Marketing Your Hotel Spa

by | July 12, 2021

Your hotel’s spa is a valuable amenity to have – and an excellent opportunity to attract guests from a wide area. When determining how to best market this amenity to future travelers, there are a few critical pieces of advice that you’ll want to keep in mind. With these tips, you can make the most of a social media campaign and use reviews as a resource to gain sentiment data and learn about how guests feel about your unique amenity.

Create an Experience

foreground candles on a table and a woman getting a massage in the background

Travelers everywhere are searching for something they cannot get at home. With a spa on-site, that makes your job fairly simple: it all comes down to how you frame it online. Experience marketing relies heavily on your understanding of the ideal guest. Depending on what type of guest you’re hoping to attract through your doors, your marketing strategy should shift accordingly.

For example, if your goal is to get more stay-at-home moms to treat themselves to a weekend away from the kids, you might want to use phrasing that emphasizes how stress-relieving your spa’s services are. This phrasing may also capture the attention of solo employees who want relief from a busy working week. However, suppose it’s getting closer to Valentine’s Day. You may want to switch up your post caption to get your hotel’s spa on couples’ minds instead, advertising couple’s massages and a romantic evening for two.

People online see tens of thousands of promoted posts and advertisements every day – the way to stand out among the crowd is by showing them what they value. Create a unique, compelling story and showcase to guests what makes the experience at your hotel truly unique.

Share It On Social Media

aromatherapy set sitting on a wooden table surrounded by flowers

Social media is your largest outlet for sharing your unique hotel experience: whether it’s Facebook, Twitter, LinkedIn, or Instagram, travelers are looking for unique stories and experiences that they can add to their bucket list.

There is no one “best” way to share your story on social media – the platforms themselves are continually changing to promote new ideas and ways of promoting content out into the world. As long as each post you make per platform is unique and caters to that platform’s algorithm, you’ll be on the right path to growing your audience.

As your audience grows, be sure to include occasional call-to-action posts. As we said, users online are flooded with promoted posts and ads: if every one of your posts just ends with “book now!” they will feel less authentic, driving people away from your profile instead of toward it.

Reviews as a Resource

woman taking a bath with foam and petals on the rim of the tub

Sharing past positive experiences by using guest reviews as testimonials on social media can be a great way to convince others to book a stay. Beyond that, reviews can be a more local resource to you, as well. You can utilize a review response to speak to both the reviewer and future travelers. We mostly think about this in terms of review resolution – when a guest is upset, promising action will appease the reviewer and let future travelers know that you have fixed what was wrong. However, review responses for positive reviews may come in handy, too. If you want to promote a new feature of your spa, or an upgrade coming soon, you can share the excitement of the review and share the news.

When future travelers see your review responses, they’ll get a clear idea of what your hotel’s spa has to offer. These guests will also get a clear view of how much this particular amenity stood out to your guests.

Utilize Sentiment Analysis

man using a laptop with ratings surrounding his hands

Internally, your reviews can also help your marketing strategy around a hotel spa. Through sentiment analysis, you can determine what rating guests associated with their reviews about your spa. Their review data shows you directly whether or not your spa stood out to them as much as you want it to, opening the opportunity for operational changes to improve the experience.

Sentiment analysis makes it simple to gather positive and negative feedback about your spa and your other hotel features – and using this data over time shows you a bigger picture of your guest experience. Using guest sentiment to inform your operational decisions and marketing strategy will help you refine your focus, ultimately helping your posts land the way you intended.

Travel Media Group’s Respond & Resolve™ program includes aggregate sentiment analysis data through TMG OneView®, your all-in-one digital marketing dashboard. With actionable insights about your hotel at your fingertips, you can make an effective marketing strategy to ensure you reach as many guests as possible.