DESTINATION SPA MARKETING RECOMMENDATIONS Flora Wang, Megan Wu, E Yiwei Zhu
Agenda •
Executive Summary
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Research ❖
Destination Spa Market
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Consumer insights
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Spa packages & Popular Treatments
Recommendations
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Target market
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Spa packages & Popular Treatments
Executive Summary
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Research spa trends
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Create unique target market
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Provide package recommendations
Executive Summary
Research
Recommendations
RESEARCH
Destination Spa Market
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Age 40 - 60
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Annual income $150,000
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Boomers
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“Forever Young” Executive Summary
Research
Recommendations
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People who spend $7000 and more on domestic vacation
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People who have attended regular exercise programs at a fitness club in the last 12 months
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People who attend horse race more than once a year
Executive Summary
Research
Recommendations
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Age 55 - 64
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Annual income $150,000
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Married, College+degree,Occupation in management,business & financial operations
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NBC Sports, Fox Business, Wall Street Journal, Food & Wine, Harper’s Bazzar, Trip Advisors.com, Golf Magazine, Hotel.com Executive Summary
Research
Recommendations
Consumer Insights
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health & luxurious reasons
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14.2% growth in aging population
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86% of consumers believe they have the power to change their wellness
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57% of consumers wish they had more support to live a healthy life Executive Summary
Research
Recommendations
Insights in action
Ultimate connoisseur experience
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Guerlain Spa
Helping people make long term changes
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Mii Amo Spa
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Miraval Spa
Executive Summary
Research
Recommendations
package Trends
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3-3.5 day packages
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Average spend per day
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Seasonal discounts
Executive Summary
Research
Recommendations
Popular treatments
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More wellness focused
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Massage
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Foot Treatments
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Rituals
Executive Summary
Research
Recommendations
Recommendations
Current situation
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2/7 over-night packages includes spa
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Half and full day spa packages
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Starting to implement fitness program
Executive Summary
Research
Recommendations
Target market •
Women
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40-60
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Income $150,000
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Located North East region
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Affluent citizens who enjoy enriching experiences with people they love
Executive Summary
Research
Recommendations
Profiles
Lauren, 54, housewife, Washington D.C. • 3 kids • Dining and wine • Spend time with her girl friends
Linda, 60, retired, Philadelphia • Journalist • Spend free time with her family • New to equestrian
Executive Summary
Research
Haley, 51, designer at NYC • Happily married • No kids • Recently planning a 15th anniversary trip
Recommendations
Inspiration for package design
Mii Amo Journey Packages
Executive Summary
Research
Recommendations
Package design
Executive Summary
Research
Recommendations
Package design 3-NIGHT STAY •
4-NIGHT STAY
2 80-minute spa
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treatments •
3 80-minute spa treatments
3 50-minute spa
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treatments
4 50-minute spa treatments
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all meals
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all meals
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unlimited fitness classes
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unlimited fitness classes
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luxury accommodations
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luxury accommodations
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2 activities of their choice
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3 activities of their choice
Executive Summary
Research
Recommendations
Activities
A cooking class
An on-property wine tasting class
50 credits for equestrian activities
Historic tours of Middleburg
Executive Summary
Research
Wellness Workshop
50 credits for salon
Recommendations
Ritual
Executive Summary
Research
Recommendations
Ritual •
Warm towel
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Signature scent
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Return guests
Executive Summary
Research
Recommendations
A tYPICAL DAY FOR LINDA
Linda, 60, retired, Philadelphia
Executive Summary
Research
Recommendations
A tYPICAL DAY FOR LINDA 8:00-9:00 a.m.
Equestrian Yoga
9:30-10:30 a.m.
Breakfast
10:30-11:30 a.m.
Ride horse
11:30-12:30 p.m.
Lunch
1:00-2:00 p.m.
Fitness class
2:00-3:00 p.m.
Relax & write
3:00 p.m.
Arrive at the spa
3:45 -5:05 p.m.
80-minute Rider’s Relief massage
5:45 p.m.
50-minute Blueberry Anti-aging facial
7:00 p.m.
Dinner Executive Summary
Research
Linda, 60, retired, Philadelphia
Recommendations
PACKAGE PRICING
Executive Summary
Research
Recommendations
PACKAGE PRICING
Executive Summary
Research
Recommendations
PACKAGE PRICING
Weekday Executive Summary
Research
Recommendations
PACKAGE PRICING
Weekend Executive Summary
Research
Recommendations
Conclusion
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Package benefits
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Ritual benefits
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Master activity list
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Future development
Thank you Questions?