Effective digital marketing is a critical component of revenue growth for spas and hotels. Agilysys Digital Marketing empowera businesses to achieve their goals with precision and efficiency.
And many spas are not making the most of their marketing. In an interview with Spa Executive last year, we asked Trilogy Spa Holdings’ Ingrid Middaugh where spas miss marketing opportunities and she said, “I’ve been in properties before where a guest comes down and says ‘I didn’t even know you had a spa here.’ That is not what you want to hear!
“That should be at the forefront when someone is making their hotel reservations. Incorporating the spa into the hotel reservation, the confirmation, and the pre-arrival letter should just be standard. But I don’t see that happening in every property.
“Spa often has to fight to get its place on a page or in an elevator just for awareness, and that can be frustrating. Start with making sure each guest knows about the spa at check-in. Including the spa in hotel packages should be a standard as well. For example, the option to book a room with two spa vouchers. There are a lot of little things that you can do to make sure people know that you’re on property. We work with the properties to do this.”
There are many areas where we can improve on this. Integrating marketing efforts into the broader operational ecosystem aligns with revenue management strategies to drive spa and ancillary revenue through targeted promotions and personalized guest interactions.
Powerful communication with Agilysys Digital Marketing
Digital marketing solutions offer hospitality businesses a powerful suite of tools to stay connected with guests throughout their journey. Automated email and SMS campaigns ensure that every touchpoint feels relevant and personal, from reservation and check-in to checkout and follow up, strengthening the guest experience and opening new opportunities for revenue generation.
A significant benefit of this integration is the ability to create messages that matter. Tailored offers and content reflect a guest’s unique preferences, travel history, and stay type. In a hotel, a business traveler might enjoy an offer for a meeting room discount, while a family traveler could be enticed with a package for local attractions. A hotel guest who has previously booked spa services treatment might receive an exclusive discount or package offer with complementary treatments, like massage with facial or aromatherapy session. Specific campaigns foster engagement and convert opportunities into revenue.
Drip and targeted marketing campaigns, meanwhile, stimulate repeat business and drive demand for future stays. By delivering timely and relevant offers at key points in the guest journey, businesses can build brand loyalty while maximizing bookings and ancillary sales. Intuitive design tools make it simple to craft compelling, branded content that adapts seamlessly across mobile and desktop, ensuring that campaigns resonate with today’s tech-savvy travelers and spa guests.
Another critical aspect of revenue strategy is leveraging guest data from multiple systems. Connecting property management systems, point-of-sale platforms, and other key databases provides a unified view of the guest’s journey. This holistic approach allows businesses to craft campaigns with unparalleled precision. A spa that integrates guest data from its booking system can identify frequent visitors and send targeted offers like promotions on their favorite products and services, invitations to exclusive wellness events, or special offers related to important dates like birthdays or anniversaries, increasing both engagement and revenue opportunities.
Another key aspect of revenue strategy is leveraging guest data from multiple systems. Connecting property management systems, point-of-sale platforms, and other databases provides a unified view of the guest’s journey. This holistic approach allows businesses to craft campaigns with unparalleled precision.
Through innovative digital marketing tools, operators can bridge the gap between guest satisfaction and revenue generation, ensuring that every marketing initiative contributes to a holistic and profitable business strategy.
Agilysys Digital Marketing delivers these tools and capabilities, empowering businesses to achieve their goals with precision and efficiency.