MEMBER PERSPECTIVES
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The Spa at the Del Monte ( above and right ) kept its marketing messages as positive as possible for its largely local guest base throughout 2020 .
Even when closed , however , Miraval stayed active on social media , its blog and through email marketing , focusing on wellness content that allowed the brand to stay top-of-mind with consumers . Central to this constant communication was a uniquely positive focus . According to Fenili , the goal was not so much to downplay or shy away from the stress and danger of the pandemic , but rather to home in on what was positive and forward- thinking . Miraval , as Fenili sums up , stayed focused on the fact that “ as humans , we ’ re going to adapt and find our way back to the things that brought us relaxation and enrichment in the first place .”
A year into the pandemic , many spa directors are acutely aware of consumer fatigue surrounding making COVID-19 and safety part of one ’ s marketing message ; accordingly , Fenili notes that the pandemic and its associated topics will not be its primary marketing message for 2021 . Instead , Miraval will emphasize mental wellbeing , positivity and the skill of its service providers and staff .
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42 PULSE ■ MARCH 2021