Imagine a spa with no front desk, no receptionist — and a lot of modern technology in its place.
While this design is not prevalent quite yet, it is the spa design of the future according to some design professionals. This up-and-coming trend serves not only to save space and allow clients to do mobile check-ins, but also to provide a better sense of connection between therapists and clients. The spas and hotel chains that already utilize this design are seeing great client satisfaction and a boosted bottom line.
While this design is not prevalent quite yet, it is the spa design of the future according to some design professionals. This up-and-coming trend serves not only to save space and allow clients to do mobile check-ins, but also to provide a better sense of connection between therapists and clients. The spas and hotel chains that already utilize this design are seeing great client satisfaction and a boosted bottom line.
MAKE THE CLIENT FEEL SPECIAL
One key idea behind this concept is to provide a more personal and authentic connection with the spa by having the owner — or even the therapist — greet the client when they arrive, rather than a receptionist.“It makes the customer feel important and gives them a more positive, non-generic experience,” says Leon Alexander, CEO and president of Eurisko Design, which designs spas with this in mind. “There is no doubt that an owner greeting and welcoming a client has the fundamental benefit of making a stronger, and more long-lasting, connection between you and the consumer.” He likens it to the feeling one gets when the chef at their favorite restaurant greets them at their table.
Linda Steinberg, a frequent spa-goer, says she loves this approach. “It really does make me feel special. It’s personal. It makes me want to come back.”
SAVE MONEY
While Yvonne Tuchscher, owner of Resplendent Day Spa in Long Beach, Calif., agrees that the personal touch makes a client feel special, she has another reason for making this change. Eliminating the front desk does more than just facilitate a personal greeting by the owner — it also eliminates the need for a receptionist to take calls and book appointments.“I have eliminated my front desk due to younger people not having good communication skills on the phone,” she explains. “I have all calls forwarded to my cell so I can book them personally and answer their questions. I have a very complex menu and if the person cannot explain the service to book the appointment I lose on average $120 per call.”
Aside from losing potential bookings, eliminating this position has helped Tuchscher’s bottom line for another reason. “Being a small business, the expense is huge to have a full-time receptionist, and the filing of taxes and paperwork with workers’ compensation is an expense for me to have a tax preparer do,” she says.
ALTERNATIVE CHECK-INS
What you need to do once you do eliminate the front desk is twofold. One option is for clients to check in through mobile kiosks in the lobby area. Some hotels, such as Andaz, a boutique Hyatt property, are already doing this. Courtyard by Marriott is in on the trend too, replacing its standard front desks for smaller “welcome pedestals.”Tuchscher, on the other hand, takes bookings on her spa’s website and mobile app. “We may even set an appointment up by text or email, or we speak. They’re usually surprised and delighted to be greeted by me since it is more personal,” she says.
MONETIZE MORE SQUARE FOOTAGE
Another important reason for spas to eliminate the front desk is that it frees up space to expand your retail section, which in turn increases revenue. “It’s important to monetize more of your square footage,” says Alexander. “You convert that space into shelves or displays for your retail products to sell.”One way to make the retail area even more engaging is to provide things for guests to do. For instance, you can create a scent bar where they can smell the essential oils to help them decide which one they want for their massage.
Spas that have a hair salon can take a cue from some clothing retail sites to create an interactive experience. “I was in a changing room in London and they scan your body and without taking your clothes off you can look on the screen, choose clothes, and see how it will look on you,” says Alexander. “You can do this when a client wants to change their hair color, and on the screen show them what other colors will look like on them. The more exciting you make it, the longer your customer will stay in the retail section, and the more they are likely to buy. That is a proven fact.”
GO HIGH-TECH
Of course, not having a receptionist to answer questions about services might be a cause for concern. Alexander has already begun implementing a modern way around that potential issue through the use of technology in the lobby area.“We are creating interactive displays on the walls with iPads built in that have info on the products, skin care, service menus, testimonials, and videos of treatments in action. All of your info is there, and it’s entertaining and gives them an experience. It’s fun for them to control the iPad to see the info and click through things,” says Alexander.
Spa Pura in Montrose, Calif., and EpiOne, a MedSpa in Beverly Hills, Calif., are two spas that already have video screens in their lounge area that show demonstrations of procedures, as well as news segments about the treatments and interviews with the owner. “This is really the future of design for spas,” says Alexander.