Spa Asset Managers Drive Revenue and Property Values

By David Stoup Chairman, Trilogy Spa Holdings, LLC | July 23, 2017

Why Should You Build and Operate a Spa?

Properly operated hotel spas provide an owner the opportunity to boost property profits while driving additional value through the implementation of robust Social Media and Public Relations programming, and the sale of incremental, attractive room packages.

The question is: are you providing your spa with the support and experience necessary to achieve these objectives?
Unfortunately, it is all too common for Hotel Spas to be underperforming in some, if not all, the above categories. If that is the case, a spa asset manager may be a worthwhile investment for your property.

What a Spa Asset Manager Adds

A spa asset manager brings their depth of experience in the spa industry to your property, complementing the strengths of your Spa Director and allowing your executive team to focus their time on the major operating departments of the property.

Compared to the rooms or food and beverage departments, the spa is often a small portion of the P&L. Successful spas require the implementation of a unique operating model. The challenges spas face often require a significant investment of time to fully understand and address for someone who has never been a Spa Director. Hiring, training and retaining specialized licensed staff, developing and monitoring marketing initiatives, tracking and reacting to financial performance, all while staying up-to-date on the latest trends of a specialty industry, is no small task.

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Coming up in February 2018...

Social Media: Engagement is Key

There are currently 2.3 billion active users of social media networks and savvy hotel operators have incorporated social media into their marketing mix. There are a few Goliath channels on which one must have a presence (Facebook & Twitter) but there are also several newer upstart channels (Instagram, Snapchat &WeChat, for example) that merit consideration. With its 1.86 billion users, Facebook is a dominant platform where operators can drive brand awareness, facilitate bookings, offer incentives and collect sought-after reviews. Twitter's 284 million users generate 500 million tweets per day, and operators can use its platform for lead generation, building loyalty, and guest interaction. Instagram was originally a small photo-sharing site but it has blown up into a massive photo and video channel. The site can be used to post photos of the hotel property, as well as creating Instagram Stories - personal videos that disappear from the channel after 24 hours. In this regard, Instagram and Snapchat are now in direct competition. WeChat is a Chinese company whose aim is to be the App for Everything - instant messaging, social media, shopping and payment services - all in a single platform. In addition to these channels, blogging continues to be a popular method to establish leadership, enhance reputations, and engage with customers in a direct and personal way. The key to effective use of all social media is to find out where your customers are and then, to the fullest extent possible, engage with them on a personal level. This engagement is what creates a personal connection and sustains brand loyalty. The February Hotel Business Review will explore these issues and examine how some hotels are successfully integrating social media into their operations.