Spa Menus for Success.
Revolutionizing Spa Menus: The Key to Flexibility, Savings, and Success!
As a spa operator, one of the things I was always unhappy with was the spa menus in my spas. They never quite felt like they truly reflected the spa’s essence. There was always something missing—whether it was in design, content, or the message they sent to our guests. But then, a pivotal moment came in my operational career when I had the opportunity to create the spa menu brochure of my dreams.
With the guidance of an incredible graphic design team and the unwavering support of my marketing director, I crafted what I believed was the most stunning spa menu brochure imaginable. The elegance, the feel, and the message—it all aligned beautifully with the vision I had for the spa. I felt so proud to offer this gem to our guests, knowing it was a reflection of everything we stood for.
But then came the two major downsides: the cost and the longevity. The brochure cost almost $8 each to print, and just eight months later, it needed to be updated and reprinted. My initial pride turned into a bit of disappointment as I realized this wasn't sustainable. Despite the beauty of the design and the success of bringing this vision to life, I found myself stuck in a one-way street—constantly reprinting and adjusting at great cost to the business.
Then came an unforgettable moment in 2021 while I was part of a panel discussion at the virtual ISPA Conference on Yielding and Dynamic Pricing. During the discussion, I was explaining how we had implemented yielding strategies in our spa, and how these changes were reflected in our spa menu—the very one I was so proud of. And then, mid-conversation, it just clicked. I suddenly realized something I had never fully considered before: printed spa menus in a world of dynamic pricing and yielding are outdated.
What made me share this live on a panel, completely contradicting my long-held belief in printed spa menus? It was a strange and profound realization that hit me in real-time. Having a printed menu wasn’t just a hefty cost to the bottom line; it also locked us into a state of inflexibility. How could I yield my business effectively when I was tied to a static, printed menu? It made absolutely no sense anymore.
By sticking to printed menus, we were stuck in a cycle of expensive reprints and missing out on the opportunity to adjust our pricing and offerings dynamically. A digital menu, even just in the form of a PDF, changed everything. It allowed us to update prices or offer price ranges as needed every 6 or 12 months. This flexibility also enabled us to swap out brands and maintain an accurate and up-to-date menu for our guests—something that was crucial in a Forbes-rated environment.
The benefits were clear:
Cost savings: No more spending thousands on printed brochures that quickly became outdated.
Flexibility: We could update pricing, switch product brands, and adjust services on the fly.
Guest satisfaction: A digital menu ensured that our guests always had access to the most current offerings.
Sustainability: Reducing paper use by going digital was an added environmental benefit, aligning with many guests' values.
Since that day, we’ve fully embraced the digital menu model and it’s what I have suggested to my clients since. We then had QR codes ready to direct guests to our website or menu, and the ways to do this have become more luxurious and seamless than ever before.
I can’t help but wonder—am I the only one using this approach today? How do you handle the challenges of spa menus in your business? I’d love to hear your thoughts and experiences. Share with us in the comments below!