The Spa manager is a professional figure who is responsible for the all-round management and coordination of every organisational and management aspect of the Spa structure. Through his or her constant presence on site, the Spa manager supervises the day-to-day operations and ascertains the level of quality of the services provided by his or her team, in order to guarantee the best possible wellness experience for customers.
As a manager, he or she is the key figure in the production process of a spa because, starting with the selection of personnel and ending with the management of customers and their retention, he or she must apply his or her strong skills in leadership and management. The spa manager is responsible for the success of the company's structure, so he or she must be able to identify and implement the necessary changes in the management of the structure, taking into account industry trends and promoting the activities of his or her centre with an effective marketing strategy.
Diploma in the field or Bachelor's degree
with experience in the field
the master's course aims to train professionals who are able to carry out
all activities related to the management of the SPA such as:
- select, recruit and train staff appropriately;
- oversee the provision of services to ensure an excellent customer experience;
- create a spa menu and ensure adequate quality-price service;
- liaising with suppliers on the products and equipment to be used;
- follow the accounts and draw up a business/budget plan;
- devise marketing and promotion strategies for their brand;
- nurturing and retaining customers, to implement brand reputation.
COURSE PROGRAMME
1st module
Introduction to the course
The wellness market and its potential;
Analysis of supply and demand in the wellness sector;
Who is the SPA & Wellness manager, his characteristics, leadership and management;
2nd module
Urban, Destination and Medical Spa
Urban SPA: wellness oasis in the urban heart of the city;
Destination SPA: wellness experiences surrounded by nature;
Medical SPA: wellness services with medical approaches;
3rd module
Spa Management
Structure of a wellness centre:- the areas (reception, retail, wet area, treatment area, relaxation area, area
fitness, staff area);- the equipment (sauna, Turkish bath, solarium, whirlpool, chromotherapy, hammam,
emotional shower, mud bath, whirlpool, chromotherapy); - space management;
Guidelines for the cleaning of spas, wellness and spa centres:- Welcome kit for the guest;- Bed linen
customised bathroom; - Hygiene and quality standards;
The staff: - Roles and tasks within the centre; - Selection, selection and organisation: the operators
beauty therapists, wellness operators, massage therapists, holistic practitioners, receptionists,
fitness instructors; - The importance of team building;
Customer management: - The rules of reception;- The importance of the front office and its management;-
Customer Satisfaction and Customer Loyalty; - The Customer Evaluation Process, the
reviews; - Brand reputation: how to create a reputation and how to maintain it;
Supplier and warehouse management:- The choice of products to be used in the SPA;- Management and maintenance of
machinery;
Spa rituals: - Water as a source of health and beauty: hydro-paths, pools and Kneipp courses; - Salt and
thalassotherapy; - Hot vs. cold: saunas and steam baths and cold rituals;
4th module
Cost control and sales strategies
Swot analysis (Strengths, Weaknesses, Opportunities and
Threats (threats)), Forecasting (data to be analysed) and KPSI'S (measurable values demonstrating the effectiveness
with which a company is achieving its main business objectives);
Planning a sales strategy;
Selling, upselling and cross-selling;
The Budget and the Business Plan: - How to place the centre in its target market; - How to allocate the
financial budget;
Pricing strategy:- Pricing strategies for high and low season;- Revenue control;
The Spa Menu: How to create a marketing-oriented offer of treatments, packages, and promotions;
Update and check statistics;
Sales and advertising techniques: how to enhance and sell your centre, how to organise events
within its own centre;
5th module
Marketing and CRM automation
Web marketing and communication strategies;
Inbound marketing and fundamentals;
Marketing automation and CRM, introduction;
PROJECT WORK
learn how to create emails using GPT chat, set up marketing software
automation and create the first automations:
Marketing Automation Workshop 1 (4h)
Marketing Automation Workshop 2 (4h)
Propaedeutic phase:
- Study of preparatory texts provided by the European Tourism Institute;
- 6-month English language course 'all you can learn' formula. If you already have at least
a self-certified B2 level of English, you can choose another one of the following languages: French,
Spanish, Portuguese and Italian;
- Safety at work course (Legislative Decree 81/08) on FAD platform for a duration of 8 hours Training
General + Low Risk, with certificate issued.
Classroom phase:
- Live streaming lectures with lecturers;
- Project work;
- 3 full immersion days in facilities related to the Urban, Destination, Medical Spa sectors;
- Video-cv production;
- Re-elaboration of digital CVs;
- Dissemination of CVs and video-cvs nationwide at contracted facilities;
English 
Italian