The Spa Manager's Playbook
The Spa Manager's Playbook includes a series of interviews offering real-world wisdom, and honest, practical advice, from seasoned professionals who have walked in your shoes.
In the competitive spa industry, the difference between a one-time visit and a loyal advocate often comes down to the details. In this interview for The Spa Manager’s Playbook, Holly Mandall, Global Head of Spa at Aromatherapy Associates, offers actionable advice for spa managers who want to elevate guest experiences and drive revenue growth.
What Makes an Excellent Spa Experience?
SPA LIFE: Holly, based on your experience of visiting countless spas, what would you say is the biggest difference between an excellent spa experience and a disappointing one?
HOLLY: The biggest difference comes down to whether the experience feels truly customer-focussed. An excellent spa journey is thoughtfully designed around the individual—rather than a process optimized for the venue’s convenience. From the welcome to the way treatments flow, every moment should feel intentional and personal. When guests feel seen and cared for, that’s what makes them eager to return.
A well-designed customer journey doesn’t just make guests happy—it makes them return, spend more, and refer others.
Why Customer Journey Mapping Matters
SPA LIFE: We hear the term “customer journey” a lot, and it seems to mean different things to different people. What does it mean for you, and does it really matter in terms of revenue?
HOLLY: For many spas, the customer journey is seen as the path from awareness to post-visit. But to me, it’s more than a sequence of steps—it’s the emotional experience a guest has at every moment of interaction, whether that’s browsing your website, checking in at reception, or sipping tea after a treatment.
Mapping this journey matters for a number of reasons:
- You’ll uncover friction points that cost revenue—slow check-ins, confusing menus, missed upselling opportunities.
- You’ll identify moments of surprise and delight that create loyalty and repeat bookings.
- You’ll ensure every guest receives a consistent, premium experience regardless of who’s on shift.
A well-designed customer journey doesn’t just make guests happy—it makes them return, spend more, and refer others.
Consistency: Your Secret Weapon
SPA LIFE: Consistency is another challenge spas often encounter. How can spa managers ensure consistency across teams and departments?
HOLLY: Consistency is where many spas fall short, especially where large teams are involved with multiple Therapists, Receptionists and Spa Attendands etc. The key to ensuring consistency requires a focus on four key actions:
- Clear, documented standards—not just treatment protocols, but greetings, communication cues, and service rituals.
- Training focused on experience, not tasks—teach staff why each touchpoint matters.
- Shadowing and coaching—leaders should observe, guide, and reinforce behaviors.
- Cross-department alignment—Reception, therapists, and attendants must deliver the same tone of care.
When everyone understands and implements the principles of the journey end-to-end, guests notice. They’ll feel special from the moment they enquire to long after they leave.
The Most Overlooked Touchpoints
SPA LIFE: What is the most overlooked touchpoint, and how can it be fixed?
HOLLY: It’s usually the transition moments—not the treatments themselves, but everything between them:
- How guests are greeted in the relaxation area
- How they’re guided from reception to changing rooms
- The messages communicated at check-in and checkout
Small adjustments in these “in-between” moments can significantly elevate emotional connection. For example, a welcome ritual of herbal tea, a refreshing towel, or a signature smoothie as they depart. Guests may not remember every detail, but they will remember how the experience made them feel.
Adding Moments of Magic
SPA LIFE: What would the perfect spa journey look like?
HOLLY: The most unforgettable spa journeys follow one principle: a guest-focused experience where every moment is thoughtfully designed. From personalized welcomes to intuitive transitions and sensory details, these deliberate, unique moments make guests feel truly seen, cared for, and eager to return.
If you do just one thing, focus on getting all the basics right, and adding a few moments of magic.
Quick Wins for Guest Experience and Profit
SPA LIFE: Before finishing, would you share your single top tip for spa managers looking to quickly improve the guest experience and boost profits?
HOLLY: If you do just one thing, focus on getting the basics right, and then add a few moments of magic—small, intentional touches that surprise and delight: seasonal scents, complimentary hand treatments, curated refreshments, wellness sessions, or a personalized note at checkout are just a few examples. These thoughtful touches make guests feel valued, and when they feel delighted, they’re more likely to book additional services, purchase retail products, and refer friends—creating an immediate lift in revenue without major operational changes.
Holly’s Top Tips for the perfect customer journey
- Map the entire guest journey—identify friction points and moments of delight.
- Document and train for consistency across every touchpoint.
- Focus on transition moments—welcome rituals and checkout matter.
- Add small, intentional surprises—seasonal scents, complimentary treatments, personalized notes.
- Get the basics right first, then layer in magic moments for maximum impact.
THE BOTTOM LINE
An exceptional spa experience isn’t about luxury—it’s about intentional design. When every touchpoint is consistent and guest-focused, you create loyalty, advocacy, and a measurable boost in revenue.
ABOUT HOLLY MANDALL
Holly Mandall is the Global Head of Spa, Distributors, and Training at Aromatherapy Associates, where she drives global spa strategy, new business development, and advanced training programs that empower teams to deliver exceptional guest experiences.
With over 20 years of industry expertise, Holly’s career spans from hands-on therapy to senior leadership roles at world-renowned brands including Natura Bissé, VOYA Organic Beauty, and ESPA International. She has successfully overseen international sales, distribution, and end-to-end new business projects—from concept through to launch—across multiple markets.
A passionate advocate for sustainable wellness and elevated guest service, Holly is dedicated to shaping innovative spa concepts and expanding the global impact of wellness brands. Her deep knowledge of operational excellence and guest-centric design makes her a trusted voice for spa managers seeking to combine outstanding experiences with measurable business growth.
