Booked & Busy: The Art of Creating Demand in Your Spa Business

In such a competitive landscape, it is imperative that skin care professionals - especially newly licensed ones - set themselves apart from others by creat­ing their own distinct style and treatment offerings. The client experience involves every touchpoint, from pre to post appointment, and this is what creates one’s brand image.

Social Media

While many new clients are acquired by referrals from existing clients, many will search social media platforms. Where a business posts is just as important as their content depending on the clientele they wish to attract.

According to What the Big Data, a 2024 report shows that Facebook still is popular among all age groups; however, it has the highest percentage of users in ages 50 to 64 years, with LinkedIn in second place for a more mature audience. Instagram and TikTok are the most popular with ages 18 to 39.

esthetician websites should include the location of the spa

Dot Com

A skin care professional’s website should include the location and appearance of the spa; menu options with clear descriptions, timelines, and pricing. It should include any specialties that the spa offers; any special group bookings offered such as girls’ night out, 40 and fabulous parties, or any other unique group events.  Insert a short video of the spa that shows the client where to park, the entrance and reception area and a short tour of all the amenities the spa has to offer.  This eliminates pre-booking apprehension and makes clients feel comfortable before they arrive.

The client experience is critical in your spa business.

Filling the Books

According to Bookinglive, over 69% of customers prefer a company that offers online booking -this includes existing clients. So, how does a professional create the demand for their services with online booking when they are starting out and their days are all quite open? It is very clear that everybody wants what everybody wants and nobody wants what nobody wants. If one is not fully booked, it gives the impression they are not in demand. It may sound a bit deceptive; however, marketing is marketing. To create demand, a professional must appear to be in demand.

69% of customers prefer a company that offers online booking

One way to do this is to fill spots in the day with fictitious clients, leaving only one spot open earlier in the day one later in the day to appear booked up.  This creates an urgency to secure an appointment.  As these spaces fill with actual clients, a few more spots can be freed up.

Post a couple of appointments that are not booked as "cancellations;" however, only do this once every few weeks. When the days are filled, even if they are filled with a few clients and some fictitious ones, there should be a waitlist for clients to leave their contact information and the day they prefer.  They can be notified when an appointment becomes available that day and given the option to book.

The Appointment Process

Once the appointment is booked, send a text message or e-mail to the client to confirm the appointment time and the arrival time. Any health forms or questionnaires required to be filled out should also be sent to them at this time. This will allow the service provider to be fully prepared for them and understand any health concerns that may require special attention.

A spa client's appointment should be relaxing and stress free.

The client’s appointment should be relaxing and stress free.  They should be welcomed, offered a beverage and then escorted to the treatment room to change. Soft lighting, soothing music, and no strong scents will create their me-time journey.  Personalization is extremely important in this self-care world, so taking time to review the client’s concerns and expectations allows the professional to create a plan that fits their needs.

Ensure that clients are in agreement every step of the way.  If they are hesitant, ask why, and provide them with answers.  The only thing that matters to anyone is what’s in it for them. How is this going to address their skincare concerns, and will they achieve their desired results?  Most objections are due to a lack of understanding or incomplete information or instructions.

For the post-appointment follow-up, text or e-mail a thank you. Ask specific questions about their appointment, almost as a short survey to ensure they enjoyed their appointment. Also be sure to ask for a Google review.

A strong digital presence can be established by showcasing new product launches on the business website, creating Instagram reels that highlight various services with before-and-after results, and sharing educational content about skin conditions and treatments. This approach reinforces the skin provider's expertise and professionalism, attracting both existing and potential clients.

Demand for services is built through professionalism, staying ahead of industry trends, and a commitment to excellence. Ultimately, creating demand starts with demonstrating expertise and value - when a professional is seen as sought after, clients will follow.

by Karen Asquith, director of education G.M. COLLIN Skincare