An authority in the world of wellness and spa, The Good Spa Guide are the go-to when looking for the perfect place to relax and unwind. The publication promotes the best spas across the country, with their long-running, prestigious national awards highlighting the best the spa industry has to offer.
We caught up with National Partnerships Manager Anna Ramsay, who revealed her top tips for spa professionals and offered advice on refits, refurbishments, décor and more.
What factors should a spa consider before embarking on a spa refit or project?
It’s important to involve your spa team in the project – they’ll know what works and what doesn’t. Read consumer reviews on all digital platforms – if the décor has had its day, consumers will definitely have mentioned it.
If the spa is heavily reliant on members, hold a coffee morning and ask what they love and what they would like to see. Involving key groups of people can spark ideas and promotes positivity towards change. Analyse who your customers are and see if you want to continue appealing to that demographic or widen your audience. An incentivised survey is a great starting point if you don’t currently track data.
Know what your competitors are doing as well as the leading UK and International Spas. You may not be a resort in Alps, but you can cherry pick inspiration from the best across the world of spa. Also consider longevity. Tech, personalisation and bringing the outside in, are trends that are ever growing. Look to create an identity that can evolve with trends whilst keeping to the business values.
“It’s important to involve your spa team in the project – they’ll know what works and what doesn’t.”
Are there any growing trends in the spa industry that spas should consider when planning their refit?
Let the design bring the outdoors in and allow space for guests to get outside wherever possible. Relaxation spaces are important too – The Spa at Rudding Park has four relaxation zones to choose from depending on how your clients relax.
You should also consider sustainability vs luxury – spas can be sustainable and offer a luxury service too. Removing single use plastics and asking guests to consider how many towels they are using is just sensible. The money the spa saves can be put back into the guest experience in another way. It can be easy being green.
It’s also worth considering what your main focus is and who you want to cater to. There are many reasons why consumers choose to spa – celebrations, socialising, escaping for quality time together, babymoons and solo time out. Decide whether you want to cater for all or focus on a specific reason and create an environment where these spa types will be comfortable.
“Know what your competitors are doing as well as the leading UK and International Spas. You may not be a resort in Alps, but you can cherry pick inspiration from the best across the world of spa.”
How important is it for spas to consistently change their looks/décor?
A well designed, made and looked after spa should last eight to ten years before needing to be fully refurbished.
A lot can change in ten years, so whole-heatedly committing to the identity of the spa is a must but allow room for it to evolve.
Each area of the UK has a strong personality, being indigenous wherever possible and sourcing materials locally should be thought about. That said, we have two Asian inspired spas in the UK, SenSpa and Seaham Hall, who run successful and popular spas.
How can each spa stand out from their ever-growing competition and what should they consider when trying to obtain new clientele?
When trying to get a new audience, remember not to alienate your existing one. Changes can be made in subtle ways. Also knowing where each audience comes from is key and making sure you have something for each of them.
If your Facebook page has an older demographic, share articles and offers that appeal to them. If Instagram is younger, use a different message.
What advice would you offer to fellow spa professionals when embarking on a refit? Let us know in the comments below. You can also share your thoughts over on our social channels.
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