Spa Branding - The Crucial Defining Element

By Jane Segerberg Founder & President, Segerberg Spa Consulting, LLC | October 28, 2012

Simply put; a spa brand that is remarkable and relevant to the hotel/resort's market and clearly executed in operations will attract the hotel's guests, add to their pleasure and build repeat and expanded business for the property. Your spa's brand is the conversation you have with your guests that sparks their interest and sets expectations.

It answers these questions: Will your guests trust the spa's promise? Does your spa have what they need? Do they want to do business with your spa?

Is the spa's brand significant or does it suffice just to have a spa on the premises? Let's put it this way – The hotel's presentation and overall guest experience is the sum total of all the amenity experiences such as dining, bell stand, concierge, golf, spa, tennis and the overall service experience.

What if you could promote the one experience that helps travelers shed their recent hurried travel and life experiences so they can relax and positively enjoy all your property has to offer? With visionary thinking and knowledge of the spa industry the creation and operation of the spa's brand can be quite simple.

Keeping these key principles in mind, it can be successful too:

  • Alignment
  • Relevance
  • Value
  • Mission
  • Promise
  • Operationalization
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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.