Botanic, a Hotel Spa center at a Marina area hotel, currently provides spa and facial services. The concept proposed is to follow current wellness trends and to respond to the drive for sustainability. Focusing on sustainability and a more holistic approach that incorporates current trends in the spa and wellness industry is critical. Essentially, the Botanic Spa Center offers massage and beauty care services. The Botanic Spa menu presently includes three types of massages: Swedish, Deep Tissues, and Aromatherapy, as well as two face treatments: Purifying & Whitening, both of which use standard skincare products. When visiting Spa centers, guests usually look for healing, one-of-a-kind experiences, services aimed at increasing the attractiveness and feeling of wellness, therapies for the body for general health, and reconnecting with themselves.
Botanic occupies 3000 square feet of area on the hotel’s 10th-floor open-air rooftop. A swimming pool, gym, fitness studio, and outdoor garden with a footpath and a small open space are all located on the same floor. The Hotel Spa is designed in a luxurious minimalist style, with four single treatment rooms, one couple treatment rooms, separate male and female showers, and a locker area with a jacuzzi and sauna. The Botanic also has a modest lounge space where visitors can rest on sofas and armchairs. On the same level, there’s an underused small kitchen that was supposed to provide snacks and refreshments to pool guests. In 2022 consumer interest in wellness will keep rising, and the hotel sector should continue to develop inventive approaches to include healthcare in the customer experience (Spa Executive, 2021). Although a spa and gym are now standard features, the market is rapidly demanding more complex, holistic wellness experiences.
To suit client requests, the hotel intends to develop a holistic wellness approach; hence, the spa could provide holistic spa treatments. Dillette et al. (2020) state that holistic wellness addresses four components of the wellness experience: body, mind, spirit, and environment, as illustrated in Figure 1. Hence, the holistic approach seeks to provide a new state of health that focuses on improving not only the physical condition but also the mental and emotional state.
It is recommended that Botanic will include more all-around services and products. For instance, wellness services that incorporate mind, body, and spirit include meditation and yoga, crystal healing therapy, digital detox, and cryotherapy. Stone (2022) emphasizes that crystal and gemstone therapy assists in balancing the chakras and improving overall well-being. Clear quartz is suggested to enhance immunity, while rose quartz is thought to improve circulation (Stone, 2022). For individuals looking to detach from technology, spa trends are embracing these opportunities by providing specific wellness products. Shungite stones, in particular, are utilized in foot purification rituals to provide electromagnetic protection (Stone, 2022). Therefore, many spas are increasingly promoting wellness by addressing difficulties related to digital gadget overload. Cryotherapy is a popular spa treatment since it helps with irritation, discomfort, and anxiety (Stone, 2022). Guests proceed through a sequence of cold temperatures during cryotherapy.
Botanic is seeing fewer hotel visitors, which is the primary target market, as a result of the current Covid-19 problem and travel limitations. People visit spa centers to feel better mentally and physically, receive a unique healing experience, and relax. Shopping malls and business towers surround the hotel in the Marina area; thus, the one secondary target market that Botanic could focus on is office workers. Office work often requires tremendous mental and physical stress than average. Hence, office workers will be considerably more efficient, have a positive mentality, and reduce anxiety and stress levels after visiting the Botanic.
Notably, the primary target market includes early adopters, brand evangelists, and repeat customers who are most likely to buy products and services. The secondary target audience is the next market for its promise and potential since it entices the organization to venture out and generate additional revenue. Based on demographic segmentation, the Botanic’s secondary target market ideal customer age is from 25 to 60, both men and women, from middle to upper-middle-class income, working at office towers nearby the Marina area. Furthermore, the secondary target audience is equally significant, and targeting this demographic may help the spa center attract more clients and generate interest in wellness services (Chron Contributor, 2020). This demographic is less likely to purchase services than the core market, namely hotel visitors. Still, with the appropriate marketing plan, Botanic may convert a secondary audience into a primary one.
Revenue Stream and Menu Development
The secondary target audience, office employees, would be interested in participating in healthy activities that would strengthen biological systems, manage wellness issues, and promote general mind and body well-being. Based on Botanic’s fundamental goal to offer holistic wellness services, two brand-new treatments include yoga and meditation and stress management, namely ice bath as an alternative to cryotherapy. Yoga and meditation can be performed individually with a trainer or in a group class setting. Cryo-chambers are ideal for accelerating muscle recovery and providing individuals with a mental and physical boost (Ice Barrel, n.d.). Although Botanic does not presently have a cryo-chamber, ice bath therapy is a holistic approach since a cold plunge also helps experience enhanced advantages beyond muscle rehabilitation. Some of the benefits of adopting this type of hydrotherapy include: improving mental clarity, recuperation and wellness, and lowering stress and anxiety (Ice Barrel, n.d.). Furthermore, an ice bath can be incorporated into a package that includes a jacuzzi and sauna.
Two products for the retail revenue stream are nutritious salads and detox cocktails that will be available after the treatments and therapies. There is a small unused kitchen within Botanic; thus, it may be employed as a revenue-generating space. Two other brand-new services proposed are Shungite Stones massage, which focuses on health problems relative to digital device overload that office workers experience daily, and crystal healing massage (Stone, 2022). The menu development is based on the market, Botanic’s concept of a holistic approach, the secondary target market, and guests’ needs. An additional advantage of the new menu is that it includes the latest trends in the spa and wellness field to overcome competition. Revenue-generating spaces where guests must pay to participate include treatment rooms, cafés, retail spaces, and fitness areas, or the center generates revenue from the facilities or services offered. Moreover, revenue-generating components incorporate service and product mix, target, commission, and income. Guests’ interests should be considered to ensure the high-value proposition, achieve visitors’ loyalty, and reach sales targets to select the right products and services and increase revenue. As a Spa Manager, the sales and staff utilization reports will assist in monitoring KPIs, understanding clients’ preferences, and assuring experts’ availability.
Botanic therapists are paid a base salary as well as commissions for treatments completed. Target and incentive plans, as well as training, are two methods for motivating employees to increase sales of the revenue streams. Target and incentive programs reward and recognize employee success, inspire employees to increase sales and foster teamwork in attaining business goals. Employees should be trained to sell efficiently, and any selling challenges must be solved. Training should encompass both product knowledge and techniques and should be done regularly. Tanner (2017) claims that employees can benefit from training to understand how their job fits within their firm’s structure, mission, and goals. Workers are often more motivated when they realize why their job is essential; work quality and results can be improved via training (Tanner, 2017). As a consequence, employees are happier at work, are more enthused about the potential of achievement, and have a stronger sense of self-worth.
Intrinsic motivation comes from the job, goal internalization occurs when personal values align with the company’s vision, purpose, and values, and extrinsic motivation occurs when personnel is driven by the external environment, such as rewards and benefits. Thus, Botanic should provide constructive feedback, appreciate awards based on target and incentive plans, ensure training to enhance work-life balance, honesty, and integrity, and raise awareness. In addition, various types of motivations that reflect the interest of employee generations should be emphasized, as presented in Appendices. For instance, generation X values bonuses and stock as monetary benefits and job flexibility as a non-monetary reward, whereas Baby Boomers favor flexible retirement planning and peer recognition in addition to financial incentives.
Improving a Standard Operating Procedure (SOP)
Botanic had established Safe Entry check-in, Safe Distancing, and mask-wearing in the present Covid-19 circumstance. Botanic should implement two other spas operating SOPs for guest and employee safety and well-being: a code of conduct, particularly guest etiquette, and frequent inspections and audits of equipment and facilities. Louveau (n.d.) asserts that SOPs are a series of written instructions that are recorded to observe a system, routine, or recurring behavior. A code of conduct illustrates how to act in the spa and wellness center. It establishes the facility’s tone and standards and reduces confrontations between employees and visitors.
Inspections and audits of equipment and facilities, such as the swimming pool and treatment rooms, regularly provide service quality management and possible risk reduction and ensure everyone’s well-being. Guests will be informed about the code of conduct and regular facilities inspections during the guest booking stage; thus, both personnel and visitors feel safe. The Workplace Safety and Health Act is an example of government intervention that should be integrated into the Botanic. The WSHA requires that everyone take reasonable precautions to safeguard the safety and health of every workplace and worker. The Singapore Workplace Safety and Health framework mandates risk management to develop a proactive accident prevention culture. Additionally, proper risk management will assist in evaluating and implementing safety matters.
The additional SOPs will impact employees in doing their job by providing instructions and regulations to ensure the best service possible. Spas with defined SOPs are often better able to address challenges and set customer service standards that help the overall profitability of the business (Blair, 2018). Customers will feel safer and more comfortable; thus, Botanic will obtain guests’ trust and loyalty, which results in increasing business profitability. Adherence to the WSHA, regular facilities inspections, and the code of conduct will give Botanic an image of a reliable spa center that values quality, safety, and customer satisfaction. Nonetheless, if the preventive measures for everyone are not implemented, then the Botanic may face accidents, financial losses, and governmental penalties for compromising safety and health.
Spa and Wellness Marketing
One promotional campaign or activity is placing posters with Botanic treatments in front of the office towers. Wiley (2019) states that in comparison to video commercials, printing newspaper or magazine ads, and other print marketing tactics, poster marketing provides a high return on investment. One of the most significant benefits of advertising posters is their ability to communicate a wide range of marketing messages (Wiley, 2019). Posters aimed at office workers will increase brand recognition and promote new services. One most-used social media platforms suitable for the campaign is Instagram; thus, the Instagram account will be mentioned on the poster.
The bundle should include new treatments, such as yoga, meditation, and ice baths to reduce stress and anxiety. In addition, the poster will promote Shungite stones and crystal healing massage as ways for physical and mental well-being. Office workers are the target audience because of their need to reduce stress caused by work and the office towers’ close location. Botanic can partner with companies located in the office towels to promote employees’ health and job satisfaction. Discount programs will encourage future visits, and the Instagram platform will be used to get the message across, showcase the products and services, and publish posts and videos of experts working at Botanic and discussing the benefits of spa procedures and holistic approaches.
Sustainability practices should be included in health and wellness services. Osti and Goffi (2021) acknowledge that guests’ demands reflect changing requirements and behaviors at a time when consumers are striving for a more balanced and sustainable lifestyle. The hospitality industry should enforce energy and waste reduction or recycling programs and provide offerings that do not harm the environment or society, preserving the ecosystem while ensuring visitors’ psychological, physical, and spiritual well-being (Osti & Goffi, 2021). Botanic can adopt three sustainable and cost-effective practices to improve its brand image and productivity: energy-efficient lighting, seeding paper for business and gift cards, and biodegradable towels in the treatment rooms and bathrooms. Technology improves profitability; Although the initial cost of energy-saving LED bulbs may be higher, they last to fifty times longer than standard lights (Nelson, 2021). Moreover, seeding paper and single-use biodegradable towels are compostable and biodegrade organically in the environment.
Applying Spa Technology
The usage of a spa reservation system may increase productivity by automating bookings, providing personalized services such as greetings and preferences, and providing confirmation to decrease no-shows and last-minute cancellations via text message (SMS) reminders. A manager would also be aware if certain regions were not operating to their full potential, thanks to Spa & Wellness technologies. Customers gain from technology as well since they can receive online reminders and promotions, submit online feedback, and get customized information or advice based on their data and treatment history. Technology reduces errors and increases staff efficiency by assuring up-to-date information, controlling supplies, tracking stock turnover, and saving time and optimizing income by reacting to online feedback and customer demands. The Spa & Wellness system optimizes process flow by increasing client interaction, operating efficiency, and simplifying booking.
Customer Service Recovery
Customers’ dissatisfaction can be promptly rectified by offering compensation, such as additional treatment or a massage. It is critical to respect the customer’s sentiments and refrain from arguing. Lack of training in working with foreign clientele, such as a Japanese couple, and weak communication skills are two possible causes of the error and service failure. Improving customer service and service recovery training and recruiting skilled personnel are two suitable solutions to prevent this scenario from happening again. Staff’s qualities, such as friendliness, appreciation, and stress management, would be helpful. A good service should incorporate cultural and societal variations and anticipate customers’ needs.
Blair, J. (2018). Standard operating procedures for a spa.
Chron Contributor. (2020). What is a secondary target audience?
Dillette, A. K., Douglas, A. C., & Andrzejewski, C. (2020). Dimensions of holistic wellness as a result of international wellness tourism experiences. Current Issues in Tourism, 24(6).
Ice Barrel. (n. d.). Cryotherapy and ice baths. What’s the difference?
Louveau, F. (n.d.). Hospitality Industry: What is SOP – standard operating procedure? EHL Insights.
Nelson, G. (2021). 6 steps to creating a sustainable spa or clinic.
Osti, L., & Goffi, G. (2021). Lifestyle of health & sustainability: The hospitality sector’s response to a new market segment. Journal of Hospitality and Tourism Management, 46, 360-363.
Spa Executive. (2021). Seven wellness trends for 2022.
Stone, D. (2022). Top 5 spa trends for 2021.
Wiley, N. (2019). 5 benefits of marketing posters.