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Spa Management Solutions *

Market Summary – Spa Management Software

Market Overview

Software designed to manage spa operations continues to increase in scope and capabilities, whether needed by an individual Spa, a Spa Management Company, or a Spa affiliated with a hotel or country club. The various types of systems cover everything from scheduling appointments to handling accounting functions but go beyond scheduling a stylist, therapist, masseuse, or wellness visit. Today’s systems are significantly more intelligent at understanding and communicating with owners, clients, and employees.

Capsolve identified 64 companies that provide products in the Spa Management Systems category in various forms. The category gives buyers multiple solution paths when considering how these software products may be implemented or combined for an eventual solution path.

The companies selling these solutions are located worldwide, with 47% headquartered in the United States.

Marketplace Context

Most solution providers are on the smaller side from a company-size perspective compared to other software companies, mirroring many businesses they serve. However, a select group of these solutions are marketed by larger software companies, often selling to multiple industries with connections to Spas, such as Hotels and Country Clubs. The core feature set usually includes appointment scheduling combined with point-of-sale software. However, the additional features often go well beyond this to create customer management, employee scheduling, inventory management, and spa-specific features, while approximately half of the options venture into website and marketing capabilities.

Most companies have existed for more than five years, with much of the digital innovation, such as online appointment scheduling, website, ecommerce, and digital marketing, occurring during the most recent 10 to 15 years. The industry continues to thrive and grow but was significantly affected by the pandemic.

Sales & Marketing Considerations

Websites, Loyalty, CRM, Online Booking, ECommerce, and Customer Marketing, in addition to traditional marketing and advertising methods, are the fundamentals of building a customer base for a spa. Each area has a wealth of features and functionality to consider when purchasing a new system infrastructure or replacing selected portions of an existing one. While it is easy to put a potential solution in place, understanding the details and addressing them as part of your implementation or configuration adjustments may be the difference in achieving success for a given marketing program or sales initiative.

A website is a perfect example. A quality planning effort will allow you to assemble a visually appealing site, possibly with help from an agency or qualified designer. The next step is to make sure the copy is positioned well for your messaging and also search engine optimization. While not the only remaining consideration, the technological aspects of managing the content within a CMS and everything it takes to reliably put it in front of your audience online are far from trivial. All that said, for a small, individual spa, the website need not be complex, but its strategic elements may continue to be crucial to prospects finding you.

Connecting the various systems to coordinate this may be much less complicated for spas than other businesses, especially if a multi-module solution is purchased. However, complexity may increase quickly unless the appropriate planning is done beforehand. Key areas of interconnectivity include CRM, Website, Online Booking, ECommerce, Menu Management, Payroll, Payment Processing, and Accounting.

Current Trends

1. Wellness as a Priority: The consumer marketplace continues to make health and wellness more important in their daily lives. This affects their needs for products and services promoting this aspect of life, such as spas in their hometown or when traveling away from their routine.
2. Online Booking: Spas with websites have better access to a broader range of prospects and customers, who may now book them online as the initial point of sale.
3. Digital Marketing: More options continue to surface from the marketplace to enable Spas to create and market their digital presence. Developing this into a well-performing channel requires deep knowledge of the online world, but it is easy to get started and build on your successes.
4. ECommerce: Many spas sell products in addition to their on-site services, and the technologies that allow sales of services online may often be redeployed to sell consumer goods on websites. This may create a new revenue stream or channel for selling existing products from the location or online partners.
5. Partner Ecosystem Race: Vendors’ need for a mature set of functionality bolstered by partnerships that are pre-integrated into their solution continues to be crucial for leading solutions in the marketplace. This simplifies the implementation of technology for the spa.
6. Safety Protocols: Spas dealt with an onslaught of protocol changes while educating guests and training employees to comply.

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About this Report

This document reviews marketing information and capabilities of this category’s solutions and the surrounding technology ecosystem. It contains original content written by Capsolve to provide a perspective of current trends affecting one or more of the hotel, restaurant, golf course, and country club industries. The analysis covers a statistically significant portion of the previously defined category marketplace.