European Spa magazine - Summer Issue 80

Page 70

Thought Leadership Tracey Stapleton, The Spa PR Company

Five ways to maintain spa demand into 2022



he reopening of the spa industry post-pandemic has seen demand for its services soar with many operators experiencing an unprecedented number of enquiries and bookings. Despite the ongoing challenges of social distancing and staffing, this renewed interest in the role that spas have to play in our lives is one that businesses should nurture. The rest of this year is looking better than we ever anticipated but we still have time to make up for, so it’s important to capitalise on the current demand and translate that into longer term success. Here are five ways you can do this:


Celebrate Christmas in summer

After a decade and a half in consumer public relations, 16 years ago Tracey Stapleton began to specialise in spa and wellbeing. Now managing director of The Spa PR Company, she offers a targeted range of PR and marketing services to spa and hotel operators as well as beauty and wellbeing product brands and services.


July is traditionally the month when brands introduce their Christmas products to the media and with the festive season being a top seller for spa gift vouchers, there’s every reason you should make these available early too. With so many families missing out on time with loved ones in 2020, this year’s festive season should be one that brings us together again. Choose a theme, such as A Christmas Carol, a pantomime story or a winter wonderland, and look for brands or local businesses you can collaborate with to make it more memorable. Why not support a good cause by making a charitable donation for every bauble bought by your customers?


Keep things innovative and fresh People are naturally drawn to something new and exciting that they can’t experience elsewhere, so plan to refresh your offering as soon as the summer rush ends. This doesn’t have

to be a huge investment such as a new build, it simply requires some research and creativity. Many supplier brands are happy to work with spas on a pop-up for a limited period and can create a beautiful client offering that is relevant to the season. This is also a fantastic way for you to test the success of a product or range with your clients. In autumn and winter people will be looking to boost their immune systems and ease body stress and aches, so this would be a great time to trial new

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Articles inside

Why is therapist wellbeing so important?

page 100


pages 96-97

Dealing with the staffing crisis

page 77

Focusing on team progression

page 76

Investing in people to boost profit

page 75

Back to basics for skills training

page 74

Holistic wellbeing at the forefront for Pan Pacific’s European debut

page 16

European Spa: Business Insider

pages 12-16, 18-19

The Big Debate: How do we solve the recruitment crisis?

pages 72-77

Travelling with purpose

pages 94-95

How to retain and grow your team as well as your business

pages 86-87

Mountain Spring Spa at Hubertus Mountain Refugio Allgäu, Germany

pages 88-93

Wellness is the new luxury

pages 78-79

Spa Specifier: Outdoor Special

pages 80-85

Five ways to maintain spa demand into 2022

pages 70-71

Mii: Stand out from the crowd

pages 66-69

On the Menu

pages 58-65

Natura Bissé: The art of Well-Living

pages 54-57

Expert Guide to Treatment Couches

pages 38-47

Nàdarra Spa at The Coniston Hotel

pages 30-35

HydraFacial: Proactive spa partnerships

pages 28-29

Ellisons: An important e-learning experience

pages 22-23

Palazzo Fiuggi Wellness Medical Retreat, Italy

pages 48-53

The mental health benefits of touch

pages 24-27

Elemis: Truth in beauty

pages 36-37
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