WHERE • Email • WhatsApp • Social Media CRITICAL FACTORS • Personalised Follow-Up Communication: ◦ Guests receive a thank-you email from their therapist, including links to provide feedback or reviews (if not completed on-site) or book their next appointment. ◦ Reminders for future bookings are sent based on data from the UCP, ensuring timely engagement. • Bring-Back Strategies: ◦ Customised promotions, such as birthday discounts or seasonal offers, could be shared to encourage return visits. ◦ Spa-exclusive loyalty programmes allow guests to earn points for treatments, retail purchases, and referrals. Each spa is encouraged to develop its loyalty programme (Amani Spa & Wellness Head Office is always available for support). • Broader Engagement: ◦ Amani’s email distribution platform sends out newsletters from the Head Office level, with wellness tips, new service launches, and exclusive deals. ◦ Social media platforms should keep the relationship alive between visits, offering inspiration and reminders of the Amani experience. • Continuous UCP Updates: Therapists and staff ensure the UCP remains up to date with preferences, feedback, and treatment history, creating a foundation for increasingly tailored experiences. Guests have access to their profiles to ensure that their personal information remains current. 5 | FOLLOW-THROUGH - Building Long-Term Relationships AMANI - MARKETING STRATEGY | SECTION 8 PG | 101
THE AMANI CUSTOMER JOURNEY Building trust and encouraging bookings through seamless hotel touchpoints. 2. CONVERT: Arrival and Check-In Touchpoints: • Hotel Reception: Personalised check-ins with spa recommendations. • In-Room Materials: Spa brochures and digital guides featuring treatment options. • Digital Screens: Lobby and elevator displays with QR codes for quick bookings. Actions: • Train hotel reception staff to highlight spa offerings and exclusive promotions. • Provide easy access to spa information and booking through in-room materials and digital signage. 1. 2. 3. 4. 5. HOTEL CUSTOMER JOURNEY Bring Back Strategy > The hotel's marketing and communications. 1. DISCOVER: Pre-Arrival Touchpoints: • Hotel Website. • Hotel Social Media. • Booking Confirmation Emails. • Pre-Stay Communications. Actions: • Promote wellness services and spa packages on hotel’s channels. • Include spa offers in booking confirmation emails with direct links to the booking system. • Send pre-stay emails with wellness content and early booking incentives. Delivering exceptional treatments and services. 4. EXPERIENCE Touchpoints: • Treatment Rooms: Tailored treatments based on the UCP. • Therapists: Skilled professionals who offer personalised care. • Post-Treatment Space: Relaxation areas with refreshments. Actions: • Deliver a memorable, personalised treatment experience. 5. FOLLOW-THROUGH Touchpoints: • Personalised Communication: Thank-you emails, feedback requests. • Loyalty Programmes: Encourage repeat visits with points systems. • Promotions: Special offers (e.g., birthday discounts). • Social Media: Ongoing engagement with inspiring wellness content. Actions: • Retain guests, encourage loyalty, and strengthen long-term relationships. Nurturing loyalty and encouraging repeat visits. Creating meaningful touchpoints throughout the hotel to inspire wellness and drive spa engagement. 3. CONNECT: From Hotel Arrival to Spa Reception Touchpoints: • Hotel Common Areas: Lobby, pool, gym, and restaurant/bars for casual, approachable interactions. • Spa Reception: Personalised welcomes and seamless check-ins using the UCP system. Actions: • Engage guests in communal hotel spaces with wellness tips, mini-treatments, or spa introductions. • Use tasteful signage and digital displays to subtly promote spa services and exclusive packages. • Ensure a warm, personalised check-in experience at the spa, with updates to the UCP for tailored care.
AMANI - MARKETING STRATEGY | SECTION 8 PG | 103 CUSTOMER JOURNEY For Hotel Guests ~ The Amani Spa & Wellness journey for hotel guests is a collaborative model, built on a partnership with the hotel to integrate wellness into the broader guest experience. Collaboration is key: The hotel acts as the primary promoter of the spa, introducing it at multiple touchpoints before and during the guest's stay. This partnership ensures that the spa is seamlessly presented as a core part of the hotel’s offering, creating opportunities for engagement and bookings at every stage. Why a hotel wellness spa makes business sense CATERING TO GLOBAL TRENDS Wellness and self-care is what today’s travellers seek, making your wellness spa essential for meeting guest expectations. ENHANCING THE GUEST EXPERIENCE Wellness services create memorable stays, driving higher satisfaction, positive reviews, and guest loyalty. DRIVING REVENUE Your wellness spa generates additional income through treatments, packages, and products, increasing profitability. SUPPORTING LOW OCCUPANCY PERIODS Your spa attracts local visitors and day guests, ensuring steady revenue even when hotel occupancy is low. BOOSTING BRAND PERCEPTION Your spa elevates your hotel into a wellness destination, attracting higher-end clientele. ENCOURAGING LONGER STAYS Guests are more likely to extend their stay to enjoy the full wellness experience, increasing room and service revenue. By integrating wellness into the guest journey, your hotel enhances its offering, strengthens its brand, and capitalises on the growing demand for well-being.
AMANI - MARKETING STRATEGY | SECTION 8 PG | 104 WHERE • Hotel Website • Hotel Social Media • Booking Confirmation Emails • Pre-Stay Communications CRITICAL FACTORS • Prominent Spa Integration: ◦ Ensure wellness services and packages are prominently featured on the hotel’s website. Highlight signature treatments, guest testimonials, and exclusive offers for hotel guests. ◦ Collaborate with the hotel’s social media team to create engaging content that showcases the spa as a key part of the guest experience. • Confirmation Emails: ◦ Include spa promotions in booking confirmation emails to introduce guests to the wellness offerings early in their journey. ◦ Provide direct links to the spa’s booking system for seamless pre-arrival reservations. • Pre-Stay Emails: ◦ Send curated wellness content to guests before their stay, such as a “Top 3 Spa Treatments to Try” or “How to Make the Most of Your Wellness Experience Opportunity.” ◦ Offer early booking incentives to encourage pre-arrival engagement. • Objective: ◦ Introduce the spa as an integral part of the hotel stay, sparking interest and anticipation. ◦ Drive pre-arrival bookings for treatments and packages. While the overall guest experience mirrors the direct journey in its focus on personalisation and seamless service, the Discover, Convert, and Connect phases are uniquely tailored to the hotel environment. In the hotel model, Connect begins the moment the guest arrives at the property— not just when they step into the spa reception. Every interaction, from the front desk check-in to casual encounters in shared spaces, is an opportunity to subtly introduce and promote the spa. These touchpoints are critical for establishing familiarity, building interest, and encouraging bookings, making the hotel a powerful advocate for the spa. 1 | DISCOVER - Pre-Arrival
WHERE • Hotel Reception • In-Room Materials • Digital Screens CRITICAL FACTORS • Hotel Staff Engagement: ◦ Train front desk staff to warmly introduce spa offerings at check-in, highlighting exclusive promotions or personalised recommendations. ◦ Use simple, engaging script to make the spa feel like an essential part of the guest’s relaxation experience. • Visual Cues: ◦ Display spa promotions on digital screens in the lobby and elevators. Include QR codes for quick access to the booking system. • In-Room Materials: ◦ Provide high-quality spa brochures or digital guides featuring a curated treatment menu, wellness packages, and booking instructions. ◦ Place a small “Spa Essentials” card on the desk to remind guests of the spa’s offerings. • Objective: ◦ Create seamless opportunities for guests to learn about and book spa treatments during their check-in process. ◦ Position the spa as an effortless and appealing addition to their stay. AMANI - MARKETING STRATEGY | SECTION 8 PG | 105 2 | CONVERT - Arrival and Check-In WHERE • Hotel Common Areas (Lobby, Concierge/Activity Desk, Pool, Gym, Restaurant) • Spa Reception CRITICAL FACTORS • Proactive Presence: ◦ Spa staff engage with guests in communal areas, such as offering complimentary foot massages by the pool, sharing wellness tips during breakfast, or hosting mini-meditation sessions on the outdoor wellness deck ◦ Friendly, approachable interactions help guests feel comfortable and curious about visiting the spa. • Visual Reinforcement: ◦ Use tasteful signage, digital and in-room TV screen displays to subtly promote spa services, highlighting testimonials or exclusive packages. • Personalised Interactions at Spa Reception: ◦ When guests arrive at the spa, they are welcomed warmly by name. Staff use the UCP to tailor the check-in process, ensuring guests feel valued and understood. 3 | CONNECT - From Hotel Arrival to Spa Reception
AMANI - MARKETING STRATEGY | SECTION 8 PG | 106 3 | CONNECT - From Hotel Arrival to Spa Reception (continued) WHERE • Spa Interior and Treatment Rooms CRITICAL FACTORS • Tailored Treatments: Therapists use UCP data to deliver highly professional treatments that address the guest’s specific needs and preferences. • Ambience and Amenities: The spa environment is meticulously designed to reflect Amani’s luxury standards, engaging all the senses for a truly immersive experience. • Exceptional Therapists: Professionalism and intuition are key traits of Amani’s therapists, ensuring every treatment exceeds guest expectations. • Post-Treatment Care: ◦ Therapists recommend products that align with the guest’s needs. ◦ Guests are encouraged to enjoy post-treatment refreshments in a tranquil space, extending the relaxation experience. 4 | EXPERIENCE - The Heart of the Customer Journey • Seamless Check-In: ◦ Encourage guests to update their UCP if it hasn’t been completed, using a tablet or manual UCP to ensure a smooth process. • Objective: ◦ Build a strong connection with guests before they even step into the spa reception. ◦ Ensure a welcoming and seamless transition from their hotel stay to the wellness journey.
AMANI - MARKETING STRATEGY | SECTION 8 PG | 107 WHERE • Email • WhatsApp • Social Media CRITICAL FACTORS • Personalised Follow-Up Communication: ◦ Guests receive a thank-you email from their therapist, including links to provide feedback, share reviews, or book their next appointment. ◦ Spa teams use UCP data to send personalised reminders and promotions, encouraging future bookings. • Bring-Back Strategies: ◦ Target hotel guests with exclusive promotions, such as discounts for booking their next treatment during their stay. ◦ Highlight loyalty programmes that allow guests to earn points for treatments, retail purchases, and referrals. • Broader Engagement: ◦ Amani’s email platform distributes engaging content from the Head Office level, such as wellness tips or updates about new services, keeping the spa top-of-mind. ◦ Social media campaigns share inspiring wellness content and guest stories, maintaining an ongoing connection. • Objective: ◦ Foster loyalty and encourage return visits, even if guests return as direct clients after their hotel stay. ◦ Build a long-term relationship with hotel guests, creating opportunities for repeat engagement. 5 | FOLLOW-THROUGH - Building Long-Term Relationships
THE AMANI DIGI-TECTURE: BRINGING YOUR CUSTOMER JOURNEY TO LIFE SECTION 9
AMANI - MARKETING STRATEGY | SECTION 9 PG | 10 THE AMANI DIGI-TECTURE CENTRALISED DATA Booking Function ~ Communication Automation ~ Unique Customer Profile Telephone Calls ~ Direct Emails ~ Walk-ins Targeted Campaigns ~ Bring-back Strategy ~ Referral Strategy ONLINE BOOKING DIGITAL TRAFFIC (Microsite/ Social Media / Referral platforms etc) WEBSITE ENQUIRY FORMS ENQUIRY MANAGEMENT CHIDESK TOUCHBASE PRO TRACK & MEASURE Collect ~ Consolidate ~ Segment Traffic ~ Performance ~ Conversions
AMANI - MARKETING STRATEGY | SECTION 9 PG | 110 The Amani Digi-Tecture is the central nervous system of your operations. It keeps the flow of guest data alive, connecting every touchpoint and interaction seamlessly. This system doesn’t just collect data—it keeps it dynamic and meaningful, turning every email, booking, and enquiry into a digital avatar of your guest. These digital avatars allow you to stay connected with your guests before they arrive, throughout their stay, and long after they’ve departed, ensuring their journey with Amani is vibrant, personal, and continuous. Here's how it all works. 1. Guest Enquiries Flow Through Multiple Channels Your guests can reach you in several ways: • Web Enquiry: Guests fill out a form on your website. • Inbound Calls: Guests call your spa directly. • Online Booking: Guests book treatments through your online platform, ChiDesk. • Social Media DMs: Guests message you through platforms like Instagram or Facebook. • Direct Emails: Guests send queries or booking requests via email. • Walk-Ins: Guests arrive in person at the spa to enquire or schedule an appointment. Website enquiry forms and online bookings are automatically captured as contacts within the digi-tecture, while direct emails, phone calls and walk-ins are managed independently until the appointment is captured in ChiDesk. NOTE: You have the opportunity to enhance the management of your leads, to maximise your conversions, and to optimise your internal administrative processes by utilising Hubspot’s advanced system capabilities. We’ll gladly assist you. 2. An Integrated Guest Journey Your digi-tecture serves as the life force of your customer journey. It: • Keeps your guest journey alive: By centralising all guest data, it enables you to understand and serve guests better. • Personalises experiences: Data from bookings, communications, and guest interactions allows you to create tailored, memorable experiences for every guest. • Supports the entire journey: From the moment a guest enquires to long after their departure, your CRM gives you the opportunity to meet their needs intuitively. Think of the digi-tecture as the brain that allows you to see, understand, and respond to your guests in a living, dynamic way. THE AMANI DIGI-TECTURE Bringing Your Customer Journey to Life
AMANI - MARKETING STRATEGY | SECTION 9 PG | 111 3. Supporting Tools Keep the System Flowing Your digital architecture is enhanced by these essential tools: • ChiDesk: Powers your booking process, integrates with HubSpot to update guest profiles, and keeps the Unique Customer Profile (UCP) accurate and dynamic. • Hubspot: Centralises data to provide transparency and build rich customer profiles. • TouchBase Pro: Drives personalised marketing campaigns and guest engagement strategies from Head Office level. 4. Enabling You to Track & Measure The Digi-Tecture gives you the ability to track and measure: • Guest behaviour across their journey. • The effectiveness of your marketing efforts. • Booking performance and engagement, helping you understand what works and where to improve. • This capability allows you to stay nimble and responsive, constantly fine-tuning your operations to better serve your guests and grow your bookings. THE AMANI DIGI-TECTURE Bringing Your Customer Journey to Life_continued
The Amani CUSTOMER JOURNEY with integrated DIGI-TECTURE 1. 2. 3. 4. 5. DIRECT CUSTOMER JOURNEY Bring Back Strategy > { RETAIN } DISCOVER CONVERT CONNECT EXPERIENCE FOLLOW-THROUGH Building trust and driving bookings via multiple touchpoints. Creating meaningful guest touchpoints before and during their visit. Nurturing loyalty and encouraging repeat visits. Delivering exceptional treatments and services. Awareness and engagement through marketing and communications. { WIN } • Website: Opt in forms (to segmented database) Enquiry form (to h/o to qualify, or to spa) ChiDesk (direct book online) • Contacts created in Hubspot through integrations { SERVE } { SERVE } • A Unique Customer Profile is created (once) and updated thereafter - in ChiDesk • Data syncs with Hubspot • Automated communications (confirmation & prearrival) with a link to consultation form for completion before arriving • Unique Customer Profile (UCP) updated based on treatment-specific focus and products • QR code encourages Visitor Feedback, and to leave a Spa Review (Google or Tripadvisor) • Customer contact updated in Hubspot • Automated gratitude response post-treatment, with link to customer feedback (sentiment scoring) and review sites • Automated personalised reminders to encourage return visits and product orders • Regular H/O email communications to remain front of mind, with links back to your spa { FIND } AMANI’S DIGI-TECTURE
AMANI - MARKETING STRATEGY | SECTION 9 PG | 113 The Amani Digi-Tecture is deeply integrated into each phase of the guest’s journey, ensuring a seamless, personalised, and memorable experience. Here’s how it works: 1 | DISCOVER (Find): • This is where potential guests first learn about your spa through marketing and communications. • Tools like the website, enquiry forms, and email opt-ins collect guest information, feeding it into HubSpot to build their digital profile. 2 | CONVERT (Win): • At this stage, the focus is on turning interest into bookings by building trust. • Guests use forms, email communication, and online booking platforms (like ChiDesk) to schedule their treatments. All these interactions are tracked and stored in the system for smooth follow-up. 3 | CONNECT (Serve): • Before and during their visit, the system ensures meaningful touchpoints. • If a guest hasn’t completed their Digital UCP (Unique Customer Profile), they can do so now. This profile helps personalise their experience and anticipate their needs. 4 | EXPERIENCE (Serve): • During the visit, the Digi-Tecture enhances service delivery by ensuring therapists and staff have access to updated UCP information through tools like ChiDesk. • Feedback, reviews, and in-the-moment interactions are also captured here to enhance the overall guest experience. 5 | FOLLOW-THROUGH (Retain): • After the visit, the system helps nurture relationships. • Guests receive follow-up emails for feedback, reviews, and future promotions. This phase includes loyalty-building initiatives like bring-back strategies to encourage repeat visits. THE AMANI DIGI-TECTURE Supporting Every Step of the Customer Journey
AMANI - MARKETING STRATEGY | SECTION 9 PG | 114 WHY THIS MATTERS The Amani Digi-Tecture ties all these steps together, keeping the guest’s journey alive. It ensures that: • You can personalise experiences at every step. • Guest data is always updated and accessible for smooth interactions. • Marketing and follow-ups are targeted, meaningful, and effective. This system helps you turn first-time visitors into loyal, returning guests while making their journey with Amani effortless and memorable.
FRANCHISEE SUPPORT AND RESOURCES SECTION 10
AMANI - MARKETING STRATEGY | SECTION 10 PG | 116 THE AMANI SYSTEMS ARCHITECTURE ChiDesk ◦ Cloud-based management for spas and wellness centers ◦ Handles bookings, staff, inventory, and billing ◦ Online booking and POS features ◦ Marketing tools and reporting capabilities ◦ Streamlines operations and tracks performance Website Microsite ◦ Customisable, small-scale website ◦ Tailored content and design for specific needs ◦ Focused on individual or business branding ◦ Easy navigation and user-friendly interface ◦ Enhances personal or business online presence HubSpot ◦ Cloud-based CRM and marketing platform (Head Office level) ◦ Manages lead tracking ◦ Email marketing and automation capability ◦ Analytics and reporting tools ◦ Streamlines marketing, sales, and customer support NOTE: A dedicated spa solution is available for advanced capability of lead, conversion and capacity management. TouchBase Pro ◦ Cloud-based email marketing platform (Head Office Level) ◦ Manages email campaigns and subscriber lists ◦ Automation and targeted email features ◦ Detailed analytics and reporting ◦ Streamlines communication and audience engagement NOTE: Customised email campaigns are available to franchises (including concept, design and distribution) at an additional fee per campaign.
AMANI - MARKETING STRATEGY | SECTION 10 PG | 117 YOUR HEAD OFFICE SUPPORT STRUCTURE We are committed to the success of our franchise partners. Amani Spa & Wellness’ Head Office provides an integrated support system designed to empower you with the tools, resources, and guidance needed to thrive. This includes: 1. Training & Development • A comprehensive marketing training program tailored to your unique needs. • Specialist training to ensure franchise staff deliver consistent, world-class wellness experiences that align with Amani’s brand promise. 2. Marketing Toolkits • A repository of professionally designed resources and templates for social media, promotions, and signage. • Best practice guides to optimise marketing efforts across platforms. • Direct access to creative support for bespoke campaigns. 3. Professional Support Centralised support to ensure brand alignment and operational efficiency in respect of: • Digital Architecture: Management and optimisation of ChiDesk and other optional digital touchpoints for a comprehensive digital strategy supporting The Amani Customer Journey. • Lead Generation: Strategic campaigns to drive new customer leads to franchise locations. • Campaign Approvals and Guidance: Support with campaign strategy, execution, and quality assurance to align with brand standards. • Performance Monitoring and Reporting: Reporting dashboards to track key metrics and identify growth opportunities. NOTE: Some professional services will attract an additional fee THANK YOU! We are so excited about YOUR future...
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