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Why She Picked Their Spa (Not Yours)
The tiny details that make or break your spa’s loyalty game.
Ava Prescott
November 11, 2025
In partnership with
Welcome to another issue of the Glowelle Spark — your go-to newsletter for smart, sustainable spa growth.
Each edition is crafted to share practical, proven strategies that elevate client loyalty, boost revenue, and create a more elegant & profitable business behind the scenes
✨ In Today’s Issue…
We dive into the real reasons high-end clients choose one spa over another—and how to make sure your brand is the only option they even consider.
Have you watched the 3-part video series Luxury Spa Growth yet?
Learn how top spas are turning one-time visits into lifetime VIPs by clicking here! 💌
Shoppers are adding to cart for the holidays
Over the next year, Roku predicts that 100% of the streaming audience will see ads. For growth marketers in 2026, CTV will remain an important “safe space” as AI creates widespread disruption in the search and social channels. Plus, easier access to self-serve CTV ad buying tools and targeting options will lead to a surge in locally-targeted streaming campaigns.
Read our guide to find out why growth marketers should make sure CTV is part of their 2026 media mix.
💥 The Real Reason They Pick Them Over You
It’s not luck. It’s not even price.
It’s perception.
That subtle, unspoken vibe your spa gives off.
The way your brand makes them feel before they ever step foot inside.
Let’s set the scene…
✨A Tale of Two Facials
Picture this.
Two spas.
Same neighborhood.
Same price point.
Same Hydrafacial on the menu.
Spa A sends a follow-up email that says:
“Thanks for coming in. Leave us a Google review.”
Spa B sends:
“A personalized note from your aesthetician, a VIP offer for a return visit, and a curated product recommendation based on your skin type.”
Guess which spa the client rebooks with?
(You already know.)
It’s never just about the treatment.
It’s about how the treatment made them feel.
🧠 The Decision-Making Process: What Clients Really Weigh
Before they hit “Book Now,” your clients are subconsciously scanning for cues that say:
“This place gets me.”
Does your spa feel like a sanctuary designed for them?“I trust them with my face/body/time.”
Is your branding polished, your reviews glowing, and your voice confident?“I feel special here.”
Does every touchpoint—from your emails to your check-in process—make them feel like Beyoncé walking into the Four Seasons?
Let’s break it down. Here’s what truly sways them:
🎯 1. Brand Vibe = Instant Judgment
We all judge books by their covers (and spas by their Instagram).
If your visual branding, copy, or online presence feels DIY or outdated… game over.
👉 Fix it:
Invest in brand photos with luxury energy
Use clean, modern design
Speak with clarity and confidence in every word
🧖♀️ Think: Your brand should feel like a luxury skincare serum. Silky, intentional, and just expensive enough to feel exclusive.
🌟 2. Memorable Experiences > More Services
Spa menus are starting to look like Cheesecake Factory novels.
But your clients don’t want more options. They want the right experience.
👉 Fix it:
Curate signature treatments that solve a clear problem (e.g. “Red Carpet Ready Facial”)
Name your services with flair and specificity
Train your team to deliver a sensory experience, not just a service
🌸 Remember: No one books a “60-minute massage.”
They book feeling like a goddess again.
📩 3. Luxe Follow-Up = Loyalty
Most spas ghost after the first visit.
Want to stand out? Show up after the appointment.
👉 Fix it:
Send a personalized follow-up with product suggestions
Automate a VIP rebooking email
Offer early access to exclusive events or packages
🎁 The post-service experience should feel like a well-wrapped gift. Thoughtful. Timely. Tailored.
💎 4. Language That Elevates (Not Just Educates)
Stop informing. Start evoking.
If your website says “We offer microneedling and facials,” it’s time to elevate.
👉 Fix it:
Use language that evokes transformation
(“Turn back time with our collagen-boosting Glow Ritual.”)Speak to their identity—not just their skin type
Frame services as experiences worth craving
Clients buy emotions, not ingredients.
🛎️ 5. Personal Touch = VIP Energy
Automation is great. But if it feels robotic, you’ve lost the game.
👉 Fix it:
Use their name (a lot)
Remember preferences (“no eucalyptus, please!”)
Celebrate birthdays, skin goals, anniversaries, new clients
🪄 Personalization is the new luxury. Make it feel like their treatment was made just for them.
🎥 Click HERE To Learn How To Tap Into Your Spa’s Goldmine – And Experience A New Way to Scale Faster
🌺 The Glowelle Lesson
our spa isn’t losing clients because your pricing is off or your services aren’t good enough.
It’s losing them because the feeling isn’t unforgettable.
Luxury is emotional.
It’s not just about what happens in the treatment room.
It’s about what happens before, during, and especially after.
NEED HELP RIGHT NOW?
Here are three actionable steps you can take today to boost your profitability and maximize the potential of your existing customer base.
Order The Growth Accelerator Kit:
It's the science of transforming a first-time visitors into lifetime VIPs who book regularly, spend more, and refer others to your spa without being asked.
➡️ It's a proven system that works specifically for premium spas, even if you've tried "everything" before.
Keep Glowing
✨The Spark Crew