How to Position Your Spa for Media Attention and Generate Revenue

By Lorraine Abelow Founder & President, Abelow PR | April 17, 2016

While the lure of the spa has greater impact than ever before in attracting guests, the offerings must be well conceived - with an eye towards cultural trends -- and brought to the attention of your target market through the power of the press. The spa can be a big revenue generator for your property - especially if you leverage a well-crafted travel PR program to generate brand and consumer awareness.

But whether you have a sprawling tropical resort or a city property, spa consultants together with wise marketers are continuously reinventing their on-site spas to offer guests new, innovative experiences where guests can unplug from their hectic pace, and completely relax. So, depending on where your hotel is located, an indigenously inspired spa can be integrated, with some research and creativity into what is au courant (what does this mean?).

So, curate your spa menu so it is compelling and current, while make it in a word "distinctive." Here are several emerging spa trends.

Culture and Traditions Translates to Indigenous

It is vital to delve deep into the heritage of the location of your spa, and draw upon it in an authentic manner. There are key trending phrases to build your offerings around and attract the savvy spa goers of today, who are always looking for something new and different. That is what will catch the attention of the press if you reach out and pitch them.

At Pico Bonito, an eco-lodge in Honduras our travel PR firm promotes, press who cover spas, including the Travel Channel, have featured treatments in their segments that play off resonating buzzwords.

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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.