Occasions bring the bigger bookings. An anniversary, a birthday or a hen day means at least two people and somebody organising them, so a package named after the occasion lands exactly where it should.
Pain is searched literally. Lower back, shoulders, headaches, pregnancy: those words belong to relief rather than luxury. Whoever writes them books sooner and comes back on a schedule.
Presents follow the calendar. Mother's Day, Christmas and birthdays produce predictable bursts of voucher searching, and a page that exists all year captures each of them without any campaign.
Treatment names attract the experienced. Somebody typing a specific massage, facial or therapy has had it before, knows what it does to them and only needs a venue with an evening free.