Client retention is the backbone of a successful spa. While attracting new customers is important, it’s the loyal ones who keep your business thriving over time. Harvard Business School reports that even a modest 5 percent increase in customer retention can boost your business’ profitability up to 75 percent.
On average, customer retention in the spa industry is around 30-40 percent for new clients and 60-70 percent for returning clients, according to MindBody. High-performing spas achieve even higher retention rates by focusing on client loyalty strategies, which lead to increased revenue and a more robust client base. Repeat clients are also more likely to spend more per visit, often trying new treatments or services they might not have considered initially.
Client retention strategies don’t have to be expensive or overwhelming, either. It’s actually more cost-effective to nurture existing clients than to constantly seek new ones. Forbes reports that acquiring a new customer can cost five to seven times more than retaining an existing one, depending on the industry.
By implementing effective spa client retention strategies, you ensure your guests don’t just visit once—they return time and time again. When done right, these strategies not only increase bookings but also cultivate a loyal clientele that elevates your spa’s reputation and bottom line. Here are six client retention strategies to build loyalty, boost bookings, and elevate your spa’s reputation.
6 Effective Client Retention Strategies
Membership Programs: The Key to Consistency
Creating a membership program for your spa is one of the most effective ways to build a loyal clientele. These programs not only encourage clients to visit more frequently, but they also create a sense of exclusivity and reward, which is a powerful driver of loyalty. The data supports this: Zenoti’s 2024 Beauty and Wellness Benchmark Report found that the average membership spa earns more than three times the revenue of the average non-membership spa.
For clients, membership programs offer a variety of perks that make guests feel valued. Discounts on treatments, priority access to new services, and exclusive member-only offerings can all serve as incentives to keep them returning to your spa, creating an environment where clients don’t just see your spa as a place for one-off treatments but as a regular part of their wellness routine.
For spas, membership programs provide a predictable revenue stream, ensuring a consistent flow of income each month. This allows you to better forecast your resources, manage staff schedules, and create marketing campaigns tailored to loyal members. The more members you have, the more stable your business becomes, and the easier it is to create strategies that increase retention and revenue.
A well-executed membership program elevates the client experience. By keeping clients engaged with ongoing value, these programs foster loyalty and encourage spending beyond the membership fee, as members are more likely to try new treatments or book additional services at a discounted rate.
Loyalty Programs: Rewarding Repeat Clientele
Loyalty programs are a great way to show appreciation for your returning clients and keep them engaged with your spa. Unlike membership programs that charge a recurring fee, loyalty programs are often based on a points system where clients can earn rewards as they visit your spa. This kind of program taps into the psychology of reward-seeking behavior and encourages clients to keep coming back. Earning perks for repeat visits such as a free treatment, exclusive discounts, or a special birthday gift builds a sense of value and attachment to your spa. The more rewards they earn, the more likely they are to book additional services, increasing their lifetime value. Wellness Living claims consumers who participate in a loyalty rewards program are 80 percent more likely to continue with that brand over a competitor and twice as likely to recommend that business to their friends.
Loyalty programs also help spas track client preferences and behavior. With the data collected from a loyalty program, you can better understand your clients’ needs, making it easier to personalize their experience like sending targeted offers for their favorite treatments or offering a special deal for reaching a loyalty milestone. These insights can help you tailor your marketing and create a more personalized experience for your guests.
Stay Top of Mind with Consistent Communication
The most successful spas know how to communicate at the right time and in the right way. Maintaining consistent communication with your clients is crucial for keeping your spa top of mind and reinforcing the value of returning. Regular communication lets clients know that you care about their experience; by sending personalized updates about new treatments, exclusive offers, or seasonal specials, you keep your spa on their radar without being too pushy. The key is to offer value with each message, whether it’s a time-sensitive promotion, wellness tips, or a friendly reminder about their next visit.
Examples of effective spa communication strategies include:
- Email newsletters highlighting new services or upcoming events
- Automated email or SMS reminders for clients to rebook their next treatment
- Social media posts that engage clients with valuable wellness content
- Exclusive promotions or offers sent directly to loyal clients
Utilize Client Feedback for Continual Improvement
Client feedback is one of the most valuable tools for improving your spa’s services, and it’s essential for fostering loyalty. By actively seeking and acting on feedback, you not only improve the guest experience but also show clients that you value their input, which strengthens their emotional connection to your brand. Utilize the feedback you receive as a roadmap to improvement. Negative feedback can identify areas for growth, while positive feedback reinforces what you’re doing well. Additionally, incorporating client suggestions into new offerings or adjusting based on feedback often drives repeat visits. Consider sending post-visit surveys asking for detailed feedback on services and experiences or creating a system for clients to leave anonymous suggestions or comments, and always monitor (and respond to) online reviews to help refine your spa’s menu, services, and staff training. Requesting client feedback not only allows your guests to feel valued, which can foster repeat visits, but also equips you to create a better overall experience and stand out in a competitive wellness market.
Make It Easy to Rebook
One of the simplest yet most effective ways to increase client retention is by making the rebooking process seamless. The easier it is for clients to schedule their next visit, the more likely they are to return. High-performing spas implement strategies that encourage guests to rebook before they even leave, reducing the chance of them forgetting or booking elsewhere. Train your front desk team to gently prompt guests to schedule their next appointment before checkout or offer incentives like a small discount for rebooking on the spot. Online booking systems and automated reminders also play a crucial role in client retention. 67 percent of people prefer online booking and 40 percent of appointments are booked after business hours, meaning if you’re not offering online booking options and making it easy for clients to book services at their convenience, you are missing out on appointments and revenue. By simplifying the rebooking process, you create a frictionless experience that turns one-time visitors into long-term clients.
Service That Sets Your Spa Apart
With so many spas offering similar services, differentiation is key to building client loyalty. Clients are more likely to return when they feel your spa offers something unique. Small details like welcome rituals, post-treatment refreshments and other thoughtful touches can make a lasting impression. Beyond treatment menus, your spa’s atmosphere and design can significantly enhance the guest experience. Thoughtful design elements such as intuitive layouts and sensory-evoking details create an environment that resonates with guests, making them more likely to return. The level of service also plays a major role in client retention. A team that provides exceptional, personalized care creates an experience that clients want to return to again and again. Arch Amenities Group provides its spa staff with custom Forbes Five-Star customer service training, ensuring every guest receives a level of care that exceeds expectations and fosters long-term loyalty. Standing out isn’t just about what you offer, it’s about how you make your clients feel. The more memorable and meaningful the experience, the more likely they are to return.
Building Client Loyalty for Long-Term Success
Prioritizing spa client retention strategies doesn’t just strengthen loyalty, it helps build a more stable, profitable, and thriving business. By implementing spa memberships and loyalty programs, leveraging client feedback, and creating an elevated, seamless guest experience, not only will your guests be more likely to return, but they’ll likely refer you to others as well. With the right approach, your spa can become an integral part of your clients’ wellness routine, turning first-time visitors into devoted, repeat guests.
