Extend Your Summer Surge Throughout the Year

Kate Rankin
Summer increase in business for spas and salons

The days of hot summertime fun are coming to an end.

Hopefully you’ve spent the better part of those sultry days taking advantage of the summer surge that accompanies being located in a destination location.

You’ve juggled the demands of your business while you’ve accommodated existing clients, enticed new ones from a seasonal market, and come up with creative ways to get them all to come back. With any luck (and a lot of hard work), you were able to profit from all the fun in the sun and effectively run your business better.

But even though your summer clientele is returning to their “normal” lives, you still have loyal customers booking with you. That means some of the topics we covered in the past few months might still come in handy this fall:

Cultivating Partnerships

It’s always a good time to look for creative ways to raise awareness about your business, whether it’s for seasonal clientele or existing customers. Cultivating partnerships with local hotels and complementary businesses is a great way to do this.

Collaborating with other local businesses builds a sense of community, makes your vacation spot more attractive and expands your ability to satisfy your clients. Hotel concierges and B&B managers are always on the lookout for a quality spa or salon they can refer to their guests.

Other partnerships you might look into are with accessories boutiques, florists, jewelry stores, clothing stores, or shoe outlets. And don’t forget cosmetics and hair products sections of popular department stores in the area.

Staffing Strategies

Labor costs continue to be the single largest expense item for spas and salons. During a summer surge, you may need to rethink how your services are delivered, who should deliver them, and how you can optimize your staff coverage during peak periods.

Staffing strategies can run the gamut from extending your schedule to adjusting working hours to recruiting graduates from local massage and beauty schools for the season. Just remember that to verify the license of every technician you hire.

Pricing + Promotions

Even if your spa or salon is located in popular destination location, the influx of new clientele plus your regular customers still may not be enough to fill your calendar during off-peak hours. So you may need to employ some creative ways to get them into your salon or spa at other times.

Using dynamic pricing and imaginative promotions might be just the thing you need to boost your bookings.

Menu Maneuvers

Catering to a diverse clientele can be challenging, especially when you have a mixed base of regular customers and new clients discovering you for the first time. Mixing up your menu can draw in roving tourists and keep your stalwart customers intrigued.

Once you’ve created that new menu, look for complementary services that match your menu items. Nearly every service your salon offers has another service that will complement it. Now, upsell!

There are other things you can do to attract new customers and retain current clients, such as using social media and mobile technologies.

Our Destination Profitability Guide covers all these business strategies and more.


About the Author

Kate Rankin

Kate Rankin is a writer and communicator with extensive experience in Public Relations, Media Relations and Marketing. She's spent the lion's share of her career in networking, which served as the perfect segue for writing about Booker's innovative software platform.

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