“We make sure to program all of our promotions
in our booking system to track results. It’s able
to give us all the data we need.”
— CECILIA HERCIK, Director of Spa and Wellness, Four Seasons Resort Hualalai at Historic Ka’upulehu – Hualalai Spa
spa director to set aside daily operations, emails and other
responsibilities to take the time to build a solid marketing
plan—especially because any good plan starts with robust
analysis.
At Four Seasons Resort Hualalai at Historic Ka’upulehu
– Hualalai Spa, Director of Spa and Wellness Cecilia Hercik
emphasizes the role of historical data analysis on their
yearly strategy as a whole, not just their marketing plan.
Hercik begins by performing a SWOT (Strengths, Weak-
nesses, Opportunities, Threats) analysis on her spa, then
pulls three years of data on the spa’s key performance in-
dicators. From there, she’ll decide what areas most need
the help of her marketing dollars.
“Our spa facility is exclusive to hotel guests and
members,” says Hercik, “making it a little harder to pro-
mote our services.” Because of this, Hercik’s spa develops
its marketing plan around enticing hotel guests to visit the
spa. Additionally, she and her team generate innovative
ideas, particularly for promotions, by consulting industry
research and trend reports, then brainstorming together.
Once the analysis and brainstorming is complete, Her-
cik ensures that her spa will be able to track the success of
any marketing initiative. “We make sure to program all of
our promotions in our booking system to track results,”
notes Hercik. “It’s able to give us all the data we need.”
Furthermore, her marketing plan is laid out in a simple,
roadmap-type format; this makes it easy for staff, spa
leadership and hotel leadership to follow its logic.
Tracy Harper, director of spa & wellness at The Spa at
Sun Valley, agrees with the importance of keeping the plan
simple: a good plan is not necessarily a complex one. When
assembling her spa’s marketing plan for 2020, Harper “made
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