The comprehensive “Spas and the Global Wellness Market” study presented at the recent Global Spa Summit has numerous findings that will impact your spa’s business. Here is one that stuck in my mind, as it suggests how spas can successfully tap into the $1.9 trillion global wellness market.

When consumers were asked what activities they are most likely to pursue to enhance wellness, the top three answers were exercise, eat better, and visit a spa. This means you should consider tying your spas marketing messages to wellness – and if you offer exercise and healthy eating programs, be sure they are at the top of your activities’ list. Read the full study here

They’re Talking About You—But You Can Shape and Benefit From the ‘Conversations’

As little as seven years ago, managing the reputation of your business could be covered using the same techniques that have been used since the invention of the printing press. Communication between a business and consumers was a one-way street: businesses marketed to, and talked at, consumers, who were, by nature, the passive recipients of those messages.

But in the last couple years we’ve seen one of the most radical disruptions in the ways consumers use the Internet in the medium’s history. Whether you call it ‘Web 2.0’ or the user-generated revolution, it’s an overwhelming fact that Internet consumers are no longer solely the recipients of controlled, top-down information, they’re now the creators and ultimate ‘evaluators’ of that information. Online customer reviews are exploding, and they’re having an increasingly powerful impact on how consumers select spas to visit.

Just consider the facts:

* Reading online customer reviews is one of the top 3 reasons spa consumers visit websites (trailing only finding spa deals and viewing spa menus). 48% cite that online reviews are now a primary online destination. (Coyle Hospitality Research, 2010 )

* 72% of wealthy consumers report that when they’re shopping online for luxury goods/services, they search online to read customer reviews. (Luxury Institute, 2010)

* 48% of spa-goers report they’re now likely/very likely to write an online review to share their spa experiences. (Coyle Hospitality Research, 2010)

Today a simple Google search for your spa’s name surrounded by quotes can prove an eye opener. Practically every business located in an even smallish city has been reviewed somewhere online – and many owners don’t even realize it. Sites like SpaFinder allow your customers to easily post ratings and reviews about your spa.

It’s understandable that businesses might be terrified of all these anonymous consumers posting uncontrolled messages, in these ever-spawning, uncontrolled environments. But of course it’s precisely the raw, unpolished, uncontrolled nature of this content (that makes it so scary to businesses) that makes it so powerfully credible and valuable for consumers. And not only will sticking your head in the sand not make it go away–not forging a Web 2.0 strategy for your spa means you can’t manage as well as profit from these reviews and consumer conversations.

So what to do? While there’s no single, bullet-proof Web 2.0 strategy, there are a few tips your business can take:

1.Use these services to your benefit – With online communities, the more reviews about your spa, the more trusted your business becomes. And here’s evidence to quell some anxieties: research shows that 80% of all posted consumer reviews are actually positive. Give a printed card to each customer when they’re checking out that asks them to leave a review of your business on their site of preference.

2.Monitor Popular Sites – Make sure to regularly visit SpaFinder, Trip Advisor and other local forum/review sites where your business is likely to be discussed.

3.Respond to negative reviews – Make sure that you and your staff are hyper-responsive and human when addressing complaints or questions. Most sites allow business owners to respond to reviews, and if a site doesn’t, just post a response comment. In most cases, sites will not post particularly slanderous comments or reviews, but if one does slip through, you can usually request its removal.

4.Provide Great Customer Service – It sounds like common sense, but it’s amazing how often it’s forgotten. After all, online ratings and reviews are ‘word of mouth’ virtually personified. What was once intangible and hard to measure, is now only one search away. The surefire way to make certain your spa is receiving glowing reviews is by providing terrific service.

While community review sites have undoubtedly created new challenges for business owners everywhere, the upside is that there are now many more places around the Web for potential customers not only to find, but to promote, your business. The user-generated revolution, and consumer ratings and reviews are here to stay, and if managed properly, they represent a tremendously powerful tool to help your spa thrive and grow.

This November, SpaFinder and NewBeauty will bring you the largest spa guide in the world, merging in-depth beauty content with a complete reference guide to luxury spas. Commit before June 30 and be included in the “Affordable Luxury” email to 300,000+ spa enthusiasts.

Worldwide circulation increased by 20%!

• Exposure to NewBeauty’s 2 .25 million readers
• Distributed to high-end travel agents and at private airports
• Mailed to American Express Membership Rewards Members
• Global distribution to leading day spas, hotels, resorts and destination spas
• Completely redesigned, with unique advertorial content
• Integrated online promotion on SpaFinder.com, NewBeauty.com and DailyBeauty.com

To reserve your space, contact Holly Block, Account Executive SpaFinder Inc email holly.block@spafinder.com

Dear Day Spa Partner,
 
At the recent Global Spa Summit in Istanbul, an exciting new report from SRI International was presented with cutting-edge data about the topic of spas and the global wellness industry.  I am sharing a link to the entire report with you. ($1,000 value!) This is the first time a well-respected global research firm analyzed various categories that can be considered part of the wellness industry and presented a way to look at it and think about it as a whole.  SRI called this the Wellness Cluster.  Please take a look at the image below and comment on what you think.
 
Why this is important for day spas:
 
There is no doubt that the winds of change are blowing – no longer are spas considered frivolous expenditures made mostly by wealthy people.  Rather spas have become more democratized, affordable and are now considered important contributors to people’s health and well-being.  Even the medical community is taking note and recognizing that they need help getting their patients to make lifestyle changes, and spas can make an important contribution.

When you look at the Wellness Cluster model, you will see that spas offer a proactive approach that is becoming more and more popular.  Rather than the conventional reactive, disease-oriented medical approach that you see on the left of the chart, the consumer, increasingly governments, and insurance companies are electing and encouraging a more-integrated wellness-oriented approach that proactively attempts to improve the quality of life as you can see on the right side of the chart.

Here are just a few of the key findings from the SRI report titled, Spas & the Global Wellness Market: Synergies & Opportunities:

1. Wellness is not a fad – it is a strong trend that will continue to gain momentum.
2. Wellness tourism is already a larger market than medical tourism.
3. People are becoming more proactive about their health.

I encourage you to read the following to gain additional insight into the wellness trend.

Click to read the Executive Summary of the SRI Report
Click to read the entire SRI Report
Click to see the SRI PowerPoint Presentation given at last month’s Global Spa Summit

Also, please enjoy a quick snapshot of the nearly $2-trillion global market by checking out this image.

Warm regards,
Susie Ellis
President SpaFinder Inc

For a full size image click here.

Let’s admit it. A less-than-perfect review isn’t something anybody wants, but it doesn’t have to be the end of the world. There are ways to successfully resolve negative online reviews that will likely satisfy your disgruntled client—and ultimately strengthen your business.



1)      Contact the consumer: Seek to rectify the situation by reaching out to your dissatisfied client. Clients will most likely appreciate that you made the effort.

2)      Take the time to reply: Many online review sites allow companies to publicly respond to critiques. Follow up by posting your own response explaining your point of view and how your spa remedied the situation. Just remember to mind your manners—poor reviews must be handled delicately. Don’t go off into a rant just because you disagree with the negative comments!

3)      It’s never too late to say I’m sorry: If the review warrants an apology on your behalf, then make one. If you’re in the wrong, admit to it. Tell the client you made a mistake and that your spa has put in safeguards to better handle the problem should it resurface in the future. Owning up to your mistake and being honest will likely help win back the client’s respect.

4)      Turn a negative review into a positive: Use it as a lesson learned to improve your business. Perhaps the reviewer actually made some good points. Take note. Apply this constructive criticism (even if it wasn’t offered politely) to make your business better.

It’s safe to say that most of us, at times, find ourselves a bit indecisive when it comes to making choices. To capture those spa-goers, who have trouble narrowing down their treatment options, is the idea of offering spa tapas. A growing trend in the spa industry, spa tapas, lets the spa-goer choose from a handful of treatments, each with an abbreviated treatment time.

Spa tapas menus can provide a quickie version of your spas’ traditional services or may highlight a few of the more unusual treatments on your menu.  These tapas menus can offer the choice of a la carte options, including anything from a 25 minute signature massage to a 30 minute fruit body scrub. The key is to get creative and let spa-goers explore different options.

Bon Vivant!

Taking a new approach to anti-aging and the treatment of acne, the ANSR:BEAM aims at restoring a more youthful appearance without  going under the knife or using pricey laser treatments. The secret is this new powerful, proven technology with red and blue light therapy; similar devices on the market only offer either red or blue light therapy.

The use of LED light therapy in combination with established aesthetic procedures is quickly becoming the next evolution in spa services and is one of the fastest growing segments in the skin care industry today. The BEAM is the perfect addition to many spa treatments- not only is the device compact and easy to use, but the BEAM incorporates both RED and BLUE light, making it an invaluable add-on for any anti-aging treatment. In addition, the BEAM is effective for calming inflamed or irritated skin after treatments like waxings or Botox injections.

The BEAM‘s red light penetrates the skin deeply, stimulating collagens to grow new, healthier cells quicker. These new cells rejuvenate the skin, improving skin tone, reducing redness and filling in the fine lines for a radiant, smooth complexion.

The blue light targets and kills bacteria without causing redness, dryness, or pain. The blue light is absorbed by bacteria molecules, causing free radical damage to destroy acne causing bacteria. Users can see a dramatic improvement in preventing and controlling acne outbreaks in just weeks.

The device is easy to use. Simply charge the BEAM and push the “On” button once for blue light, the 5 minute acne treatment. The BEAM is to be placed on the skin surface and glided back and forth over the area to be treated. After 5 minutes, the light will switch to red and the user will repeat the same motions as the blue light treatment for another 5 minutes.

Check out www.ANSR.com to see before and after images of people who have used the BEAM. The results are pretty impressive!

For more information on the ANSR: BEAM, contact Vice President of Sales & Product Development, Shannon Monihan at 001 503.740.3099 or email shannonmonihan@yahoo.com.

As most of our spa partners know, SpaFinder’s Melanoma Initiative has been our main philanthropic cause for the past few years. After our spa industry colleague and friend Alex Szekely, former president of the Golden Door and Rancho La Puerta, died of melanoma at the age of 44, SpaFinder President Susie Ellis made it SpaFinder’s mission to help educate others about melanoma awareness and prevention.
 
SpaFinder’s “I Will Reflect” melanoma bracelets continue to grow in popularity. Bracelet sales have reached over 30,000 within the last few years, with proceeds going toward melanoma research. The “I Will Reflect” bracelet has a clear wristband that turns purple when exposed to ultra violet light, reminding the wearer to apply sunscreen or find some shade.

What is Melanoma?

Melanoma is the most serious type of skin cancer. The disease begins in skin cells called melanocytes. These cells make melanin, which gives skin its pigment and also protects deep layers of the skin from the sun’s UV rays.  When skin receives too much UV light, melanocytes may begin to grow abnormally and become cancerous melanoma.

How to spot Melanoma?

In many cases, the first sign of melanoma is a change in the size, shape, color, or feel of an existing mole.  Melanoma can also appear on the body as a new mole. Most melanomas have a black or blue-black area and may appear abnormal.

For men, melanoma often appears between the shoulders and hips, on the head, and the neck. Women most commonly find melanoma on the lower legs, palms of hands, on the soles of feet, and even under the fingernails or toenails. Although these are the most common places on the body for melanomas to appear, they can appear anywhere on the skin, hence it is important to perform routine self-examinations and get an annual head-to-toe skin check from your dermatologist.

 Did you know?

• UV exposure is greatest when the sun is highest in the sky between 10 a.m. and 4 p.m. It is also greatest in the summer, at higher altitudes, and nearer the equator.
• Up to 80 percent of the sun’s rays can penetrate light clouds, mist and fog.
• Fresh snow reflects back about 85 percent of the sun’s rays; water reflects back about 5 percent of the sun’s rays; concrete reflects back 10 to 12 percent of the sun’s rays.
• Protecting your skin during the first 18 years of life can reduce the risk of some types of skin cancer by up to 78 percent.
• Studies have confirmed that sun exposure is responsible for the development of at least two-thirds of all melanomas.

SpaFinder urges you to spread the word to your clients, friends, and family about the dangers of melanoma, which accounts for more than 65,000 new cases a year, claiming 11,000 of those diagnosed their lives. It is with early detection that this disease can be stopped.

To find out more about SpaFinder Melanoma Initiative or to purchase SpaFinder’s “I Will Reflect” bracelet, please visit http://www.spafinder.co.uk/melanoma or contact Monika Kalpokaite at 0044 (0) 870 121 6066 or monika@spafindereurope.com

This November, SpaFinder & New Beauty bring you the largest spa guide in the world, merging in-depth beauty content with a complete reference guide to luxury spas. Commit before May 15th and be included in our email to 300,000+ spa enthusiasts.

Worldwide circulation increased 20%!

• Exposure to New Beauty’s 2 .25 million readers
• Distributed to high-end travel agents and at private airports
• Mailed to American Express Membership Rewards Members
• Global distribution to leading day spas, hotels, resort and destination spas
• Completely redesigned, with unique advertorial content
• Integrated online promotion on SpaFinder.com, NewBeauty.com and DailyBeauty.com

To reserve your space, contact Holly Block, Account Executive, at 001 212-716-1219 or email holly.block@spafinder.com

TriBeCa Med Spa, New York City

Technical notes to keep in mind:

• Your photos should be at least 350×260 pixels in size.
•  If submitting larger photos, be sure that the subject is horizontally oriented to ensure it remains a strong visual after cropping.
• JPG format is preferred, but TIFF or PSD is also acceptable (though considerably larger and difficult to email). GIF images are discouraged as they may lose color quality.
• Your images should be free of writing, logos or other graphics.
• When submitting your photos, please indicate your preference of placement by inserting a number in front of the file name (i.e. “01_terrrace.jpg”). Our web staff will decide the order if you do not indicate your preference.

Visual factors to keep in mind:

• Descriptive photos of your location (the ambience, décor, facilities) generally give readers a stronger sense of your spa than a close-up treatment shot. If you can only post one photo, consider a property picture.
• Stock photography can be a nice way to add atmosphere to your photo gallery but it can be repeated by other properties, taking away from your uniqueness.
• Beautiful photography gives a viewer the sense that they want to be at the property. It is best to submit pictures that demonstrate the effects of spas like beauty and youthfulness. 
• Photography of staff may not generate as much interest as photos of the actual property, especially that any turnover would require your pictures to be updated.

  To submit photos contact: monika@spafindereurope.com