Spa Service Marketing. Business & Marketing Essay. (Essay Sample)

Spa Service Marketing: An Analysis
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International Resort and Spa Management 6HO703
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Spa Service Marketing: An Analysis
I. Introduction
Spas are everywhere. They are not only becoming an important part of hotel services but operate independently. In recent years, spas have increased in number and services to include not only health and relaxation but also more specialized services. The growth of spa industry has resulted in numerous research works on different operations, services and activities. Generally, spa services are offered as part of hotel operations or as an independent service operated and managed by an independent service company or a business owner. To promote and brand spa services, hotels and independent spas develop different branding strategies to maintain current guests and attract new ones. In do so, hotels and independent spas differ in branding methods.
On one hand, hotels operate and manage spas as part of overall hotel operations management mainly to increase revenue and, on another, independent spas, particularly destination spas, are operated and managed as primary source for revenue and business. This difference in which each spa model is operated and managed is reflected, moreover, on spa service marketing methods adopted by each. There are, in fact, as many branding strategies as are spas whether managed by hotels or independently. For current purposes, revenue is central to current argument. More specifically, while hotels operate spas mainly for revenue, an approach which makes branding efforts secondary to revenue-generation, independent spas, particularly destination spas, operate saps by emphasizing value not only for revenue but for a lasting experience in residence. This paper aims, hence, to compare branding efforts adopted by hotels and independent spas in order to highlight differences between hotels and independent spas in operating spas.