ISPA Academy Articles
<<< Back to ISPA Academy
Erica Dhawan: Connectional Intelligence
“WE ARE ALL IMMIGRANTS TO THE NEW WORLD OF DIGITAL BODY LANGUAGE.” Erica Dhawan believes we’re all experiencing the same challenges as more of our interactions—with colleagues, with resource partners, even with clients—move away from in-person to online. So, how do we connect intelligently?
Erica suggested to the ISPA Conference audience that “the question shouldn’t be how to adapt to ‘the new normal,’ but instead how to create a better normal” in digital communications. Whether communicating in a video conference or by email or text message, Erica offers five key principles to ensure your message is received the way you intend:
Esalen Massage
Developed and refined over the last 20 years by the Esalen Institute in California, this massage combines Swedish and sensory relaxation massage techniques.
Every Body Is A Spa Body: Making spas more welcoming to clients of all sizes
For plus-size travelers, finding a spa that meets their needs can be a challenge. Common concerns include the availability of appropriately sized massage tables, robes and slippers, as well as comfortable seating.
Fortunately, many spa owners, managers, and consultants are actively addressing these issues, working to create spa environments that are welcoming and inclusive for everyone.
Every Question Answered: The ISPA Talent Toolkit
WHO will find value in the ISPA Talent Toolkit?
This suite of resources arms spa owners and directors, human resources leaders and marketing and communication departments with the checklists, templates and guides they need for success with talent recruitment and engagement concerns that are at the forefront of focus in the spa industry.
WHAT is included in the Toolkit? The Talent Toolkit comes equipped with resources for every talent-related function of your spa business. Each toolkit section below lists some currently-available tools.
Evolve or Become Irrelevant
How do you make sure your spa stays relevant with the changes we’ve experienced in the past several years?
Embrace technology
Touchless therapies have become popular—especially during and since the Covid pandemic. While acknowledging that “it can be scary to embrace technology,” Emyln Brown offered hope that “it can also lead to change,” and the panel shared ways new technology can be a positive change for spas.
Amanda Al-Masri finds “more people are interested in wellness, but we have less people to work” and advises spa leaders to “embrace touchless therapies, as it’s a great way to add revenue. Hands-on therapies are still very important and should not be replaced, but the touchless helps amplify results.”
“Touchless is complementary to human interaction,” agrees Simon Marxer. “Being able to offer a broad menu is sound business.”
Exceptional Experiences: Providing Excellent Customer Service
In many industries, companies follow one of two “go to market” strategies: focus on providing extraordinary customer service, or emphasize low prices. While most bus[1]nesses make efforts to cater to both goals, every company leader has one or the other priority in mind when making day-to-day decisions. For spas, the default is nearly always to promote great experiences.
The challenge of creating a customer-centric environment is not new. But many spa leaders say staffing turnover during and since the pandemic has exacerbated an existing issue. In an era of decreasing service mentality, how can spa leaders train and promote exceptional customer service? Conversely, do spas face a decreasing return on investment when trying to win the approval of every client?
Executive/Management Focus: Spa Employee Wages
Three leaders in the fields of personnel management and employment policies offer the following insights that will be of special interest to spa leaders. With their knowledge of employee compensation and their experience guiding businesses through the complexities of hiring and workforce development, these professionals share valuable perspectives and provide practical advice and strategies on key employment topics.
- Candra Bryant leads Hanna Resource Group, an HR focused consulting firm dedicated to creating thriving workplaces. With a rich background in corporate HR leadership and consulting, Bryant excels in crafting employment policies that align with applicable regulations, best practices and organizational culture.
- l Alison Harrigan is a senior client partner and leads travel, hospitality and leisure practice for global organizational consulting firm Korn Ferry. Harrigan’s career background includes experience with franchised businesses, hospitality, real estate and wellness.
- Julie Keller-Callaghan is a co-founder of Well Defined and managing director of recruiting for Hutchinson Consulting: An Arch Amenities Group Company. A longtime influencer and advocate in the wellness world, Keller Callaghan serves as a consultant and content strategist for numerous wellness brands.
Fangotherapy
Fango is the Italian word for mud. Used in treatments, a highly mineralized mud may be mixed with oil or water and applied over the body as a heat pack to detoxify, stimulate the circulation and relieve muscular and arthritic pain.
Faradism
Electric muscle stimulators used to tone muscles through low-level electricity conducted through contact pads attached to the body for “passive exercise,” often used for treatment of certain medical conditions.
Feast Your Senses: How Serving Up Wellness on a Platter Can Boost the Spa Retail Experience
Integrating self-care food and drinks into spa retail spaces aligns with the growing trend of holistic wellness, where nourishing the body is seen as integral to achieving overall balance and harmony. By offering a curated selection of nutritious snacks, herbal teas, cold-pressed juices and other wellness-focused products, spas can cater to guests seeking a more comprehensive approach to overall harmony.
One of the key benefits of incorporating wellness food and drinks into spa retail is the enhancement of the guest experience. In addition to external pampering through treatments like massages and facials, spas can now provide guests with nourishing options to support their internal well-being. Whether it’s sipping on a detoxifying herbal tea before a treatment or enjoying a nutrient-rich smoothie post-session, these offerings add an extra layer of indulgence and care to a spa visit.