Men Are Booking Spa Reservations in Record Numbers: Is Your Spa Man Friendly?

Men like to be healthy, and they love to be pampered… they just don’t always like to admit it :)They like to be pampered so much, in fact, that they account for around 30% of all spa-goers, according to a survey conducted by the International Spa Association. Men are obviously booking spa reservations in record numbers, and as a spa owner or manager there are several steps you can take to ensure your spa is man friendly.

Create a “men’s only” menu of treatment option
Your male clients will want a menu of treatment options that cater specifically to them. Male and female clients respond to treatments differently and men should have treatment options which reflect their needs. Put together a menu which uses terms and treatments men can relate to. Create an “extreme” facial, or a “sports” massage therapy, or an “executive” grooming package. These are treatments men will feel comfortable having and they will feel confidant recommending these service to their friends.

Make male clients comfortable
Male clients may not be as savvy regarding treatments as your female clients. They may make a spa reservation but might be unsure how the process works once they arrive for their first appointment. Ensure you have a staff member on hand who can give your male clients a tour of the facilities to show them where changing rooms, pools, showers steam rooms or the location of any other amenities your spa may provide. Tell your male clients exactly what to expect from each treatment. Be sure to use terms the average man can understand, allowing him to feel more comfortable partaking in the treatment.

Educate
During their first appointment, have a member of your staff take the time to educate your male clients on the range of your spa’s services and treatments. Present the information in a man friendly way by using visual aids or even a short video on the treatment options. Make sure the video or visuals feature men using the services mentioned, this will help men visualize themselves receiving the treatment.

Sell Men Friendly Product Lines
Men do not like to shop around (which is REALLY good for your business if you can secure men as loyal clients). They like to buy. Ensure your spa staff is promoting suitable products and thoroughly explaining the benefits to all of your male clients. Suggest products that do double duty such as a body wash which also works as a shampoo. Men want their shopping choices to be easy and straightforward –make sure they are not being overwhelmed with too many product choices. Men are an easy sale if the benefits of a product are presented in a logical way. Make sure your spa staff is promoting complimentary products.

Create Loyalty
Men are loyal customers once you get them through the door. A good way to keep them coming back is to create packages or a range of spa services that they can purchase and use over multiple visits. Also, always make sure your front desk employees are pre-booking spa reservations for the next round of treatments– before the male client leaves the spa.

As a spa owner or manager, it is up to you to create a spa which is man- friendly. These simple steps will allow you to start cashing in on a potentially huge client base.

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