Listen to Sarah Ronchetti ‘In conversation with...’ European Spa

Selfcare is a huge trend and it’s here to stay

Google searches for “self-care routine” are up 250% since the first lockdown in March 2020 – reaching their highest levels since 2004. We have seen an increase in the popularity of sensitive skin products plus eye, face and neck products, and we believe this is because everyone is spending so much time on Zoom and Teams calls.

Traditional seasonal skincare trends, such as products for dry and sensitive skin have been amplified by lockdown.

People have had more time to experiment with selfcare routines. They have embraced selfcare and the industry has stepped in to advise and guide people too. I believe we will see this translate into strong sales when spas reopen.

People in the industry are talking to each other far more

Whether its spa operators or brands, competitors are now talking to each other, sharing news, ideas and knowledge. This has been a brilliant change for use as operators and suppliers. Listen to your customers and don’t be afraid to approach your spa supplier.

Get ahead of the game – spas will be busy in summer 2021

Spas with limited capacity and huge demand must think about how to maximise space and staff. People will also be looking for longer experiences. You can contact your customers in advance of the stay to book time, so they aren’t disappointed. Look at ways you can extend your spa capacity by offering spa treatments in yurts or cabanas; or offer in-room treatments for guests as this caters to guests who are concerned about mixing with lots of people. We have even supported hotels to open bedrooms as treatment rooms. You could use a mobile company for support staff to meet the increased demand.

If you are launching new treatments this year – think about how to approach this

Spas may be reluctant to schedule lots of in-person training this year. At Temple Spa we have adapted two product launches to suit existing routines and protocols so that spas can quickly add this to the treatment menu. With some short online training you can bring the team up to speed and this doesn’t impact on therapist time. This is especially important as spas will be very busy during the summer months. We have had great feedback on this initiative.