Hikes through the surrounding Boynton Canyon allow guests to experience these
breathtaking views.
Daily customized treatments at Mii amo's spa
allow guests to completely unwind their way.
“Our world-class therapists deeply care for our
guests and dedicate their time to the creation
of iconic treatments.”
— DOREEN YOUNG, SPA DIRECTOR, MII AMO, SEDONA, ARIZONA
introducing innovating and unique treat-
ments is tapping into Mii amo’s own talent
pool. “Our world-class therapists deeply
care for our guests and dedicate their time
to the creation of iconic treatments,” adds
Young. This experimental culture not only
helps keep guests’ experiences fresh, but
also improves the job satisfaction of Mii
amo’s therapists. “This allows Mii amo to
attract the most talented therapists in the
world who are birthing the trends as
opposed to following them.”
Because their therapists have such an
important role at the spa, Young makes it a
point to invest in their success. She says
that her goal is to not only provide the
obvious training opportunities such as
additional continuing education and
specialized in-house training, but also to
set the standard in providing an inspira-
tional environment where the unique gifts
of individual therapists are shared with
others so the entire team rises higher.
Marketing the Experience
While the team at Mii amo loves catering
to their loyalists, the marketing team still
works tirelessly to attract new guests to
the resort. “We have a marketing team at
our Enchantment Group corporate office
who truly understands the destination
spa market,” raves Young. The team uses
a targeted marketing approach that relies
heavily on digital marketing to reach that
niche luxury destination spa guest. Young
tends to leave the marketing decisions to
the experts, but believes their content
and campaigns are always “relevant,
inspirational and truly evocative of the
Mii amo experience.”
In house, Young and her staff rely on
social media to get the word out about
happenings at the resort, as well as reach
their target customers on a personal level.
“Our social media campaigns allow us to
connect with our customers through their
chosen channels, creating relevant conver-
sations with guests and potential guests on
topics such as keeping resolutions, striving
to be more and prioritizing self-care.”
Conversing with guests about topics they
are interested in does a far better job of
selling the Mii amo brand than posts that
come off as advertisements. n
SPA QUICK FACTS
Spa open date: January 2001
Facilities/amenities: 16 guest rooms,
18 treatment rooms, 5 outdoor
treatment areas, indoor and outdoor
pools, library, retail boutique and the
80-seat Mii amo Café
Percentage of guests (male vs.
female): 18% male, 82% female
Number of full-time spa staff: 71
Product lines used: Private Collection
Mii amo Products, Éminence Organic
Skin Care, La Bella Donna
Most used marketing channel:
Mii amo website
Website: miiamo.com
Phone Number: 1.844.993.9518
Facebook: facebook.com/
sedonamiiamo
Instagram: @mii_amo_spa
Twitter: @mii_amo_spa
July 2017
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