“In the long history of humankind (and animal kind, too), those who learned to collaborate and improvise most effectively have prevailed,” said Charles Darwin. Those are certainly words to live by and a sentiment many in the spa industry are heeding, as collaborations take center stage at many spas as a means to tap into a broader audience, provide exclusive access to high-profile wellness experts, and create a fresh marketing hook. Here, take a look at some innovative spa partnerships and strategies for creating your own successful collaborations.
“By collaborating with a well-known partner, you have an amazing opportunity to reach a new audience and entice new spa guests. In turn, the collaboration presents your spa in a new light to regular guests or compels those who might not have visited for some time. Our collaboration with celeb florist Eric Buterbaugh also enhanced our spa message and gave us a new way to tell our story. With the rise of experiential travel, collaborations have the potential to offer unique, locality-focused spa programming.”
—Kory Keith, former spa director, The Ritz-Carlton Spa, Los Angeles
“We benefit from such collaborations, because it demonstrates that we are committed to improving our guests’ overall health. Collaborating with a high-profile guru increases our credibility as a health and wellness resort.”
—Carrie Harmon, spa director, Deer Lake Lodge and Spa
“One of the main benefits of a collaboration is offering guests a totally new and out-of-the-box experience or product. At Miraval Arizona, we are constantly looking to provide our guests with innovative ways to achieve overall wellness, and partnerships are a great way for us to do that.”
—Carl Pratt, vice president and general manager of Miraval Arizona Resort & Spa
“If you schedule these types of collaborations in off-peak seasons, you can usually show a value to the overall operation, even if the collaboration has a more boutique appeal.”
—Patrick Huey, corporate spa director, Montage International
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