From her beginning as a spa therapist through to her current role as co-owner and General Manager of The Gainsborough, Danielle Alen has lived and breathed the health and hospitality industry. The property sits in renovated 15th Century timber-framed barns, surrounded by Suffolk countryside, and has been named Spa of the Year (Suffolk - Muddy Stilettos) twice since Alen took over in 2020.
Its state-of-the-art gym and swimming pool, spa treatment rooms, mud chamber, sauna, relaxation room and outdoor courtyard are the heart of the community, providing a luxurious respite where people can unwind and recharge their batteries.
When Alen bought into The Gainsborough in 2020, the property needed to modernise its operations, as well as provide an enhanced customer booking experience. Having first used our EMS as a spa therapist, Alen was aware of its benefits for both her team and herself as a business leader. As the new owner, Alen was ambitious in her plans for The Gainsborough, seeking to grow the business in a sustainable, strategic way. The system needed to be easy to use, providing reports at the touch of a button - but also, for Alen, the relationship with her team and the technology provider was essential.
Using our EMS helped The Gainsborough team easily access key commercial reports such as membership and facility usage. The platform boosts efficiency by sending spa guests consultation forms to complete in advance of their visit, and is accessible by spa therapists on the move via a mobile function, keeping them updated on their appointments, clients’ preferences and any medical conditions.
Having successfully installed and utilised our EMS, Alen - recognising changing consumer behaviours and the importance of ‘always-on’ digital booking options - set about boosting the customer experience when booking appointments online. For this, she turned to our ecommerce platform, which carried The Gainsborough’s bookings to the next level, with key results including increased spend per guest (57% of bookings now include more than one item), and revenue more than doubled year-on-year (Sept 2022 to Sept 2023).