The second day of the World Spa & Wellness Convention delivered powerful insights into retail strategies, dynamic pricing, and leadership in wellness. Industry experts shared their knowledge on boosting spa revenue, engaging guests, and enhancing staff confidence. Here’s a recap of the key highlights.
Winning Retail Strategies
Retail plays a vital role in spa profitability, with industry standards showing it contributes 5-30% of revenue. Experts shared strategies to enhance retail performance:
Alena Stavnjak, Corporate Director of Spa and Wellness, SH Hotels & Resorts
- Ensure your product brand aligns with your spa’s ethos.
- Use strategic lighting to highlight key products.
- Create seasonal themed displays to keep retail fresh and engaging.
- Implement a signature scent strategy, offering products like candles and body care in the same scent.
- Offer bundles that encourage multi-product purchases, such as “Relaxation,” “Athleisure,” or “Pets” collections. This also helps move slower-selling products.
- Integrate software solutions for a seamless retail experience.
- Upsell premium treatment enhancements, like collagen face masks or muscle relief therapies.
- Leverage spa social networking through pop-up events, member gatherings, and workshops.
- Promote retail in guest rooms with products like LED masks or sauna blankets for cross-selling.
- Introduce a recovery lounge featuring Theragun and compression boots, allowing guests to try (and buy) products post-workout.
Stuart Angus, Group Spa Director, Aqua Sana
- Maximize touchpoints: Every interaction is an opportunity to engage guests.
- Encourage staff to carry and use products to provide authentic recommendations and sampling.
- Bring skincare products directly to spa guests for hands-on experiences.
- Group settings increase attention span and allow peer influence to drive sales.
Eduardo Chamia, One Spa World
- Confidence sells—empowered employees drive higher retail engagement.
- Focus on inspiration over selling: Show guests how products will enhance or maintain results.
Dynamic Pricing & Upselling
Laura Sheridan, Group Spa Director, Champneys
- Add a booking station in the breakfast room to fill last-minute openings and offer personalised treatment recommendations.
- Have a dedicated trainer to enhance service and upsell treatments.
- Implement a therapist reward system—Champneys uses a points-based system where therapists can earn up to £300 extra per month.
Frank Pitsikalis, Agilysys
- Discussed dynamic availability, similar to airline pricing, to maximize revenue by adjusting pricing based on demand.
Catherine Strange Warren, Arch Amenities
- Encourages the use of touchless therapies within a spa experience.
- Suggests creating wellness circuits—bundling hands-on treatments with thermal experiences for a results-driven approach.
The Importance of Wellness
Maria Garrido, Founder of Terranam Wellness
- 62.3% of employees in the U.S are satisfied with their jobs.
- The search for male-only detox retreats +200% .
- Retirement is a thing of the past – target Silver Surfers.
- Gen Z want to enjoy experiences – with 78% will pay for experiences.
- Popular trends are fruit harvesting, plant-based cooking, forest bathing, wild swimming etc.
- Always put yourself on top of your ‘to do’ list
Oliver Patrick, Co-Founder of Future Practice Ltd. And Clinical Director of Pillar Wellbeing
- Global Wellness Economy: $6.3 Trillion in 2023.
- Prioritise mechanisms that support optimised sleep onset and architecture.
- Start with the mechanism, not the technology.
Final Thoughts
The key takeaway? Success in wellness isn’t just about treatments—it’s about thoughtful sales strategies, guest experience, and empowered teams.