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Member benefits

New research shows that up to a third of spa-goers now hold some form of spa membership. How can software systems help support this growing trend?


Results from ISPA’s latest spa-goer survey show that with the popularity of platforms such as Amazon and Netflix, consumers are now more open than ever to subscription and membership models. The survey, based on 1,000 respondents in December 2023, shows that 96 per cent of spa-goers hold some form of annual subscription – and that a third of them now specifically have spa memberships (see p62).


Given that memberships increase customer loyalty (and spending) and offer a regular, guaranteed revenue stream, Spa Business sees more operators jumping on this trend in the years ahead. All of the spa software suppliers here offer membership set-up and management as a standard feature, but how does their functionality differ?

Robert Whitehead, Journey
Robert Whitehead / photo: Journey

The growth of exclusive use areas has helped drive an increase in spa memberships, as venues look to increase access control to minimise overcrowding and maximise the guest experience. Up to 70 per cent of Journey’s spa customers now offer some form of membership and using our system they have the flexibility to create multiple types of packages.

Our pricing matrix is a key USP. It provides a single default price for services and retail, with a value or percentage discount off applicable items based on the membership type. This means the operator doesn’t need to run multiple price lists for guests and members. Paired with our e-commerce platform, spas can offer members the ability to purchase everything online, assured that they have the best price.

The ability to automate key membership tasks is another popular feature. Spas particularly find the renewal notices and payment reminders – paired with the ability for members to self-process all payments and administration online – a great time saver.

Up to 70 per cent of Journey’s spa customers now offer some form of membership
Ricky Daniels, Trybe
Ricky Daniels / photo: Trybe

Sixty-four per cent of Trybe’s clients use our membership function and this is increasing with every new business. Consumers enjoy the convenience, cost savings and the feeling of belonging that memberships bring. Operators enjoy the steady income stream and brand loyalty.

With Trybe’s membership management functionality, consumers have 100 per cent control over their subscription 24/7 – from signing up online, to payments, cancellations and bookings – and our spas love that. It means they can even make money when closed. One client has seen membership revenue double since moving to Trybe. The end-to-end automation, also removes the possibility of human error and eliminates the need to keep track of each step with manual spreadsheets.

Having a central solution, where the membership database is under the same roof as the payment solution, also saves time. Another one of Trybe’s clients has gone from one team member spending five days a week processing memberships to less than one day with our software.

Spas love that consumers have 100 per cent control over their membership with Trybe
Gernot Tobisch, TAC
Gernot Tobisch / photo: TAC

Our software has a modular structure, so every customer receives exactly the modules they need. If a spa wants to offer memberships, the membership management module is just the right thing. With this module, spa memberships can be managed quickly and easily and roughly a third of our hotel spas and day spas use this feature.

The module stores important information about members – how often they visit, how much they spend and on what products and packages. But the most popular feature is TAC Pay, a fully integrated payment interface which processes single and recurring payments (as well as refunds), easily, quickly and securely.

Another unique selling point is a dedicated app for direct communication with members. After all, a closer operator and customer relationship often makes all the difference.

TAC’s membership module includes a dedicated app for direct communication with consumers
Renee Sison, Vagaro
Renee Sison / photo: Vagaro

The number of Vagaro’s spas which offer memberships has nearly tripled since 2021.

Our membership functionality offers an unprecedented amount of flexibility and opportunities for future revenue. Operators can sell memberships both in-house and online and set up autopay for clients.

Setting up automatic billing helps spas to protect their recurring income, save time and get paid faster. Adding benefits to memberships – such as the ability to assign and redeem points – helps encourage future purchases. This feature can also help to drive sales by building service, class or product discounts into memberships.

In addition, offering occasional promotions exclusive to membership-holding clients can also incentivise others to sign-up and helps strengthen client loyalty since they are being further rewarded for their dedication. What’s more, operators can easily enable a Friends & Family Share opportunity for their clients – enticing even more customers over the threshold.

The number of spas which offer memberships has nearly tripled since 2021
Frank Pitsikalis, Agilysys
Frank Pitsikalis / photo: Agilysys

Agilysys’ customers are typically hotel and resort spas and predominately offer services to guests onsite, but around 20-30 per cent of them offer a membership to local residents too.

We’re seeing an increased interest in our membership functionality and what sets it apart is the insights it provides when integrated as part of an overall solutions ecosystem. It enables operators to manage member interactions across the entire property, not just the spa. This gives a property more versatility in creating and managing member experiences, providing communications, discounts and services that appeal to clients as individuals rather than as a homogenous group.

From a member’s perspective, the member portal provides a detailed view of their account. They’re able to see discounts, itemised billing and other expenses. The user-friendly interface, also allows them to book services, activities and events, which relieves staff from administrative tasks they would typically handle.

Using Agilysys software, operators can manage member interactions across an entire property, not just the spa
Membership databases help spas to track guest activities / photo: shutterstock/UfaBizPhoto
Devon McKercher, SpaSoft
Devon McKercher / photo: SpaSoft

SpaSoft’s membership module is flexible and customisable allowing it to serve many segments in the industry and adapt to business’ needs. Around 30 per cent of our current spa clients, including management companies and day spas, utilise this functionality.

Equally as important as flexibility is being able to track member activity. SpaSoft creates a membership database so operators can analyse members through insights such as attendance, timestamps, billing history, tenure and more. Using robust reports to track member data, spas can easily see when they need to implement a change to encourage growth – whether that’s creating a new package, tweaking costs or adding perks.

In addition, SpaSoft offers a Member Check-In module that allows colleagues to check members in or empowers guests to check themselves in.

Spas can easily see how they need to tweak memberships with SpaSoft’s robust member data reports
 


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SELECTED ISSUE
Spa Business
2024 issue 2

View issue contents

Leisure Management - Member benefits

Software

Member benefits


New research shows that up to a third of spa-goers now hold some form of spa membership. How can software systems help support this growing trend?

Spa memberships increase customer loyalty (and spending) photo: shutterstock/PeopleImages.com - Yuri A

Results from ISPA’s latest spa-goer survey show that with the popularity of platforms such as Amazon and Netflix, consumers are now more open than ever to subscription and membership models. The survey, based on 1,000 respondents in December 2023, shows that 96 per cent of spa-goers hold some form of annual subscription – and that a third of them now specifically have spa memberships (see p62).


Given that memberships increase customer loyalty (and spending) and offer a regular, guaranteed revenue stream, Spa Business sees more operators jumping on this trend in the years ahead. All of the spa software suppliers here offer membership set-up and management as a standard feature, but how does their functionality differ?

Robert Whitehead, Journey
Robert Whitehead / photo: Journey

The growth of exclusive use areas has helped drive an increase in spa memberships, as venues look to increase access control to minimise overcrowding and maximise the guest experience. Up to 70 per cent of Journey’s spa customers now offer some form of membership and using our system they have the flexibility to create multiple types of packages.

Our pricing matrix is a key USP. It provides a single default price for services and retail, with a value or percentage discount off applicable items based on the membership type. This means the operator doesn’t need to run multiple price lists for guests and members. Paired with our e-commerce platform, spas can offer members the ability to purchase everything online, assured that they have the best price.

The ability to automate key membership tasks is another popular feature. Spas particularly find the renewal notices and payment reminders – paired with the ability for members to self-process all payments and administration online – a great time saver.

Up to 70 per cent of Journey’s spa customers now offer some form of membership
Ricky Daniels, Trybe
Ricky Daniels / photo: Trybe

Sixty-four per cent of Trybe’s clients use our membership function and this is increasing with every new business. Consumers enjoy the convenience, cost savings and the feeling of belonging that memberships bring. Operators enjoy the steady income stream and brand loyalty.

With Trybe’s membership management functionality, consumers have 100 per cent control over their subscription 24/7 – from signing up online, to payments, cancellations and bookings – and our spas love that. It means they can even make money when closed. One client has seen membership revenue double since moving to Trybe. The end-to-end automation, also removes the possibility of human error and eliminates the need to keep track of each step with manual spreadsheets.

Having a central solution, where the membership database is under the same roof as the payment solution, also saves time. Another one of Trybe’s clients has gone from one team member spending five days a week processing memberships to less than one day with our software.

Spas love that consumers have 100 per cent control over their membership with Trybe
Gernot Tobisch, TAC
Gernot Tobisch / photo: TAC

Our software has a modular structure, so every customer receives exactly the modules they need. If a spa wants to offer memberships, the membership management module is just the right thing. With this module, spa memberships can be managed quickly and easily and roughly a third of our hotel spas and day spas use this feature.

The module stores important information about members – how often they visit, how much they spend and on what products and packages. But the most popular feature is TAC Pay, a fully integrated payment interface which processes single and recurring payments (as well as refunds), easily, quickly and securely.

Another unique selling point is a dedicated app for direct communication with members. After all, a closer operator and customer relationship often makes all the difference.

TAC’s membership module includes a dedicated app for direct communication with consumers
Renee Sison, Vagaro
Renee Sison / photo: Vagaro

The number of Vagaro’s spas which offer memberships has nearly tripled since 2021.

Our membership functionality offers an unprecedented amount of flexibility and opportunities for future revenue. Operators can sell memberships both in-house and online and set up autopay for clients.

Setting up automatic billing helps spas to protect their recurring income, save time and get paid faster. Adding benefits to memberships – such as the ability to assign and redeem points – helps encourage future purchases. This feature can also help to drive sales by building service, class or product discounts into memberships.

In addition, offering occasional promotions exclusive to membership-holding clients can also incentivise others to sign-up and helps strengthen client loyalty since they are being further rewarded for their dedication. What’s more, operators can easily enable a Friends & Family Share opportunity for their clients – enticing even more customers over the threshold.

The number of spas which offer memberships has nearly tripled since 2021
Frank Pitsikalis, Agilysys
Frank Pitsikalis / photo: Agilysys

Agilysys’ customers are typically hotel and resort spas and predominately offer services to guests onsite, but around 20-30 per cent of them offer a membership to local residents too.

We’re seeing an increased interest in our membership functionality and what sets it apart is the insights it provides when integrated as part of an overall solutions ecosystem. It enables operators to manage member interactions across the entire property, not just the spa. This gives a property more versatility in creating and managing member experiences, providing communications, discounts and services that appeal to clients as individuals rather than as a homogenous group.

From a member’s perspective, the member portal provides a detailed view of their account. They’re able to see discounts, itemised billing and other expenses. The user-friendly interface, also allows them to book services, activities and events, which relieves staff from administrative tasks they would typically handle.

Using Agilysys software, operators can manage member interactions across an entire property, not just the spa
Membership databases help spas to track guest activities / photo: shutterstock/UfaBizPhoto
Devon McKercher, SpaSoft
Devon McKercher / photo: SpaSoft

SpaSoft’s membership module is flexible and customisable allowing it to serve many segments in the industry and adapt to business’ needs. Around 30 per cent of our current spa clients, including management companies and day spas, utilise this functionality.

Equally as important as flexibility is being able to track member activity. SpaSoft creates a membership database so operators can analyse members through insights such as attendance, timestamps, billing history, tenure and more. Using robust reports to track member data, spas can easily see when they need to implement a change to encourage growth – whether that’s creating a new package, tweaking costs or adding perks.

In addition, SpaSoft offers a Member Check-In module that allows colleagues to check members in or empowers guests to check themselves in.

Spas can easily see how they need to tweak memberships with SpaSoft’s robust member data reports

Originally published in Spa Business 2024 issue 2

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