Stress in the Spa

A recent survey from the American Massage Therapy Association found that 59 percent of Americans are more stressed this year than last year. Stress is also the reason most Americans got their last massage. The number of Americans who received massage for stress has jumped from 22 percent to 36 percent this year. The International Spa Association shows similar findings as massage being the most requested spa treatment. Stress relief is still the No. 1 reasons people go to spas.

So why do people visit your spa? To relax? Freshen up? Calm down? What are you trying to convey your spa brand to be? If you are striving to make your spa a serene place for stressed people to come, chances are you are getting through the bad economy better than most. If you are not creating a stress free atmosphere, you need to find out what value you add and do it better than any other spa.

If stress is the No. 1 reason people attend spas, why aren't all of the ever increasing stressed population knocking down your door? Spa's need to get rid of everything that does not convey a stress-free environment (if stress-free is part of your philosophy). What creates negative impressions and messages in your spa that can give your customers anxiety and stress? Is it too bright or loud? Is your staff too pushy on retail sales? Spas need to address all of the negative impressions that may come up with every customer. If you find that people have a hard time finding your location-that is a negative impression which creates more stress. I recently came across an International Spa Association study surveying why people don't go to spas. 19 percent of people feel out of place, 19 percent don't know exactly what to expect, & 12 percent felt that a hard sales approach made them feel uncomfortable at the spa.