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These days going to a spa for a massage or facial has become an essential part of life. The industry has continued to grow rapidly in recent years thanks to increasing pursuit of improved health and stress reduction.
However, as an industry that comes into direct, close contact with the public, the sector has suffered considerable losses due the coronavirus lockdown and associated travel restrictions which effectively shut them down.
If your estate has a spa that is struggling to revive itself post lockdown, here’s some ideas and tips of what’s worked for some top spas.
Become a social media trend
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Although not directly affiliated to the estate, we couldn’t write a feature on spas and not mention Heyday. Cape Town’s newest beauty emporium is situated in the Yard of Val de Vie and while its hair, skin and nails treatments are nothing new, what makes this salon stand out from the crowd is its interior.
The Heyday salon décor has been expertly designed to be ‘Instagramable’, with neon signs, 3D floral walls, custom pink 360 rotation chairs and even a candy-striped bathroom that everyone wants to take selfie’s in.
The salon, which was established by local entrepreneur Hayley Gait-Golding last year, has become quite the social media trend, especially because they offer some unique package options like the Little Princess Package (blowout or manicure with a tiara and a treat) or the Bestie Bundle (a manicure or pedicure with macaroons and pink bubbly).
Offer an incentive
Offers and promotions have always been a sure-fire way of bringing in new customers and boosting revenue, but some spas have always steered clear of this thinking that it may cheapen their brand.
The truth is, given the current economic climate, clients are tightening purse strings and side-stepping luxury treats like a trip to the spa. Discounts are probably the only way to help get people in and spending.
Simbiosis The Spa at The Simbithi Eco Estate in Kwa Zulu Natal has regular specials which vary depending on the month. In June for example, they were offering a signature full body massage lasting 60 minutes for just R500 or a 45-minute spa facial for R590.
“We find that our offers, which are available to both residents and non-residents really draw in the crowds. Once they are in, we can introduce them to our full-service offering, which includes facial treatments, manicures and pedicures as well day retreats for couples, men and mums-to-be,” says the spa owner and manager, Michelle Hillestad.
Outsource to a well-known brand
Most estates tend to outsource their health and wellness offering to an external service provider, but this is only beneficial if the provider is reputable. The official spa at Val de Vie for example is with the Camelot Spa Group, which is one of Africa’s leading consortiums.
Operating since in 1977, Camelot Spa have grown into a respected name within the industry over the years and now have more than 20 spas in various estates and hotel establishments across the country. For estate managers this is a big win, as it means the spa is likely to be busy, and this means more people on the estate, who might go onto enjoy other facilities it.
The six treatment rooms at the spa at Val de Vie, as well as the nail and hair salon, Rasul chamber, steam room and relaxation lounge are managed by passionate and knowledgeable experts and both estate managers and clients can be assured that all the protocols are professional and refined.
