Best Practices Marketing Your Spa
By Judy Singer President & Co-Owner, Health Fitness Dynamics, Inc. | August 10, 2010
Spa... a magical marketing word and "tool" that has permeated the lifestyle industry. We are surrounded by "spa things." With such a pervasive use of the word "spa," we are not sure if we are diluting or strengthening, hurting or helping the "real spa" which for the purpose of this article is the multi-million dollar facility attached to a hotel or resort. The word spa is:
A powerful adjective that adds emotional, prestige and pricing value that takes a common product and elevates it to new level, e.g.,
- car spa vs. car wash
- pet spa vs. pet grooming
- spa tea vs. herbal tea
- spa warm-up suit vs. sweat suit
- spa bed vs. any pillow top bed
- spa candles vs. fragranced candles
- spa manicures vs. manicures
A descriptive noun that connotes everything from pampering to relaxation, fitness to wellness, whirlpools/hot tubs to bathtubs, etc.
An active and passive verb that describes involvement in spa-related activities, e.g., people go spa-ing to sit in the steam room, take a fitness class, meditate in the relaxation lounge, etc.
A lifestyle concept that people strive to experience whether it be during an hour spa treatment or living in a residential spa community.