiate a discount for spa treatments attendees book for themselves.
“I go directly to the spa coordinator at the site inspection,” says Vasquez. “I prefer to have the discount reflected in our contract. If that is not possible, I request the spa coordinator send me an e-mail reflecting the discount so I will have a record of it in my files.” Vasquez then e-mails attendees about the discount and provides them with PDFs of available services. She says about 10 to 20 percent of her attendees typically book spa services for themselves.
Brenda C. Park, president of Greenville, SC-based Park-Way Meetings, also negotiates spa discounts at her meetings. “These are normally anywhere from 10 to 20 percent off the rack rate,” she says. “The number of discounted treatments booked corresponds to the amount of free time we give attendees during the program—it would range anywhere from 50 to 65 percent.”
Negotiating a discount shows attendees that you care, but allows you to neatly sidestep both budget and perception issues. In addition to negotiating discounts, some planners give attendees resort credits, gift certificates, or prepaid Visa or American Express gift cards, all of which can get them to the spa on the down-low.
Stick with the Classics
About a quarter of respondents (25.2 percent) offer attendees a partial menu of treatments or “mini”-treatments. Which treatments should you include? An overwhelming majority of planners (80.6 percent) say their attendees are booking massages most often. Manicures and pedicures are the next most popular choice (30.2 percent), followed by facials (16.0 percent).
To simplify booking, some planners offer a choice between a massage and a manicure and pedicure. Facials are tricky, partly because—as one respondent bluntly put it—“No one wants to show up at a meeting with a red face.”
If time or budget don’t allow for an afternoon of spa treatments, consider arranging 15-minute chair massages during receptions or on the trade show floor. This may be an idea that’s ahead of its time—only 30 planners out of the 446 surveyed have incorporated spa treatments into planned entertainment like receptions or theme parties—but it’s a great way to pamper your attendees.
Park decided to work in mini-treatments because so many of her attendees talked about how tired, sore, and stressed out, they were.
“We have had mini massages, hand massages, and foot massages offered during certain hours on our main arrival and registration day,” she says. Massages are conducted “in the registration area, not the spa, and are greatly appreciated by weary travelers.”
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