M&T double spa revenue through smarter strategy

Michels & Taylor (M&T) worked closely with a luxury Cotswolds property to grow spa revenue, on improved delivery of treatments, stronger retail conversion and a more guest-led sales approach. Through coaching, training and management of how the spa sells and delivers guest experience, the results followed quickly. Treatment revenue increased by 47.1% and retail sales rose by 69.8%, driven by a more confident, commercially focused team who understood how to maximise every guest interaction.

To ensure the spa remained competitive in an evolving luxury wellness market, a Spa Garden was introduced, creating a new and distinctive revenue stream while enhancing the guest experience. This addition not only strengthened the overall proposition but played a key role in delivering a 51.7% increase in total spa revenue.

Marc Wood, Director of Wellness states: 'This project showed what can be achieved when a clear commercial plan is matched by strong oversight and support. Working closely with the Spa Manager and the Spa team, we focused on improving treatments and the environment, retail conversion techniques and focus with a truly engaged team. The introduction of the Spa Garden also gave the business a distinctive new wellness offer and an additional revenue stream. Together, these changes delivered a meaningful uplift in guest experience, spa performance and profits'.

If you’re looking to unlock the commercial potential and profitability of your spa, get in touch to see how we can help.