to non-hotel guests . However , even in a nation with as relatively few COVID-19 cases as Singapore , the spa experienced a very abnormal 2020 — one which necessitated many changes .
The three Singapore St . Gregory Spas shut their doors on April 7 , around the same time as many U . S . spa closures , and remained closed until June 19 . The spas have been in continuous operation since , albeit with reduced business hours and staggered guest access . Upon reopening , many of the now industry-standard precautions were taken and operational changes implemented : therapists received enhanced hygiene training ; fifteen minutes were added between treatments for sanitation ; menus and prearrival forms have gone paperless .
The spa made these enhanced safety guidelines the core of its marketing message for its reopening , while simultaneously pivoting to appeal primarily to local clients , given the dearth of travelers . That pivot meant making ‘ staycations ’ part of its marketing plan , says Wee Wei Ling , an executive director at Pan Pacific Hotels Group .“ With the emphasis on staycations currently , we offer the opportunity to take care of personal wellbeing with our treatments as a key highlight ,” notes Ling . This prioritization of “ staycationers ” and “ workcationers ”— who squeeze wellness into their workday breaks through express treatments , notes Ling — will continue in 2021 and beyond , likely becoming a key aspect of its ongoing marketing efforts . In many ways , it recalls the proliferation of express treatments in the wake of the Great Recession of 2008 — another turbulent time for the spa industry .
Further changes are in store for St . Gregory Spa ’ s 2021 marketing plan , such as an increased social media presence and a strategy that “ highlights our spa venues and treatments ,” according to Ling . To target those staycationers , St . Gregory intends to offer wellness retreats to its local clientele . At any rate , Ling now envisions that local spa-goers will be a permanent group targeted by the spa ’ s marketing efforts .“ In the post-COVID world , mental health and emotional well-being will be critical more so than ever ,” Ling says . St . Gregory ’ s , then , intends to position itself as a way for local Singaporeans to lead healthier lives .
The Singapore St . Gregory Spas ( below , right ) pivoted their marketing to appeal to " staycationers " during the pandemic .
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