Paul Hawco, director of Talise Spa Operations gives the advise on how to minimise the impact of annual downturn in business at hot summer months

The hot summer has arrived and with this comes the annual downturn in business. How can my spa minimise the impact?

The summer season can certainly negatively impact the spa business and advanced planning is therefore essential. It’s key to get your offers and promotions organised in time to be included in related editorials, magazines and print. The spa operators are well aware of the downturn and the market gets inundated with offers and promotions to attract customers, therefore not only is it key to get adequate and early coverage, you also need to be aware of the following points.

Your spa needs to stand out from the crowd – be unique, try something risky, unlimited spa packages, memberships with deep, deep value and inclusions. A successful tactic is leveraging a hotel’s overall facilities to be included in day packages or spa bookings such as beach access, pool access, drinks or lunch, the kids’ club and a stay option with a room.

Leveraging your existing database is also important. At Talise we start in April by giving all departing guests a spa credit redeemable during summer months and we see very good returns.

Possibly you have a spa more reliant on in-house guests whose room rate may be less than your spa rates. If this is the case, adapt. Look into making your spa rates a ratio of the room night prices, that is if your sell rate is normally 20 per cent of your hotels sell rate – work out the same ratio for low season. While the financial aspect needs to work within your parameters, summer is all about volume and maintaining market share.

In our region it is always beneficial to focus on the “cool” aspect, promoting snow rooms, ice showers, cold plunge pools, introducing cool infused body wraps and cool refreshments. It may be hot outside, however the weather in the spa is always good and can be positioned as an escape from the long summer months and heat. Lastly, besides offers and positioning, looking at costs is important to ensure the best outcome. Consider payroll savings, a possible reduction in operating hours based on demand, closing certain areas or extra rooms not being utilised.

I think a great initiative could be to begin a spa season in the early months of summer – organising area spas to work together to promote and work as a destination to attract and increase business.

Paul Hawco is director of Talise Spa Operations, Jumeirah Hotels and Resorts, responsible for the commercial, operational and developmental aspects for Talise Spas, Jumeirah’s signature spa and wellness brand. Since joining the Dubai spa community he has been highly active as a spa conference advisor and speaker and well as being an official judge for the Professional Spa & Wellness Awards since 2012.