Bringing Value to the Destination Spa Experience
By Mark Grenoble President, Enchantment Group | May 15, 2011
At the core of all of our marketing messages, we believe it is imperative to communicate to prospective guests the value of staying at our destinations spa in Sedona. Educating our audience on the inclusions of our spa's Journey packages is critical in conveying the value in a destination spa experience.
Once we inform the potential guest of the all-inclusive price, and then support the cost of the package by explaining that it includes three daily meals plus two spa treatments per day and more than 100 complimentary weekly activities, the consumer sees the immense value in visiting this destination spa and has the assurance that they will not experience any additional costs while on their vacation.
Travelers over the past few years have been more cost-conscious; and the importance of value, matched with delivering unique experiences, has never been so crucial. Through several marketing tactics, we are able to convey these messages to future guests in a variety of ways.
The cornerstone of our marketing efforts revolves around communicating with past guests and interested destination spa travelers. Collecting the contact information of these audiences is key to the success of our marketing and communications efforts, which include direct mail initiatives, e-mail campaigns, seasonal promotions and other offers. In every piece, the copy and headlines focus on the value of their stay with us in Sedona.
In a recent campaign, in addition to the current inclusions at Mii amo, we added an extra complimentary night at Enchantment Resort, our 218-room hotel adjacent to Mii amo in Boynton Canyon. The messages on the pieces enforced the heightened amount of activities at the spa, as well as the immense number of inclusions in the package price, and we offered an extra incentive to book their stay. The headline on marketing, advertising and email pieces read: A remarkable experience. An incredible value. An extra day to enjoy it.
Enchantment Group also believes it is important through our marketing efforts and messages to inform and entice prospective guests who have yet to understand the true meaning of a destination spa experience. Some new visitors may be apprehensive of the perceived complexity involved in planning a stay, so we break down those barriers and educate them through our messaging on the personalized attention we offer in planning their Journey experience with us. A dedicated spa coordinator works with each destination spa guest and guides them through the planning process, arranging transportation, choosing activities, selecting treatments and mapping out their stay based on the individual's goals and intentions for their visit to Mii amo.