desk agents. “This program increased
our hotel capture rate anywhere from 10
to 15 percent. Our hotel ‘front of the
house’ staff members were able to gain
vouchers for complimentary services,
which in turn made them spa experts.
They were able to speak from experience,” she says.
For spas not located within hotels,
LaGrass recommends looking at existing
clients or spa members as potential
brand ambassadors. “Members [and
existing guests] are great resources for
finding referrals. Your spa members will
help promote and sell the memberships
if they know they are receiving a great
incentive,” she says.
Micu agrees that any spa can leverage
referral programs, adding that JW
Marriott The Rosseau Muskoka Resort &
Spa has seen success in a referral
program targeting their own existing
clients. “Increasing our hair salon clientele was a success story for us,
especially considering our spa’s relatively
remote location,” Micu says. “We
offered 50 percent off salon services for
any guest who brings in a friend as a
first-time guest. Our goal was to
increase the capture of guests from our
local community and we were very surprised to see that the effectiveness of
the program extended to resort guests
on future visits.”
Four Seasons Hotel Silicon Valley at
East Palo Alto, on the other hand, taps
local businesses and corporations to help bring the
word out within the
community. “Local
businesses enjoy
taking advantage of
our Corporate Rewards Program wherein
every US$2,000 spent by a corporate
group, the company receives a US$75
spa credit,” she says.
Things to Consider
According to Victorian, the key to creating a successful referral program is to
keep it simple and easy to track, as
having complicated guidelines could
often lead to failure in marketing the
program. She suggests monitoring the
program daily and keeping the target
market posted on their progress, such as
letting them know if they are a few
points or dollars away from a spa
credit. “Make it personal with
a personalized letter inviting them to the
program,” she says.
Like Victorian,
MARIA MICU • Spa Director
JW Marriott The Rosseau Muskoka Resort & Spa
Minett, Ontario, Canada
36 PULSE
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