"BY ANALYZING OUR GUEST HISTORY, WE DETERMINE the geographical areas where our guests reside. We then target high-end travel and lifestyle publications in those areas as well as locally. We have also noted that couples are spending more time together in the spa. In response, we created several packages that feature multiple treatments and finish with a spa lunch or dinner. Our ocean view spa suites—enhanced with twin massage tables, Whirlpool tubs, and fireplaces—are an ideal location for romantic occasions and allow couples to spend hours together in their own private oasis of serenity."—Jaana Raud, spa director, The Spa at Four Seasons Resort (Santa Barbara, CA)
"FOR LOCAL BUSINESS, WE ENCOURAGE THE COM-munity to use our facility, and we offer a twenty percent Berkshire County resident discount. When our hotel is booked by corporate groups with little time for the spa, we sometimes run a local promotion with a complimentary lunch, called 'Lunch is on Us.' Local newspapers and publications help us get the word out. To target our transient clientele, we advertise in women's magazines and clubs. We utilize our website and e-mail to promote new products, such as a special one-night package for people to escape at the last minute. Our newsletters keep us in touch with our guests, and repeat business is strong."—Kim Rossi, spa director, The Spa at Cranwell (Lenox, MA)
"TO OFFER OUR PRODUCTS AND SERVICES efficiently, it is necessary to determine the demographic composition of the market area. In the case of our newest facility, we are located in an upscale residential neighborhood near the United Nations (UN). We target the employees at local offices and foreign missions to the UN. We also contact all the neighborhood associations and distribute brochures at their meetings. We offer discounts to UN employees and plan to employ bus shelter advertising in key locations. Our public relations efforts have created exposure on the TV show Inside Edition and in magazines such as New York, Time Out New York, and Where. We are now concentrating on daily newspapers for exposure."—Stan Kohlenberg, owner, Le Petit Spa (New York City)
"LOCATED IN THE HEART OF DOWNTOWN SEATTLE inside the Hyatt Hotel, Bellaura Spa attracts corporate travelers as well as city residents looking for a highly specialized spa experience in a peaceful and luxurious setting. In Seattle—where word of mouth through friends is paramount—it is important to communicate to new guests through existing clients. To create that referral network and build relationships with new audiences while maintaining strong ties with regulars, we rely on our practitioners' commitment to unparalleled service in addition to providing highly personalized treatments tailored to each guests' health and well-being."—Teah Benkoczy, spa director, Bellaura Spa (Seattle)