establishing good channels of communication with guests to stay connected with them until they could rejoin them in person . While it had a strong digital presence before the pandemic , Mandarin Oriental pivoted to a much richer digital content strategy for its wellness offerings .
“ COVID-19 didn ’ t really change marketing trends so much as accelerate them ,” says Jeremy McCarthy , the Group Director of Spa & Wellness at Mandarin Oriental . “ Communication is increasingly digital , and consumers are overwhelmed with too much information . This was true before the pandemic but is even more true today as so many brands have had to ramp up their digital communication to stay connected to their customers .”
Mandarin Oriental invested heavily in its digital offerings in order to remain front of mind with its members . Here are some examples of its online strategy :
l Mandarin Oriental partnered with Grokker , an online platform that featured yoga , meditation , fitness , pilates and nutrition videos . With Grokker ’ s help , Mandarin Oriental was able to offer access to individualized programs that its guests could use even when not accessing its facilities .
l It established a schedule of livestream wellness classes offered by an assortment of its hotels around the world , including Pilates by Hollie Grant from Mandarin Oriental London , Yoga by Dilip Pillai from Landmark Mandarin Oriental Hong Kong and Spa and Beauty tips from Emmanuelle Bellec , the spa & wellness director at Mandarin Oriental Marrakech .
l Exclusive “ online member experiences ” for Fans of MO loyalty members , who get free access to online wellness content from some of our own in-house wellness experts .
In order to market these offerings , Mandarin Oriental increased its outreach through social media , its website and email . The company targets its most loyal clients with wellness tips and activities that would personally benefit them during quarantine .
Global Wellness Day is normally a huge day for Mandarin Oriental , as it would typically open the doors of its spas and hotels and offer complimentary wellness activities to guests and local communities across the
Mandarin Oriental reached more than 150,000 people around the world on Global Wellness Day .
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