HONE YOUR BRAND
Identify your unique selling propositions ( USPs ) to differentiate yourself from your competitors . Consider what makes your spa or resort stand out . Why should guests choose your establishment over others ?
CREATE MEMES
Put your USPs into bite-size message points that can be communicated and repeated on your website , on calls and through your sales channels to help create expectations and reinforce your brand .
MAKE IT MORE THAN JUST A ROOM
Focus on selling the overall experience rather than just the accommodations . Guests already expect high-quality rooms and amenities . Emphasize what makes the experience at your spa or resort unique and compelling . What you need to sell is why they should come there . That has to do with selling that experience to them first , and then picking out a room .
CONVERSION MAGIC
MAKE IT PERSONAL
Use discovery questions as part of your call flow to home in on guests ’ needs and preferences . What brings you to the area ? Are you coming with a group of people ? Is there a special occasion ? How active do you like to be ? Match their responses with the services and experiences you offer to create a tailored experience .
REACH OUT AND TOUCH THEM
After the initial reservation , have an activity planner contact the guest to book services and activities at their preferred times . Ensure all their needs are met and share relevant information with your team to fulfill their expectations .
KEEP IN TOUCH
Use secret shopper calls and on-going training to ensure your team stays on point and each call is treated the same . n
KRISTINE HUFFMAN , LICSW , provides Mental Wellness 1:1 services at Canyon Ranch Lenox . Formerly a partner with Hutchinson Consulting and an ISPA Board member , she brings more than 30 years of experience in hospitality and human services , including providing leadership , psychotherapeutic services , staff training , program development and brand direction for the award-winning Canyon Ranch , Miraval and Travaasa Resorts .
SEPTEMBER 2024 n PULSE 27