Tracey Stapleton is the founder and managing director of The Spa PR Company. She has specialised in spa and wellness communications for 21 years and she and her team have helped countless spa businesses establish their positioning, increase awareness and drive enquiries.

I started The Spa PR Company in 2004 in response to the anticipated growth of the industry and I’m pleased to say that, two decades later, it is very much thriving. However, there are two persistent issues that I find troubling.

Firstly, many operators invest millions in creating new spas or spend hundreds of thousands on upgrades, yet they fail to allocate a proportionate marketing budget to attract customers and maximise their investment.

Secondly, spas are often bundled into broader hotel marketing campaigns, effectively diluting their potential as a standalone destination. This approach frequently positions the spa as an add-on to the hotel experience rather than as a unique and compelling destination in its own right.

If hoteliers and spa operators are genuinely committed to success of their spa and wellness services then marketing needs to be taken just as seriously as operational investments. Marketing doesn’t have to be prohibitively expensive to be effective, but it does need to be deliberate, targeted, and supported by a dedicated budget. Empowering spa directors and managers with the right tools and resources is essential for driving engagement and securing a return on investment.

My three take-aways for spa operators are to:

1. Clarify your spa brand values and messaging.
   Your spa’s reputation hinges on how well you articulate its unique identity and key messages. These elements are crucial for differentiation and help position your spa as distinct from competitors. A compelling narrative, whether it’s centred around wellness innovation, sustainability, or luxury, can resonate deeply with your target audience.
   
   
2. Develop separate strategies for spa and hotel.
   While there may be overlap, your spa deserves a standalone marketing strategy tailored to its offerings and audience. Make sure you have all the key buying periods locked in such as January detox, Mother’s Day treats and the many awareness days focussed on wellness. Create attractive packages and tap into the magical ingredients in your treatments. Also, look at the trend forecasts and see how you can tie your offering in with these.
   
   
3. Leverage public relations.
   Dedicated spa PR is an incredibly cost-effective way to amplify your spa’s visibility. Telling your story through media coverage, thought leadership, and influencer collaborations can generate awareness without the expense of large-scale advertising campaigns.

The spa industry has limitless potential, but realising that potential requires strategic, focused, and adequately funded marketing efforts. By treating your spa as a destination in its own right and prioritising thoughtful Public Relations and marketing strategies, you’ll not only attract customers but also establish a lasting reputation in an increasingly competitive market.