{"id":1153,"date":"2012-08-29T16:26:29","date_gmt":"2012-08-29T14:26:29","guid":{"rendered":"http:\/\/www.spa-balance.com\/?p=1153"},"modified":"2012-08-29T16:26:29","modified_gmt":"2012-08-29T14:26:29","slug":"la-estrategia-de-precios-el-precio-optimo-2","status":"publish","type":"post","link":"https:\/\/www.spa-balance.com\/es\/2012\/08\/la-estrategia-de-precios-el-precio-optimo-2\/","title":{"rendered":"Pricing Strategies: The Right Price"},"content":{"rendered":"<p><!--:en--><\/p>\n<p style=\"text-align: justify;\">&nbsp;<\/p>\n<p style=\"text-align: left;\">Understanding how to create and implement a coherent spa pricing strategy is essential for maximising yield.<\/p>\n<p style=\"text-align: left;\">There is no doubt that implementing a coherent pricing policy is one of the key factors for ensuring optimum revenues and higher profits.\u00a0 But what constitutes a \u2018coherent pricing policy\u2019?\u00a0 What are the important variables that need to be considered in order to maximise yields?\u00a0 It is not uncommon for spa operators to consider their cost base (mainly cost of labour and product) and add on a profit margin of what they find a \u2018reasonable percentage\u2019, especially when entering into new markets with limited competition.\u00a0 However, there are a number of other important variables that must be considered in order to maximise yields, such as:<\/p>\n<p style=\"text-align: left;\"><!--:--><!--:es--><\/p>\n<p style=\"text-align: justify;\">&nbsp;<\/p>\n<p style=\"text-align: left;\">Entender c\u00f3mo crear e implementar una estrategia de precios coherente es esencial para optimizar la gesti\u00f3n de rendimiento de un Spa.\u00a0Para ello hay que tener en cuenta desde los paquetes de tratamiento que se ofrecen hasta el tipo de centro y su ubicaci\u00f3n, los clientes que lo frecuentan y la situaci\u00f3n del mercado y competencia.<\/p>\n<p style=\"text-align: left;\">No cabe duda de que implementar una coherente estrategia de precio es uno de los factores claves para asegurar ingresos \u00f3ptimos y mayores beneficios operativos. \u00bfPero qu\u00e9 constituye una coherente estrategia de precios? \u00bfC\u00faales son las variables importantes que se necesita tener en cuenta para maximizar rendimiento? No es poco com\u00fan para los operadores de Spa considerar su base de costes (principalmente costes del personal y de los productos) y, a posteriori, a\u00f1adir un margen de beneficio que cree un &#8216;porcentaje razonable&#8217;, especialmente al entrar en nuevos mercados con poca competici\u00f3n. No obstante, hay una amplia gama de otras variables importantes que se debe tener en cuenta para maximizar el rendimiento:<\/p>\n<p style=\"text-align: left;\"><!--:--><!--more--><!--:en--><\/p>\n<p style=\"text-align: justify;\">&nbsp;<\/p>\n<ul style=\"text-align: left;\">\n<li><em><strong>Type of spa: <\/strong><\/em> are you a day spa or a spa within a leisure resort?\u00a0 Are you a luxury five star spa or are you a four-star or more economic spa?\u00a0 Day spas will need to be more price competitive and price sensitive as consumers here expect more \u2018value for money\u2019, whereas spas within luxury five star hotels will have a higher margin to play with as their consumers are more predisposed to spend money on pampering themselves and trying out new spa experiences.\u00a0 The price point, therefore, for a day spa will vary considerably to that of a spa within a luxurious leisure resort or a spa within a four star hotel.<\/li>\n<\/ul>\n<p style=\"text-align: justify;\">&nbsp;<\/p>\n<ul style=\"text-align: left;\">\n<li><em><strong>Target market:<\/strong><\/em> what type of spa-goer is your target market (periphery, mid-level or core-level)?\u00a0 Depending on your target market and type of consumer, your treatment menu offering will differ.\u00a0 A more periphery consumer will dictate more of the \u2018bread and butter\u2019 treatments like massage, whereas a more assiduous spa-goer will demand more relaxing facilities, such as hydrotherapy pools, steam rooms, saunas and private relaxation areas. \u00a0 Less labour and product intensive treatments will obviously call for higher profit margins, though the price point will be slightly lower.<\/li>\n<\/ul>\n<p style=\"text-align: justify;\">&nbsp;<\/p>\n<ul style=\"text-align: left;\">\n<li><em><strong>Type and duration of treatments: <\/strong><\/em>Treatments with lower labour and product costs will yield higher profit margins, than for example authentic signature treatments.\u00a0 However, the spa operator should also consider the duration their therapist and treatment room are occupied.\u00a0 The most common treatment on your menu will tend to be massages, where though the product cost is relatively low, your therapist and treatment room are booked for the entire duration of the treatment.\u00a0 Hence, time needs to be considered as an important factor for yield maximisation, and that is why some five star spas are adopting a pricing strategy that sell spa experiences as a measure of units of time, instead of type of treatment.\u00a0 This in turn allows operators to maximise treatment room and therapist occupancy whilst giving the guest a more personalised treatment.<\/li>\n<\/ul>\n<p style=\"text-align: justify;\">&nbsp;<\/p>\n<ul style=\"text-align: left;\">\n<li><em><strong>Extra services or facilities that can be added-on to enhance the spa experience offered: <\/strong><\/em>Does your spa offer private relaxation areas, steam rooms and saunas, welcome and farewell rituals, unique giveaways for special occasions like birthdays, wedding anniversaries etc? If your spa does offer these little extras then you can justify setting higher prices for your treatments as you are selling more of an experience than a mere treatment.\u00a0 The extra personalised approach, though adding to your cost base, justifies the higher treatment price.\u00a0 However here the balancing act would be the cost of the \u2018extras\u2019, the personnel required to ensure the personalised and memorable guest experience versus the reasonable treatment price that can be set and what consumers will perceive as good value for their money.\u00a0 Note: most spas now do offer these rituals and if one goes to a five star spa they now expect these gestures as part of their experience.<\/li>\n<\/ul>\n<p style=\"text-align: justify;\">&nbsp;<\/p>\n<ul style=\"text-align: left;\">\n<li><em><strong>Geographic location of the spa:<\/strong><\/em> Business and operational costs vary according to market conditions and economic factors across different regions.\u00a0 Labour costs, one of the most significant costs in a spa, are far higher in Asia than for instance in the Middle East or Europe.\u00a0 This increase in cost will therefore have an impact on treatment costs leading to higher treatment prices in regions where labour costs are higher.<\/li>\n<\/ul>\n<p style=\"text-align: justify;\">&nbsp;<\/p>\n<ul style=\"text-align: left;\">\n<li><em><strong>The average market rate:<\/strong><\/em> If you are a spa operator in a location with a high supply of spas, catering for both local and foreign tourist clientele, you will need to take into account the average market rate.\u00a0 Your clients will compare price and quality with other spas.\u00a0 In this case it will be seen that spa operators keep within a 10 \u2013 15% price range from their competitors in order to maintain a competitive position within the market.<\/li>\n<\/ul>\n<p style=\"text-align: justify;\">&nbsp;<\/p>\n<ul style=\"text-align: left;\">\n<li><em><strong>Your consumers\u00b4 acceptable perceived \u2018value for money\u2019:<\/strong><\/em>Your consumers\u2019 spending pattern will be very important at the moment of setting prices. At what range of the spending spectrum are your consumers?\u00a0 The more spa savvy consumers are getting and the more competition that is out there, the more demanding is today\u00b4s spa-goer.\u00a0 They already have preset expectations of what to experience and at what price.\u00a0 For instance, a consumer travelling to Asia from the US or UK will be less willing to pay the same price for a massage than in a day spa in their home country primarily due to the fact that consumers already have a preconceived expectation that services cost less in Asia than lets say Europe.<\/li>\n<\/ul>\n<p style=\"text-align: justify;\">&nbsp;<\/p>\n<p style=\"text-align: left;\">These are just a few of the additional factors that need to be considered before pricing your treatments and services.\u00a0 As the spa industry matures and spas better understand the idea of yield maximisation, we will see more advanced revenue management schemes being adopted where perhaps peak and off-peak rates, such as those in the hotel and airline sectors, will be considered.<\/p>\n<p><!--:--><!--:es--><\/p>\n<p style=\"text-align: justify;\">&nbsp;<\/p>\n<ul style=\"text-align: left;\">\n<li><strong><em>El tipo de Spa:<\/em><\/strong> \u00bfes un Spa urbano o un Spa dentro de un hotel vacacional? \u00bfEs\u00a0de lujo o se encuentra en un hotel de cuatro estrellas o m\u00e1s econ\u00f3mico? Los Spas urbanos son m\u00e1s competitivos y sensibles en relaci\u00f3n con el precio porque sus consumidores esperan m\u00e1s valor por el dinero gastado, mientras que los Spas dentro de hoteles de gran lujo disfrutur\u00e1n de un margen m\u00e1s grande, ya que sus consumidores est\u00e1n m\u00e1s predispuestos a gastar dinero para mimarse y probar nuevas experiencias de Spa.\u00a0Por lo tanto, el\u00a0&#8216;price point&#8217; para un Spa urbano variar\u00e1 considerablemente respecto al de un Spa dentro de un hotel vacacional de lujo o de un hotel de cuatro estrellas.<\/li>\n<\/ul>\n<p style=\"text-align: justify;\">&nbsp;<\/p>\n<ul style=\"text-align: left;\">\n<li><strong><em>El mercado objetivo:<\/em><\/strong> dependiendo del mercado objetivo y del tipo de consumidor, la oferta de tratamientos y servicios variar\u00e1 de un Spa a otro. Un cliente-Spa perif\u00e9rico dictar\u00e1 los tratamientos &#8216;b\u00e1sicos&#8217;, como masajes, mientras que un cliente-Spa asiduo exigir\u00e1 instalaciones relajantes, como piscinas de hidromasaje, ba\u00f1os de vapor, saunas y zonas privadas de relax. Los tratamientos que requieren menos personal y productos repercutir\u00e1n en m\u00e1rgenes m\u00e1s altos, aunque el\u00a0&#8216;price point&#8217; ser\u00e1 menor.<\/li>\n<\/ul>\n<p style=\"text-align: justify;\">&nbsp;<\/p>\n<ul style=\"text-align: left;\">\n<li><strong><em>El tipo y la duraci\u00f3n de los tratamientos:<\/em><\/strong> los tratamientos con costes menores de personal y productos ofrecer\u00e1n m\u00e1rgenes m\u00e1s elevados que, por ejemplo, aut\u00e9nticos tratamientos\u00a0&#8216;signature&#8217;. No obstante, el operador de Spa debe tener en cuenta el tiempo total en que su terapeuta y la cabina de tratamiento estar\u00e1n ocupados. El tratamiento m\u00e1s popular en el men\u00fa suele ser el masaje, en el cual aunque el coste de producto es relativamente bajo, el especialista y la cabina est\u00e1n reservados durante toda la sesi\u00f3n. Por lo tanto, es necesario tener en cuenta el tiempo como factor importante en la gesti\u00f3n de rendimiento. Es por eso que algunos Spas de lujo est\u00e1n adoptando una estrategia de precio que vende experiencias de Spa como una medida de unidades de tiempo en vez de tipo de tratamiento.\u00a0 Por consiguente, eso permite a los operadores maximizar la productividad de la cabina de tratamiento y la del terapeuta a la vez que dan al cliente un tratamiento m\u00e1s personalizado.<\/li>\n<\/ul>\n<p style=\"text-align: justify;\">&nbsp;<\/p>\n<ul style=\"text-align: left;\">\n<li><strong><em>Servicios extras\u00a0(add-ons) que se pueden a\u00f1adir para aumentar la experiencia de Spa:<\/em><\/strong> \u00bfSu Spa ofrece zonas privadas de relax, ba\u00f1os de vapor y saunas, rituales de bienvenida y despedida, regalos \u00fanicos para ocasiones especiales como cumplea\u00f1os o aniversarios de boda? Si entre los servicios se encuentran estos peque\u00f1os extras, se puede justificar marcar los precios altos, ya que su Spa vende una experiencia m\u00e1s que un mero tratamiento. Es decir, que el enfoque personalizado, aunque aumenta su base de costes, justifica el precio. Sin embargo, el acto de equilibrio residir\u00eda en los costes de los extras y el personal necesitado para asegurar la experiencia personalizada e inolvidable del cleinte, frente al precio razonable de tratamiento que se puede marcar y que el cliente percibe como una buena relaci\u00f3n calidad-precio.<\/li>\n<\/ul>\n<p style=\"text-align: justify;\">&nbsp;<\/p>\n<ul style=\"text-align: left;\">\n<li><strong><em>La ubicaci\u00f3n geogr\u00e1fica del Spa:<\/em><\/strong> los costes operacionales var\u00edan seg\u00fan las condiciones del mercado y los factores econ\u00f3micos de cada regi\u00f3n. Los costes de personal, uno de los m\u00e1s significativos en un Spa, son mucho m\u00e1s altos en Europa o en el Oriente Medio que, por ejemplo, en Asia.\u00a0Este aumento tiene un impacto en los costes de tratamientos que repercutir\u00e1 en los precios de los m\u00e1s caros en regiones en las que los gastos de personal son altos.<\/li>\n<\/ul>\n<p style=\"text-align: justify;\">&nbsp;<\/p>\n<ul style=\"text-align: left;\">\n<li><strong><em>El precio medio del mercado<\/em><\/strong>: si hablamos de un Spa ubicado en una zona en la que hay una alta oferta de Spas, que sirvan tanto a la clientela local como extranjera, \u00e9ste deber\u00e1 tener en cuenta el precio medio del mercado ya que sus clientes van a comparar el precio y la calidad con otros Spas. En este caso, los Spas no alteran m\u00e1s de un 10 o 15% los precios respecto a la competencia para mantener una posici\u00f3n competitiva dentro del mercado.<\/li>\n<\/ul>\n<p style=\"text-align: justify;\">&nbsp;<\/p>\n<ul style=\"text-align: left;\">\n<li><em><strong>La relaci\u00f3n calidad-precio precibida por los clientes:<\/strong><\/em> el tipo de consumidor que un Spa tiene como cliente es muy importante a la hora de marcar precios. Cada d\u00eda los clientes son m\u00e1s expertos en todo lo relacionado con los Spas y, por lo tanto, el grado de exigencia es m\u00e1s alto, porque aparecen con expectativas previas en relaci\u00f3n con la experiencia y el precio.\u00a0 Por ejemplo, un consumidor que viaja a Asia desde Europa o los Estados Unidos estar\u00e1 menos dispuesto a pagar el mismo precio por un masaje que en un Spa de su pa\u00eds de origen por el hecho de que ya tiene una expectativa preconcebida de que los servicios cuestan menos en Asia que, por ejemplo, en Europa.<\/li>\n<\/ul>\n<p style=\"text-align: justify;\">&nbsp;<\/p>\n<p style=\"text-align: left;\">Estos son s\u00f3lo algunos de los factores adicionales que deben tenerse en cuenta antes de marcar precios a los tratamientos y servicios. Seg\u00fan vaya madurando el sector y los spas vayan entendiendo el concepto de la gesti\u00f3n de rendimiento, veremos c\u00f3mo se adpotan nuevos sistemas de optimizaci\u00f3n de ingresos m\u00e1s avanzados d\u00f3nde se apliquen precios distintos seg\u00fan, por ejemplo, la franja horaria, como ocurre hoy en d\u00eda en los sectores hotelero y de aerol\u00edneas.<\/p>\n<p><!--:--><\/p>","protected":false},"excerpt":{"rendered":"<p>&nbsp; Understanding how to create and implement a coherent spa pricing strategy is essential for maximising yield. There is no doubt that implementing a coherent pricing policy is one of the key factors for ensuring optimum revenues and higher profits.\u00a0 But what constitutes a \u2018coherent pricing policy\u2019?\u00a0 What are the important variables that need to [&hellip;]<\/p>","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[10],"tags":[22,105,309,52,310,224,106,108],"class_list":["post-1153","post","type-post","status-publish","format-standard","hentry","category-spa-revenue-management-2","tag-estrategia-de-precios","tag-gestion-de-rendimiento","tag-optimum-pricing","tag-politica-de-precios","tag-precio-optimo","tag-pricing-strategy","tag-revenue-management","tag-yield-management"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Pricing Strategies: The Right Price &#8212; Spa Balance<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.spa-balance.com\/es\/2012\/08\/la-estrategia-de-precios-el-precio-optimo-2\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Pricing Strategies: The Right Price &#8212; Spa Balance\" \/>\n<meta property=\"og:description\" content=\"&nbsp; Understanding how to create and implement a coherent spa pricing strategy is essential for maximising yield. There is no doubt that implementing a coherent pricing policy is one of the key factors for ensuring optimum revenues and higher profits.\u00a0 But what constitutes a \u2018coherent pricing policy\u2019?\u00a0 What are the important variables that need to [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.spa-balance.com\/es\/2012\/08\/la-estrategia-de-precios-el-precio-optimo-2\/\" \/>\n<meta property=\"og:site_name\" content=\"Spa Balance\" \/>\n<meta property=\"article:published_time\" content=\"2012-08-29T14:26:29+00:00\" \/>\n<meta name=\"author\" content=\"Sonal Uberoi\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Escrito por\" \/>\n\t<meta name=\"twitter:data1\" content=\"Sonal Uberoi\" \/>\n\t<meta name=\"twitter:label2\" content=\"Tiempo de lectura\" \/>\n\t<meta name=\"twitter:data2\" content=\"10 minutos\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.spa-balance.com\\\/2012\\\/08\\\/la-estrategia-de-precios-el-precio-optimo-2\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.spa-balance.com\\\/2012\\\/08\\\/la-estrategia-de-precios-el-precio-optimo-2\\\/\"},\"author\":{\"name\":\"Sonal Uberoi\",\"@id\":\"https:\\\/\\\/www.spa-balance.com\\\/#\\\/schema\\\/person\\\/8e140ef4f1a16322c5ef0d258647f8b3\"},\"headline\":\"Pricing Strategies: The Right Price\",\"datePublished\":\"2012-08-29T14:26:29+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/www.spa-balance.com\\\/2012\\\/08\\\/la-estrategia-de-precios-el-precio-optimo-2\\\/\"},\"wordCount\":2038,\"commentCount\":2,\"publisher\":{\"@id\":\"https:\\\/\\\/www.spa-balance.com\\\/#organization\"},\"keywords\":[\"estrategia de precios\",\"Gesti\u00f3n de rendimiento\",\"optimum pricing\",\"pol\u00edtica de precios\",\"precio optimo\",\"pricing strategy\",\"Revenue Management\",\"Yield management\"],\"articleSection\":[\"Spa Revenue Optimisation\"],\"inLanguage\":\"es\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.spa-balance.com\\\/2012\\\/08\\\/la-estrategia-de-precios-el-precio-optimo-2\\\/\",\"url\":\"https:\\\/\\\/www.spa-balance.com\\\/2012\\\/08\\\/la-estrategia-de-precios-el-precio-optimo-2\\\/\",\"name\":\"Pricing Strategies: The Right Price &#8212; 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