New York, NY, February 26, 2014 --(PR.com
)-- While its no secret spas are a necessary part of any luxury hotel nowadays, promoting them through aggressive public relations is vital, because they drive sales and are a significant revenue stream for properties. Hotel PR expert Lorraine Abelow, whose firm has been active for thirty years in the industry, has found articles the agency places in mainstream publications like the New York Times and Travel and Leisure about spas draw traffic to their clients’ websites.
"Often, the first thing a guest will do is book a spa appointment when they arrive, and if that is a satisfying one, they will book more," says Ms. Abelow, who said she just returned from the luxury resort, Esencia, in the Riviera Maya of Mexico. “I immediately recommended it to a couple we met by the pool to do the same, and the next day they raved about it. A few days later when I ran into the wife, we compared notes on subsequent treatments we each had.”
Trusted Editorial Contacts Are Essential To Insure Coverage
The number one method to promote spas as a lure for guests is to secure feature coverage in the leading magazines and online media that spa lovers read. Abelow PR, which is located in New York City, and frequently meets with top editors to brief them on clients, has found their trusted media contacts will often send editors to test out the services based on those meetings.
“We recently stopped in to see a long time friend at Conde Nast Traveler, and a few months later, there was a three-page feature in the magazine, replete with lots of pictures and rave reviews of Esencia,” said Ms. Abelow. While Conde Nast and Travel and Leisure visit properties incognito, there are other ways to get exposure she explains.
One of the key tools Abelow PR uses is arranging individual and group press trips with top editors and freelancers, whom they carefully qualify. However, this takes experience and knowledge of the ins and outs. Of singular importance is insuring that the trips result in the coverage. “So many hotel managers tell us they hosted a journalist who never produced an article,” she says, “while we have such leverage when we promise a client the trip will result in a story, we have confidence the stories will run. We know the editors who assign those stories, and they depend on us to feed them material. It works both ways.”
The Bibles of Spa Lovers and How To Get Into Them
Spa Finder and Organic Spa are two bibles of spa lovers, and getting covered in those magazines is worth its weight in gold, says Ms. Abelow, both of which have extensively covered hotels the agency represents based on visits by accredited journalists. “These publications are in all the day spas and salons, and women read them religiously,” she says. “The subscriber base is substantial, and the issues are closely read.
Finding an agency with expertise in spas is essential, if you want to gain a greater marketshare of this traveling public. And the public relations agency’s knowledge of which treatments are likely to get the interest of editors is key. That only comes with in-depth experience in the industry, and personal contacts with the top press.