Understanding & Profiting from Emotional Factors Behind Hotel Brand Loyalty
By Judy Hou Directeur General/CEO , Glion Institute of Higher Education Worldwide | June 30, 2013
As we progress along 2013 there are many challenges that still prevail which will continue to influence the way our guests' spending of their discretionary income. The poor state of the global economy has developed a more permanent change in people's attitudes and perceptions towards spa services for the long run; we know this only well enough as the economic climate goes some way to affect all of us in both our professional and personal lives.
Coupled with the advancement in technology and mobile communication, which has created a new breed of sophisticated and well-informed consumers, likewise, the global spa industry has evolved into a new chapter with the need to add evermore value, to distinguish products and services more divergently.
Although the services of the spa are rising in popularity, and the zeitgeist leans towards citizens constructing and cultivating healthier lifestyles, the hotel spas are facing many more confrontations and tests from the oppositions. In a crowded industry where a magnitude of spas have popped up onto the scene in a short space of time, particularly the more affordable independent spas, business becomes a battle against an armada of spas ever ready to intercept valuable prospects threatening the hotel spas' livelihood.
With the freestanding spa able to regularly undercut the prices of the hotel spa services, the guest needs to be able to enjoy and take home as much as possible from the hotel spa experience, while reaping real tangible benefits for their expenditure.
Adding Ever More Value to Transactions & Experiences
One of the distinct ways the hotel spa stay ahead of the competition is by adding value to spa sales and experiences - giving the guest additional facilities to use which encompass the notion of health and wellbeing while not extracting individual overhead cost from the business. For example, a guest to an independent spa often experiences only a raw transaction of paying for a treatment and departing directly afterwards, whereas a hotel spa guest can be invited to enjoy a treatment in the midst of being free to relax and unwind from daily life with the use of a whirlpool, steam room, sauna, relaxation areas and even outdoor nature areas - creating a holistic spa journey.