Marketing is a key element can determine the success or failure of your business - including the spa and hotel industry.
How to attract new clients and retain existing ones in today's digital era?
Get acquainted with solutions that not only increase the number of visitors to your spa or wellness hotel but also strengthen your brand in the eyes of exclusive clientele. In this article, we focus on the 6 most common challenges of marketing for health resorts, spa, or wellness hotels and recommend effective solutions.
Find out how to turn even tough & demanding challenges into opportunities and ensure your business thrives and reaches a wider audience.
6 Most Common Marketing Challenges for Health Resorts, Spas and Wellness Hotels
1. How to attract new clients?
Your wellness center may be facing a fundamental problem: you’re struggling to attract as many new clients as you would need. The reasons can vary: insufficient market visibility, weak promotion, or strong competition that better engages the target audience. This issue is crucial for the growth of your business since incoming clients form the foundation of business sustainability and growth.
Invest in targeted online advertising, search engine optimization, and the latest trends such as influencer marketing and user-generated content, like texts, images, videos, reviews, or comments.
2. How to lure back former clients?
Imagine a family that, with great anticipation, visits your spa or wellness hotel but doesn't return in the future.
Is that a problem? Yes, because it means a loss of potential long-term income for you.
This can be due to a low-quality product, lack of communication with the client after their visit, or poorly set up loyalty programs. Motivate your guests! Proven tools include loyalty programs, personalized offers and discounts, as well as regular communication through newsletters, collecting feedback (reviews), and rewarding it.
3. How to achieve stable visitor numbers even at off-season period?
Imagine you are a hotel located in a mountain area. In winter, you experience high attendance due to the proximity of ski resorts, but during summer, numbers drop as clients prefer a vacation by the sea. However, you have to manage fixed costs even when revenues are lower.
How to do that?
Bet on off-season discount promotions and online gift vouchers. You can expand your service offerings with various service packages or creative themed events (e.g., Sauna Ritual Night). Also, don't forget about regular communication on social media or advertising on Google, which will attract people even off-season.
4. How to build a unique brand?
If your customers love you and write commendable reviews, congratulations. It's worse if potential customers know you only vaguely (or not at all), or if they can't associate your wellness with specific services. A brand that no one knows has little chance of succeeding in a competitive environment. Brand building should not be done in a try-and-see manner but consistently and continuously.
Make sure your brand's visual identity communicates a story that is clear and unique and don't hesitate to regularly invest in paid promotion, for instance, through PR articles, more naturally appearing , or partnerships with influencers and bloggers.
5. Make your business stand-out among competition; be unique and recognizable
Do you know what your strengths are? Great! And do your customers know them as well? If potential customers don't see any difference between you and your competition, they are likely to decide based solely on price or distance. It is therefore important to communicate your USP (Unique Selling Proposition) in your messages, which explain why customers should choose your spa, wellness, or wellness hotel.
Stand out with an offer of personalized services (e.g., special massages treatments) and focus at specific target audiences (e.g., seniors, families, couples). Innovative creative campaigns, community building, content marketing. can also help enhance your brand recognition.
Tell us about your project.
Do you want to use the power & drive of practical online marketing? We are the number one choice for companies that want to move forward.
How to build a strong digital presence?
We still see a “flaw” in the online space relative to wellness centers. It is an old, outdated, badly structured, or unattractive website that does not offer the option to make a reservation and is not optimized for mobile devices.
If you fall into this category, you risk not keeping up with the competition and failing to reach younger generations of customers.
We recommend active presence on social networks with an emphasis on using video and visual content. Implementing a simple reservation system and maintaining a modern website with current and attractive content should be a must.
Kick-start effective marketing for spas and wellness hotels with Vivantina marketing agency
In today's highly competitive spa and wellness business environment, attracting new clients is a challenge that requires a well- planned and taylor-made marketing strategy. This includes a mix of marketing tools from social media, paid advertising, to SEO and website optimization. Which services can we assist you with and what results can they bring to your business?
PPC campaigns and online advertising
Targeted online advertising enables precise targeting of specific demographic groups, increasing the likelihood that your ad will reach the right people.
You can target your ads to appear only to users of certain age groups, genders, regions, or with specific interests. The most successful and widely used type of PPC advertising currently is search advertising, especially through the Google Ads platform. It allows targeting specific keywords, increasing the likelihood of conversion (transactions). The advantage of Google Ads is a higher click-through rate (CTR), because the ad reaches users who are actively searching for specific information, products, or services (such as massages, hydrotherapy, wellness, etc.).
Various studies suggest that the click-through rate (i.e., the number of users who clicked on the displayed ad) on Google Ads can range between 20% and 50%, but individual results may vary depending on settings, budget invested, and business specifics.
An example is a study by the large chain of spas Champneys, which highlights the very effective use of Google Ads to increase gift voucher sales during the Christmas period.
This is exactly the type of service you can focus on before Christmas. Through the strategic use of Google Ads, the Champneys spa chain achieved an impressive click-through rate of 26% and a conversion rate of 25%. (In practice, this means that out of 1,000 people who saw an ad for a gift voucher, 260 clicked on it, and of those 260, 25% went on to purchase the gift voucher).
Strategic use of Google Ads
+ 26%
account click-through rate
+ 25%
conversion rate
+ 25%
ordered gift voucher
PPC ads on social networks like Facebook and Instagram also play an important role. These ads are powerful due to their ability to precisely target based on demographics and interests.
A case study of a Medical Spa in the USA highlights the high return on investment from Facebook Ads, showing up to a 9-fold return in just 30 days.
We will be happy to help you set up paid PPC campaigns and online advertising to deliver the best possible results with the lowest investment in credit (the budget allocated for ad spending, e.g., on Facebook). Transparent and clear reporting of all activities is, of course, included.
Search Engine Optimization (SEO)
SEO is a key element of digital marketing that helps increase the organic visibility of your spa business online. With proper implementation, an effective SEO strategy can bring a steady stream of new clients searching for spa, wellness, and relaxation services. A well-designed SEO strategy can ensure a consistent flow of organic (non-paid) traffic.
According to a Bridge Edge study, 68% of online experiences begin with a search engine, and organic search accounts for 53.3% of all website traffic. This represents a huge potential for attracting new customers. A properly optimized website for your spa or hotel ensures that potential clients can easily find you on search engines like Google, exactly when they are looking for relevant services such as massages, spa treatments, wellness stays, and more.
In a highly competitive environment, an SEO strategy can even be the deciding factor that sets your business apart from the competition. A study by Websubstance is an example of how, within just 45 days of implementing SEO elements, a company was able to rank first in Google search results for three-quarters of the keywords it considered important for its business—despite strong competition.
As a marketing agency with extensive experience in digital marketing, we also provide search engine optimization services. We will ensure that your brand is easily found on Google and ranks in top positions in search results. We will create engaging content that captivates visitors to your site, and through hyperlinking (called also linkbuilding), we will increase your website’s credibility in the eyes of Google. Additionally, we will create a profile for you on Google Maps, making it easier for customers in your area to find you.
Social Media Management
Social networks are also a space
Social networks are also a space for you to directly communicate and interact with the customer, respond to questions, receive feedback and much more. Many companies make the mistake of underestimating the power of social media. They entrust their message to the receptionist, who communicates in the style of "just so there is something". The content is inconsistent, out of date, insufficiently attractive visually, or customers do not receive sufficient feedback on their questions or reactions.
How do we manage social media for you?
How do we manage social media for you? It starts with understanding your brand, goals, target audience, and market environment, followed by selecting the appropriate platform (Facebook, Instagram, LinkedIn, etc.). We then move on to creating a communication strategy and editorial calendar for posts, which we will approve together with you. Social media management is our specialty—put your trust in experts.
Social network management
If you, as a spa or wellness hotel, want to reach a wide audience and build awareness of your brand, you cannot do without a strong digital presence on social media such as Instagram, Facebook or TikTok. According to Forbes, up to 90% of social media users follow at least one brand on social networks, and up to 76% of social media users have ever purchased something they saw on a social network.
90%
of social media users follow at least one brand on social networks
Communication error
A common mistake is focusing your communication solely on advertising and selling services. Customers find this unengaging, and it can turn them away. That’s why it's also important to share interesting and valuable content that educates and entertains. Among the most effective methods for persuading people to purchase a product or service are videos. According to statistics from Sproutsocial, 87% of marketers report an increase in sales thanks to video marketing on social media.
87%
of marketers report an increase in sales thanks to video marketing on social media
Sociálne siete sú pre vás tiež priestorom, kde môžete priamo komunikovať a interagovať so zákazníkom, reagovať na otázky, prijímať spätnú väzbu a mnoho iného.
Veľa spoločností robí tú chybu, že silu sociálnych médií podceňuje. Ich správu zveria recepčnej, ktorá komunikuje v štýle “len aby tam niečo bolo”. Obsah je nekonzistentný, neaktuálny, nedostatočne atraktívny po vizuálnej stránke, alebo sa zákazníkom nedostáva dostatočnej spätnej väzby na ich otázky či reakcie.
Ako prebieha správa sociálnych sietí v našej réžii? Začína pochopením vašej značky, cieľov, vašej cieľovej skupiny a trhového prostredia a následne výberom vhodnej platformy (Facebook, Instagram, LinkedIn…). Pokračujeme vytvorením komunikačnej stratégie a redakčného plánu príspevkov, ktoré si v spolupráci s vami odsúhlasíme. Na správu sociálnych sietí sme špecialisti - zverte sa do rúk odborníkov.
Setting up Google Analytics 4
Data, data, data. The daily bread of every marketer who is thinking about how to use the company's advertising budget most efficiently. Today, Google Analytics (GA4) is almost a standard - one of the most widely used web analytics tools.
Official GA4 statistics show that Google Analytics was used by 44 million websites, and the latest version, Google Analytics 4, is currently being used by 14.2 million websites. Google Analytics now holds the largest market share in the field of web analytics.
Simply put, if you want to make better decisions about how to improve your website and attract more customers, you cannot do without Google Analytics. According to a study by Forrester Consulting, 63% of analysts in large companies with over 500 employees consider data analysis to be one of the top 5 most important marketing priorities.
Proper use of Google Analytics can lead to a better understanding of your customers, more effective marketing strategies, and ultimately higher profits and business growth. Google Analytics can, for example, help you gather data on how many people visit your website, where they come from, and what devices they use. You can also track how visitors navigate your site, which pages are visited most frequently, and where they most often exit. You can then use this information to optimize your website and improve the user experience.
Equally important is setting up conversion tracking to measure specific actions, such as booking a service or signing up for a newsletter.
You can also test different versions of your website or advertising campaigns and identify any obstacles in the booking or purchasing process.
You will also gain detailed insights into the performance of your marketing campaigns, allowing you to better allocate your investments. Don’t hesitate - start Google Analytics set-up with our help! You’ll get everything you need to be 100% prepared to use the most popular analytics tool for marketers effectively.
Website Creation and Optimization
A quality website creates a positive first impression and builds trust with your potential clients.
You are operating in a highly competitive environment that requires a high standard of online presence. A spa or wellness hotel with a modern, attractive, and functional website can more easily capture the attention of customers and gain an edge over competitors. Therefore, it is crucial for you to invest in the modernization and optimization of your website to attract more customers, increase their satisfaction, and build loyalty.
Important factors also include optimizing the website for mobile devices and ensuring fast loading times. According to official statistics from Think With Google, 53% of potential customers will leave a website if it takes longer than 3 seconds to load.
Web redesign
A study by SEOversite for the client Elite Medi Spa demonstrates that website redesigns can work wonders. After the website redesign, the bounce rate dropped to below 20%, the average session duration increased to nearly 2 minutes, and more than 80% of traffic came from new visitors. Another study, this time by Fingerprint marketing for the client SRQ Med Spa, shows how a website redesign can lead to a 250% increase in website traffic and a 1,000% increase in homepage traffic.
+ 80%
of traffic came from new visitor
How do we approach website optimalization webu at Vivantina?
We begin by understanding your needs and identifying areas you want to improve. We then propose a detailed plan of necessary measures, conducting audits and providing recommendations for your website. We also focus on on-page SEO to help improve your position in organic search results for specific keywords. For our clients, we design comprehensive solutions to enhance SEO and implement new technical parameters for the website. Our service also includes building a high-quality and natural backlink portfolio, along with relevant content for your site (such as blogs, photos, or video content, etc.).
+ 250%
increase in website traffic
Why collaborate with Vivantina?
8
years of experience
40+
regular customers
1 mil.
EUR per year
10
member team
Vivantina agency has been operating in the market for over 8 years, and as a certified Google Partner, we manage campaigns not only in Slovakia but also in 27 foreign countries.
With over 60 loyal clients and an annual managed budget exceeding 1 million euros, we can deliver effective solutions for a wide range of marketing challenges. Our team has the necessary know-how, experience, tools, and passion to help you multiply the potential of your marketing.