Tying Your Spa Services into Your Hotel's Lifeblood

By Melinda Minton Executive Director, SPAA | February 05, 2012

Linking your hotel's lifeblood to your spa is not as difficult as you might imagine. In fact, much of what you do for guests in your hotel is naturally interlocked with the services and amenities offered at your spa. Making that connection, however, is imperative to the health of your entire organization.

Becoming a Destination

Given the health of the worldwide economy consumers are looking for affordable excursions that take them out of their everyday lives and into some other realm of daily living. This can mean a weekend away or a week of healthful renewal. Depending on your hotel's facilities arranging for a getaway may be linking with a variety of complimentary businesses to accommodate a comprehensive package for the spa-goer. Popular packages to include in escape offerings include:

Detox and weight loss - Complete with dietary specials a detox package can include a raw foods fasting, juicing, whole foods combining programs and cooking instruction. Inclusion in the spa would involve body wraps, hydrotherapy, deep cleansing facials, lymphatic drainage massage and various forms of dry sauna and plunge pool water therapy. A series of personal training sessions worked in with nutritional counseling is also ideal for this type of package.

Complete Makeover - Taking a weekend or week off to feel and look better is an obvious option when offered at a reasonable price. A visit to the salon for a new do and then some results oriented work at the spa matched with a consultation with a stylist and perhaps a little help in the clothing department makes for a whole new person. Oftentimes this type of a getaway is partially or wholly a business deduction. Furthermore, a makeover stay-over is the type of self help excursion that makes everyone happy.

Couples Getaway - Couples spa treatments have never been more popular. According to The Spa Association (www.thespaassociation.com) 28% of all spas have increased their facility's capacity to accommodate couples treatments in the last year and 67% of all travelers in 2008 reported that they would likely seek out spa services while visiting a destination with a significant other. "Couples" isn't necessarily confined to the typical married female and male pairing either. Good friends, mothers and daughters as well as homosexual couples are flocking to spas too.

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Coming up in June 2019...

Sales & Marketing: Selling Experiences

There are innumerable strategies that Hotel Sales and Marketing Directors employ to find, engage and entice guests to their property, and those strategies are constantly evolving. A breakthrough technology, pioneering platform, or even a simple algorithm update can cause new trends to emerge and upend the best laid plans. Sales and marketing departments must remain agile so they can adapt to the ever changing digital landscape. As an example, the popularity of virtual reality is on the rise, as 360 interactive technologies become more mainstream. Chatbots and artificial intelligence are also poised to become the next big things, as they take guest personalization to a whole new level. But one sales and marketing trend that is currently resulting in major benefits for hotels is experiential marketing - the effort to deliver an experience to potential guests. Mainly this is accomplished through the creative use of video and images, and by utilizing what has become known as User Generated Content. By sharing actual personal content (videos and pictures) from satisfied guests who have experienced the delights of a property, prospective guests can more easily imagine themselves having the same experience. Similarly, Hotel Generated Content is equally important. Hotels are more than beds and effective video presentations can tell a compelling story - a story about what makes the hotel appealing and unique. A video walk-through of rooms is essential, as are video tours in different areas of a hotel. The goal is to highlight what makes the property exceptional, but also to show real people having real fun - an experience that prospective guests can have too. The June Hotel Business Review will report on some of these issues and strategies, and examine how some sales and marketing professionals are integrating them into their operations.