MEMBER PERSPECTIVES
BY JAMISON STOIKE
Marketing During the Pandemic
LAST YEAR — MORE THAN ANY YEAR BEFORE IT — forced spas to be as creative with their marketing as they were with their business operations . Pivots to online retail were accompanied by shifts in digital advertising ; transitions to local client bases required new forms of outreach ; and an internal emphasis on sanitation and hygiene meant an external focus on assuring spa-goers that visiting the spa was safe .
Spas that shrewdly marketed themselves throughout the pandemic are now in a strong position for a successful rebound in a more optimistic 2021 . On the eve of mass vaccination campaigns in the U . S . and abroad , Pulse checked in with three spas — St . Gregory Spa in Singapore , the Spa at the Del Monte in Rochester , New York , and industry-stalwart Miraval — to look back at how they marketed themselves amidst the tumult of 2020 , while also looking ahead to how they intend to market their offerings now , at the dawn of the post-COVID era .
An International Perspective
St . Gregory Spa , the spa concept of Pan Pacific Hotels Group , has locations in three Singapore hotels : the PARKROYAL Collection Pickering , the PARKROYAL on Beach Road and the flagship Pan Pacific Singapore . St . Gregory Spa is a luxury spa that normally caters primarily to business travelers and tourists , though it does market
“ In the post-COVID world , mental health and emotional well-being will be critical more so than ever .”
— WEE WEI LING , Executive Director , Pan Pacific Hotels Group
38 PULSE ■ MARCH 2021