A Measured and Strategised Approach
Wednesday, December 9th, 2009Caution reigns supreme and as we near the end of 2009. Everyone, and I do mean everyone, is pulling up the drawbridge and sitting tight, waiting for a good dose of New Year optimism…and new budgets. Is business looking up or is it media propaganda? Whatever the weather, it is a completely different landscape we face now to what we saw two years ago.
What are the fundamental differences of today’s business? For some, there are reduced numbers of customers. There is less money spent and anxiety over what can and what cannot be a justified purchase. Redundancies are still in the present, not yet in the past. Owners and developers are not seeing the returns they were originally expecting and what we have is a huge domino effect that ultimately rests at the sharp end, with the operators.
The key to being a standout leader, operation and team in the climate rests in your ability to adapt. In this climate, it is less about academia and more about a solution-focused mind, common sense, a broad vision and a determination to find the right balance to keep your particular business moving in the right direction.
Take stock, move forward, take stock, move forward, take stock. A measured and carefully strategized approach has the upper hand on the newest, greatest, cutting-edge idea. That doesn’t mean that the former should not be delivered with dynamism, flair and urgency but it dose mean that the letter will come second to sound business practice and an ability to optimize an operation with out any further need for investment.
Look hard at your own spa’s performance – if the software isn’t there to help you analyse your financials, do it manually. It is essential you are aware of how well your spa is performing from every single angle.
Employers want their managers and directors to safeguard, develop and continue to grow their businesses. That means, among other things, less time in the office and more time with the guests finding out how they are responding to the offers your spa is currently promoting. Now, more than ever, the importance of guests feeling specially treated and thanked for their custom goes a long way towards securing repeat business.
For new spas there will be greater comfort in models that drive a longer percentage of revenue-generating space. The easiest – and at the same time – tough – est answer, particularly for hotels in certain regions, is repositioning the wet area. There can be issue for certain operators where customers expect to use wet area after their treatments without further payment. However, if you ensure value, clever design and a justified spend, then you will create more profitability for your business.
As we approach the festive season, we must continue to foster an astute and cautionary approach into 2010 and beyond. These are life lessons, tough love at it’s most glorious but, invariably, the end product is worth toasting.
Anni Hood, Spa Opportunities issue: no75, page: 8