Powerful Spa PR Campaigns Drive Revenues

By Lorraine Abelow Founder & President, Abelow PR | January 29, 2017

Since spas in hotels have the potential to be a major source of income, it pays to have a powerful PR and social media campaign to get your spa in front of your target market. Public relations agencies with strong ties to influential media outlets, such as Martha Stewart Living and Organic Spa, will provide you with the feature coverage you need to distinguish your property from the competition. Social media sites like Instagram and Pinterest are also crucial components to success because of their image-rich delivery. Here are some useful tips that will drive more traffic to your website, attract additional guests and dramatically increase your revenue.

Marketing your spa the right way is vital to attracting more guests. For the most desirable results, find a public relations agency with years of spa PR experience. The best match will generate the most effective strategies for your hotel spa and execute them properly so you receive maximum exposure.

One of the best outcomes is getting featured in A-list publications like The New York Times or the Huffington Post. They are invaluable when it comes to online ranking because Google and other search engines pay more attention to top-tier outlets by rewarding these stories with a higher SEO ranking. As a result, you'll fall at the top of page one rather than on page five or 10. But first you need to create an effective campaign.

The Steps for a Successful PR Campaign

Unique Selling Propositions (USPs)

This practice provides you with your key differentials. Analyze how you're better or different from your competition.Developed in the 1940s by Harvard Business School, USPs distinguish your business and determine what to highlight in your materials. Through this process, you'll discover how your spa differs from the one an hour away or
another property thousands of miles away.

Brand Positioning

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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.