Imagine confidently greeting your guest by name, armed with the knowledge that her flight was delayed by five hours yesterday. She’s here for a second honeymoon, for the next seven days. A dedicated runner, she indulges in regular deep tissue massages, but the last time she was on the property, she had an organic facial, and just before her flight, she treated herself to a manicure. As she approaches your reception desk to make spa appointments, this wealth of information is seamlessly and concisely delivered to you, along with several highly specific recommendations based on real-time data and availability. This is AI in action.
While AI has the potential to affect our industry through enhanced efficiency (think chatbots) and automation (massage robots), there is nothing more compelling than hyper-personalization in spas. AI transcends mere familiarity with guests’ names or recalling their previous appointments. It delves into comprehending a guest’s distinct preferences, lifestyle choices, and current circumstances. By leveraging AI algorithms, online interactions, previous bookings, spending habits, and feedback forms, spas can craft detailed guest profiles and accurately predict and offer an ideal wellness agenda for each guest.
The integration of AI empowers spas to anticipate guests’ precise needs and preferences preemptively. For example, being aware of a guest’s delayed flight allows the spa to adapt their treatments and schedule accordingly. By scrutinizing patterns and trends from past interactions, AI algorithms can propose additional personalized recommendations, such as suggesting a post-run recovery massage for the avid runner at the exact time that they would need it. While these examples may feel very simplistic, the amount of data that AI can contribute to the recommendations can come from hundreds of sources and thousands of data points, and this technology is not limited to hospitality.
Hyper-personalization can deeply impact the spa business, as it nurtures a profound sense of connection and loyalty. When guests feel genuinely understood and valued, they’re more inclined to return and recommend the spa to others. This translates into increased revenue by reducing sales resistance and fortifies the spa’s reputation as a reliable provider of unparalleled wellness experiences.
By seamlessly integrating AI-driven hyper-personalization into spa operations, professionals can elevate guest experiences in ways we have only dreamed about, fostering lasting relationships and driving business success in the competitive landscape.
By Cheryl Sott
Spa Asset Manager, Trinity Spa Advisors
www.trilogyspaholdings.com
Edited by ChatGTP