“[Guest data] helps our marketing department
decide what we want to do going forward.
If we run reports that show our Facebook
presence isn’t making an impact, we can focus
attention there.”
— teri kramer, spa director, talking stick resort & spa
at, we would participate in a spa week and basically take
a loss,” comments Vies. “I did a deep dive in the data and
figured out if that week was a guest's first time visiting.
If it was, I checked if they purchased any retail, booked
any non-special services and if they ever came back to
pay full price for any service or retail.” After running the
numbers, Vies discovered that only 25 percent of people
who participated in the week ever returned to the spa
and paid full price. Rather than eschewing the idea of a
spa week entirely, however, Kies took a more positive
tack: “we looked at which services had the highest
number of people who did come back, and used that to
determine which services to offer” when AquaVie runs a
similar promotion now.
Teri Kramer cited recent industry data, as well as sales
data from vendors, as the main influence in her decision to
begin offering CBD products both in the treatment room
and in retail. “I read it all and I apply that to my thought
process,” Kramer says, adding that she takes into account
what is being published by industry sources, including
Pulse. Trudy Smith likewise uses external data to inform
menu changes at The Spa at Kilaga Springs: “We use data
to adjust our menu and services all the time.”
difficulties in data use
Integrating data into the decision-making process isn’t
always easy, though. The most commonly named
blockade? Human nature.
“Are you using data just to promote your own
agenda?” asks Kies, “Or are you just collecting the facts
SEPtEmbEr
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