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COVID-19 Counterattack for Spa Owners & Operators

COVID-19 Counterattack for Spa Owners & Operators

How to survive the pandemic and come back even stronger. By Vivienne O’Keeffe, CIBTAC, AAD, PEA I seem to remember March 17 as the day everything changed: NBA and NHL games suspended, movie theatres shuttered, international flights grounded. Certainly no St. Patrick’s Day parties. Across the country, spas ran for cover, closing their doors and ordering mass layoffs. Everyone was in shock. I get that it’s hard to retain staff while revenues are...

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Why hydrotherapies are hot. And cold.

Why hydrotherapies are hot. And cold.

Health advantages of water therapies – for spa clients and their therapists. And some water therapies you can do at home to continue the benefits. By Vivienne O’Keeffe, CIBTAC, AAD, PEA Water cures are steeped in legend. One example is the story of 19th century European peasant Vincent Priessnitz. Working in the forest, he observed a doe that would come to dip a wounded leg into a stream every day before heading back into the woods –...

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Communicate clearly: spas are about restoration, not just indulgence

Communicate clearly: spas are about restoration, not just indulgence

Misperceptions = missed opportunity. Wellness consumers who don’t understand your business or its treatments won’t become your clients. By Vivienne O’Keeffe, CIBTAC, AAD, PEA What’s the biggest reason that people come to spas? A soothing massage? Skin treatment? Nope. The biggest single reason people come to experiential spas, I believe, is to get away from the stresses of modern living and experience soothing relaxation for their bodies...

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Manning up in spas

Manning up in spas

Understanding their needs and expectations can turn reluctant men into loyal clients. By Vivienne O’Keeffe It’s not as if men are strangers to the spa experience. A PWC report for the International Spa Association (ISPA) found 47% of spa-goers in the U.S. are already male. They’re mostly aged 25-44 and from $66,000+ ($CDN) income households. They’re less cost-averse than women, and experience higher than average levels of stress. Roughly half...

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The conscious consumer

The conscious consumer

Eco awareness and other trends are reshaping consumer behaviour. Prepare now or be left behind. By Vivienne O’Keeffe Not all trends become permanent. But there is no better predictor of the future – nor better way to prepare your business for it – than identifying and understanding the most important and fastest-evolving trends in consumer behaviours today. With its broad range of services from pure aesthetics to skin care and rejuvenation...

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5 Things to know about buying or selling a spa

5 Things to know about buying or selling a spa

What every purchaser and vendor needs to know. By Vivienne O’Keeffe  Thinking of buying or selling a spa this year? Your timing is spot-on. A 2019 study of the US spa industry by the International Spa Association reports year-over-year growth (2018 vs. 2017) in five key categories: revenues (up 4.7%), number of locations (up 1.8%), visits (1.6%), revenue per visit (3%) and although slight, a 0.4% increase in employment. The biggest improvement...

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