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How spas can make the most out of Valentine's Day, according to Verena Lasvigne
By Megan Whitby 24 Jan 2022
According to Verne Lasvigne, Valentine’s Day’s business potential extends well beyond mid-February Credit: Shutterstock/Kamil Macniak
“Valentine's Day should be a success both in terms of guest experience and securing success for your spa’s top and bottom line,” says Verena Lasvigne, industry figure, consultant and seasoned spa director.

Speaking exclusively to Spa Business, Lasvigne explained that Valentine’s Day holds significant opportunities for increased revenue, exposure and footfall for spa businesses.

“In many spas, Valentine’s Day is the busiest day of the year,” she says, “and since it gets so much attention, it’s crucial to plan how to get the most out of it.

“By that, I don’t just mean 14 February, but also anticipating how it can help bring in more business in the months ahead.

“I’ve come across so many spas over the years which are fully booked for Valentine's Day as of mid-January but then neglected to plan how to take advantage of this unique day beyond a busy schedule.”

In her opinion, Valentine’s Day’s business potential extends well beyond mid-February.

To provide inspiration, Lasvigne has rounded up her top tips for optimising profitability in spas on Valentine’s Day and beyond:

1. Increase footfall
For spas that aren’t typically busy and need business, put together an offer or package. It can be something as easy as adding an enhancement and a glass of sparkling wine to a massage and giving it a romantic name. Only your creativity sets the limit. With that, your PR team can start planning on a promotion schedule.

2. Yield management
If your spa is already booked up for the day, don’t stop here! Take a strategic approach to maximise revenue like offering only 50-60 minute massages to get the perfect fill at the best yield, or consider reserving your couple suites only for couples. Train your reservation team on whatever approach you take.

3. Booking strategies
If you have online booking availability, add temporary blocks onto your schedule that only allow on-site reservations to book in. This means your online booking reservations don’t get in the way of your goal: the perfect fill!

4. Capitalise on retail
Create a retail section with gift ideas for the celebration of love. Make it Instagram-able so PR can promote this aspect of your operation. Now is the time to start finding your bestsellers!

5. Create something memorable
Wow your guests! Many new ones may join you, so your team has the opportunity to turn them into regular clients. For this, you need to spread some love.

Add a little touch for all guests coming in on Valentine's Day weekend. This could be a rose, heart-shaped chocolates, a QR code to a love song playlist, a love poem for couples, bath salts in a heart shape … your creativity may be endless and adapted to your budget.

6. Value in vouchers
Outline a strategy for promoting gift cards and online gift certificates – the more you sell the busier your spa will be in the following months.

Spas that are especially busy on Valentine's Day should focus even more on gift cards and certificates and less on what your spa has to offer for this day. Invest your time and energy into promoting the gift of wellness.


News
1 to 12 of 8160 news stories
24 Jun 2022
The Global Wellness Summit (GWS) has kicked off the sixth season of its wellness podcast which has recently been renamed Global Wellness Conversations (GWC). First recorded at the 2019 GWS in Singapore, GWC has grown ... More
23 Jun 2022
A new report by Deloitte, outlining the social and economic value of the global health and fitness industry, has been released by The Global Health & Fitness Alliance (GHFA), in collaboration with IHRSA. The 418-page ... More
23 Jun 2022
Industry veteran Jacqueline Berry has been appointed group director of spa and wellbeing at Miraval. She will oversee the company's Life in Balance spas at Miraval Arizona, Miraval Austin and Miraval Berkshires. Berry was previously ... More
23 Jun 2022
Rosewood Hotels & Resorts is continuing its strategic global growth plan and will open its first property in Venice, Italy, in 2025. Rosewood announced it has been selected to manage the Hotel Bauer in Venice, ... More
22 Jun 2022
A new spa and wellness retreat has launched at The Fontanelle Estate in Tuscany, a countryside property nestled among the rolling hills and vineyards of Italy’s Chianti wine region. Completed with the help of Lahra ... More
21 Jun 2022
The winners of the 13th annual Good Spa Guide Awards were announced last night (20 June) at industry conference Spa Life UK taking place this year in the Cotswolds. The awards celebrate the best in ... More
16 Jun 2022
Mandarin Oriental Hotel Group (MOHG) has signed a long term management agreement with Attestor Limited to rebrand and manage Hotel Cristallo in Cortina d’Ampezzo, Italy. Currently operated by Marriott International within its Luxury Collection, the ... More
16 Jun 2022
Newly-formed industry body The Great Spa Towns of Europe association has appointed Stefan Szirucsek as its new board chair. As of July 2021, The Great Spa Towns of Europe was established as a UNESCO World ... More
15 Jun 2022
On 24 June 2022, skincare specialist and therapist trainer Jennifer Young will launch a new training course called Hormonal Wellness Touch Therapies. The new qualification is designed to enable spa therapists to help guests address ... More
13 Jun 2022
Hotels with wellness revenues exceeding US$1m generated 126 per cent more in total revenue per available room (TRevPAR) in 2021 than those with wellness revenues of less than US$1m, according to the latest Wellness Real ... More
10 Jun 2022
After a two-year hiatus due to the pandemic, the 14th annual HOTel&SPA event returned last week, bringing together top hospitality and spa executives from across Europe and beyond for a day of talks and networking. ... More
09 Jun 2022
Global lifestyle brand Nobu Hospitality, founded by Robert De Niro, Nobu Matsuhisa and Meir Teper, has announced plans to open its fifth Spanish destination in Madrid. Centrally positioned in the heart of the Spanish capital’s ... More
     
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How spas can make the most out of Valentine's Day, according to Verena Lasvigne
POSTED 24 Jan 2022 . BY Megan Whitby
According to Verena Lasvigne, Valentine’s Day’s business potential extends well beyond mid-February Credit: Shutterstock/Kamil Macniak
Credit: Four Seasons
Since Valentine's Day is typically one of the busiest days of the year for spas, it’s crucial to plan how to get the most out of it
– Verena Lasvigne
“Valentine's Day should be a success both in terms of guest experience and securing success for your spa’s top and bottom line,” says Verena Lasvigne, industry figure, consultant and seasoned spa director.

Speaking exclusively to Spa Business, Lasvigne explained that Valentine’s Day holds significant opportunities for increased revenue, exposure and footfall for spa businesses.

“In many spas, Valentine’s Day is the busiest day of the year,” she says, “and since it gets so much attention, it’s crucial to plan how to get the most out of it.

“By that, I don’t just mean 14 February, but also anticipating how it can help bring in more business in the months ahead.

“I’ve come across so many spas over the years which are fully booked for Valentine's Day as of mid-January but then neglected to plan how to take advantage of this unique day beyond a busy schedule.”

In her opinion, Valentine’s Day’s business potential extends well beyond mid-February.

To provide inspiration, Lasvigne has rounded up her top tips for optimising profitability in spas on Valentine’s Day and beyond:

1. Increase footfall
For spas that aren’t typically busy and need business, put together an offer or package. It can be something as easy as adding an enhancement and a glass of sparkling wine to a massage and giving it a romantic name. Only your creativity sets the limit. With that, your PR team can start planning on a promotion schedule.

2. Yield management
If your spa is already booked up for the day, don’t stop here! Take a strategic approach to maximise revenue like offering only 50-60 minute massages to get the perfect fill at the best yield, or consider reserving your couple suites only for couples. Train your reservation team on whatever approach you take.

3. Booking strategies
If you have online booking availability, add temporary blocks onto your schedule that only allow on-site reservations to book in. This means your online booking reservations don’t get in the way of your goal: the perfect fill!

4. Capitalise on retail
Create a retail section with gift ideas for the celebration of love. Make it Instagram-able so PR can promote this aspect of your operation. Now is the time to start finding your bestsellers!

5. Create something memorable
Wow your guests! Many new ones may join you, so your team has the opportunity to turn them into regular clients. For this, you need to spread some love.

Add a little touch for all guests coming in on Valentine's Day weekend. This could be a rose, heart-shaped chocolates, a QR code to a love song playlist, a love poem for couples, bath salts in a heart shape … your creativity may be endless and adapted to your budget.

6. Value in vouchers
Outline a strategy for promoting gift cards and online gift certificates – the more you sell the busier your spa will be in the following months.

Spas that are especially busy on Valentine's Day should focus even more on gift cards and certificates and less on what your spa has to offer for this day. Invest your time and energy into promoting the gift of wellness.
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A new spa and wellness retreat has launched at The Fontanelle Estate in Tuscany, a countryside property nestled among the rolling hills and vineyards of Italy’s Chianti wine region.
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The winners of the 13th annual Good Spa Guide Awards were announced last night (20 June) at industry conference Spa Life UK taking place this year in the Cotswolds.
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25-27 Jun 2022

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Las Vegas Convention Center, Las Vegas, United States
27-28 Jun 2022

Medical Wellness Congress

St. Martins Spa & Lodge, Frauenkirchen, Austria
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