Both Millennials and Generation Z (Gen Z) can often be a missed opportunity for spas. After all, Millennials were born from the start of the ‘80s to around the mid ‘90s, meaning they’re between their early 20’s and late 30’s, whilst Gen Z is from then to around 2012. Therefore, not catering to such a large demographic could have a detrimental impact on revenue.
So how do they differ from older generations and how would it be best to cater to them? We examine the most enticing ways to attract Millennials and Gen Z to keep them coming back for more.
Mobile and web booking
Technology is a big factor when it comes to Millennials and Gen Z, having grown up with mobiles at their disposal. That means to keep them on your website, it needs to be slick and suitable for smartphone use. Not only this but offering an option to book online is essential in saving them vital time and effort. After all, time is precious, and the often less patient newer generations will otherwise bounce.
It’s likely your Millennial and Gen Z clients will use their phones to take pictures during their visit. This is an excellent way to spread the word of your spa at no extra cost, as the photos will likely end up on social media. You can capitalise on this by placing appropriate signs with hashtags specific to your spa, helping people find those pictures and raise awareness of the spa to others of the same generation.
Relabel your treatments
It’s not uncommon for Millennials or those in Gen Z to want a spa treatment for health reasons rather than indulgence. Labelling your treatments to focus on the health benefits will attract those not that may not ordinarily opt for it. Another excellent way to do this is to modernise the name of certain treatments, transforming ‘thalassotherapy’ into ‘hydro stress relief’ to show what it does with one quick glance.
Cater to travellers
If there’s one thing Millennials and Gen Z love, it’s travelling. Possibly more experience-driven than materialistic, these generations provide an opportunity to provide shorter, more experience-driven treatments that give a potentially short respite between their travels. That doesn’t mean stop providing those longer weekends popular with older generations, but instead providing a greater scope of time-sensitive options.
Highlight organic products
Organic products and vegan beauty are huge with both Millennials and Gen Z, growing in popularity every year. With many switching to more vegan-based lifestyles, it makes sense to highlight any organic products used in your treatments. That way, those supporting the vegan lifestyle will be drawn in by your offer of a more unique experience which supports their ideologies.
Core by Premier Software helps your spa attract the Millennial and Gen Z market with web-booking, treatment optimisation and tailored marketing amongst other features. For more information or to book a presentation, call +44 (0)1543 466580 or visit our website at https://www.premiersoftware.uk/book-a-consultation/.