Spa Masterclass: Part Two

In part one of our spa masterclass series, we dove into the importance of staff efficiency and how to achieve it. If you’ve not already read the blog on staff efficiency, you can do so here.

Now that we’ve covered your staff, let’s move onto your guests! Here we dive into how to design a booking journey that not only meets guests’ expectations, but also exceeds them.

You’ve likely already nailed your signature scent, hired skilled therapists and have carefully crafted an ambience of tranquillity. But if you’re noticing that your foot traffic and conversion rates aren’t aligning with your expectations, it may be due to your booking system and the poor user experience it provides.

But don’t worry, we’ve got you covered! Let's help you change that so even the booking process feels like a spa treatment.

That brings us to our first point.

The value in a sleek interface

Picture this: a potential guest lands on your booking page. Within a matter of seconds, they will have unconsciously decided if they do not want to book with you. And the driving factor behind that decision? Your user interface.

First impressions are everything; in fact, 38% of users will stop engaging with a website if the content or design is not up to scratch. Looks aren’t everything, but in this case, they certainly play a large role. Design your shop front with simplicity in mind, without clutter, heavy imagery and too much copy.

Deliver a single flow journey

We live in a convenience-driven world, largely due to the continuous innovation that companies offer.

A successful spa booking experience provides a seamless, end-to-end journey, where guests can effortlessly select treatments, build packages and select add-ons - all without toggling between different pages.

According to Trybe data, 92% of bookings are packages. The days of one-off treatments are a thing of the past, as customers now not only expect, but also demand more enriching, personalised experiences.

A successful shop front that engages potential guests will provide a logical structure that is intuitive, easy-to-use and offers package offerings that feel special.

Get personal

In today’s day and age, spa guests are looking for more than one-off treatments; they want a full experience that makes them feel special and walk away knowing their money was well spent! This really highlights the necessity for packages!

If you don’t already offer them - we implore you to do so. And in addition to offering packages themselves, using a spa booking engine that allows you to cherry pick the different elements of your day and add it to your basket is chef’s kiss!

The power of simplicity: KISS

Attention spans continue to dwindle as the years go on. They’re shorter than ever, which means your content needs to be captivating. But at the end of the day, don’t forget to KISS (keep it simple, stupid)! Research shows that website visitors only read about 20% of the copy on a given page, so don’t overcrowd it and lose potential bookings as a result.

Our biggest advice? Strip back your copy! Far too often spas overload their treatment menus with too much text that deters guests before they even begin reading. Keep your treatment titles short and sweet and your descriptions informative but concise.

The add-on benefit of add-ons

Sometimes, guests need a gentle nudge in the right direction, and let’s be honest, oftentimes, people don’t know what they want until it’s presented in front of them. Now this is your golden opportunity. Not only will it help in your up-selling, but it will also bring a bit of unexpected delight!

Besides, who wouldn’t love to be checking out for their spa day and have an option for champagne on arrival pop up at the end of their booking journey? It’s a win-win!

So there you have it! You’re en route to nailing your guest’s online booking experience.

If you're looking for more juicy insights on how to increase guest satisfactions and improve your spa and leisure facility's offline and online experience, complete our free scorecard to receive tailored tips and tricks.

Ready for part three of the masterclass series? Here’s a sneak peek into it: how to master the art of anticipation to increase booking conversions.