member PerSPectiveS
( conTInUED FRoM PAGE 24 )
Turner and her team must market to each group differently .
“ Local guests are price sensitive , where hotel guests want locally authentic experiences and the quality experiences they are accustomed to receiving from Fairmont spas worldwide ,” notes Turner .
The spa caters to both groups by designing offers and promotions that satisfy both needs . “ This winter , we launched a reduced-pricing structure for the season as overseas guest numbers fall and we rely more heavily on local business ,” Turner explains . “ In the summer , we push added value : treatment add-ons and upgrades , as well as gifts with purchase to give value for money to all our visiting guests .”
With different groups of potential customers to reach , it can be difficult finding the right marketing channels that will get the right message to the right people . To solve this problem , Turner separates her messaging by outlet . For example , monthly newsletters and e- blasts are sent to locals and members , and website-based promotions are for visiting guests .
The spa is also included in the hotel ’ s social media channels , where Turner uses competitions and giveaways to generate engagement . Also , every month the spa sales manager gives an interview on local radio to keep the island up-to-date with news and offers .
Creating a diverse spa environment for both employees and guests can be a challenge , but taking time to provide the benefits your employees want , as well as listening to your guests ’ needs will set you on the right track to creating an inclusive and comfortable spa experience . n
Spa guests have use of several pools , all with stunning ocean views .
SPa quicK factS
Spa open date : Spring of 2002
facilities / amenities : Spa , oceanfacing fitness facility , fitness classes and personal training , hair salon , nail salon , indoor Spa pool , ocean view sun deck with two outdoor hot tubs , sauna , steam room , Spa boutique , heat experiences , relaxation lounges for males , females and couples
Percentage of guests ( male vs . female ): 20 % vs . 80 %
number of full-time spa staff : 30
Product lines used : Kerstin Florian , HydroPeptide , oM4 , jane iredale , vinylux , Schwarzkopf . We also retail Joya candles and coola suncare .
most used marketing channel : Local radio and e-blasts
website : fairmont . com / southamptonbermuda / willow-stream /
Phone number : 1.441.239.6924
facebook : facebook . com / FairmontSouthampton
instagram : @ fairmontsouthampton twitter : @ fairmontsouth
26 PULSE ■ January / February 2018