Creating a Spa in Your Hotel

By Melinda Minton Executive Director, SPAA | February 02, 2011

As a consultant I see a great many spas in hotels that just don't measure up. Read on for 5 big mistakes and a list of easy "do's" for making your spa facility more complete within your hotel.

The spa is disassociated from the rest of the facility

As if an afterthought or an unexplained addition to a made over house, many times a hotel will add a spa. Sometimes it is located away from logical amenities that would compliment the services offered, like the whirlpool/pool area.

Furthermore, some spas are simply ill placed within the larger structure. A spa that I visited at a well-known Los Angeles hotel and fitness club had its massage rooms within the locker room. During my massage I was treated to women chatting, babies crying and endless lockers slamming. Not a pleasant experience, to say the least.

A spa can be added on to an existing facility; however, site planning must be carefully analyzed. Sometimes the expense of moving walls or extending plumbing to make the facility design functional is not a choice, it is a must. What is that phrase that our mothers used when we did poorly as children? "Either do it right or don't do it at all." As a hotel facility looking to add spa services or a spa area to the existing or new hotel, the commitment to do the project right the first time must be made for the spa's budget and space allowances. Anything falling short of that will be a disaster.

The spa is not marketed correctly

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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.