How to Market your Spa
A guest walks into the hotel, checks in, takes a room key and is told where to go. This is not the start of a joke, but it could be the start of lost revenue for your spa. The Front Desk is one of the most important places to inform and educate your resort guest about your spa and its available services. All too many times, comment cards are received stating “I didn’t know there was a spa until just before I left.” A tour by a front desk agent or concierge at the beginning of a guest’s stay will greatly increase the capture rate of hotel guests utilizing spa services. Many resorts are taking another leap into marketing their spas by having the General Manager of the hotel or the Spa Director calling and personally welcoming the guest and inviting them to take a tour and possibly receive a sample spa amenity or have a mini- service.
In-room marketing can take many forms and have excellent results. A tent card strategically placed
will attract more
attention than a flat page included in a room menu. A spa product sample will encourage the guest to visit the spa and its retail area. Resorts in exotic locations can feature their unique
amenities,
indigenous items as piquing
the guest guests’ interests
as to local products and one-of-a-kind spa services available only in this particular region. Promotions slipped under the door announcing daily specials, such as “rainy day” activities in the spa or “sunny day” services at the pool, like sunscreen applications or sunblock hair masks, can add revenue.
Groups and conventions offer numerous
opportunities to present the spa either in a pre-conference orientation or during breaks. Information should be available in each meeting room near the coffee station or on the conference table. A short video on a flat screen outside the main meeting area or in the lobby can give a visual and enticing taste of what the spa has to offer. Group meals, especially
breakfasts, present another
occasion for a short presentation on what daily specials are being offered and how visiting the spa can make every attendee’s experience richer. Spa directors and group organizers should meet prior to marketing a program in order to arrange specials and discounts during conventions and meetings. Session breaks
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don’t have to be boring - they can be short breathing or
yoga exercises designed to
give the group more energy (and sell fitness classes), or cool towels infused with the spa’s signature aromatherapy scent distributed for a refreshing pause (and a call to action to visit the spa!).
If the organization or
business is predominantly women, a Martini and Manicure party is a fabulous break after a long day of hard work. The Ojai Valley Inn & Spa in California has incorporated very clever spa marketing into its group activities, including serving coffee
with coffee cup
sleeves inscribed with sayings and quotes that inspire productivity and creative thinking - and inviting attendees to visit the spa! Four Seasons Resorts are presenting spa menus with the guest room keys at check-in that include a “tapas” menu of express mini- services that fit into the convention or group schedule.
A group organizer who has been given a
complimentary treatment is advertisement for your spa!
a walking Your entire
resort staff should be walking advertisements room
for the spa. Every new hire should be given a tour of the spa facility and a spa menu to learn, and treated to a complimentary service. Contests and awards for employees selling the most hotel services, with spa certificates and products as prizes and rewards, will boost spa revenue - as nothing beats a happy employee for up-selling resort services to guests!
Resorts have a captive audience and resorts spas can optimize value and increase customer satisfaction by including the spa in all phases of marketing. Savvy spa directors should attend all department meetings and brief the entire staff on what’s going on in the spa, what types of unique products or seasonal and daily specials are available, and offer incentives to staff members for actual increased revenue, or even for coming up with bright ideas to increase revenue. As in all departments of every hotel, your staff is your greatest sales force. May the force be with you!
Car ole Shor
www.naturallybeautifulwomen.com
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