Unplugging: A Sustainable Marketing Trend For Destination Spas

By Pam Bauer Director Brand Development & Marketing, Callaway Resort & Gardens | July 15, 2018

It would be a dream marketing scenario if our Spas were simply 'on trend' as peaceful wellness destinations for luxurious massages, creative body treatments, holistic practices and Instagrammable moments, ideally serving the resort operation as an ROI-machine practically printing money while our guests are celebrating with elaborate upgrades and champagne toasts in their eco-friendly relaxation room.

Record scratch.

Dream on. While thankfully for our industry the luxury getaways and celebratory occasions exist in abundance for many customers, the real trend in mind+body wellness seems to involve one simple common thread: The art of unplugging.

Unplugging? You may be thinking your spa is already known for allowing guests a perfect opportunity to unplug. So what? Sounds like marketing is up to another gimmick. Can we monetize unplugging? Is there ROI in unplugging? Is this just another trendy buzz term or is it really affecting consumer behavior and buying decisions? Where does this show up on my bottom line?

First things, first. Before we apply the art of unplugging - what is it?

Uplugging As A Norm

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Coming up in January 2019...

Mobile Technology: The Future is Now

Mobile Technology continues to advance at a relentless pace and the hotel industry continues to adapt. Hotel guests have shown a strong preference for mobile self-service - from checking-in/out at a hotel kiosk, to ordering room service, making dinner reservations, booking spa treatments, and managing laundry/dry cleaning services. And they also enjoy the convenience of paying for these services with smart phone mobile payments. In addition, some hotels have adopted a “concierge in your pocket” concept. Through a proprietary hotel app, guests can access useful information such as local entertainment venues, tourist attractions, event calendars, and medical facilities and services. In-room entertainment continues to be a key factor, as guests insist on the capacity to plug in their own mobile devices to customize their entertainment choices. Mobile technology also allows for greater marketing opportunities. For example, many hotels have adopted the use of “push notifications” - sending promotions, discounts and special event messages to guests based on their property location, purchase history, profiles, etc. Near field communication (NFC) technology is also being utilized to support applications such as opening room doors, earning loyalty points, renting a bike, accessing a rental car, and more. Finally, some hotels have adopted more futuristic technology. Robots are in use that have the ability to move between floors to deliver room service requests for all kinds of items - food, beverages, towels, toothbrushes, chargers and snacks. And infrared scanners are being used by housekeeping staff that can detect body heat within a room, alerting staff that the room is occupied and they should come back at a later time. The January Hotel Business Review will report on what some hotels are doing to maximize their opportunities in this exciting mobile technology space.