Transformational Spa and Wellness Value Propositions

By Mia A. Mackman President & Owner, Mackman ES | March 18, 2018

We are living in a time centered around people, purpose and progress. While the need to remain adaptable and manage one's daily schedule endures. Lifestyles are evolving led by a multitude of new social, political and professional changes. This has created a substantial and prevalent focus on being happy, and living with passion, energy and a sense of personal well-being. The natural outcome of these changes generates a profound shift in thinking. As more people become increasingly self-aware, this impacts a number of things, including personal values and life goals.

Until recent years, the trickle of change has been steady and slow. Today, we are living in a time when people are seeking personal growth and transformation more than ever before. According to a study by Marketdata Enterprises "Americans spent $11 billion in 2008 on self-improvement books, CDs, seminars, coaching and stress-management programs." Now, a decade later the self-improvement market has continued to cultivate its offerings and merge into a massive global wellness and lifestyle marketplace.

Over time, these products and services have surfaced with more depth and diversity. These tools have significantly advanced their reach and include a wider audience of people.  An unyielding selection of resources can be found to enhance one's personal development, no matter who you are or what you're seeking. The internet has further expanded this arena with a host of mobile apps to choose from, YouTube, and so on.

Depth and Variety

Much like the self-help market has evolved to expand its industry and audience, the hospitality market is tasked to do the same. Hotels are being called to answer a global cry for services that concentrate on an enormous spectrum of personal well-being. Since, the definition of wellness touches nearly everything in the realm of hospitality- from food and beverage lineups, quality of rooms, and meeting space to spa and fitness departments; transformational value comes into play when there is a specific niche, need or opportunity. Filling this need denotes new value propositions which launch modest wellness themes to the next level in service and scope.

Raising the Bar

Hotels and resorts have the rare opportunity to engage people in suggestive ways throughout their stay. Programs focused on supporting personal-development and transformation can present powerful options for individuals seeking a lush experience tied to personal growth and inner-discovery. As an industry, it's time to raise the bar when it comes to solely offering conventional amenities and services.

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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.