Selling Spa Vacations: Massage the Money
by Harvey Chipkin /This is the second of two parts.
There are numerous opportunities for travel agents to boost their sales in the increasingly popular spa market.
The most obvious way is to simply take the initiative in suggesting a spa vacation, said spa experts at a recent International Spa Association event in New York.
Beyond that, the experts say go after groups for spa travel, propose spa getaways for milestone occasions and include men as prospective clients—the number of men visiting spas has jumped significantly in recent years.
They shared these and other tips with Travel Market Report for tapping into the spa market.
1. Think about non-traditional spa vacations.
Milestone celebrations like birthdays or anniversaries are prime opportunities for selling spa travel, said Candace Taylor, director, travel industry sales for Miraval Resort and Spa in Tucson.
Taylor also suggested additional special occasions include multi-generational trips with grandparents and their adult children or mother-daughter getaways.
“At Miraval, we also have many guests who are going through a transition in life; they may have lost a spouse, been recently divorced or have a health issue.
“ We can give them the spiritual, physical and emotional tools they’ll need to get through it. We are even starting to see second marriages – small groups of friends and families gathering for a celebration,” she said.
2. Don’t forget men.
“The percentage of men going to spas has jumped from about a third to almost half in the last couple of years. As a result, more space is being devoted to them and there is more co-ed space and facilities, like Jacuzzis, as well,” said Lynne McNees, ISPA president.
3. Go after groups.
Spa groups are a good sell because spa visits are usually hi-end business.
“Corporate groups are very oriented toward spas but there is also potential in leisure – perhaps 10 couples visiting a spa together to combine spa treatments with a cooking school or watching the fall colors,” said Lola Roeh, general manager at Aspira in Elkhart Lake, Wisc.
Taylor suggested agents take advantage of group discounts offered by spas. “Most spas offer group discounts. At Miraval, it only takes eight people to qualify for a group rate and with 11, the 12th person is free.”
She also urged agents to reach out to local organizations to suggest group spa trips. “We’ve worked with many agents who have been able to organize a group by working with yoga studios, fitness clubs, or women-oriented organizations.”
4. Be creative about compensation.
Agents should inquire about how a particular spa pays commission; whether the commission is based on the entire package or just the lodging component, Taylor advised.
Miraval, for instance, pays agents commission on the whole package which includes room, meals and a resort credit.
Clients tend to focus on rate and the least expensive package but that means less commission, she said. Agents should remind clients that a package might cost more but it will provide added benefits.
5. Look for promotions.
“Most Omni properties that have spas tend to also offer wellness package promotions around them,” said Jesse Suglia, Director of Travel Industry & International Sales for Omni Hotels & Resorts.
These package incentives help drive bookings because they are another way to create unique experiences, Suglia said. The Omni Specialist Program instructs agents on how to discuss these programs with clients, he added. www.omnihotels.com/TravelAgents/OnlineCourse.aspx
6. Deliver more for the money.
“Travelers are looking for a bargain offered in advance,” said Stephanie Rest, spa manager at The Regent Palms in Turks & Caicos.
“If you can develop a partnership or relationship with the spa, it can offer value-added amenities – spa product, complimentary exercise class, snack – to your clients, or a discount on services.”
McNees said many spas have added budget-oriented options. “Since the recession, 64% of ISPA members have begun offering 30-minute treatments.”
“Talk to the spa director,” McNees advised. “Ask about add-ons about comps, upgrades, extra products. They might be flexible about providing extras for your client. Spas have become more creative about how they charge.”
See Part One: On Spa Vacations, the Right Match Is Key