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member profile
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selected, the spa evaluates it’s menu
and determines the right treatment to
offer based on their room capabilities
and whether local Hokkaido ingredients
can be incorporated into the new
treatment.
To meet demands from local and
in ternational guests, who often look for
a blend of local, natural and organic
products, the spa looks for resource partners who can provide both Asian and
Western products and services.
Marketing Strategies
“During promotion sales, we offer gifts
like facial towels, eye pillows, etc.,” says
Honda, who adds that this marketing
tactic helps the spa build guest loyalty.
Complimentary products or bonus services, according to the ISPA 2008 Global
Consumer Study, are top motivators for
Japanese spa-goers to visit a spa. In fact,
53 percent are drawn to a spa because of
free products or add-on services. This is
followed by 32 percent who are motivated
by “recommendations from family and
friends.”
“Record-keeping helps us keep track of
all our repeat guests,” Honda says, adding
that the spa offers these loyal guests
incentives like spa coupons to give them
more reasons to come back and even
FAST
On average,
Bloom SPA
Toya services
more than 2,000 clients
per year, a majority of
whom are hotel guests.
FACTS
18 PULSE
■
December 2012
introduce another person to the spa.
In an effort to drive foot traffic, Bloom
SPA Toya runs ads on the hotel’s website.
The spa also spends on print ads in a
local newspaper and in flyers distributed
in The Windsor Hotel’s rooms. Upon
booking a room at The Windsor, guests
are also informed of Bloom SPA Toya’s
services, either through travel agents or
the hotel’s concierge staff.
The spa, in the end, continues to
strive to build its brand story by maintaining its originality and celebrating its
unique features, such as its location being
on an Ainu sacred site, offering local
ingredients as well as showcasing the
Ainu culture through the spa’s signature
treatment and annual spa event. ■
ABOUT THE SPA
Spa type: Resort spa
Spa open date: June 1, 2002
Spa size in square feet: 35,521 square feet
Number of treatment rooms: 14
Number of full-time staff: 7
Signature treatments: Wisdom of Ainu and
Seasonal Treatments
Product lines: Sothys, THALGO
Contact details:
The Windsor Hotel TOYA Resort & Spa
Shimizu, Toyako-cho
Abuta-gun, Hokkaido
049-5722 Japan
Tel: 81.142.73.1111
Website: lhw.com/hotel/The-Windsor-HotelToya-Resort-Spa-Hokkaido-Japan