As a travel PR firm, we have learned in representing hotels and resorts from the Caribbean to India that the lure of the spa cannot be underestimated in impacting reservations. Both business and leisure travelers yearn for that massage when they arrive or during their course of their stay, and its in your best interest as a hotelier to curate your spa menu so it as compelling as possible.
The current trend is for spas to be as creative and unusual as possible. At the same time those all time favorites like Swedish massage and deep tissue must be on your menu. However, it’s when they have an exotic ring to them that you can capture the attention of the media and guests alike.
We’ve secured exposure on the unusual indigenous practices resorts and hotels we represent in such outlets as USA Today, Travel and Leisure and the New York Times, multiple times. The properties have reported an uptick in inquiries. That’s what skilled marketing-oriented public relations is all about.
From our media relations expertise, we have learned that while those tried and true treatments may be the ones your guests book the most, it is the ones that are the most unusual that grab attention from the press.
But do note that these off-beat offerings on the spa menu often get booked because people want to try something different as they become more savvy and sometimes even jaded spa goers.
Culture and Traditions Are Key – As Well As the Personal Touch
One of our boutique hotels, the Lodge at Pico Bonito in Honduras, has just unveiled a new organic spa, that spotlight’s pre-Hispanic indigenous culture and traditions. This took extensive research on the part of the hotel staff, and includes treatments that drain the lymphatic system and reduce the build up of stress and strain on your tired legs and feet.
It’s called Guatsua for the herbs used. Located in the rainforest, the spa will also feature a Deep Forest massage, designed to relieve tension in the shoulders and back. Every guest needs that!
The attitude of the spa staff is vital. I remember once going for a treatment a resort we promoted, Esencia, on the Riviera Maya in Mexico. When Roberto put his arm around me to comfort me before my treatment, I melted, a lot of my tension melted away.
So remember in-depth staff training encouraging the personalized touch is what will win the day with your guests, and have them coming back for more during their stay.
The spa can be a big revenue generator for your property – especially if you get the media exposure it should. That’s second nature for Abelow PR because I’ve been doing it since Aromatherapy first came on the scene decades ago, when I represented Four Seasons Hotels.
Let us do it for you!