24 May 2024 World leisure: news, training & property
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Spa Business
2023 issue 2

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Leisure Management - On the books


On the books

Spa software suppliers tell us what significant booking trends they’ve noticed in the last 12 months

Skincare services have been the most popular with those booking on the Vagaro platform photo: shutterstock/Studio Romantic

Sal Capizzi
Director of marketing, Book4Time
Sal Capizzi / photo: book4time

More businesses are taking a 360˚ approach to wellness in a variety of ways and adding memberships is the most prominent. We’ve seen an uptick of 8-10 per cent of spas rolling these out since 2021. Memberships make it easy for people to visit spas regularly and they also guarantee a monthly or annual revenue for the business.

We’ve also noticed that yield management and dynamic pricing features are taking the spa and wellness industry by storm.

Yielding your prices can be done easily with Book4Time by day of the week, time of the day, facility utilisation rate or practitioner utilisation rate. This feature also allows for sales and marketing teams to have a better pitch to guests rather than discounting services to fill treatment rooms.

We’ve found that an astounding 25 per cent of our spas are using at least one type of yielding solution to manage their business and are seeing a 5-10 per cent revenue increase because of it.

An astounding 25 per cent of Book4Time spas are using at least one type of yielding solution
Charity Hudnall
VP of marketing, Vagaro
Charity Hudnall / Photo: Vagaro

Spa businesses on the Vagaro platform saw an average 6.6 per cent growth in appointment bookings month-over-month from April 2022 to March 2023. In the 12 months, March 2023 saw the most appointments booked, followed by December 2022 and February 2023.

This data is significant because it correlates with the overall consensus that the global health and wellness-conscious consumer market is growing right along with a boom in the popularity of related services.

In the last 12 months, skincare services were the #1 most-booked appointments for spa businesses, followed by massages, waxing, lash and brows, medical spa services and laser hair removal.

In the last 12 months, there’s been a 6.6 per cent growth in appointment bookings on Vagaro
March was the busiest month for bookings in the last year / Photo: Vagaro
Ricky Daniels
Co-founder, Trybe
Ricky Daniels / Photo: Trybe

We’ve found wellbeing remains a priority despite the tightening of purse strings. But there is a noticeable change in consumer behaviour when it comes down to the type of treatment they book and how much they’re willing to spend.

Spas with lower price point offerings – such as facility access with afternoon tea – have seen a 15 per cent reduction in average spend from June 2022 to April 2023, but a 32 per cent increase in footfall. This indicates guests are looking for access to facilities but not necessarily indulging in add-ons that augment their bill.

We’ve also noticed that spas with an increase in average spend have subsequently seen a decrease in how far in advance guests are booking. The more a spa package costs, the less likely people are to commit to it ahead of time.

In addition, spas that are increasing their prices are seeing a reduction in the number of people through the door.

Higher spending guests book closer to the time of treatment
Zenoti releases 2023 Beauty and Wellness Benchmark Report

Gift cards bring in a notable number of new guests, according to Zenoti’s recently published 2023 Beauty and Wellness Benchmark Report. It found that one out of every five cards sold by spas and salons (21 per cent) is redeemed by a first-time guest. For businesses using Zenoti software, that amounts to more than 890,000 new guests from 2020 through 2022.

The report aggregates the performance of spas, salons and medi spas across North America to determine benchmarks across 12 metrics.

Other findings show that overall the spa segment saw nearly 19 per cent more customer visits in 2022 than the previous year and that barbershops and full-service medi spas led in appointment growth – up 28.5 per cent and 22.5 per cent respectively.

Interestingly, numbers indicate that membership models yield greater results. In 2022, the top 10 per cent earning membership-based spas had 22 per cent higher revenue than their non-membership peers.

Top-earning membership spas had 22 per cent higher revenue than non-membership based spas

Originally published in Spa Business 2023 issue 2

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