Industry opinion: managing high-footfall spas effectively

Last week, Carden Park’s Emma Pridding and Jane Tregonning​​​​, spa manager at the Spa Hotel at Ribby Hall Village, talked to European Spa about running a high-footfall spa seamlessly.

Now Laura Freeman, group spa manager at Aqua Sana, shares how she manages footfall, oversees the smooth running of the group’s six Aqua Sana spas, and protects the guest journey.

A focus on capacity

“To manage the six spas in our portfolio well, even on the busiest days, there is a strong focus on capacity management, ensuring resources are optimally allocated to meet demand,” says Freeman.

“Across all six villages, we will see around 1,200 to 1,400 spa guests per day. Saturdays tend to be our highest volume days. Our aim is to welcome approximately 45,000 spa guests per month as we continue to grow and develop the business.

“In each individual spa, our maximum capacity is around 250 guests per day. We factor the number of spa experiences and treatment rooms at each village into our capacity control measures to ensure we deliver a memorable experience for guests.”

Guiding the guest journey

“We implement phased start times to support a smooth flow of arrivals, lunch and departures and protect each guest’s experience,” says Freeman.

“Our staff actively guide the guest journey. We ensure we always have enough staff on hand to encourage the use of different facilities. This avoids overcrowding at any one experience.

“Additionally, we offer guided wellbeing activities, such as discovery sessions and sleep sessions, throughout the day. These utilise areas of the spa that may be quieter, guiding guests away from typically busier areas.

Easing pinch points

“In addition to directing guest flow, our teams are trained to manage guest expectations regarding popular areas. They advise guests on when is best to visit these areas, ensuring a more enjoyable and less crowded experience.

“This proactive approach not only helps prevent pinch points but also enhances overall guest satisfaction by providing guidance and alternative solutions for the guest to experience.”

Managing footfall in spas

“Running a high-volume spa model presents several challenges, particularly regarding guest behaviour and expectations,” says Freeman.

“Maintaining a consistently high level of service while preserving a relaxing atmosphere for a high volume of guests can be challenging.

“By optimising our staffing across the business, we ensure we can support the high footfall we receive.

“Maintaining a strong leadership team in each spa during all operational hours enables us to react swiftly to any pinch points, ensuring all guests receive the high-quality experience that we expect.”

Choice and size matter

“On average, each of our Aqua Sana spas span more than 4,000sqft (370sqm). Each has been designed to offer a spacious and tranquil environment while still accommodating higher volumes.

“Guests can enjoy up to 25 thermal spa experience and we offer complimentary wellbeing sessions through the day.

“This enhances the overall guest experience by providing opportunities for learning and rejuvenation. This approach ensures that, even during especially busy times, guests can fully immerse themselves in a serene spa experience without feeling overcrowded.”

Sign up here to receive our weekly news delivered direct to your inbox