Spa facialFrom California to the Caribbean the lure of the spa cannot be underestimated in generating media attention. With that comes. 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 spa can be a big revenue generator for your property – especially if you get the media exposure it should. This article explains how to get coverage to attract spa-lovers to your property.

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.  

If your property offers locally-inspired treatments, exposure on the unusual and indigenous practices can get exposure in such outlets as USA Today, Travel and Leisure and the New York Times, multiple times. Properties covered in these outlets invariably report an uptick in inquiries and reservations. That’s what skilled marketing-oriented public relations is all about.

Culture and traditions are key  – as well as the personal touch

An example is a boutique hotel, the Lodge at Pico Bonito in Honduras, which has just unveiled a new organic spa. It 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 features a Deep Forest massage, designed to relieve tension in the shoulders and back.  

The attitude of the spa staff is vital. 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.  

Press trips 

Inviting key editors and top freelancers to your property to experience your spa is the way to get coverage that is feature oriented. This takes time, in terms of finding the right journalist, getting them to secure a story assignment, hosting them, and following up.

While certain outlets like the NY Times only goes incognito, other top outlets like Huffington Post and Forbes will travel on your dime. Make sure to schedule trips that do not occur over holidays, and give the press a chance to relax and enjoy the spa. A hosted dinner with the spa director, or meeting if space allows, right in the spa, can give the press an overview and background of your property.

Remember images are everything in telling a story, so make sure you have a variety of hi-resolution shots to share with the editor once the story is slated to appear. The old adage, “A picture speaks a thousand words,” has never been more relevant than it is today.

By Lorraine Abelow

Lorraine AbelowLorraine has had a 30-year, award-winning, boutique travel PR firm in New York City and is at the forefront of trends affecting traditional and digital media. Her firm has represented such blue-chip names as Four Seasons and Hilton Hotels, as well as boutique properties across the globe and island destinations including St Barth’s and Necker. The agency’s affordable hotel PR and digital campaigns are designed to move the needle regularly gaining eye-catching feature exposure in such top outlets as The New York Times, Travel and Leisure and Conde Nast Traveler. It’s the long-standing relationships the Abelow PR team has with high-level editors that insures coverage in A list media in every campaign. Coverage in influential blogs and social media campaigns round out Abelow PR’s expertise. Lorraine serves as an honorary judge for the Hotels Sales and Marketing International Organization, from which she has won awards for her outstanding achievement over her illustrious career. For more information about this boutique New York City PR firm visit You can contact her at or 203-226-9247.