Setting the Stage for a Spa in the Suite

By Melinda Minton Executive Director, SPAA | October 28, 2008

Turning rooms into havens for spa pleasures is quickly becoming a way to generate additional revenue both within and outside of the immediate realm of your property's spa. Assuming that you are doing everything correctly to drive your spa, the suite is the next untapped and obvious choice to mix things up a bit.

Setting up the Sale

Promoting the spa suite concept is rather easily done but must be comprehensive to include guests, parties, corporate events and local guests simply looking for a new spa excursion. The best way to define your method of attack is to literally org-chart the pathways that lead to the ultimate sale to the guest.

Reservations: It all begins with reservations. Assume the sale and make an important portion of any reservation a trip to the spa. Obviously you can create packages and systems to reinforce this but whatever you do ask about booking spa services when the guest secures a reservation.

Front Desk: Assume the sale again, "and what spa services will you be enjoying during your stay with us?" Allow for colloquial-styled scripts that put staff at ease as well as clients.

Bellman: "While I take care of your luggage may I also book you a spa service?" While this may see far-fetched it is actually a natural way to include the spa in the hotel visit.

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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.