Six Essential Guidelines for Maximizing the Value of Your Spa
By Tyra Lowman Senior Director of Spas - Full Service and Luxury Brands, Hilton Worldwide | May 22, 2011
In tough economic times, businesses including hotel and resort spas have a tendency to slash marketing budgets. While an ailing economy may seem like nothing but a negative, it also creates an even greater opportunity for savvy businesses to fine tune marketing concepts and execute plans that are relevant for right now, accelerate company growth and help surpass the competition.
By investing marketing dollars when others are holding back and focusing on a campaign's quality instead of quantity, you will be better poised to achieve revenue and profit goals while also increasing brand awareness on industry and consumer levels.
Following are six guidelines I used while creating and developing eforea: spa at Hilton, the first global spa concept from Hilton Hotels & Resorts, in the thick of the recent economic downturn. With eforea launching successfully in October 2010 and currently rolling out at Hilton Hotels & Resorts properties in all corners of the world, here are my top tips for maximize the marketing value of hotel and resort spas no matter the geographic location or economic state.
1. Focus on Your Best Guests
We all know it costs twice as much to attract new clients than to keep existing ones and that the top 10% of your clients usually represent more than 75% of business. Focus on creating marketing strategies and promotions that encourage guests to spend more, and more often during their spa visits.
Make your top clients feel special. When introducing a new product or service to your spa treatment menu, have a special event and invite the top 10% of your client list to experience the treatment or products. Partner with local vendors to create memorable events such as invitation only trunk/fashion shows and charity events. Create a special event calendar just for them.
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