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Spa Branding - The Crucial Defining Element

Nov 02, 12 | 12:04 am

By Jane Segerberg

Simply put; a spa brand that is remarkable and relevant to the hotel/resort’s market and clearly executed in operations will attract the hotel’s guests, add to their pleasure and build repeat and expanded business for the property. Your spa’s brand is the conversation you have with your guests that sparks their interest and sets expectations.

It answers these questions: Will your guests trust the spa’s promise? Does your spa have what they need? Do they want to do business with your spa?

Is the spa’s brand significant or does it suffice just to have a spa on the premises? Let’s put it this way – The hotel’s presentation and overall guest experience is the sum total of all the amenity experiences such as dining, bell stand, concierge, golf, spa, tennis and the overall service experience.

What if you could promote the one experience that helps travelers shed their recent hurried travel and life experiences so they can relax and positively enjoy all your property has to offer? With visionary thinking and knowledge of the spa industry the creation and operation of the spa’s brand can be quite simple.

Keeping these key principles in mind, it can be successful too:

• Alignment
• Relevance
• Value
• Mission
• Promise
• Operationalization

When we begin a project, often owners have given thought to the size spa or what they want the spa to be based on several spa visits they have made to other properties. We always encourage a serious study of the spa’s possible concept and brand as it would align with the property. For all of the reasons listed above, the spa’s brand is the first impression of the spa and therefore of the property as well.

There's more… read the full article "Spa Branding - The Crucial Defining Element" on the Hotel Executive website