Most of you know that I travel extensively, given my role in the spa industry. In fact, I’ve gained close to 200,000 miles on one single airline last year. Should I be treated differently than clients who might fly a couple of times a year? I should hope so and I believe there should be a program in place that treats premium clients, as well. However, I was not treated any differently, so let me share some thoughts on how you can upgrade your spa to provide elevated service to premium clients while maintaining professionalism and quality for everyone else.
Premium Client Treatment:
• Prioritize their requests and provide faster response times.
• Assign dedicated account managers or staff with know-how.
• Offer exclusive perks like early access to products, special pricing, or free treatment upgrades.
• Be flexible with policies (payment terms, customizations, rebookings, cancellations, etc.).
• Provide proactive communication and regular check-ins, not just at service time.
• Give them direct contact lines that bypass general queues (a number someone really answers).
• Offer priority check-in, deals on retail year-round, and the best parking spots.
• Create a dedicated relaxation area, food and drink options, and quiet spaces.
• Assign them to suite rooms or your “best room.”
• Offer pick-up and drop-off service, if applicable.
For All Clients:
• Maintain top-notch, consistent, and professional service standards.
• Ensure reasonable response times and quality.
• Honor your stated policies fairly.
• Provide the core value proposition that clients are paying for.
Important Principles:
• Never compromise basic respect or professionalism for any client.
• Be transparent about different service tiers when appropriate. It’s imperative to get to know your clients, not just their service likes.
• Avoid making non-premium clients feel like second-class citizens.
• Consider how your premium offerings might motivate upgrades rather than alienate existing clients. Remember that more premium clients equals more revenue.
The goal is creating incentives that reward your best clients while maintaining a foundation of good service that keeps everyone satisfied. Think of it as having different lanes on a highway—premium clients get the express lane, but everyone still reaches their destination safely.
Successful Strategies:
• Make premium benefits visible. Don’t hide the benefits.
• Offer paid enhancements at various price points.
• Use loyalty programs to gradually move clients to a higher tier.
• Ensure safety and basic service quality never varies by tier.
• Train staff to be professional with everyone while providing enhanced attention to premium clients.
This model works because the core product (spa treatments) remains consistent, while the experience and convenience factors create clear differentiation that clients are willing to pay for and remain loyal to your spa.
Allan Share will be available for a meet and greet at the upcoming IECSC Florida from 2-3 p.m. on September 28 and 1-2 p.m. on September 29 in the Pose Zone. To attend IECSC Florida and learn about the classes offered at the show, be sure to register and use code AMERICANSPA to get 20% off education classes.