The Spa Manager's Playbook.
Real-world wisdom, and honest, practical advice, from seasoned professionals who have walked in your shoes.
At Spa Life, we love uncovering strategies that turn good spas into unforgettable destinations. In this issue of The Spa Managers Playbook, we speak with Orla Kenny, Partnerships & Education Manager at SEABODYWe sat down with Orla Kenny to explore one powerful tool every spa manager should embrace: storytelling. Spoiler alert—it’s not just about words; it’s about creating experiences that linger long after your guests leave.
Why Storytelling is the Hidden ROI for Your Spa
What Makes a Spa Experience Memorable?
SPA LIFE: Orla, you've worked in and visited countless spas. In your opinion, what separates an unforgettable experience from one that falls flat?
ORLA: It's the story. Imagine a guest walking into your spa, exhausted and stressed. They're expecting a massage, but before they even lay down, the Therapist shares something special - the origin of the oils, the ritual behind the treatment and the philosophy that makes your spa unique.
Suddenly, that guests isn't just getting a massage, they're part of the narrative. And that story? They'll retell it to their family, friends, and themselves. And this will make your spa memorable.
Why Storytelling Matters for ROI
SPA LIFE: Spa directors live in a world of KPIs and revenue targets. Where does storytelling fit into that picture?
ORLA: Behind every KPI is a human being making a decision—and decisions aren’t purely logical. They’re emotional.
Storytelling is the most powerful emotional driver we have. It influences how guests feel, what they remember, and even how your team connects with your brand. And yes, it impacts the bottom line: repeat visits, referrals, higher spend per guest.
Every spa has a menu. Every spa offers good treatments. But not every spa has a story that lingers in a guest’s heart.
SPA LIFE: In the context of hidden ROI, what are the real returns for spa managers?
ORLA: They’re huge. Guests perceive more value when treatments are tied to a meaningful story—whether it’s local heritage, sustainability, or a cultural ritual. A good story turns every guest into an advocate or a vocal ambassador for the spa.
It can also boost team retention because therapists feel part of something bigger than just selling treatments. Commercially, story-driven experiences increase time spent on site, retail sales, and willingness to book premium services.
Practical Steps for Spa Managers
SPA LIFE: That sounds great, but how do spa directors make it practical?
ORLA: Start by mapping your story. Why was your spa founded? What does your location represent? Then weave that narrative into every touchpoint—from your website to your welcome ritual. Train your team to share it authentically, not as a script. And measure the impact: look at repeat visits, retail conversion, and guest reviews. You’ll see the difference.
SPA LIFE: If you could leave spa managers with one thought on how to improve overall performance of their business, what would it be?
ORLA: Every spa has treatments. Every spa has a menu. But not every spa has a story that lingers in a guest’s heart. Storytelling isn’t a nice-to-have—it’s the hidden ROI that transforms experiences, inspires teams, and drives growth.
So ask yourself: what story do you want your guests to tell?
Orla’s Quick Wins for Spa Managers
- Map Your Story – Start with your spa’s origin and philosophy. Write it down and make it part of your identity.
- Embed It Everywhere – From website copy to welcome rituals, let your story shine at every touchpoint.
- Empower Your Team – Train therapists to share the narrative authentically, not as a script.
- Connect Story to Value – Link treatments to heritage, sustainability, or cultural rituals to elevate perceived value.
THE BOTTOM LINE:
Storytelling isn’t just a creative flourish, or a buzzword - it’s a business strategy that drives loyalty, revenue, and team engagement. In an industry where experiences matter, your story is the differentiator that turns guests into advocates and treatments into memories. Start small, stay authentic, and watch how a well-told story transforms your spa’s performance.
ABOUT ORLA KENNY
Orla Kenny is Partnerships and Education Manager at Seabody, an Irish wellness brand pioneering marine biotechnology for sustainable skincare and supplements. With over a decade of experience in the spa and wellness industry, Orla began her career as a spa therapist before progressing to leadership roles, including Spa Manager and Group Spa Development Manager for Carlton Hotels, and later Group Spa & Leisure Director at Redmond Hotel Group. These roles shaped her philosophy of creating environments where both teams and guests thrive through connection and care.
Her expertise extends beyond operations into education and brand development, having worked in training and events for leading wellness brands. Today, Orla leverages her deep industry insight to build strategic partnerships and deliver educational initiatives that help spas integrate sustainable, science-led solutions. A regular contributor to wellness events such as Spa Life International, she champions storytelling and collaboration as tools to elevate guest experiences and retail success.
