Referral Program Benefits
“Your spa guests are your biggest ‘marketing tools,’” says Avigale LaGrass,
director of spa & wellness at Nalu
Kinetic Spa at Turtle Bay Resort –
Benchmark Hospitality in Kahuku,
Hawaii. “If they love your spa, why not
give them incentives? They love to feel
appreciated. If you offer them value addons, a special gift and discounts or
complimentary services for sending their
friends and family to the spa, they will
become even more loyal.”
Maria Micu, spa director at JW
Marriott The Rosseau Muskoka Resort &
Spa in Ontario, Canada, says building a
referral program has a direct impact
to revenue potential. “A spa
referral program is a key
element in bringing more
revenue and maintain-
ing a constant flow of customers. It has
been proven that feedback from someone
who had used the spa is one of the most
trusted marketing tactics. There’s a sense
of easiness about using a service or going
to a place that was experienced first-hand
and recommended by someone you know
and/or trust,” she says.
Building a referral program, she adds,
is basically banking on a two-way trust in
order to create a sense of loyalty among
customers. “I find that customers who
refer other customers to your business
believe in you and tend to be very loyal,”
she says.
Four Seasons Hotel Silicon Valley Spa
Manager Maritsa Victorian, who
has introduced various
referral programs
throughout her spa
career, agrees that
referral programs are extremely important
in client retention and loyalty. “Wordof-mouth is still by far our best referral
[tactic]. Having our hotel sales,
restaurant, valet, front desk and
concierge employees experience our
spa services and products is invaluable,”
Victorian says.
Launching a Program
LaGrass’ most successful referral program
includes offering hotel spa credits.
“Depending on whether it’s a peak or
low season, the spa credit varies from
US$20 to US$30 off a regularly priced
60- or 90-minute service. I normally
change the credit depending on the
season and occupancy of the hotel or
spa,” she says.
LaGrass launched the referral program
through the hotel’s concierge and front
AVIGALE LAGRASS • Director of Spa & Wellness
Nalu Kinetic Spa at Turtle Bay Resort –
Benchmark Hospitality • Kahuku, Hawaii
June 2015
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