Marketing Wellness to the Unenlightened
By Larry Mogelonsky President & Founder, LMA Communications | July 19, 2015
A spa or wellness center can be a tremendous profit maker for a hotel or resort property. Indeed, various estimates put wellness tourism in or around half a trillion US dollars worldwide, more than one-seventh of all travel bucks spent. Hardly a loss leader, but I nonetheless ask: how can wellness tap into the other six-sevenths?
To spa or not to spa – that is the question I've asked travelers in the past, both anecdotally and through dedicated research. Without making this a numbers or methodology debate, let me just say that there is a sizeable percentage of the traveling population that has never utilized a spa or very rarely does so. While rigorously working to retain existing business (that is, those customers who actively seek out spa accommodations) is always a prudent course of action, that six-sevenths is too big to ignore.
So it's clear, we aren't discussing wellness travel and those people who are already well aware of the benefits of a spa. We are talking about getting consumers in the opposite camp on board. Putting on my marketing cap for a moment, I wouldn't call people who do not regularly go to the spa 'naïve'. Rather, consider the word 'unenlightened'; it's a positive word to inform those who haven't tried a spa's services yet (or at least your spa's services) and just aren't familiar with the great experience on the table.
The fact remains that a wellness center is so much more than just massages, skin-softening ointments and aromatic treatments. Wellness itself encapsulates so many different forms – physical, mental and emotional for starters – all with the overarching goal of helping people achieve their life goals. But no one will come to enjoy these broad benefits if you don't give your spa facility a good hook or angle for the layman to latch on to.
Therefore, let's look at several ideas below to see how you might improve this amenity so that it's more inviting to newcomers.
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