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Jane Segerberg

Spas in resort and hotel properties are no longer an amenity that sets the property apart from its competitors - - spas are now a necessity and as a necessity, require more than build-it-and-they-will-will come planning. For the hotelier who is exploring the advantages of hiring a consultant or is already convinced that a spa consultant is a necessity for the project and wants to make a good choice, this article is intended to be helpful in understanding the role of the full service spa consultant and how to sort through the maize to find the right consulting firm for your property. Read on...

Jane Segerberg

Spas are a necessity for resorts and hotels. The Spa Business is experiencing an exponential growth rate. The number of Spa Goers is growing. Spas are hotel profit centers. Great statements! Great trends! What are the realities that these trends bring? The supply of spas has grown to the point that competition and consumer knowledge has changed the face of the industry. Now it is not just "a spa" that is necessary for a resort or hotel, it is a spa with an experience that is special for each guest along with service that is so seamless that the guest is not aware of it. No matter how spectacular the architectural features, or chic the interior design, or how creative the spa menu; if the experience and service delivery falls short, then guests do not recommend or return to the spa. Read on...

Jane Segerberg

Thirteen years ago, when I entered the Spa Industry as the manager of a new Resort Spa, the number of spas and spa-goers were few and having a spa at a hotel or resort was a novel amenity that was not expected to be profitable. Soon it was realized that there was a demand for the spa experience along with greater expectations. Hotels and resorts then began to take the bull by the horns and realize that not unlike their other retail outlets; good concept planning, management and marketing were important to the spa's success. With the change in the spa's financial expectations came spas that were managed and marketed with increasing know-how. Read on...

Jane Segerberg

As everyone in the Hospitality Industry knows, our guests arrive with more than their luggage - - they also have their own personal baggage, which in turn interferes with their immediate enjoyment of their hotel-resort experience. Your hotel-resort spa is one of the quickest ways to help guests shed themselves of their stresses and begin to relax and appreciate the hotel-resort and its amenities. Spas are no longer a frivolous amenity to a hotel-resort. According to the International Spa Association's Spa Industry Survey conducted by Pricewaterhouse Coopers, spas are a booming industry that will continue to grow. Read on...

Jane Segerberg

You are probably reading this because you are anticipating building a spa within your hotel/resort property or you currently have a spa that could improve its performance. In the short history of spas in hotels and resorts, the definition of success has changed dramatically from a hotel amenity that should break even to an amenity that adds to the resort/hotel's market appeal, guest satisfaction and profit. Spas remain a very small portion of the overall hotel/resort gross sales, however, spa sales have risen and overall resort/hotel spa profits have risen dramatically. Read on...

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Coming up in June 2019...

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.