How Spa Resorts Prep for Cyber Monday Deals

Thanksgiving week brings many traditions—delicious food, time with friends and family, and shopping. Thanks to Cyber Monday you can stock up on gifts and bargains without hours in line or battling crowds. It’s also proving to be a popular time for resorts and spas to offer deep discounts. I chatted with a few resorts offering Cyber Monday deals this year to see how well-timed discounting can boost business.


When did you begin offering Cyber Monday specials?

“This is our third year offering a CyberMonday special.”— Tara Crooks, director of e-marketing, The Palms Hotel & Spa (Miami Beach, FL)

“We began offering Cyber Monday specials three years ago.”—Daryl Meyer, director of market strategy, JW Marriott Cancun Resort & Spa (Mexico)

“This is our third year running a Cyber Monday offer, but our first since the completion of our brand new Hilton at Resorts World Bimini, which fully opened this past June.”—Aaron Keene, digital media manager, Resorts World Bimini (Bahamas)

“We began offering them during Diamond PR’s 2015 Cyber Monday sale.”—Melania Lopez, marketing director, Tabacón Thermal Resort & Spa


How do you decide on your discount rate for Cyber Monday specials?

“Our rate management team meets and reviews the performance the year prior, other rates that are currently live in addition to our occupancy and decides on the best discount.”—Crooks, The Palms Hotel & Spa

“The discount rate is determined by our Corporate Team. At our property, the deal includes 15 percent off our current Sand Dollar promotion, for a total savings potential of up to 25 percent.”—Meyer, JW Marriott Cancun Resort & Spa

“We wanted to create a valuable discount on an upcoming stay that would provide travelers with an incentive to book a visit to Bimini.”—Keene, Resorts World Bimini

“Cyber Monday is a once-a-year consumer event where we want our customers, social fans and followers to be able to take advantage of lower rates than what’s offered throughout the rest of the year. The only other time we offer similar discounts is during our annual Cyber Summer sale, held on the first day of summer each year (June 21).”—Lopez, Tabacón Thermal Resort & Spa


How do these rates compare with other deals offered throughout the year?

“Our offer for Black Friday – Cyber Monday is the best discount year round with little blackout dates and extends far into 2017. Since it also includes our high season months where rates are normally  higher, this is a fantastic deal.”—Crooks, The Palms Hotel & Spa

“As this is 10 percent off an already discounted rate, it is the highest discount we would ever run, so it’s a great time, if not the best time, to book.”—Meyer, JW Marriott Cancun Resort & Spa

“Generally our other offers throughout the year include a value add-on, like a resort credit or discounts on activities and island excursions. With our Cyber Monday deal, we wanted to go out with our lowest possible starting rate to capture the consumer’s attention and offer significant savings.”—Keene, Resorts World Bimini

“Our Cyber Monday deal includes 35 percent off room rates plus daily breakfast. The savings applies to all room. Throughout the rest of the year, we offer value-added packages that include adventure tours, spa treatments, and meals. We also have a green season package that includes a low nightly rate and a package that includes three nights for the price of two, but Cyber Monday and Cyber Summer are the best discounts we offer.”—Lopez, Tabacón Thermal Resort & Spa


What are your goals with offering Cyber Monday specials?

“Our goal is to offer past and potential guests the opportunity to secure a stay with us at our very best rates available and only bookable directly with us online and by phone.  It is a win/win situation—we get reservations on the books, and guests get our very best rates at a price that is locked in and guaranteed.”—Crooks, The Palms Hotel & Spa

“Our goal is to build base during dates directly before and after the busy holiday season, while providing our customers with a great rate at which they can book a warm weather, beachfront escape.”—Meyer, JW Marriott Cancun Resort & Spa JW Marriott Cancun Resort & Spa

“Our primary goal was to generate awareness about our brand new Hilton hotel, while capitalizing on a key booking trend to engage travelers this holiday season.”—Keene, Resorts World Bimini

“With this flash sale our main goal is to attract direct bookings offering a unique experience in the heart of Costa Rican tropical rainforest, where an affordable luxury hotel, the largest network of natural hot springs in the area and the majestic Arenal Volcano unite to create a relaxing ambience for vacation.”—Lopez, Tabacón Thermal Resort & Spa