The fourth annual SpaExec Arizona at the Royal Palms Resort & Spa in Phoenix, Arizona on July 22nd featured a keynote address from Stephanie Perrone Goldstein, Vice President Sales & Marketing at Coyle Hospitality. Following was the panel discussion, “Marketing & Social Media Strategies to Reach Today's Consumers” with industry heavy-hitters Alison Collins-Lundberg, Public Relations Manager for the Enchantment Group, Megan Davis, Director of Marketing and Advertising for Gadabout Salons & Spas, Sam Osman, Vice President of Demandforce, Lydia Sarfati, CEO of Repechage and Jennifer Wayland-Smith, Golden Door Spa Director of The Boulders Resort.
SpaExec events begins with a vendor showcase, advanced education with top spa and hospitality experts, and a gourmet cocktail party. The event is sponsored by Universal Companies, Pevonia, Oakworks, BeingTRUE, B. Kamins, Chadsworth & Haig, Comfort Zone, Demandforce, Eminence, Germaine du Capuccini, Glisodin Skin Nutrients, Infinity Sun, Massage Elements, MD Corrective/Matis, Michael Marcus, Millennium by Harms, Morgan Chaney, Pino, Repechâge, Sanitas, Spa de Soleil, Sothys, Spa Ritual, YG Labs, and Your Name Cosmetics.
Goldstein presented research from Coyle’s Global Spa Survey of 1,275 respondents conducted in April/May 2010 along with Mystery Shopping and “Best/Worst Experience” surveys. Here are some highlights:
- 48% of respondents visited spa websites to find feedback. Word of mouth from friends, family and co-workers are the methods consumers find most trustworthy
- 62% of respondents visit websites to find deals. Top 5 websites are SpaFinder (44%), Search Engines (43%), Facebook (25%), Groupon (22%) and CitySearch (19%)
- 30% of spas surveyed offer online booking. 10% of spas offer online shopping for products sold in the spa
- When looking at negative spa experiences, atmosphere was the most mentioned reason (noise, temperature, a crowded feeling, a bland/sterile or lack of relaxing atmosphere, disruptive guests or bad lighting). Atmosphere also accounted for the most positive mentions (relaxing/soothing environment, general atmosphere, music and quiet being provided as top responses.)
- Cleanliness, arguably the easiest thing to change, was mentioned second most when guests recounted negative experiences. The absence of amenities such as water, snacks, wine, spa products, robes and other features were mentioned third most frequently in worst experiences.
- Spa Promotions: Consumers value limited or no restrictions, no or nominal minimum expenditure, no date restrictions, no product purchase requirement, no/limited treatment type restrictions, clear, concise delivery, large, easy to read font, limited ‘fine print’, and meaningful ‘deals’
- Of 1,275 respondents, 83% would welcome post-spa follow-up. Of those who welcome post-follow up, 83% would prefer email from the spa director of concierge to see if they were satisfied with their experience.
- How do we best accommodate today’s consumer? Provide relevant marketing in ‘their’ language and on their turf, offer websites that do the same, communicate when given the opportunity and PERSONALIZE, provide a great experience, follow up in a method that the consumer chooses and monitor what the consumers are saying about you and learn from it