Leveraging the customer lifecycle for on-site and post-departure marketing communications engenders deeper engagement, and ultimately, increased return visits. While marketers routinely focus on pre-arrival and post-departure communications, they are missing a huge on-site opportunity. These highly targeted messages should focus on enhancing the guest's stay, based on critical information gathered during pre-arrival. Also important is the post-departure stage of the program when satisfied guests become repeat guests, loyalty is built and brand champions created. The conclusion of this two-part series explains how implementing on-site and post-departure best practices will pay larger dividends in terms of guest engagement and ROI. READ MORE

Spas and salons were early targets of group buying sites because of the sheer number of locations in the industry, the cost structures of the spa financial model and the state of the economy. There are tens of thousands of spas and salons in the United States alone. Competition for customers is fierce. The economy over the same time period has been abysmal, especially for the spa and salon industry. Hence the uprising of the Deals and the Group buying sites. READ MORE

In this article I discuss the rapid adoption of smartphones and tablets and how they have created new marketing opportunities for your hotel. It outlines the many ways your hotel and your guests can benefit from the latest innovations in mobile. I discuss the tablet market and how hotels are beginning to use them to enhance the guest experience and add efficiency for the hotel staff. I also takes a world-wide look at mobile usage in the U.S. and abroad and how these two markets affect one another. READ MORE

Mark Grenoble, President of Enchantment Group Spas & Resorts, offers insight on how Mii amo in Sedona, Arizona, markets to past and prospective guests by communicating the value of their stay. This involves educating the potential traveler on the price, package inclusions, personalized service and experiences available at the destination spa through a marketing mix of direct mail and e-mail campaigns, interactive and online efforts, and public relations initiatives. READ MORE

In this article, I asked several Spa Directors to share what they did to make sure their spas would survive and what they plan to do to make them thrive. Sometimes we tighten our belts so much that we are doing a great job controlling expenses, but it inhibits us from generating revenue. I think the Spa Directors have presented lots of practical ideas. I also asked one of the more astute Directors of Finance to share his thoughts on what the Spa Directors have done and what advice he would give them and why. I hope you take-away at least one idea that will help your spa be a more marketable and profitable business venture rather than a lazy asset department. READ MORE