How do you expect spa and wellness providers to adapt in order to inspire confidence and loyalty of future guests?

I think that there are two ways that spas and wellness providers are starting on the front foot here; firstly, human connection and touch has been so missed – after lockdown and isolation we need to be nurtured more than ever - and authentic spas and wellness businesses provide this in a way that is deeply necessary for our true wellbeing. Secondly, the nature of this industry (whether providing services or products) is such that hygiene standards have to be rigorous – they just weren’t seen as prominently by the customer before and this will change, but wellbeing businesses need to be sensitive to how they do this so as not to lose their central purpose; to make people relax and feel well. 

The key is communication, before, during and even after a visit or a purchase. It has been fascinating to see how wellbeing providers and brands have pivoted to engage their customers in creative ways on digital platforms – and social media in particular. It will be important to keep this open communication when welcoming visitors back into wellness spaces; clients can expect pre-consultation – whether by phone or email - to be significant so that teams can get a good idea of physical and emotional needs beforehand and there are likely to be questions expressly relating to COVID-19 symptoms. It also presents an opportunity for businesses to help clients feel reassured at this point; letting them know what they can expect when they arrive and throughout their visit so that they can relinquish any anxiety and fully enjoy their experience. 

Although it will require significant preparation from businesses, the silver lining is that the customer experience is likely to be even more bespoke as a result. Together with a renewed emphasis on continuous communication with the customer, these are things that are integral to this industry and businesses who do it well will reassure customers and inspire their loyalty. 

Do you think we could see a shift in the demographic of spa-goers? Will younger audiences be less risk-averse?

This will be interesting to watch and see: it may be that the demographic will shift, though in the luxury sector, this will still mostly be dictated by financial means and so many young professionals have been adversely affected in this way, while those who are 40 – 60 (traditionally the core audience for spas), may be looking to optimize their health as much as possible.

Should we expect to pay more or less for spa visits? Will we see special offers to encourage people through the door, or will prices be hiked up due to reduced guest numbers and longer turn-around times between therapies? 

Particularly at the luxury end of the market, we would advise against discounting so as not to diminish the value of your product or make it harder to return to previous pricing; add special little touches that show the customer how much they are appreciated instead.

It will certainly be costlier for spas to operate in the short to medium term with reduced numbers and increased investment required in things like equipment and training, any adjustments needed to the physical space, as well as dealing with loss of revenue from being closed. If prices need to be adjusted (upwards), then again it will come back to communicating to the guest how this will ensure their experience is enhanced so that they feel its value. 

The positive impact the lockdown has had on air pollution and ecosystems is apparent, could we see a permanent change in consumer mindset around travel as a result? Are hotels and spas looking to offer sustainable solutions to make travel more eco-friendly and more responsible?

This is another shift that I hope will be accelerated. We held a webinar on this topic for clients recently and it was proposed by one of our panelists that we’ll see a change in consumers’ ideas of what luxury is – not necessarily the use of pile of towels and single-use plastics, but in beautifully-produced, authentic, local things. Also, that travellers are more likely to crave experiences over material things post-lockdown, so it’s a real opportunity to showcase unique local experiences and the people at the heart of a destination.  It will also be important for hotels to look for and invest in sustainable solutions and innovative technology to support health and safety measures, rather than toxic chemicals and disposable plastics – better for the environment and better for us too.