Summer travel is back, and busier than ever this season. As we all know, capturing the attention of those tourists & travelers and persuading them into the spa isn’t always an easy task. Here are our top 3 suggestions on how to successfully capture and convert those summer transient hotel guests into spa guests.
1. Create a Referral Program
One of the most tried and true partnership opportunities we’ve found? INCENTIVES.
Work with your hotel to implement an employee referral program where the more business an employee refers, the better benefits that employee will receive. For example, for every 10 spa guests that an employee refers to the spa, that employee will receive a complimentary massage.
If your spa isn’t serving guests within a hotel, no worries! You can implement a similar incentive-based partnership with the local hotels near your spa’s location.
Implementing a referral program during peak travel season is a great way to capture those transient hotel guests and build relationships with hotel partners that will last well beyond the season.
2. Place Spa Signage at Check-In
Did you know that nearly 76% of consumers said they had entered a store or business they had never visited before based simply on its signs? That’s why we always recommend spas place signage and marketing materials at, or near, its hotel check-in location.
When designing your signage, we recommend using high quality imagery with on-brand, clean & crisp messaging. Your spa signs shouldn’t be too copy-heavy or distracting or else you may lose the interest of those hotel guests that are checking in. Remember the “one chance to make first impression” rule applies here.
Signage can make or break your ability to get the attention of hotel guests and convert them into spa revenue. But don’t just take our word for it - another survey found that roughly 60% of businesses reported that changing the design or enhancing the visibility of their signage had a positive impact on sales, number of transactions and profits.
3.Integrate Into Your Hotel’s Pre-Arrival Email
Not every hotel guest automatically thinks about a potential spa experience when booking their stay, so it’s extremely important to have the spa highlighted somewhere in your hotel’s confirmation email or pre-arrival email to plant the seed early.
In fact, The U.S. Travel Association found that 82% of Americans travel to relax/reduce stress - what better way to reduce stress than spending some time at the spa?!
Similar to placing signage at check-in, linking your spa’s website or reservation platform within the hotel’s pre-arrival email creates awareness for travelers that a spa is available on the hotel property and booking a spa experience in advance is highly recommended. Anticipating guest’s needs will set the spa apart from the competition.
We know implementing tactics to successfully translate hotel guests into spa guests can be difficult. If you’d like additional guidance or to learn more about ISM and how we can enhance and elevate your business, please contact us!