“ Our marketing is successful because it ' s honest . It ' s equal parts comfortable , kind , respectful and welcoming . And it ' s not just about visual representation , it ' s about an authentic and honest approach to being inclusive .”
— TRACEY SLAVONIA , Chief Marketing Officer at Salamander Hotels & Resorts
could ever be . And we ultimately utilize these images across multiple platforms and channels , not just social media .
“ So , if your vendor members and spa members really pay attention to user generated content , that can provide them an inexpensive way to tell their story and ultimately , it can serve as a mirror to the organization , so they can actually see who they ’ re serving , and how they ’ re doing in terms of being an inclusive organization .”
Utilizing user-generated content is a cost-effective way for spas to be authentic in their marketing and naturally identify themselves as a place where everyone is welcome . Your audience will know the difference .
3 .
MONITOR FEEDBACK As with any business or marketing plan , the best way to tell if you ’ re doing an adequate job is through some sort of metric .
Pullen pointed out , though , that creating a more inclusive environment in terms of staffing isn ’ t about getting a great return on investment . Rather , it ’ s just the right thing to do .
In terms of engaging minority communities as consumers , what should you pay attention to ? While it ’ s tricky to measure , the best way to gauge effectiveness is by monitoring feedback .
“ You need to pay close attention to reviews and other consumer-sentiment surveys ,” Slavonia says .“ And when it comes to diversity , it ’ s pretty evident you reach your benchmark by speaking to and understanding your guests and clients . There ’ s no substitute for a top-class customer service . A personal recommendation by one person is worth so much in any business , especially now in these hard times .
“ We believe at Salamander that if you ’ re making promises through marketing and you keep that promise when the guest experiences your resort , revenue — which is the key metric in any business — will come .”
4 .
PAY ATTENTION TO YOUR ‘ LITTLE HOUSE ’ Johnson feels that the hospitality industry has a head start in terms of diversity . She recently told
Travel Weekly ,“ Because the hospitality industry already
Salamander Hotels & Resorts authentically communicates its inclusivity on its Instagram page and in marketing materials with user-generated content , like this photo from Instagram user @ koalabear00 . It helps to accurately portray who is enjoying its properties more than using stock photos . employs such a diverse cross-section of people , people of all different colors , cultures , languages , backgrounds and religions , we have a gigantic head start in learning how to fix this country ’ s single most burning social issue today , namely race , or racism , in America .”
At the end of the day , you must control what you can control — that means doing the best you can .
“ We ’ re going to fix it by demanding more of ourselves ,” Johnson said .“ We do it by providing promotions and professional opportunities to people who don ’ t always look or talk like we do . Look , we cannot fix the world , at least not all at once , but we can get our house in order , and that would be a start — because what is the world if nothing more than a collection of millions of little houses ?” n
24 PULSE ■ NOVEMBER / DECEMBER 2020