Measure SPA-TRAC
What is SPA-TRAC®?
In Spa-Trac® we are creating benchmarking data available in sectors like hotels (through data like HotStats, PKF and Smiths Travel) or in the supermarket sales information (like Nielsen).
In most industry sectors data is available to compare and contrast performance versus a “basket” of similar businesses. No one gets confidential information on each other but they get to compare and contrast things that help run their own businesses with better information on aspects like:
- Sales revenue growth (so you grew 5% year on year versus “Basket of” Industry at say 3% for same period)
- Therapist Payroll as % of treatment sales (e.g. your therapist wage and NI cost is 42.3% versus industry average for same period at 41.5%)
- Average price achieved by hour by treatment type
- Massage and body (you achieved £52.45 p/h versus Industry at £57.05)
- Facials
- Retail actual £ per average client
- Mani/Pedi yield per hour
- Hair removal (non IPL)
- Make-up etc
- % Sales by main treatment type
- Mix of treatment types – how does your mix vary versus average? How does that advantage or disadvantage your business?
- Rent and rates as percentage of sales – real help to negotiate with your landlord/agents
- Reception costs and non-productive staff costs: as percentage of relevant sales
We will collect and report quarterly
This information allows you as the spa & salon manager or owner to be objective on what targets to set yourself and your team fairly. This can work for you to set clarity short term as well as long term goals – see our examples:
Example 1
A 5* star hotel was achieving a 19% mix of retail sales but the spa manager was being given a tough time by her GM because he had been told by the main supplier that 25-30% was the norm. When the Spa Manager talked to us and got the whole picture she could explain why this was not the right solution here – she had an average price per hour of £85 for the treatment whereas her completion was £54:
- 30% of £54 is £16.20 and
- 19% of £85 is £16.15
- So per client transaction the therapist was achieving the same level of retail whereas it did not look that way when first viewed as a percentage
Example 2
One mid-market spa was trying to set long term goals to get a return on investment but had no idea on what was fair. They looked at our basket of data and created a 3-year plan with monthly targets
Support KPI setting and measurement with SPA-TRAC data with complete confidence
- We gather information to help industry operators take a more informed and professional approach to decision-making
- We give a guaranteed commitment to all participating individual site or business information will never be revealed so that all taking part can feel secure. We are privileged to have in our team some of the most experienced and trusted names in our industry who can check the data and make it more comparable. Our team has opened, run and operated sites
- We are privileged to have over 70 sites at launch of this service with and therefore can give you a balanced basis for a start point and it will grow every quarter and eventually become monthly
Key Benefits
- Set and measure KPI’s with real comparative knowledge that is factual and not a few subjective opinions
- Gain an external view of performance versus others in similar situations
- Act as ‘traffic light’ system to categorise which areas need most attention
Our Sample
Our sample numbers will grow over time to produce a robust set of data
Major Spa and Salon Operators by sector – Destination Spa, Hotel Spa, Club Spa, Day Spa & Salon
Commitment to Confidentiality
- No named data will ever be shared
- Information will be securely stored offline – so no one can hack into the information once stored
- When you send data it will be coded by site and brand name so any interception will be meaningless
- Confidentiality backed by some of the most trusted personnel in the industry with secure corporate governance standards