The Benefits of Spa Membership Programs - American Spa

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Rebecca Wise, Spa Manager, Away Spa at W Scottsdale (AZ)​

Offering spa memberships is beneficial for business, as it encourages repeat visits and fosters a sense of belonging among guests. Members feel more connected to the spa, leading to increased loyalty and word-of-mouth referrals. The consistent revenue from memberships also allows for better financial forecasting and a more stable business model. When introducing a membership program, it’s crucial to understand your clientele and tailor the offerings to their preferences, while ensuring that the pricing and value align with both your business needs and guest expectations. An effective way to do this is introducing a tiered membership model with options at different price points. Additionally, everyone enjoys a great perk and added value, so giving members access to other property amenities, like a resort pool, is very enticing.

Spa Membership Options: Away Spa at W Scottsdale offers a versatile membership program tailored to suit the needs of every guest and is divided into three tiers. Silver Serenity includes a choice of a 30-minute Focus Massage, Focus Facial, Lux Manicure with gel enhancement, or Lux Pedicure. Members also receive 10% off additional services and retail products, and three passes to the hotel’s rooftop pool. Gold Glow offers a 50-minute De-stress Massage, Daily Facial, or Essential Mani and Pedi with gel enhancement, as well as 15% off additional services and retail products, six rooftop pool passes, and a $50 food and beverage credit. Platinum VIP features an 80-minute De-stress Massage, Rewind Facial, or Lux Mani and Pedi with gel enhancement, as well as 20% off additional services and retail products, eight rooftop pool passes, a $100 food and beverage credit, a one-night stay at W Scottsdale, and a complimentary birthday treatment.

Away Spa at W Scottsdale offers a versatile membership program that is divided into three tiers. (Away Spa at W Scottsdale )

Alison Kirsten, Director of Spa Operations, Fairmont Spa at Fairmont Century Plaza (Los Angeles)​

Membership programs not only generate recurring revenue, but also boost customer loyalty. They foster deeper engagement by encouraging frequent interactions with clients, which in turn helps us gather valuable feedback and tailor our offerings to better meet their needs. By collecting personal information through memberships, we gain insights into client preferences and behaviors, allowing us to craft targeted marketing strategies. Unique membership perks can set a business apart from competitors and attract new clients. Additionally, memberships create a sense of belonging and community, enhancing brand loyalty.

Overall, a well-designed membership program can significantly improve customer satisfaction and drive long-term growth for the spa. For spas looking to implement a membership plan, the key is to offer clear and valuable benefits that resonate with your target audience. Consider including exclusive discounts, priority booking, complimentary services, or access to special events. Make sure these perks are compelling enough to justify the membership fee and enhance the overall customer experience.

Spa Membership Options: Fairmont Century Plaza’s The Club requires a private club membership, granting access to top-tier amenities at the Fairmont Spa. Members at the Signature Level can enjoy access to spa and fitness facilities, all spa and fitness center events, complimentary weekly fitness classes, and one complimentary 60-minute relaxation or recovery massage or signature facial treatment per quarter. Members also receive 15% off at all food and beverage venues within the hotel, 15% off spa and fitness retail purchases, and 15% off best available rates on hotel guest rooms. Executive Level members receive all Signature Level inclusions plus unlimited access to the hotel’s rooftop pool deck, personal lockers in the fitness center, 20% off spa and fitness retail purchases, and one complimentary 60-minute relaxation or recovery massage or signature facial treatment per month.

Treatments and amenities at Fairmont Spa at Fairmont Century Plaza are available to members of The Club. (Fairmont Century Plaza )

Julie Orblych, Director of Spa and Wellness, Stillwater Spa at Hyatt Regency Lake Tahoe Resort, Spa and Casino (Incline Village, NV)​

Hyatt Regency Lake Tahoe is proud to offer a spa wellness membership in order to provide our local community with access to our beautiful Stillwater Spa. By offering a membership, we are inviting our local community to take advantage of our premier facilities, while offering them exclusive access to relaxing and rejuvenating experiences right in their own backyard. Members can access the spa facilities on weekdays between 9:30 a.m. and 5 p.m., which include a dry cedar sauna, eucalyptus steam room, relaxation areas, and more. Many people see resort spas as a place to visit while on vacation, but that is not the case. We are always happy to see our local guests and encourage them to visit on a regular basis.

When we launched the Stillwater Wellness Membership, we held an event to officially debut the program. We invited our local community members to join us for a fun evening with cocktails, mocktails, and hors d’oeuvres as they learned more about the program. This event not only allowed us to gain interest in the membership, but also helped us connect with our local community and invite them to take part in the Stillwater Spa experience.

Spa Membership Options: The Stillwater Wellness Membership is designed to provide local guests with unparalleled opportunities to access the world-class spa. The membership includes 24/7 access to the state-of-the-art StayFit fitness center, which features several Peloton bikes with on-demand classes and Life Fitness cardio machines. It also includes access to our virtual studio, which is equipped with Tempo Mirror technology with classes ranging from yoga to Pilates. In addition to the access to the fitness center, members also receive the option of a complimentary touchless therapy session each month. The touchless therapies include either Harmony, the vibroacoustic therapy mat, which provides a deep acoustic massage for joint and tissue relaxation, or a float therapy session in a revolutionary float and sensory deprivation orb. Members also get exclusive access to treatment discounts, as well as one complimentary yoga session each month.

Kerri Stokes, Director of Wellness, The St. Regis Spa Chicago​

Members are regular guests who are invested in your property. They can become your strongest advocates, driving positive reviews, attracting new business, and providing valuable feedback. For spas considering offering a spa membership program, I suggest to start small with a modest goal, such as attracting 10 members. Once you have the members, foster open communication and actively seek their feedback to understand what works and what doesn’t, providing you with insights for future growth. Additionally, cultivating a team culture where the spa and wellness staff get to know each member and their preferences will make members feel valued, creating a home-away-from-home atmosphere.

Spa Membership Options: The St. Regis Chicago Private Members enjoy premier spa benefits, including 20% off spa services Monday through Thursday, 20% off retail items, discounted parking, access to the swimming pool and dry saunas, and entry into the state-of-the-art Athletic Club fitness facility. The Athletic Club houses three fitness studios and group classes ranging from sound meditation and yoga to Pilates and barre.