If you run a sauna, spa, or wellness retreat, you already know the challenge – creating that perfect blend of relaxation and allure that keeps guests coming back. But what turns a one-off visit into a repeat booking? The secret often lies in atmosphere, presentation, and small touches that make a big impact. Here are a few insider tips to help your sauna space stand out and boost your bookings this season.
1. Showcase seasonal experiences
Keep your offering fresh by tailoring experiences to the time of year. In winter, promote cosy evening sauna sessions with blankets, hot drinks, and soft lighting. In summer, highlight early morning or sunset sessions paired with cold plunges or outdoor relaxation areas. Seasonal packages not only attract repeat visitors but also give you more reasons to promote your retreat throughout the year.
2. Think beyond the heat
Your sauna is the centrepiece, but the experience around it matters just as much. Offer guests a moment of transition before and after their session. Simple touches like soft seating areas, an outdoor fire pit, or a warm herbal tea bar add value without huge expense. These details make guests linger longer, relax deeper, and talk about your place to their friends.
3. Capture and share the atmosphere
Social media drives bookings, and your visuals are everything. Invest in professional photography that captures the glow of your sauna at dusk or the mist rising in the morning light. If that’s not in the budget, even a good phone camera and soft ambient lighting can work wonders. Festoon string lights again play a particular role here – they photograph beautifully, giving your retreat that magical, inviting feel that encourages shares and tags online.
4. Build community, not just clientele
Offer off-peak discounts for locals, loyalty passes, or small group experiences. Word of mouth is still your best marketing tool, and those personal touches keep your calendar full year-round.
Creating a visually inviting, shareable, and memorable sauna space doesn’t need to cost a fortune – it just needs thoughtful detail. Start with the lighting, set the mood, and let the atmosphere do the selling.
5. Create an irresistible first impression
Before your guests even step inside, they should feel like they’re entering a haven. The entrance sets the tone, so pay attention to pathways, lighting, and scents. A simple gravel path lined with warm festoon lights such as the ones found here immediately signals calm, comfort, and care. Lighting is one of the easiest ways to elevate your space – it transforms a plain garden sauna into a destination. Garden Lights Direct offers a range of durable, weatherproof festoon lights perfect for creating that cosy, golden glow outdoors. Their lights are designed for both residential and commercial use, making them ideal for spas and retreats.
6. Partner with local businesses
Collaborate with nearby cafés, hotels, yoga instructors, or wellness brands to create package deals or cross-promotions. A local café could offer a discount to your guests, while you recommend their spot for post-sauna refreshments. These partnerships build community ties, expand your reach, and bring in new visitors who might not have discovered your sauna otherwise.
