Mr. Grenoble

Spas, Health & Fitness

Bringing Value to the Destination Spa Experience

By Mark Grenoble, President, Enchantment Group

At the core of all of our marketing messages, we believe it is imperative to communicate to prospective guests the value of staying at our destinations spa in Sedona. Educating our audience on the inclusions of our spa’s Journey packages is critical in conveying the value in a destination spa experience. Once we inform the potential guest of the all-inclusive price, and then support the cost of the package by explaining that it includes three daily meals plus two spa treatments per day and more than 100 complimentary weekly activities, the consumer sees the immense value in visiting this destination spa and has the assurance that they will not experience any additional costs while on their vacation. Travelers over the past few years have been more cost-conscious; and the importance of value, matched with delivering unique experiences, has never been so crucial. Through several marketing tactics, we are able to convey these messages to future guests in a variety of ways.

The cornerstone of our marketing efforts revolves around communicating with past guests and interested destination spa travelers. Collecting the contact information of these audiences is key to the success of our marketing and communications efforts, which include direct mail initiatives, e-mail campaigns, seasonal promotions and other offers. In every piece, the copy and headlines focus on the value of their stay with us in Sedona.

In a recent campaign, in addition to the current inclusions at Mii amo, we added an extra complimentary night at Enchantment Resort, our 218-room hotel adjacent to Mii amo in Boynton Canyon. The messages on the pieces enforced the heightened amount of activities at the spa, as well as the immense number of inclusions in the package price, and we offered an extra incentive to book their stay. The headline on marketing, advertising and email pieces read: A remarkable experience. An incredible value. An extra day to enjoy it.

Enchantment Group also believes it is important through our marketing efforts and messages to inform and entice prospective guests who have yet to understand the true meaning of a destination spa experience. Some new visitors may be apprehensive of the perceived complexity involved in planning a stay, so we break down those barriers and educate them through our messaging on the personalized attention we offer in planning their Journey experience with us. A dedicated spa coordinator works with each destination spa guest and guides them through the planning process, arranging transportation, choosing activities, selecting treatments and mapping out their stay based on the individual’s goals and intentions for their visit to Mii amo.

These value and experiential messaging points remain consistent through all of our marketing channels. In recent years, a large portion of the marketing budget has shifted to online efforts with the common goal to increase website traffic and create online bookings. In 2010, we focused on a complete re-design of Mii amo’s website utilizing new photography and the latest technology available. From our history and analytics, we discovered that our typical online visitor was most curious about rates and inclusions. We specifically focused on these elements in our new, current site and enhanced this subject matter while offering more, detailed information and a better ease in checking availability. In addition, our online marketing mix includes monthly pay-per-click campaigns, geo-targeted and demo-targeted banner campaigns, and focused retargeting efforts. For the first three months of 2011, web traffic has increased 65% over the same period a year ago.

Monitoring, educating and interacting with travelers in the social realm has also become a part of our daily efforts. We are using social-networking sites as a gathering place for our fans to ask questions, find information, offer advice and keep up-to-date on special events, announcements and promotional offers. We encourage past guests to post content, images and personal experiences. This content sharing educates potential travelers, creates awareness for the spa, drives traffic to our website, and enhances our search engine optimization efforts. Mii amo also directs the conversations in several ways – we post articles, testimonials, events, trivia, photos, and video to connect with our guests and inspire a future a stay with us.

Enchantment Group’s properties have dedicated public relations team members who are consistently writing and disseminating newsworthy information to members of the media, as well as responding to media inquiries, developing story ideas and researching trends. We find that planning property visits, having the journalist become familiar with our resorts and spas, is the best way for them to gather information and report back to their readers on their experience. Our ongoing goal is to generate positive editorial coverage in appropriate newspapers, magazines, blogs, websites and newsletters that highlight the Journey offerings at Mii amo, the value of the inclusions in the package, and the transformations that take place at our destination spa.

Another way Enchantment Group creates value to our Mii amo guests is that nearly every month we design, implement and execute special multi-night, all-inclusive retreats at Mii amo. Our guests enjoy the additional programming, workshops and lectures that enrich their stay. We work with experts in yoga, relationships, wellness, adventure and fitness, as well as Native American leaders, to create enhanced 3, 4 and 7-night all-inclusive Journeys at Mii amo. Recently, we welcomed back David Romanelli and his passion for all things yoga, wine and cuisine to Mii amo for a three-night Yoga for Foodies Journey. Yoga for Foodies guests embarked on a Mii amo Journey filled with flowing yoga, powerful music and huge flavors, skillfully prepared by our Mii amo chefs. The retreat was inclusive of our standard package offerings – spa accommodations, three daily meals at Mii amo Café, and two spa treatments per day – but the four days were elevated by filling the itineraries with extra yoga sessions, cooking classes and demonstrations, wine tastings and guided meditations.

Every year, Enchantment Group also designs all-inclusive packages surrounding the solstice celebrations. In December, we host a 4-night Winter Solstice program, and in June we honor the Summer Solstice with a 7-night all-inclusive package. We work with Native American elders, performers, dancers, and storytellers to create an educational and authentic program that celebrates the solstice. Activities can include reflection walks, meditations, Native American songs and dances, sunrise stretches, guided solstice celebrations, documentaries, and various performances.

Overall, we have found great success by educating the potential traveler on the price, package inclusions, personalized service and the experiences available at the destination spa through a marketing mix of direct mail and e-mail campaigns, interactive and online efforts, public relations initiatives, and the creation and promotion of enhanced retreats for our guests.

Mark Grenoble is the President of Enchantment Group. He founded the firm in effort to meet the growing market demand for providing proven experience in developing and managing all aspects of resorts and spas. Currently, Enchantment Group’s portfolio includes Enchantment Resort, Mii amo, the Tides Inn, and the Golden Eagle Golf Course in Irvington, VA. Mr. Grenoble draws on a unique collection of skills that encompasses every facet of resort operations, from creating concepts, pre-opening strategies and systems for all departments to managing effective recruitment, training and retention programs, and developing highly profitable retail design and merchandise programs. Mr. Grenoble can be contacted at Extended Bio...

HotelExecutive.com retains the copyright to the articles published in the Hotel Business Review. Articles cannot be republished without prior written consent by HotelExecutive.com.