Hotel Spas: How to Make Sure You are Selling the Right Products

By Nina Curtis Founder & President, The Nile Institute | November 22, 2008

Seamless Experiences

With the plethora of choices consumers have today it is crucial to create spa programs that offer seamless experiences on every account. From the time the consumer calls to make an appointment to the time they walk into your spa and then leave, every moment of their time with you should be a seamless experience.

What Products Do You Really Sell?

It should be known by now that all we do is connected to selling. We sell concepts, dreams, fantasies, hope, results, and more. But so often we only think that the products on the shelf are all that we sell, but this is far from the truth and usually the last thing we sell, if we sell at all.

Consumers make choices with where they spend their time and money based on many different factors today. Reviews, the internet and personal recommendations rank high on the list for helping a consumer to make a decision on which hotel, resort or spa they choose to visit and on what products they will spend their dollars.

It would behoove all of us to take inventory on what we are really selling so that we know how to clearly and consistently market it to our potential guest.

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Coming up in February 2019...

Social Media: Getting Personal

There Social media platforms have revolutionized the hotel industry. Popular sites such as Facebook, Twitter, Pinterest, Instagram, Snapchat, YouTube and Tumblr now account for 2.3 billion active users, and this phenomenon has forever transformed how businesses interact with consumers. Given that social media allows for two-way communication between businesses and consumers, the emphasis of any marketing strategy must be to positively and personally engage the customer, and there are innumerable ways to accomplish that goal. One popular strategy is to encourage hotel guests to create their own personal content - typically videos and photos -which can be shared via their personal social media networks, reaching a sizeable audience. In addition, geo-locational tags and brand hashtags can be embedded in such posts which allow them to be found via metadata searches, substantially enlarging their scope. Influencer marketing is another prevalent social media strategy. Some hotels are paying popular social media stars and bloggers to endorse their brand on social media platforms. These kinds of endorsements generally elicit a strong response because the influencers are perceived as being trustworthy by their followers, and because an influencer's followers are likely to share similar psychographic and demographic traits. Travel review sites have also become vitally important in reputation management. Travelers consistently use social media to express pleasure or frustration about their guest experiences, so it is essential that every review be attended to personally. Assuming the responsibility to address and correct customer service concerns quickly is a way to mitigate complaints and to build brand loyalty. Plus, whether reviews are favorable or unfavorable, they are a vital source of information to managers about a hotel's operational performance.  The February Hotel Business Review will document what some hotels are doing to effectively incorporate social media strategies into their businesses.