Spa and Hospitality Management

Explore the evolution of the spa industry from ancient civilizations to new frontiers of convergence integrating spas, medicine, healthcare, tourism, and hospitality. From an international perspective, an overview of the industry will be provided with emphasis on current business models and positioning for future trends. Definition and market segmentation of spa categories including day, resort, medical, destination, hospital, and lifestyle management programs will be discussed as well as future industry trends and employment opportunities.

Examine the general operational and administrative procedures in spas, private clubs and the hospitality industry while developing an understanding of the unique sensitivities required in managing and operating in the increasingly evolving and complex spa industry. Explore business planning, marketing, licensures, compensation models, legal and ethical issues, billing, inventory control, privacy, and more. Learn guidelines for optimizing energy efficiency in facility operations including design, energy, and water and waste management issues.

This course provides the student with a comprehensive application of financial management for the spa industry for spa operations managers and supervisors. Topics include: understanding the components of a spa financial statement, capturing the key drivers of daily revenues and expenses, using ratio analyses as a business evaluation tool, and understanding the basic principles of spa accounting and financial responsibility. Students will have the opportunity to use various problem solving methods and apply them to managerial situations tailored for the spa industry. Students will analyze, quantify, and evaluate the “wellness” of specific spa businesses, and use these skills to set the course for greater financial success.

Learn the fundamentals of developing a strategic marketing plan through sample case studies and various spa models. A review of marketing plan elements will be combined with an overview of various print and electronic resources available for state-of-the-art marketing communications. Develop a marketing plan that includes situation analysis, mission and position statement, a SWOT analysis, and metrics for plan implementation and evaluation. Additional topics include branding, media and public relations, building customer and employee loyalty.

Explore human resource management techniques in a spa environment such as recruiting, progressive counseling /progressive discipline, as well as employee termination, motivation and training. Examine the hiring process including administrative preparation, direct hiring activities, retention practices, and related employment laws. Discussion topics will include importance of staffing metrics, tips and tools for recruiting on the web, and a review of creative recruiting methods.

As more spa managers are expected to provide financial results, the spa retailing function is being viewed as a strong profit generating source. This course focuses on the issues associated with spa retail management, the necessary retail mix as well as the importance of the staffing and training of the retail team. Additional topics include solid strategies and tactics to develop a clear and precise retail plan along with the process for immediate implementation.

Learn various techniques for effectively and successfully dealing with customers. Find out how to engage with customers and understand their needs and desires. This course also focuses on the key customer service success factors necessary for capturing and retaining a profitable customer base and outperforming the competition. Customer intensive, the spa industry merges the service economy with the experience economy in new service models designed to constantly exceed customer expectations. Topics include: definition of quality customer service, cost of service and its link to profit, secrets of best service providers, communication strategies, conflict resolution and crisis management.

The view from behind the front desk is enlightening. As a spa intern, you'll experience firsthand spa operations, customer service, management, finance and staffing. Behind the scenes, you'll gain practical knowledge about all the efforts that go into providing the services customers want. It's a unique way to gain knowledge, understanding, access and an experience that will prepare you for a management role in the spa industry.

Focus on the interconnected process and necessary quality management that emerges from a spa's mission, values and methods. Topics include a spa's key process Indicators and objectives; quality management's role in a spa's system of operation; processes that improve guest experience; regulatory requirements to optimize spa business operations and processes that minimize risks and continually improve all aspects of the spa business.

The spa industry has an opportunity to expand its role as an incubator that revolutionized spa and healthy lifestyle themes into a global industry to now also serve as an incubator for environmentally sensitive business practices. Recognized as resource and waste intensive, spas have an opportunity to implement sustainable business practices that can also improve the bottom line by understanding the criteria and benefits for selecting building materials, furnishings, equipment, products, waste management systems, and all aspects of operations and ongoing maintenance. This course will provide an overview of operational and management practices that serve as fundamentals for green spas. Topics will include: international greening trends in the spa industry; green business terminology; green building programs in the spa and hospitality industries; and green procurement.

The hospitality and spa industries provide travelers with such personal and memorable experiences and at the same time are susceptible to intense scrutiny. Do you have the tools and techniques to "sell the story" and stand behind your brand? The field of Public Relations has moved beyond the press release and is fast becoming a powerful means of communication that every business person must utilize. This course addresses this communication evolution and the impact on spa and hospitality PR tactics. Topics include: communications via traditional and social media outlets; partnerships and promotions with like-minded brands; crisis management; and ways to get recognition and drive bottom line results to your campaign.