8 Tips to Open a Spa in 2025

By Florence KOWALSKI - Spa de Beaute, FRANCE

2024 marked the emergence of numerous boutique hotel or urban spa projects internationally, despite a challenging economic context. The conclusion: the spa industry is evolving!

Here are 8 tips for your 2025 spa projects-ideas.

1. Limit the Number of Treatment Rooms

A successful spa project traditionally assumed a sufficient number of treatment rooms. The logic was clear: the majority of spa revenue comes from treatments, which are easy to sell (customers typically visit the spa for this purpose) and tend to be the most expensive. On paper, it makes sense: rooms = treatments = revenue.

The delicate profitability of treatments: It's been known the profitability of a treatment is fragile due to the high fixed costs associated with running a spa. Salaries for therapists, spa managers, receptionists, and other support staff weigh heavily on turnover. In many cases, turnover is still 90% dependent on treatments. These support roles are vital to the spa's operation, but the reality is they yields a lower margin compared to room revenue.

Limited rooms: Any investor knows that when unit margins are low, volume is key to generating attractive profitability, or in the case of a spa, selling a high volume of treatments. This is why the traditional reflex when designing a spa has been to increase the number of treatment rooms. More rooms = more treatment slots = easier revenue.

However, this dynamic has changed in recent years. The issue now is the difficulty of recruiting and stabilizing spa teams. The pandemic caused many therapists to leave the industry or transition to roles outside treatment rooms (spa managers, consultants, trainers, etc.). As a result, some spas are in a constant cycle of recruiting and facing high turnover, leading to unfilled positions and unsold treatment slots.

My advice: The trend doesn't seem to be reversing anytime soon. Spa projects planned for 2025 must account for this reality in their activity forecasts and adjust the number of treatment rooms accordingly, selling the collective spa experience and wellness investment, in contrast to previous practices.

2. Consider Hands-Free Treatments… But Choose Wisely!

In today's tight job market and with high salary costs for spa practitioners, hands-free treatments represent a real opportunity-provided you select the right ones.

Long overlooked and often dismissed by purists who swore by manual treatments, hands-free technology has become quite trendy. American spas, in particular, have embraced device-based treatments.

Be cautious about "must-have" purchases: Some spa owners have jumped on the trend and invested in hands-free devices. The problem is that such devices are often more of a "favourite" purchase than a thoughtful investment aligned with the spa's overall concept, treatment menu, or customer experience.

Ask yourself the right questions:

• Will you be able to sell this treatment to your current customers?

• If not, will require additional marketing efforts to attract new customers.

• Does the technology deliver results?

• Gather insights from industry colleagues who have used the equipment, rather than relying solely on the manufacturer's testimonials.

• What are the ongoing costs for consumables, and how often will you need to replenish them?

My advice: Don't underestimate the time required to fully evaluate and integrate hands-free treatments into your spa's offering. This could be a gamechanger for your profitability-both positive and negative.

3

- Invest in a Signature Treatment that Can Be Easily Replicated

The signature treatment is your spa's emblematic offering-the one customers can't find anywhere else and that should provide a unique experience. Typically, it is a slightly more expensive treatment with a higher perceived value.

In recent years, some professionals have moved away from signature treatments because they were difficult to sell regularly due to:

• Treatments that are too conceptual or complex, without appreciation of the spa logistics.

• The challenge of integrating signature treatments with the rest of the spa menu.

However, I believe signature treatments are essential in an increasingly competitive environment. A clear marketing positioning is crucial, and signature treatments help distinguish your spa. To make this work, your signature treatment must be:

• Easy to learn and perform by all therapists.

• Reproducible multiple times per day

• Easy for receptionists to sell to clients.

My advice: Avoid overly complex or physically demanding techniques. Focus on a clear, sellable message for the treatment. Keep the signature element simple but striking. Consider incorporating other sensory elements, like scent, ambiance, or a post-treatment snack, to reinforce the uniqueness of the experience.

4 . Exclusive Brand Contracts

In today's competitive market, you have the right to set your terms when negotiating partnerships. You can also work with multiple brands and integrate new ones alongside your main brand supplier if you identify a customer demand that the current brand doesn't meet.

My advice: Many skincare brands now offer flexible options, including pop-up shops, allowing you to test products with your customers. This shows that the brand is adaptable, aware of the competition, and confident in their products.

5. Integrate the Spa with the Kitchen's Offerings

For a long time, the spa was treated as a separate product within the hotel, with little connection to other services like the kitchen. Spa managers would sometimes shy away from asking the kitchen for snacks to accompany treatments, as the kitchen staff often didn't understand the spa's role.

Well-being should be integrated with nutrition: Well-being now extends beyond treatments and includes nutritional offerings. Spas must contribute to this well-being by collaborating with the kitchen to offer:

• Post-treatment snacks

• A "wellness" menu with vegetarian/vegan options

• Signature culinary creations

• Well-being drinks like collagen-based beverages or fruit and vegetable detox cocktails

My advice: A collaborative effort between the spa manager and the chef is essential for providing a complete well-being experience in 2025.

6 - If You Have a Pool, Consider a Membership Model, Regardless of Size

For several years, we recommended limiting pool access to hotel guests to preserve the customer experience. However, the rarity of hotel pools means that non-residents may be willing to pay for regular access to your facilities. This can be structured as a membership model-one of the most profitable offerings for a spa.

My advice: Implementing a membership model generates recurring income with low operational costs. Offer membership with conditions, such as limited capacity (e.g., five members per month) or restricted hours (e.g., no access on weekends). This model can also serve as a useful learning experience if you later decide to expand your spa and explore other business opportunities.

- Consider a Gateway Between Spa and Employee Well-Being

Many still see the spa as a service exclusively for customers, but employees need well-being just as much (or more!). Why not offer them access to the pool or gym under certain conditions or as a reward for good performance? This could also apply to treatments for employees who achieve certain goals.

My advice: These measures should be occasional and not apply to everyone. However, in 2025, this will enhance your employer brand and contribute positively to your spa's image.

8. Step Up Your Communication Efforts!

Hotel spas often rely on the hotel's website, and social media platforms for communication, which can bury spa-specific content among other hotelrelated information.

Why your spa needs its own social media presence: In an era where external customers are increasingly important for financial stability, it's crucial for the spa to have its own social media accounts. This will allow the spa to:

• Present new treatments

• Showcase the “feel-good” role your spa plays

My advice: Focus on quality over quantity when creating content. Prioritize relevant, informative posts and engage with your audience to convert them into paying customers. Social media will be an essential tool for acquiring new clients and boosting your spa's visibility.