member PerSPectiveS
( conTInUED FRoM PAGE 24)
Turner and her team must market to each group differently.
“ Local guests are price sensitive, where hotel guests want locally authentic experiences and the quality experiences they are accustomed to receiving from Fairmont spas worldwide,” notes Turner.
The spa caters to both groups by designing offers and promotions that satisfy both needs.“ This winter, we launched a reduced-pricing structure for the season as overseas guest numbers fall and we rely more heavily on local business,” Turner explains.“ In the summer, we push added value: treatment add-ons and upgrades, as well as gifts with purchase to give value for money to all our visiting guests.”
With different groups of potential customers to reach, it can be difficult finding the right marketing channels that will get the right message to the right people. To solve this problem, Turner separates her messaging by outlet. For example, monthly newsletters and e- blasts are sent to locals and members, and website-based promotions are for visiting guests.
The spa is also included in the hotel’ s social media channels, where Turner uses competitions and giveaways to generate engagement. Also, every month the spa sales manager gives an interview on local radio to keep the island up-to-date with news and offers.
Creating a diverse spa environment for both employees and guests can be a challenge, but taking time to provide the benefits your employees want, as well as listening to your guests’ needs will set you on the right track to creating an inclusive and comfortable spa experience. n
Spa guests have use of several pools, all with stunning ocean views.
SPa quicK factS
Spa open date: Spring of 2002
facilities / amenities: Spa, oceanfacing fitness facility, fitness classes and personal training, hair salon, nail salon, indoor Spa pool, ocean view sun deck with two outdoor hot tubs, sauna, steam room, Spa boutique, heat experiences, relaxation lounges for males, females and couples
Percentage of guests( male vs. female): 20 % vs. 80 %
number of full-time spa staff: 30
Product lines used: Kerstin Florian, HydroPeptide, oM4, jane iredale, vinylux, Schwarzkopf. We also retail Joya candles and coola suncare.
most used marketing channel: Local radio and e-blasts
website: fairmont. com / southamptonbermuda / willow-stream /
Phone number: 1.441.239.6924
facebook: facebook. com / FairmontSouthampton
instagram: @ fairmontsouthampton twitter: @ fairmontsouth
26 PULSE ■ January / February 2018