Spas around the world spent a significant portion of 2020 working to prepare for reopening. Grappling with the always-evolving challenges of the COVID-19 crisis meant implementing new sanitation protocols, rethinking budgets, streamlining the guest experience and, in many instances, simply finding a way to survive. Of course, the goal of all that hard work was to create the kind of safe, relaxing, rejuvenating environments that have led millions of people to make spa visits a core part of their wellness routines.
Spas around the world spent a significant portion of 2020 working to prepare for reopening. Grappling with the always-evolving challenges of the COVID-19 crisis meant implementing new sanitation protocols, rethinking budgets, streamlining the guest experience and, in many instances, simply finding a way to survive. Of course, the goal of all that hard work was to create the kind of safe, relaxing, rejuvenating environments that have led millions of people to make spa visits a core part of their wellness routines.
Broadly speaking, that goal has been achieved. Most spas are open, and guests have returned. Despite limitations on occupancy, many spas are even hiring therapists and service providers to keep up with demand. After lockdown periods ended, avid spa-goers were eager to receive the services and treatments that they had been forced to go without.
But what about the portion of the population that doesn’t already have an established spa-going routine? What about those who are enduring the strain and stress of life during the pandemic but haven’t yet sought relief in the form of a spa visit? Attracting the uninitiated and transforming them into repeat spa-goers may be a critical component of the spa industry’s road to recovery. Thankfully, those first-timers are a group that is never very far from the minds of spa leaders and their marketing teams.
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