Why Most Spa Websites are Losing Money and Damaging the Brand
Article written by Norm Bond, Digital Marketing Manager for Moontide Consultants.
Digital technology is increasingly disrupting industries outside of the tech world.
Part of the reason why is that there has been a fundamental change in how people communicate. Attention spans are shorter. Mobile devices are abundant. And yet people still want the personal touch. They will reward brands and companies that make them feel special.
There is a great opportunity to merge technology and personalization and create loyal customers.
Any marketing director will tell you that repeat customers are far more cheaper to acquire than finding new customers. And in terms of getting personal, no industry does it better than global spa and hospitality. From arrival to departure it’s all about the client. Music, visual, auditory — it’s the ultimate in “touchy feely” environments.
I’m now in Bangkok, Thailand, arguably the worlds top destination for spa and wellness. I decided to examine these brands in terms of their online presence to get a clue about their digital marketing strategies.
What I’ve learned is that for many of these day spas, destination spas and resort-hotel spas their digital presence is damaging their brand and causing them to lose money.
In fact if your site is like 90% of the hundreds I’ve looked at so far in this industry, then it lacks relevance. They have great “curb appeal” but lack effectiveness in the key areas of content, social and mobile.
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