NURTURING CUSTOMER LOYALTY
(CONTINUED FROM PAGE 28)
competition is fierce and if you don’t have a good handle on your clientele’s
expectations then you’re fighting a losing battle.
In a nutshell, loyalty, according to Gale, really comes down to managing
expectations and delivering a product or service that goes beyond expectations. “Make sure you’re fighting mediocrity in your category and providing a
product that is more memorable or better than the competition,” she says. ■
Visit the Snapshot Survey Portal on experienceispa.com to
purchase the June 2011 Snapshot Survey and see how spas are discounting and
offering incentives
to loyal
customers.
Loyalty Leaders
Some spas have already taken the lead on loyalty
programs. Consider implementing a similar program
at your property.
Hyatt Gold Passport offers benefits and awards to
make stays at the hotel chain even more rewarding.
Three levels of membership are available which give
clients special
discounts at
the property’s
spa. Another
added
benefit of
this
program is
donating your
points to the Make-A-Wish
Foundation.
Starwood Hotels & Resorts Worldwide Inc.’s successful Starwood Preferred Guest (SPG) membership
allows members to get the best rates and bank
points for Free Night Awards. The best part is that
you can redeem Starpoints for spa treatments including a booking at Bliss Spas.
The Spa at Chateau Elan in Braselton, Georgia
offers a loyalty program exclusively for their spa
guests. The three levels give access to the spa facilities Monday-Thursday and include:
● Essential: An annual rate of $500 gives loyal
spa-goers six massages or facials per year, a 20
percent discount on additional 50-minute services
and a 10 percent discount on retail and dining.
● Elite: An annual rate of $1,000 lets guests
choose a massage or facial every month, a 30
percent discount on additional 50-minute services and a 15 percent discount on retail and
dining.
● Euphoria: An annual rate of $2,000 gives regular
clients a massage and facial every month, a 30
percent discount on additional 50-minute services
and a 20 percent discount on retail and dining.
CATCH MORE insights from Chernova (3:30 – 5
30 PULSE
■
November 2011
pm on Nov. 8), Gale (1:30 – 3 pm on Nov. 9) and Dr.
Williams (8 -9:30 am on Nov. 8) during the
Professional Development Sessions at the 2011
ISPA Conference & Expo. For a full access to 30
hours of education, purchase the PDS audio recordings on-site or at ispa2011.com.