Valentine’s Day celebrates romantic love. Traditionally, that love is expressed on February 14th with flowers, chocolates and cards. This Valentine’s Day, showcase your spa and maximize profits by spicing up your menu with romantic treatments for couples. It will keep your treatment rooms full, gaining you a greater return on your V-Day investment.

Magazines and newspapers love what’s new and different—especially during Valentine’s Day. Creating a unique spa treatment attracts the attention of journalists, as long as it’s unusual, romantic and effective.

I recently visited several destination spas in Thailand, Australia, Hawaii and China. Here are some of my favorite couples treatment picks for 2009:

The Mandarin Oriental (www.mandarinoriental.com) in Bangkok, Thailand, offers a Samaagam, which is a unique Indian Head Massage and Ayurvedic Marma (Vital) Point Massage in its ayurvedic penthouse. “The experience brings back the feeling of togetherness and replenishes the energy and enthusiasm in a natural way,” says spa manager Nartrudee Bridi.

The Four Seasons Resort Maui (www.fourseasons.com/maui/) in Hawaii offers a specialty 110-minute couples treatment called “Wai Huaka’I,” which stands for water journey. “This treatment begins with a soak in our whirlpool tub lined with flowers and slices of orange, then moves to a warm cocoon bed, which feels like a floating, weightless oasis,” says senior director Pat Makozak. Then, couples receive a Lavender Body Butter wrap and neck, scalp and face massage. Finally, they are led to a rain/steam shower to rinse.

CHI, The Spa (www.shangri-la.com/en/corporate/chi) and Hotel Shangri-La in Pudong, China, offers a special Valentine’s Day package. It includes a Nourishing Foot Bath, plus an Osmanthus Honey Foot Scrub along with four signature massage therapies. “For extra spice, we offer our Yin Yang Harmonizing Massage,” says spa director Mary Yip. “It’s especially suited for couples to help restore, harmonize and release tension, bringing them to a pleasant balance together. The massage is given by therapists who coordinate the treatment with deep rhythmical strokes.”

At the Four Seasons Sydney (www.fourseasons.com/Sydney) in Sydney, Australia, couples can choose from three indulgent treatments: The Seduction of The Senses, (a 90-minute aromatherapy or Swedish massage), Sodashi Reconnection (hot stone massages and his-and-her facials) and Spa Escape (more than three hours of treatments, including Exotic Lime and Ginger Salt Exfoliation and Exotic Frangipani Nourishing Body Wrap). Each experience comes with 30 minutes of private spa time. “Spending quality time together in the intimacy of the spa suite allows couples to reconnect with each other,” says spa director Sally McCann.

Another way to build awareness of your Valentine’s Day promotions is to partner with local restaurants, florists and confectioners. They can supply chocolates, flowers and discounts for meals if their patrons visit your spa on February 14. At the same time, you can help drive customers to them as well. It can be a win-win situation for everyone.

Gain publicity this Valentine’s Day at your spa by standing out from the crowd. You’ll attract new clients, retain loyal ones and beat the competition.

Nancy Trent
President, Trent & Company Public Relations
www.trentandcompany.com