Everyone deserves a spa day now and then, and with more of the Baby Boomer generation reaching retirement age, your business might start to see a bigger influx of senior clients than ever.
That’s a good thing.
Seniors are often very ready to be pampered. They typically have the money saved up to spend on luxury services and are willing to take suggestions or advice so you can give them the best treatments possible.
So, what can your business do to market your services to seniors? More importantly, how can you make sure you have the means to effectively accommodate this demographic?
Market to the Audience
While seniors might be interested in spa services, many may have never been to a spa in their lives. Using effective marketing techniques is crucial to attracting this specific audience. You might even need to think outside of the box from your typical marketing techniques. Remember who you’re advertising to, and consider things like:
- Direct mail/postcards
- Networking with medical staff or caregivers
- Advertising to their adult children
- Creating specific treatments and packages for certain age groups
- Offering seniors discounts
In addition to cutting costs for senior services, it can help to offer caregiver discounts, too. Many family members and caregivers of seniors give a lot of their time and energy without practicing self-care. If they can join the person they’re taking care of for a luxurious trip to the spa, it will benefit both of them, and the caregiver can take care of setting everything up.
You can get started by inviting your parents, grandparents, or older relatives and friends to the spa. Offer them free or discounted services that you plan on specializing for seniors as a way to make sure you’re making the right marketing moves. You can get feedback from those individuals, and make changes as necessary before you start to market to the public.
Offer the Right Accommodations
If you’re going to market to seniors, it’s important to have the services and accommodations they need and want. While many will undoubtedly love your standard services, going the extra mile to understand your customers’ needs will make them feel more comfortable (and can potentially boost your word-of-mouth advertising).
One way to do that is by working with professionals like gerontology health practitioners. They specialize in aging health needs and understand what services seniors might be looking for. It’s not uncommon for older individuals to deal with things like:
- Gout
- Muscle aches and pains
- Dry skin
- Brittle nails
- Alopecia
- Mental health conditions like depression
By educating yourself and your staff on those needs and wants, you can adjust your marketing techniques and pride yourself on outdoing your competitors when it comes to offering specialized senior services. Some of the best options that can help seniors with those conditions and more include massages, acupuncture, manicures and pedicures, and facials. Not only can those services help with their physical conditions, but the relaxation they provide can improve their mental well-being, too.
As a spa owner, you have a unique opportunity to attract a new audience to your business in the coming years. But, there’s no reason you can’t start now. This is a generation that has worked hard all their lives and is ready to start taking time for themselves. Learn more about what seniors want, how you can benefit them, and make your spa as Baby Boomer-friendly as possible.
