Hotel spas, from urban hotel spas to resort spas, enjoy various perks that other spas do not. They have a client base of hotel guests right at their doorstep, the opportunity to tap into their hotel’s resources (Finance, Marketing, Housekeeping, Engineering, to mention just a few), and the ability to reach out for support from the hotel general manager when needed.
However, with these perks come a different set of challenges such as:
1. Increasing hotel guest capture rates.
2. Encouraging repeat visits.
3. Stimulating retail sales.
4. Attracting local (non-hotel guest) clientele.
Apart from these typical challenges, each type of hotel spa has its own unique difficulties. In this article, we’ll take a closer look at urban hotel spas.
Los spas de hoteles en general, desde los spas de hoteles urbanos a los spas de resorts, disfrutan de varios beneficios de los que otros spas no disponen: una base de clientes formada por los huéspedes del hotel en su propia puerta, la oportunidad de aprovechar los recursos de su hotel (Finanzas, Marketing, Servicio de Limpieza, Ingeniería, por mencionar sólo algunos), y la opción de pedir ayuda al director general del hotel cuando sea necesario.
Sin embargo, estos beneficios vienen acompañados de un conjunto diferente de desafíos, tales como:
1. Aumentar las tasas de captura de huéspedes.
2. Incrementar la repetición de visitas por parte de un mismo huésped.
3. Estimular las ventas al público.
4. Atraer clientela local (que no sea del hotel).
Guest capture rates for urban hotel spas vary significantly across the globe. For example, in China, these figures can go as low as 1%, and in the Philippines and certain locations in Europe, figures can go as high as 8 to 10%. With this relatively low capture rate, spa managers are under enormous pressure to meet their revenue goals.
Due to the low average length of stay and predominantly MICE or business clientele in urban hotels, it’s difficult for urban hotel spas to capture this type of guest. The focus of urban spas should therefore be to tap into other streams of revenue and target additional audiences to drive their businesses forward.
Here are 5 ways that urban spas can tap drive more business:
1. Get Competitive
Urban hotel spas normally face a lot of competition from other day spas in their area that provide budget to high-end services. If you manage an urban hotel spa, the first thing you should do to drive more business is analyse your competitive set. Identify who your direct and indirect competitors are, and clearly define your spa’s strengths and weaknesses in comparison. Then divide your target audience into two different customer segments: hotel guests and local clients. Once you’ve identified your target audiences and your competitors’, you’ll be able to come up with a customised menu of services and marketing plan that will draw new clients to your spa.
2. Offer Perceived Preferential Pricing
The general perception among local clientele is that hotel spas tend to be extremely expensive. It’s important that you bring down this price barrier. Identify the price point of each of your customer segments and together with your Director of Revenue and Distribution, create rate fences that are favorable to local clientele. Examples of preferential pricing would be: memberships, off-peak pricing, local client specials, and loyalty programmes, to name a few. Your external client base will grow once local residents perceive that they are getting preferential treatment and pricing.
3. Leverage Unique Selling Propositions (USPs)
Leverage facilities and other benefits that competing day spas in the area might not have. For example, you could include the use of your hotel’s gym, sauna, and swimming pool in your spa memberships. Other benefits such as discounts in your hotel’s restaurants and bars or special room rates also tend to be attractive to local residents. For the business hotel guest, organise brief spa treatments during meeting breaks to entice these guests to squeeze in a few moments of relaxation in their busy schedule.
4. Create visibility in your hotel and community
Make sure your spa’s message is clearly visible and tailored to each of your audiences. For local clients, consider running advertising or social media campaigns that focus on more affordable treatments. Within the hotel, your spa should be mentioned on all hotel collateral and signage. Get your spa team to distribute vouchers to interested guests at the hotel lobby and concierge to encourage these guests to visit the spa. You might also run targeted specials for club and executive floors to attract VIP clients.
5. Build a Strong Brand Identity
Your spa should have a brand identity that’s separate from the hotel’s. Create a solid online and offline presence of your spa. Build a database of local clients and send out targeted mailings. Use the hotel’s database to reach out to potential hotel guests or groups that would be interested in your spa services. Having a unique identity will allow you to tap into your hotel guest and local client markets more successfully.
In summary: Urban hotel spas should focus on tapping into their local market as well as catering to their hotel guests. Understanding that there are limitations on hotel guest capture rates and exploring alternative streams of revenue will help urban spas drive their business forward.
Want to find out more about how to take your hotel spa’s sales and marketing efforts to the next level? Stay tuned for the second installment of this Spa-Balance.com two-part blog series on hotel spas, with tips that can help boost your top and bottom lines right away.
Aparte de estos desafíos más habituales, cada tipo de hotel spa tiene sus propias dificultades únicas, dependiendo del tipo de hotel en el que se encuentre. En este artículo, vamos a echar un vistazo más de cerca a los spas de hoteles urbanos.
Las tasas de captura de huéspedes de los spas de hoteles urbanos varían considerablemente en todo el mundo. Por ejemplo, en China, éstas llegan a ser tan bajas como el 1%, y en las Filipinas y algunos lugares de Europa las cifras pueden llegar a ser hasta el 10%. Con esta tasa de captura relativamente baja, los spa managers se encuentran bajo una enorme presión para cumplir con sus objetivos de ingresos.
Dado que la duración de la estancia media en los hoteles urbanos es baja y que su clientela se encuentra, predominantemente, de viaje de negocios o asiste a reuniones o conferencias, a los spas de dichos hoteles les resulta difícil capturar este tipo de huéspedes. Por tanto, el foco de los spas urbanos debe ser aprovechar otras fuentes de ingresos y ponerse como objetivo otro tipo de clientes adicionales para impulsar el negocio.
Hemos aquí 5 maneras cómo los spas en los hoteles urbanos pueden atraer más negocio:
1. Vuélvase competitivo
Los spas de hoteles urbanos se enfrentan, normalmente, a mucha competencia de otros spas de día de su área que ofrecen servicios tanto de bajo presupuesto como de alta gama. Si gestiona un spa en un hotel urbano, la primera cosa que debe hacer para atraer más negocio es analizar su entorno competitivo. Identifique quiénes son sus competidores directos e indirectos y defina claramente las fortalezas y debilidades de su spa, en comparación. Luego, divida su público objetivo en dos segmentos de clientes diferentes: los huéspedes del hotel y los clientes que son residentes locales. Una vez que haya identificado su público objetivo y el de sus competidores, podrá crear un menú de servicios a medida a su mercado, y un plan de marketing que atraerá nuevos clientes a su spa.
2. Ofrezca precios preferenciales
La percepción general entre la clientela local es que los spas de los hoteles tienden a ser extremadamente caros. Es importante derribar esta barrera del precio. Identifique el precio aceptable de cada uno de sus segmentos de clientes y, junto con su Director de Ingresos y Distribución, cree tarifas diferenciadas favorables para la clientela local. Algunos ejemplos de precios preferenciales serían: afiliaciones, precios para los horarios de menos afluencia de público, promociones para los clientes locales y programas de fidelidad, por nombrar algunos. Su base de clientes externos crecerá una vez que los residentes locales perciban que están recibiendo un trato y precio preferenciales.
3. Use propuestas de venta exclusivas
Aproveche las instalaciones y otros beneficios que los spas de día de la competencia podrían no tener. Por ejemplo, podría incluir el uso del gimnasio, la sauna y la piscina del hotel en sus membresías del spa. Otros beneficios, tales como descuentos en los restaurantes y bares de su hotel o tarifas especiales para habitaciones, también tienden a ser atractivos para los residentes locales. Para los huéspedes de negocios del hotel, organice tratamientos mini durante los descansos de las reuniones para persuadir a estos clientes a incluir unos momentos de relax en su apretada agenda.
4. Aumente su visibilidad en su hotel y comunidad
Asegúrese de que el mensaje de su spa es claramente visible y está adaptado a cada uno de sus públicos. Para los clientes locales, considere hacer publicidad o campañas en las redes sociales que se centren en los tratamientos más asequibles. Dentro del hotel, el spa debe mencionarse en todos los materiales de marketing y señalizaciones. Haga que su equipo de spa distribuya vales a los huéspedes interesados, en el vestíbulo del hotel y al conserje, para animar a estas personas a visitar el spa. También puede hacer ofertas especiales dirigidas a los clubes y a los pisos ejecutivos para atraer clientes VIP.
5. Construya una identidad fuerte para su marca
La marca de su spa debe tener una identidad separada del hotel. Cree una sólida presencia de su spa, online y offline. Construya una base de datos de clientes locales para hacerles llegar correos electrónicos específicos. Utilice la base de datos del hotel para llegar a clientes potenciales del hotel o a grupos que pudieran estar interesados en sus servicios de spa. Tener una identidad única le permitirá acceder a los huéspedes de su hotel y a los mercados de clientes locales con más éxito.
En resumen: los spas de hoteles urbanos deben centrarse en aprovechar su mercado local, así como en atender a los clientes de su hotel. Entender que existen limitaciones en las tasas de captura de huéspedes del hotel y explorar alternativas de flujos de ingresos ayudará a los spas en hoteles urbanos a impulsar su negocio.
¿Quiere saber más sobre cómo llevar las estrategias de marketing de su spa de hotel al siguiente nivel? Esté atento a la segunda entrega de esta serie de dos partes en el blog de Spa-Balance.com sobre los spas de hoteles, con consejos que pueden ayudarle a incrementar los ingresos de su spa de inmediato.
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