MEMBEr PErSPECtIvES
(cONtINUEd FROm PAgE 22)
resort guests and locals are treated to
complete serenity and peace, but running
a Florida spa during the summer slow
season can be extremely tricky, even in
the most tranquil of circumstances. Susan
Ghannam, spa manager at Naples Grande
Beach Resort, opens up about marketing
challenges and how her team works to
overcome them.
Marketing
“We want to promote the spa as not
only ‘the bow on the package’ for resort
guests, but to also create awareness for
the local community that even though
its located in the resort, it’s still available
for their enjoyment,” says Ghannam.
As one of the only resort spas in the
area that is open to the public, it’s
important for Ghannam to push the spa
to the local community so they’re aware
of the spa’s offerings. She focuses her
main local push in the summer, because
that is the slow time for resort guests.
To do this, The Spa at Naples Grande
runs a summer special called “Summer
at the Spa,” which allows the spa team
to focus on attracting locals to come
experience a high-end spa at a great
value, hopefully turning them into long-
term customers. Ghannam also runs
holiday promotions throughout the year,
such as a “Fall into Relaxation” special
with a variety of pumpkin-inspired treat-
ments and Valentine’s Day specials,
which continue to attract local guests
and create loyal customers throughout
the year.
To get the word out about specials
and general happenings at the spa,
Ghannam utilizes the resort’s social
media accounts.
“Social media is a great marketing
tool,” she notes. “We are incorporating
more spa-related posts to our social
media calendar to further promote the
spa on the resort social pages.” By using
the resort’s social media pages to push
spa interests, Ghannam can take
SPA quICK FACtS
Spa open date: March 7, 2007
Facilities/amenities: 12 spacious
treatment rooms, floating hair
& nail salon, tranquility pool,
sundeck and patio, meditation
lounge and rain showers.
Percentage of guests (male vs.
female): 30% men vs. 70% women
Number of full-time spa staff: 15
Product lines used: hydropeptide,
Éminence, Moroccanoil,
SkinCeuticals, pure fiji, Sparitual
Most used marketing channel:
hotel website
Website:
www.naplesgrande.com/spa
Phone Number: 1.239.594.6321
Facebook: officialngBr
Instagram: @naplesgranderesort
twitter: @naplesgrande
Serenity is the ultimate goal of the Spa at Naples grande.
24
PULSE
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October 2017