MEMBER PERSPECTIVES
CONTINUED
“ I think there are other experiences that consumers may be more wary of ,” McCarthy says , “ but I think our guests see our locations as a place where they could experience touch therapies in an immaculately clean environment with a professional staff operating at a very high standard of safety and quality .
“ We believe that the most important thing we can do to help our guests feel comfortable to come back to the spa is to continue to operate our spas at the highest levels of cleanliness , safety and professionalism .”
Marketing for a single property
By the time COVID-19 made its way to Australia in March , the country was still reeling from the worst bush fire
season on record . The fires started in 2019 and continued into 2020 , during which period there were at least 15,000 fires in every Australian state . During this difficult time , Goddess Health & Wellness decided to be a refuge for those on the front line of this battle , giving out free massages to those fighting the fires and creating care packages filled with wellness products that would help with the inevitable sinus and skin issues that developed .
Seeing the way entire communities came together and rallied around one another during this time contributed to Goddess Health & Wellness ’ s marketing strategy the last six months of COVID-19 . It wanted to be a positive aspect in its clients ’ lives , even after shutting down on
Mandarin Oriental focused on capturing the spirit of Global Wellness Day despite the challenging circumstances .
“ COVID-19 didn ’ t really change marketing trends so much as accelerate them . Communication is increasingly digital , and consumers are overwhelmed with too much information .”
— JEREMY MCCARTHY , Group Director of Spa & Wellness , Mandarin Oriental Hotel Group
36 PULSE ■ OCTOBER 2020