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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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.