Crafting a Competitive Spa Membership Package

The wellness industry is seeing growth in markets ranging from tourism to the workplace. Spas – meccas for the health-conscious – should capitalize on this popular self-care trend by rethinking their membership packages.

Unlike traditional loyalty programs, which reward customers based on repeat purchases, spa memberships provide a subscription-based model with the goal of forging a deeper relationship with guests. Memberships offer exclusive access to services and amenities, encouraging regular visits and creating a sense of belonging among members.

Memberships, which are based on the subscription model, are key to increasing revenue and brand loyalty. In fact, 7 in 10 businesses “see membership and subscription as the key to future growth,” according to WellnessLiving, an operational software company catering to gyms, yoga studios, and similar health-minded companies.

Now is the time to build (or update) a compelling membership package that attracts guests who want to relax with perks. Membership packages can be applied to all types of clubs, including resorts, detached or standalone hotel facilities, and even sports clubs.

When it comes to spa memberships, exclusivity matters, as well as focusing on quality over quantity in every little detail.

What to Include in a Spa Membership Package

When designing a spa membership package, it is crucial to curate a selection of offerings that appeal to your target audience. Do guests comment on features they wish were offered? Are there seasonal trends? Does location affect client age and preferences?

Besides main options, members should have access to unique treatments not available to non-members. Spas should create signature treatments like the “24k Gold Facial” offered at Avanti Day Resort in New Jersey. (The novelty of using gold to combat aging never gets old.)

Members should receive discounts on popular services like massages, facials, and body treatments. The ability to earn monthly credits can also be a great draw.

Additional perks like complimentary access to saunas, steam rooms, and relaxation areas during limited-access members-only hours go a long way toward making spa members feel special. This limits the number of guests, creating a high-end atmosphere.

Exclusive member events such as wellness workshops, product launches, or spa parties can also set the VIP vibe.

Building Different Tiers According to Price

Tiered membership levels attract a wider audience and cater to various budgets. Each tier should offer increasing benefits, which can encourage members to upgrade as their loyalty deepens. Spa menus should include three general tiers:

1. Basic membership: This entry-level price point includes access to the spa’s facilities, a set number of discounted treatments per month, and exclusive member promotions. It should appeal to casual users.
2. Premium membership: This mid-tier option includes everything in the Basic Membership, plus additional monthly credits, more exclusive treatments, and discounts on retail products. This tier targets regular spa-goers willing to invest more in enhanced services.
3. Elite membership: This top-tier option should offer extensive benefits such as unlimited access to services, priority booking, complimentary upgrades, and exclusive invitations to special events. It’s ideal for loyal customers who prioritize self-care and value exclusivity.

The Spa at the Four Seasons Resort and Residences Napa Valley offers different membership tiers, each with distinct benefits that complement the area, such as wine tastings and fitness classes. These tiers appeal to different budgets and lifestyles.

Marketing Memberships Within the Community

Once established, spa membership packages must be sold in an upscale, brand-specific style. This involves creating lots of eye-catching visuals and descriptive copy.

In addition to gorgeous graphics and website updates, spas should collaborate with local businesses, such as gyms or fresh-focused restaurants, using cross-promotions to expand their reach. For example, a nearby yoga studio can offer discounts on classes to spa members, while spas can promote yoga classes at the studio — or even include them as off-site features within a membership tier.

Engaging social media content like testimonials showcase exclusive treatments and events. Additionally, videos posted by guests themselves contribute to user-generated content (UGC) marketing. Just ensure all posts are appropriate and don’t give away proprietary services.

Referral programs are another way to encourage members to bring friends and grow the spa community. Incentives, such as free treatments for members when their friend or family member purchases a package, can be highly motivating.

Word-of-mouth is powerful, especially in the wellness community.

Structuring a Pricing Format That Works

Setting a pricing format for spa membership packages requires careful consideration of offerings, amenities, products, location, and competitor pricing.

A vital approach to pricing is to analyze the menus of nearby spas. During this market research, it’s important to confirm that pricing is competitive while also reflecting the quality of well-trained staff. Membership fees must cover expenses like facility maintenance and operational costs while still providing value to members.

A break-even analysis will help owners find the optimal pricing point.

Spas can also offer guests flexible payment options, such as monthly, quarterly, or annual payments. Some spas offer discounts for annual memberships, inspiring guests to commit long-term for added savings.

Feedback also informs pricing and offerings. When spas struggle to recruit new clients or need a revenue boost, hosting an open house allows potential members to explore the spa, experience mini-treatments, and learn about the membership packages in person. This personal touch can lead to immediate sign-ups.

Exclusive offerings, tiered pricing, effective marketing, and a strategic pricing structure must be considered during an update, a change of ownership, and especially when forming a membership strategy for the first time.

Spas can revitalize revenue and bring the self-care community together by enhancing the experience for guests willing to financially commit to a brand.