spabusiness.com
Visiting practitioner programmes can boost a spa’s profits by up to 40 per cent, but how easy are they to implement and manage? As a growing number of spas realise the importance of differentiating themselves and standing out from the crowd to attract the new wave of discerning, wellness-seeking customers, the demand for rare and specialist therapies has never been more valued. It’s no longer enough to simply offer the standard range of treatments from in-house menus.
Enter, the visiting practitioner (VP). From tailored treatments provided by global practitioners, top yoga teachers and Rolfing experts, to muay thai champions, spiritual shamans with a celebrity following and rare Tibetan therapists, these specialists are increasingly playing an integral role at some of the leading spas in the industry. Many operators are going as far as introducing a year-round calendar with sophisticated programme schedules and up to 100 active practitioners on the books. However, it’s not just how these experts enhance a spa’s core offering that’s interesting – there’s a whole host of business advantages and benefits. VPs enable spas to construct a strong PR and marketing campaign, attract new guests to a brand in search of a unique experience, boost low-season occupancy and tap into the existing loyal followers, or ‘tribes’, of said experts.
So, if spas are thinking of introducing a VP programme of their own, what do they need to consider? How many specialists is a good number? How can operators manage and coordinate their programme? How do they split the costs and revenues? We ask the experts…
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Monica Barter
Group operations directorComo Shambhala
Our visiting practitioner programme began in 2000 at our Parrot Cay island resort [in the Turks & Caicos], with Dr Alla Svirinskaya, a fifth-generation Russian energy healer. We wanted to introduce a new approach focusing on the ‘soul’ aspect of healing.
Currently we have around eight active practitioners on the programme, with some on a global rotation and others exclusive to certain regions. Energy workers seem particularly popular among our guests, together with those offering Rolfing, a deep tissue manipulation treatment.
Many of our visiting experts have their own loyal followers or ‘tribes’ who seek them out and then book stays at our wellness retreats, resorts and hotels. This is a win-win situation for us as it raises the profile of our practitioner programme while introducing new guests. It allows people to discover a new Como location while they look forward to having amazing treatments with their practitioner of choice.
We charge between US$200-300 (€178-266, £141-212) per 60-minute for a VP session and the division of costs and revenues can vary depending on the location. Overall, the programme is worth 25 per cent to 30 per cent of our annual revenue and, in some months, can provide a 30 per cent to 40 per cent boost to profits.
City locations work differently [to resorts that tend to be seasonal] as once our practitioners have built a strong following, then any time of the year works well and, typically, they’re fully booked way in advance. The awareness we generate at city locations has driven bookings to our flagship wellness destination in Bali.
Other location-specific points of difference to look out for are work permits which can be expensive and need to be factored into overall costs. Mapping out the duration of a programme is important, therefore, in order to generate a profit.
Our VP programme enhances Como’s holistic health offering. Its success is down to mindful scheduling and having a full understanding of our customer profiles. It also generates positive marketing opportunities, increasing brand awareness and introducing us to new audiences.
Como Shambhala develops and manages urban and resort properties and has a flagship wellness destination in Ubud, Bali. Barter has been with the company since 1989.