The spa industry is a wonderful place for people who enjoy learning. Training and education are high priorities among spa professionals. For some positions, such as massage therapists and estheticians, this training and education must take place before obtaining a job, but learning does not stop once work begins.
Spa employees are commonly compensated in one of two ways: a traditional employer-employee arrangement or the less traditional, but still common, contracting spa–independent contractor relationship.
While it may seem that a technical specialty like massage therapy or esthetics would be the logical opening to a spa career, these are not always necessary to spa success. For those looking to become spa managers, it may be possible to work up to a management position by starting at a lower-level position, learning the business, and then advancing in the field.
Spa director careers are more rewarding and more challenging than many people realize. Spa directors—whether of day spas, resort spas, or destination spas—must master many diverse skill sets to be successful.
Key elements of spa directors’ jobs can be broken down by the various groups with whom they interact.
Different types of spas present their directors with unique challenges and opportunities. These range from attracting guests to developing programs to meeting revenue goals. Knowing how resort spas, destination spas, and day spas differ may help a spa professional choose which spa segment is right for them.
Every day, spa directors around the world deal with the challenges of leading employees, managing profitability, and serving guests. While there are many types of spas, this chapter will follow hypothetical directors at three of the most common types of spas: resort spas, destination spas, and day spas.
Spa director is one of the most demanding and rewarding careers in the spa industry. The job requires an extensive knowledge of all aspects of spa operations, from financial management and human resources to facilities management and marketing and public relations.
My definition of a great facial is when I fall asleep. Once I make it past the torture of the pore extractions, I settle in to a peaceful, meditative state. If I have to ask if I was purring (because, of course, I don’t snore), then it was an exceptional experience.
Each year, the holiday season seems to come quicker and quicker, pulling behind it a dependable stream of decorations, family gatherings and heightened consumerism. For spa professionals, the holidays present a tremendous opportunity to welcome new spa-goers into your universe and reach untapped segments of your community. More than at any other time of the year, friends and family give the gift of relaxation and restoration to loved ones in desperate need of a break from busy, sometimes backbreaking lifestyles. Many of them know the benefits of spa but are not intimately familiar with their local spa scene. Where do these thoughtful gift-givers go to get the lowdown on the best spas in town?
You guessed it—they go to online reviews. Waiting patiently in their pocket or within an arm’s reach, their phone is a gateway to all the gab and gossip surrounding local businesses. Review sites receive a constant flow of star ratings and reflections from customers whose experience with a local business, whether positive or negative, motivates them to let the world know. As we will see, understanding the statistics behind online reviews and managing your online reputation is of the utmost importance—especially during the holiday season.