Who performs it: massage therapist
Products used: coconut lotion, aromatherapy oils, hot stones, hammock
Length of service: 90 minutes
Average sold: 40 per month
Why it’s the best: This service was the creation of Misty Sherwood and Kevin Benjamin, two Ginn Hammock Beach Spa employees who decided to combine the best elements of four different types of massage. “They wanted to create a Hammock massage that showcases all the talents of the staff,” says Thor Holm, director of spa, recreation and fitness. “This service commands the most attention from guests and the media because after the hour-long massage, the guest is led to a hammock in a private beachside cabana for a nap. While they are continuing the service, we’re turning over the treatment room.”
Top Product Pusher
When determining your most profitable service in the spa, you can’t simply analyze the profit margin for each. You also have to consider which one helps you move the most retail product. Many owners point to the basic facial as the most profitable, simply because it allows the best opportunity to retail multiple skin care products.
Service: Signature Facial
Where it’s at: Lather in New York, New York
Menu description: Our estheticians will recommend a treatment regimen based on your unique skin type. For dry or mature skin our efforts will be geared towards hydration, including a therapeutic regimen to thoroughly cleanse while replenishing moisture and improving the quality of the skin. For oily or combination skin, we’ll look to clarify, drawing on a therapeutic system to cleanse, tone, moisturize, and soothe. Our intensive arm and hand applications leaves even often-overlooked skin baby soft and smooth.
Who performs it: esthetician
Products used: cleanser, toner, exfoliater, masque, vitamin C serum, eye cream, lip balm
Length of service: 60 minutes
Average sold: 275 per month
Why it’s the best: “Unlike visiting the make-up counter at a department store, the facial service incorporates recommendations that are based on a professional analysis, so clients trust the recommendation,” says Shaana Melendrez. “Plus the service is an opportunity to sample all the products—the clients experience, smell and see the results when they are in a completely relaxed state.”
Best Express Service
For some clients, such as working women with tight lunch hours or professional multi-taskers, it’s all about the time commitment. These clients would rather sacrifice the relaxation and luxury for the desired result in a 30-minute turnaround time. Our panel reported that hands—and feet—down, the best-selling express services are manicures and pedicures.