MEMBER PERSPECTIVES

BY JOSH CORMAN

GUEST COMMUNICATIONS HAVE ALWAYS been a critical component of successful spas , and there have never been more ways to keep guests informed about everything that ’ s new and exciting at the spa — and thereby keep its name firmly near the front of those guests ’ minds . The COVID-19 pandemic has placed an even greater emphasis on guest communication , with everything from spa websites to social media to newsletters having been leveraged to make sure guests are as informed as possible about pandemic-related policies and procedures . But now that the pandemic and its corresponding restrictions are loosening their grip on the spa industry , many spas are getting creative with their direct communications as they seek to engage their audiences and emphasize the many benefits of their businesses to a weary world .

A Light Touch

Spas strategizing a communications plan may occasionally agonize over the balance between brand building and overt promotion of their services , but for a spa with a thoroughly established reputation as a celebrated luxury destination like The Wellhouse at Blackberry Farm , a light touch is often the most effective approach . “ We don ’ t do any specials , we don ’ t do any sales — our marketing is very much focused on the experience of Blackberry , and the reputation ,” says Spa Director Kathy Rivard . Instead of aggressively promoting treatment and service offerings in their newsletter , for example , The Wellhouse “ speaks to things out there that — especially post-COVID — people are really looking for in their lives , whether it ’ s bird watching or connecting to nature or mediation , and then getting them to think , ‘ What do I need

Blackberry Farm avoids the hard sell in its newsletter .

32 PULSE ^■ JUNE 2021