Hotel & Motel Management - November 17, 2008 - (Page 16)

16 What Women Want IN THE details Increase spa revenue Vary rates at different times Offer upgrades Sell pre-arrival services H&MM November 17, 2008 | HotelMotel.com www.HotelMotel.com/digital_edition Spas—they’re more business than you think just returned from speaking at SPATEC North America, where 300 dynamic business people explored how to expand their revenue and enhance the spa experience. The spa industry clearly understands women and, more importantly, what women want. In economic times like these, you would think revenue would I By Renie Cavallari H&MM Columnist drop signiﬁcantly in such a discretionary spending segment, yet this is not the case. In talking with the spa audience, I realized a fantastic opportunity exists for spas to apply revenue management strategies that also give women what they want. I always say if you want to get new answers, start with new questions, so here are a few ideas: Why is it that all spa service times are created equal? Most spas know Saturdays are more active than Mondays and certain times in the day are more requested than others. Why does one price ﬁt all? Take a look at ﬂows and most-requested services, and establish prices based on demand. Time and price are top buying decisions for women—offering ways to save them money and their appointment time of choice will be of high value. What upgrades can you offer? service when traveling is upon arrival at the suggestion of the front desk (another good source for spa business). Women don’t have time to think about how to ﬁt everything in on their trip. I would have loved to have someone offer a massage upon my 7 p.m. arrival at the last hotel I stayed. Fantastic and thoughtful … women love people who think of them. What about your backyard? If providing a facial, consider adding a foot massage. When giving a massage, offer aromatherapy or an extra 30 minutes if available. Also, women appreciate added value, so consider offering samples or a complimentary eyebrow wax with any other wax service. It won’t take signiﬁcant time and will go a long way in terms of perceived value. How can you proactively sell pre-arrival services? Most resorts focus on inhouse guests and not locals. Think about who is in your backyard and how to communicate with them. Is there a nearby homeowners association you can collaborate with? How about a neighborhood newspaper for targeting speciﬁc zip codes? Is there an opportunity to teach wellness at a nearby private school? What can hotels with no spas do to offer and capture spa-oriented revenue? Imagine a busy woman coming to your hotel and ﬁve days in advance of her stay, you help her by calling and offering a spa service so she gets the time of her choice. Communicate a special offer or signature service that she can get during her stay. Optimize scheduling in advance, which will lead to higher proﬁts. Empower the reservations staff so it can ﬁll holes in the schedule in advance. Women are busy, and the ﬁrst time they think about a spa Offering in-room massages, nail care or other easily transported services are a great way to capture new revenue streams and provide convenience. These new offerings also allow great partnerships with local day spas. Find ways to joint promote and take a revenue share for this primarily passive income opportunity. hmm@questex.com Renie Cavallari is CEO and chief inspirational ofﬁcer for Aspire. Contact her at (602) 392-0700 or renie@aspiremarketing.com, or visit www.aspiremarketing.com. News Briefs Olivier Poirot was appointed the newest member to Accor Worldwide’s executive committee, which oversees the company’s services and portfolio of more than 3,800 hotels in 90 countries. Poirot is the CEO of Accor North America and the Motel 6 and Studio 6 brands. Denver-based Magnolia Hotels is pursuing an aggressive plan for growth that focuses on acquiring management contracts for independent hotels. It is seeking contracts in urban markets with a high concentration of corporate and Fortune 500 companies. Compiled by Jennifer Kovacs, jkovacs@questex.com CIRCLE NO. 103 http://www.HotelMotel.com/digital_edition http://www.HotelMotel.com http://www.aspiremarketing.com http://www.uni-linc.com/hospitality

Table of Contents Feed for the Digital Edition of Hotel & Motel Management - November 17, 2008

Hotel & Motel Management - November 17, 2008 Contents Muted Mood at First HHOA Conference Concord Steps Up Management Plans, Goals DePaul Launches Hospitality School Perspective Legal FAQ Consultant’s Corner Maintenance Doctor Family Business Management Trends What Women Want Training Trends Marketing Matters HotelWorld Update Trends and Stats Top Design Firms Property-management Systems Transportation Services Laundry Equipment Marketplace Ad/Editorial Index Classifieds Checking Out

Hotel & Motel Management - November 17, 2008

Hotel & Motel Management - November 17, 2008 - Hotel & Motel Management - November 17, 2008 (Page 1) Hotel & Motel Management - November 17, 2008 - Hotel & Motel Management - November 17, 2008 (Page 2) Hotel & Motel Management - November 17, 2008 - Contents (Page 3) Hotel & Motel Management - November 17, 2008 - DePaul Launches Hospitality School (Page 4) Hotel & Motel Management - November 17, 2008 - DePaul Launches Hospitality School (Page 5) Hotel & Motel Management - November 17, 2008 - Perspective (Page 6) Hotel & Motel Management - November 17, 2008 - Perspective (Page 7) Hotel & Motel Management - November 17, 2008 - Consultant’s Corner (Page 8) Hotel & Motel Management - November 17, 2008 - Consultant’s Corner (Page 9) Hotel & Motel Management - November 17, 2008 - Maintenance Doctor (Page 10) Hotel & Motel Management - November 17, 2008 - Maintenance Doctor (Page 11) Hotel & Motel Management - November 17, 2008 - Family Business (Page 12) Hotel & Motel Management - November 17, 2008 - Family Business (Page 13) Hotel & Motel Management - November 17, 2008 - Management Trends (Page 14) Hotel & Motel Management - November 17, 2008 - Management Trends (Page 15) Hotel & Motel Management - November 17, 2008 - What Women Want (Page 16) Hotel & Motel Management - November 17, 2008 - What Women Want (Page 17) Hotel & Motel Management - November 17, 2008 - Training Trends (Page 18) Hotel & Motel Management - November 17, 2008 - Training Trends (Page 19) Hotel & Motel Management - November 17, 2008 - Marketing Matters (Page 20) Hotel & Motel Management - November 17, 2008 - HotelWorld Update (Page 21) Hotel & Motel Management - November 17, 2008 - Trends and Stats (Page 22) Hotel & Motel Management - November 17, 2008 - Trends and Stats (Page 23) Hotel & Motel Management - November 17, 2008 - Top Design Firms (Page 24) Hotel & Motel Management - November 17, 2008 - Top Design Firms (Page 25) Hotel & Motel Management - November 17, 2008 - Top Design Firms (Page 26) Hotel & Motel Management - November 17, 2008 - Top Design Firms (Page 27) Hotel & Motel Management - November 17, 2008 - Top Design Firms (Page 28) Hotel & Motel Management - November 17, 2008 - Top Design Firms (Page 29) Hotel & Motel Management - November 17, 2008 - Property-management Systems (Page 30) Hotel & Motel Management - November 17, 2008 - Property-management Systems (Page 31) Hotel & Motel Management - November 17, 2008 - Property-management Systems (Page 32) Hotel & Motel Management - November 17, 2008 - Transportation Services (Page 33) Hotel & Motel Management - November 17, 2008 - Transportation Services (Page 34) Hotel & Motel Management - November 17, 2008 - Transportation Services (Page 35) Hotel & Motel Management - November 17, 2008 - Transportation Services (Page 36) Hotel & Motel Management - November 17, 2008 - Transportation Services (Page 37) Hotel & Motel Management - November 17, 2008 - Laundry Equipment (Page 38) Hotel & Motel Management - November 17, 2008 - Marketplace (Page 39) Hotel & Motel Management - November 17, 2008 - Ad/Editorial Index (Page 40) Hotel & Motel Management - November 17, 2008 - Classifieds (Page 41) Hotel & Motel Management - November 17, 2008 - Classifieds (Page 42) Hotel & Motel Management - November 17, 2008 - Classifieds (Page 43) Hotel & Motel Management - November 17, 2008 - Classifieds (Page 44) Hotel & Motel Management - November 17, 2008 - Classifieds (Page 45) Hotel & Motel Management - November 17, 2008 - Checking Out (Page 46) Hotel & Motel Management - November 17, 2008 - Checking Out (Page 47) Hotel & Motel Management - November 17, 2008 - Checking Out (Page 48) http://www.nxtbook.com/nxtbooks/questex/hmm_20091123http://www.nxtbook.com/nxtbooks/questex/hmm_20091109http://www.nxtbook.com/nxtbooks/questex/hmm_20091019http://www.nxtbook.com/nxtbooks/questex/hmm_200910http://www.nxtbook.com/nxtbooks/questex/hmm_200909http://www.nxtbook.com/nxtbooks/questex/hmm_200908http://www.nxtbook.com/nxtbooks/questex/hmm_200907http://www.nxtbook.com/nxtbooks/questex/hmm_20090615http://www.nxtbook.com/nxtbooks/questex/hmm_200906http://www.nxtbook.com/nxtbooks/questex/hmm_200906_voichttp://www.nxtbook.com/nxtbooks/questex/hmm_200905http://www.nxtbook.com/nxtbooks/questex/hmm_200904http://www.nxtbook.com/nxtbooks/questex/hmm_200903http://www.nxtbook.com/nxtbooks/questex/hmm_200902http://www.nxtbook.com/nxtbooks/questex/hmm011909http://www.nxtbook.com/nxtbooks/questex/hmm122908http://www.nxtbook.com/nxtbooks/questex/hmm120808http://www.nxtbook.com/nxtbooks/questex/hmm111708http://www.nxtbook.com/nxtbooks/questex/hmm110308http://www.nxtbook.com/nxtbooks/questex/hmm102008http://www.nxtbook.com/nxtbooks/questex/hmm100608http://www.nxtbook.com/nxtbooks/questex/hmm091508http://www.nxtbook.com/nxtbooks/questex/hmm090108http://www.nxtbook.com/nxtbooks/questex/hmm0808http://www.nxtbook.com/nxtbooks/questex/hmm072108-voichttp://www.nxtbook.com/nxtbooks/questex/hmm072108http://www.nxtbook.com/nxtbooks/questex/hmm070708http://www.nxtbook.com/nxtbooks/questex/hmm061608http://www.nxtbook.com/nxtbooks/questex/hmm060208http://www.nxtbook.com/nxtbooks/questex/hmm051908http://www.nxtbook.com/nxtbooks/questex/hmm050508http://www.nxtbook.com/nxtbooks/questex/hmm042108http://www.nxtbook.com/nxtbooks/questex/hmm040708http://www.nxtbook.com/nxtbooks/questex/hmm031708http://www.nxtbook.com/nxtbooks/questex/hmm030308http://www.nxtbook.com/nxtbooks/questex/hmm021808http://www.nxtbook.com/nxtbooks/questex/hmm020408http://www.nxtbook.com/nxtbooks/questex/hmm010708http://www.nxtbook.com/nxtbooks/questex/hmm122707http://www.nxtbook.com/nxtbooks/questex/hmm121007http://www.nxtbook.com/nxtbooks/questex/hmm111907http://www.nxtbook.com/nxtbooks/questex/hmm110507http://www.nxtbook.com/nxtbooks/questex/hmm101507http://www.nxtbook.com/nxtbooks/questex/hmm100107http://www.nxtbook.com/nxtbooks/questex/hmm091807http://www.nxtbook.com/nxtbooks/questex/hmm090307http://www.nxtbook.com/nxtbooks/questex/hmm080607http://www.nxtbook.com/nxtbooks/questex/hmm071607http://www.nxtbook.com/nxtbooks/questex/hmm070207http://www.nxtbook.com/nxtbooks/questex/hmm061807http://www.nxtbook.com/nxtbooks/questex/hmm060407http://www.nxtbook.com/nxtbooks/questex/hmm052107http://www.nxtbook.com/nxtbooks/questex/hmm050707http://www.nxtbook.com/nxtbooks/questex/hmm041607http://www.nxtbook.com/nxtbooks/questex/hmm040207http://www.nxtbook.com/nxtbooks/questex/hmm031907http://www.nxtbook.com/nxtbooks/questex/hmm030507http://www.nxtbook.com/nxtbooks/questex/hmm021907http://www.nxtbook.com/nxtbooks/questex/hmm020507http://www.nxtbook.com/nxtbooks/questex/hmm010807http://www.nxtbook.com/nxtbooks/questex/hmm121106http://www.nxtbook.com/nxtbooks/questex/hmm112006http://www.nxtbook.com/nxtbooks/questex/hmm110606http://www.nxtbook.com/nxtbooks/questex/hmm101606http://www.nxtbook.com/nxtbooks/questex/hmm-minibarhttp://www.nxtbook.com/nxtbooks/questex/hmm100206http://www.nxtbook.com/nxtbooks/questex/hmm091806http://www.nxtbook.com/nxtbooks/questex/hmm090406http://www.nxtbook.com/nxtbooks/questex/hmm080706http://www.nxtbook.com/nxtbooks/questex/hmm071706http://www.nxtbook.com/nxtbooks/questex/hmm070306http://www.nxtbook.com/nxtbooks/questex/hmm061906http://www.nxtbook.com/nxtbooks/questex/hmm060506http://www.nxtbook.com/nxtbooks/questex/hmm051506http://www.nxtbook.com/nxtbooks/questex/hmm041706http://www.nxtbook.com/nxtbooks/questex/hmm040306http://www.nxtbook.com/nxtbooks/questex/hmm032006http://www.nxtbook.com/nxtbooks/questex/hmm030606http://www.nxtbook.com/nxtbooks/questex/hmm022006http://www.nxtbook.com/nxtbooks/questex/hmm020206http://www.nxtbook.com/nxtbooks/questex/hmm010906http://www.nxtbookMEDIA.com

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