A Spa's Best Marketing Tool: Satisfied Guests who Rave, Repeat, and Refer
Consistently satisfying the needs and desires of spa guests results in loyalty and valuable word-of-mouth advertising
By Linda Bankoski Co-Owner & Managing Director, SpaQuality LLC | May 08, 2011
Co-authored by Julie Register, Co-owner & Managing Director, SpaQuality LLC
A common definition of marketing is the process through which goods and services move from concept to the customer. It includes the activities of advertising, market research, media planning, public relations, pricing, delivery, customer support, sales strategy, and community involvement. Marketing necessarily looks at business in terms of customer needs and their satisfaction.
According to Theodore C. Levitt, Emeritus Professor of Marketing at Harvard Business School, "marketing differs from selling because selling concerns itself with the tricks and techniques of getting people to exchange their cash for your product. It is not concerned with the values that the exchange is all about. And it does not, as marketing invariably does, view the entire business process as consisting of a tightly integrated effort to discover, create, arouse, and satisfy customer needs."
Marketing in Spas
For spas, the "tightly integrated effort to discover, create, arouse, and satisfy customer needs" takes the form of a spa quality management system that is designed to:
- Know what the spa's guests want (for spas in hotels, that includes hotel guests and local clientele whose desires and needs might be different)
- Deliver what the spa's guests want consistently and expertly
- Know whether or not what the experience the spa delivered met the guests' needs.
The Voice of the Guest