Pulse November/December 2020 | Page 20

parties really helps . We typically do a Groupon here , and we find that we ’ re able to introduce first-time spa-goers to the spa that way . It works for that base of guests .” The spa also offers a discount directly to students from the college , many of whom might otherwise refrain from visiting a spa because they view it as a luxury beyond their means .
Like many resort spas , the Spa at Colonial Williamsburg also draws a number of guests visiting the area for reasons that , at least initially , may have nothing to do with a massage or nail service . Smith credits the strong connection between the spa and the resort — which stocks soaps , shower gels , shampoos and conditioners from the spa in its rooms — for driving some of that traffic .“ The partnership here [ between ] our spa and the Colonial Williamsburg Foundation has been great . We have such exposure within the hotels and the rooms . When the guests are here and they ’ re taking a shower , they ’ re reading ‘ Spa of Colonial Williamsburg ’ on the products they ’ re
using . Quite often we ’ ll have guests calling who stay at the hotel requesting our products , and they drive the curiosity that brings people into the spa .”
Time to Teach
Discounts and well-placed spa products are not , of course , the only ways to encourage potential guests to come in for a service . Erin Stremcha , vice president of marketing for Trilogy Spa Holdings , points out that education is often central to attracting spa newcomers . In fact , the same educational efforts that have led more and more people view spa visits not as a luxury , but as part of a well-rounded approach to overall health and wellness , are key to winning over non-spa-goers .“ The way that we have marketed to that group is to not be as salesy , but to come from an approach of education . If I know [ a guest ] is new , I might send them some information over email about the benefits of getting a massage or the benefits of getting a facial . They haven ’ t booked yet , but they ’ re inquisitive . Maybe they ’ ve used a skin care line , but they ’ ve never had a facial or a massage and that was their entry point . Once the first-time spa-goer sees the benefits , they ’ re hooked !”
Education for first-time guests is especially important because so many of them may have only a passing notion of which services will provide the greatest benefit .“ That ’ s where we come in ,” says Mark Kennedy Smith . “ We have quite a comprehensive service menu , so people ask ,‘ What do I do ?’ Our guest service agents and receptionists are very knowledgeable
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With properties like Green Valley , Trilogy Spa Holdings markets to guests “ in a way that ’ s of the times ,” meaning it is sensitive to current events like COVID-19 .
16 PULSE NOVEMBER / DECEMBER 2020