This blog series was originally part of a presentation and workshop called “Spa Service, Yield Management, Trends & Marketing for 2019.” Our collaborator Jim Croghan at Identity Hospitality delivered the co-created presentation, which was graciously hosted by Tendencia Magazine in Cabo San Lucas, Mexico. Be sure to read Part 1 on Artificial Intelligence so you’re all caught up on why it’s a trend you can’t ignore this year.

Personalization

Speaking of sending out highly relevant and personalized communications, if you want to stand out in 2019, you need to personalize your marketing – and that means personalized content, products, and promotions. Spas can easily take advantage of this in AI-driven automated marketing with apps like Zenoti, as I mentioned before. With the availability of data like purchase history, consumer behavior and links clicked, custom content has never been easier.

So what do people think about personalization?

Here are a few different ways you can personalize your content for your guests.

Email & Texts: Promotions

In email and texts, you can personalize content in promotions for:

  • upselling, cross-selling, add-on promotions
  • announcing events
  • boosting traffic on low performing days
  • selling retail
  • promoting special holidays and gift cards
Email & Texts: Customer Engagement

You can also use emails and texts for customer engagement such as…

  • reminders and follow-ups
  • asking for reviews
  • customer chats and well-wishes
  • and account notifications
Website Homepage

The first way to personalize content on your Website Homepage is by making content relatable or relevant for different audiences.

In the fictional scenario below, a Canadian spa programmed the very first headline on their site to change language and messaging depending on the site user’s IP address.

In this scenario, they found that a large percentage of their visitors came from California, so the wording was dynamically presented to appeal to Californians.

In this fictional scenario, a Canadian spa programmed the very first headline on their site to change language and messaging depending on the site user’s IP address.
California Dreamin’ of Canada: In this fictional scenario, a Canadian spa programmed the very first headline on their site to change language and messaging depending on the site user’s IP address.

Right beneath the headline appealing to Californians, they placed another message that was based on overcoming objections.

Some common objections from Californians wanting to visit an east coast city in Canada would be that it would be difficult to get to, take too much time, the flights cost too much, or there wouldn’t be enough flights from their nearest city.

And scrolling further down the page, the spa personalized their content even more with specific relatable wording. Here you can see they used the all-too-familiar concept of rush hour so that Californians would relate. This wouldn’t be used for guests coming from Wyoming, for example.

Replace rush hour with relaxation rituals: the spa personalized their content even more with specific relatable wording. Here you can see they used the all-too-familiar concept of rush hour so that Californians would relate.
Replace rush hour with relaxation rituals: the spa personalized their content even more with specific relatable wording. Here you can see they used the all-too-familiar concept of rush hour so that Californians would relate.

You could also present exclusive offers and reviews as personalized content.

It seems that people only want to see reviews from their peers. Californians don’t care what folks in Arkansas think of a 5-star luxury resort, for example. With personalization, you could show reviews by Californians to other Californians.

Recommendations
Vegan beauty products recommended by Organic Spa Magazine.

Image courtesy Organic Spa Magazine; photo by David Lewis Taylor

And finally, perhaps the best form for personalization for content comes in the form of recommendations. Spas can offer product recommendations and new services guests would like based on their buying history and visits.

With all this data available at your fingertips, it’s easier than ever to make these personalized recommendations and even automate them with AI as we showed you in part 1.

Remember — studies are showing that personalized, real-time triggered e-mails based on behavior are three times more effective than batch-and-blast emails, and those who use these personalized marketing techniques report a measurable (10%-30%) uplift in results, a 63% increase in conversion rates, and a 57% increase in visitor engagement. That’s a lot of efficacy for simply making your guest engagement more authentic and personal!

What did you think of the personalization trend? Make sure you come back next week to read about video marketing for spas and hospitality. This is one trend you have to embrace this year in order to see higher engagement and retention rates in your social media accounts.


Are you opening a spa or considering launching your own spa brand? Download your free copy of “Opening a Spa Checklist – How To Get Started in Launching Your Spa Brand” now:

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