AMANI - MARKETING STRATEGY | SECTION 3 PG | 51 CANVA TEMPLATES TREATMENT HIGHLIGHT The Treatment Highlight showcases what a certain treatment has to offer. Every month Amani Head Office will send out a Flyer, Social Media Post and TV Screen artwork for the Spa to use.
AMANI - MARKETING STRATEGY | SECTION 3 PG | 52 CANVA TEMPLATES PROMOTIONS A seasonal promotion will be sent out every 2 - 3 months, while certain months main include a significant promotion, such as Valentine's Day, Mother's Day or Women's Day. The imagery may change per month but the promotion will stay the same.
AMANI - MARKETING STRATEGY | SECTION 3 PG | 53 ENHANCED DISCOVERABILITY Hashtags allow posts to reach beyond a brand's follower base by connecting with users searching for related content. This helps you connect with individuals interested in wellness, self-care, and spa services. TARGET AUDIENCE ENGAGEMENT Using specific and relevant hashtags, you can tap into niche audiences genuinely interested in wellness experiences. COMMUNITY BUILDING Consistent use of branded or theme-based hashtags builds a recognisable identity, encouraging customers to use the same hashtags and creating a sense of community. INSIGHTS & TRENDS Hashtags also allow you to tap into trending conversations, joining larger wellness movements or seasonal trends to remain current and relevant. UNDERSTANDING HASHTAGS PURPOSE & VALUE WHAT ARE HASHTAGS? Hashtags are keywords or phrases prefixed by the "#" symbol, which make content searchable on social media. They are essential tools in social media marketing, as they group related content, enhance visibility, and connect posts to broader conversations. WHY USE HASHTAGS?
AMANI - MARKETING STRATEGY | SECTION 3 PG | 54 PLATFORM-SPECIFIC Uses of Hashtags Instagram Hashtags play a central role on Instagram, where posts with relevant hashtags tend to reach wider audiences. Instagram allows up to 30 hashtags, which gives flexibility but calls for strategic use to avoid appearing spammy. Popular hashtags help to increase reach, while niche hashtags allow posts to engage with more focused groups. Facebook Hashtags on Facebook are less popular but still useful for content categorisation. They help Amani join specific conversations or campaigns and increase visibility in targeted search results, although overuse can impact post-performance. LinkedIn Hashtags on LinkedIn are used more sparingly, generally to improve content reach within professional communities. Hashtags related to wellness, self-care, and mental health help reach individuals interested in holistic wellness from a professional standpoint.
AMANI - MARKETING STRATEGY | SECTION 3 PG | 55 HASHTAGS SPECIFIC STRATEGY NOTE: It’s recommended to stick with #AmaniSpaAndWellness for broader recognisability and specificity, as it avoids confusion with other brands or accounts simply using “Amani.” 1 | AMANI BRAND HASHTAGS These hashtags build recognition, unify the brand’s digital presence, and distinguish Amani’s content across platforms. • CORE BRAND TAGS: #AmaniSpaAndWellness | #AmaniStars | #AmaniTraining | #AmaniProducts #AmaniAromaWellbeing | #AmaniSpaLagos • CONSISTENCY IN CORE TAGS: ◦ Use #AmaniSpaAndWellness on every post to reinforce brand recognition. • SELECTIVE USE BASED ON CONTENT: Choose additional core tags relevant to the post's focus. For example: ◦ #AmaniAromaWellbeing for aromatherapy-related posts. ◦ #AmaniTraining when showcasing training programmes or professional development. ◦ This approach keeps the content targeted and engaging for each audience, whether it’s clients, partners, or customers. ◦ #TransformYourLife: Use this hashtag specifically for wellness-angled content, focusing on posts that inspire wellness journeys, self-care practices, and holistic transformation. By reserving #TransformYourLife for these themes, Amani maintains authenticity and draws in followers invested in personal well-being and lifestyle inspiration.
AMANI - MARKETING STRATEGY | SECTION 3 PG | 56 HASHTAGS SPECIFIC STRATEGY 2 | TRANSFORM YOUR LIFE (Inspirational & Motivational Content) These hashtags engage a larger community, align with Amani’s brand ethos, and attract followers looking for inspiration and well-being content. • KEY HASHTAGS TO USE: ◦ #TransformYourLife (704K posts): Great for aspirational content, aligning Amani with transformation and positivity. ◦ #WellnessJourney (7.8M posts): Popular and well-curated, helping Amani leverage brand awareness in the wellness space. ◦ #Detoxify (674K posts) or #Detox (215K posts): Both work well; let’s prioritise #Detoxify for reach. ◦ #AromaTherapy (6.8M posts): Perfect for posts about treatments and aromatic experiences. ◦ #Nourish (3.5M posts): A great tag to emphasise nurturing self-care and holistic well-being. ◦ #Breathe (Lots of posts, good engagement): Great for grounding and calming content. ◦ #LetGo (4.1M posts): Connects well with emotional wellness and mindful content. 3 | TRENDING HASHTAGS These tags align Amani’s brand with global conversations and special observances, showcasing Amani’s engagement with current wellness and social awareness themes. • STANDARD TRENDING TAGS: ◦ #MentalHealthAwareness | #Wellness | #HealthAndWellness | #HealthyLiving #InternationalDayOfPeace | #SpringDay | #BossDay ◦ Additional tags to consider: Include wellness-focused international days, seasonal observances, and events related to health, self-care, or industry-specific topics (e.g., #SelfCareSeptember, #WorldWellnessWeekend). Use these tags as relevant to increase visibility during these periods.
AMANI - MARKETING STRATEGY | SECTION 3 PG | 57 HASHTAGS SPECIFIC STRATEGY 4 | INTERNATIONAL DAYS OF RECOGNITION & CELEBRATION International days of recognition provide a meaningful way for Amani to engage in global conversations around wellness, mental health, and kindness. By aligning content with these dates, Amani can showcase its commitment to holistic well-being and build community by supporting causes that resonate with followers. These hashtags also bring heightened visibility, as users actively seek content relevant to these themes. • EXAMPLES OF KEY DAYS TO OBSERVE: ◦ #WorldMentalHealthDay (October 10): Highlights Amani’s dedication to mental wellness and provides an opportunity to share supportive content or self-care tips. ◦ #WorldKindnessDay (November 13): A perfect day to emphasise kindness and compassion, aligning with Amani’s nurturing brand ethos. ◦ #WorldSleepDay (March 14): Supports wellness messaging on rest and relaxation, key areas in Amani’s services. ◦ #InternationalSelfCareDay (July 24): Ideal for content that promotes self-love, self-care routines, and wellness practices. ◦ #GlobalWellnessDay (second Saturday of June): This day allows Amani to celebrate wellness in its entirety, sharing insights into holistic practices and Amani’s unique wellness approach. By thoughtfully curating content around these observances, Amani can connect with a larger, engaged audience that values wellness, positivity, and social responsibility. 5 | AFFILIATION & ASSOCIATION HASHTAGS These help highlight collaborations and affiliations without directing traffic away from Amani’s content. For external partners, @ tagging is preferred. ◦ @Tag for Partners: Use @ tags for the hotel, suppliers, and collaborative partners (e.g. @radissoncollectionriyadh, @amraskincare, @AmaniSpas, @AmaniWellnessProducts). This approach respects the property’s own brand promotion while notifying partners directly. ◦ Hashtag Exceptions: Use property-specific hashtags sparingly, only in highly collaborative posts or mutual campaigns to create unified engagement (e.g., a specific wellness event or promotion).
AMANI - MARKETING STRATEGY | SECTION 3 PG | 58 HASHTAGS SPECIFIC STRATEGY 6 | POST-SPECIFIC HASHTAGS Use these tags for varied content themes, daily wellness insights, and special promotions. They can include playful, unique tags to showcase personality and add brand character. • EXAMPLES: ◦ #TreatYourself | #Inspiration | #GiftVoucher | #DetoxYourBodyAndMind | #SelfLove #BeKindToYourself | #SpaDay | #BloomIntoWellness | #EdibleFlowers | #LetGo #FindComfortInTheQuiet • FOR QUIRKY, CHARACTER-DRIVEN TAGS: ◦ Incorporate fun, offbeat tags occasionally to express the brand’s lighter side and connect with followers on a more personal level.
MARKETING OBJECTIVES - THE WHY - SECTION 4
AMANI - MARKETING STRATEGY | SECTION 4 PG | 60 FOUR CORE OBJECTIVES GUIDE ALL OF OUR MARKETING EFFORTS Whenever we embark on something new, we must always ask which of these objectives we aim to meet. THE NORTH STAR GUIDING ALL THAT WE DO CUSTOMER ACQUISITION Strategies for attracting new clients. CUSTOMER RETENTION Techniques for retaining existing customers and increasing loyalty. REVENUE GROWTH Specific targets and metrics for financial performance. BRAND AWARENESS Building and maintaining brand visibility locally and regionally. 1 2 3 4
MARKETING STRATEGIES - THE HOW - SECTION 5
AMANI - MARKETING STRATEGY | SECTION 5 PG | 62 THE MEANS through which we realise our marketing objectives CUSTOMER ACQUISITION • Digital ◦ Social Media ◦ Website (including SEO / Google Ads) ◦ Email marketing • Word of Mouth, Referrals & Reviews • Hotel guests (pre-arrival and on-site) • Public Relations ◦ Influencers ◦ Advertorials ◦ Editorials CUSTOMER RETENTION • Bring-back-strategy ◦ Guided by our CRM (Hubspot/ ChiDesk) ◦ Email communications ◦ Personalised and proactive profile management ◦ Loyalty programme REVENUE GROWTH • Treatments • Corporate Wellness Programmes • Day Spa Packages • Hotel Packages with Spa Treatments • Pop-Up Spa for Meetings & Events • Products ◦ Retail ◦ Wellness Products for Corporate Guests ◦ In-Room Amenities • Wellness Retreats • Food & Beverages (Incremental Revenue) BRAND AWARENESS • Listings ◦ Local & Global • Signage ◦ On-Site and in community • Collateral ◦ Spa, Hotel and in Community • Customer Experience ◦ Pre-Arrival, On-site & Post Departure • Uniforms • Events, Partnerships, and In-Spa Promotions ◦ Site Inspections & Educationals • PR / Media Relations ◦ Traditional & New Media ◦ Influencer Strategy
MARKETING TACTICS AND ACTION PLANS - THE WHAT - SECTION 6
AMANI - MARKETING STRATEGY | SECTION 6 PG | 64 YOUR TARGET AUDIENCE Amani Spa & Wellness NOFA Riyadh, A Radisson Collection Resort has the potential to become a unique wellness destination in Riyadh. However, its current guest engagement is low, largely due to a lack of awareness, poor sales integration, cultural barriers, and accessibility challenges. This section outlines guest personas (current and potential) with a focus on how to develop each market segment, expand NOFA’s outdoor space into an experience-driven wellness hub, and leverage creative partnerships to increase visibility and spa engagement. HOTEL GUESTS Current Guest Segments: • The Prince’s Guests & VIPs ◦ These guests receive fully sponsored spa experiences, leading to high usage but no direct revenue. ◦ The volume of these guests varies unpredictably, making them an inconsistent business stream. • Affluent Saudis ◦ Can afford spa treatments but lack exposure to wellness culture. ◦ Often comment on high prices but still book if they perceive value. ◦ Currently only familiar with Swedish massages, indicating a low understanding of holistic wellness. The language barrier of English spa menus hinders the ability to cross sell other treatments. Potential Guest Segments: • Business & MICE Guests (Currently underdeveloped) ◦ NOFA hosts corporate events, but the spa is not included in packages. There is currently no support from the resort’s sales team, who purely focus on corporate/ MICE. ◦ Business travellers are often stressed and in need of recovery treatments. • International Guests ◦ Currently only 5% of total guests. ◦ More open to spa experiences but low overall hotel occupancy limits this market. CUSTOMER ACQUISITION Part 1: Customer profiling 1
AMANI - MARKETING STRATEGY | SECTION 6 PG | 65 CUSTOMER ACQUISITION_continued DAY VISITORS Current Guest Segments: • Expats Living in Riyadh (A Strong Growth Opportunity) ◦ Expats are familiar with wellness culture and seek social escapes. ◦ Less resistant to leisure time at the pool during extreme summer temperatures. • Launch expat wellness day trips, using the new transport initiative. • Develop group spa day experiences with food, music, and social elements. • Integrate outdoor treatments for a unique "resort escape" experience. • Saudi Men & Women Interested in Wellness & Grooming ◦ Limited awareness of spa treatments beyond Swedish massages. ◦ Beauty and grooming demand is not as strong as in other markets (there is a very strong focus on immediate aesthetic interventions, including Botox, fillers, surgery). ◦ There is currently not a big awareness around wellness, although this is going to be a focus as part of the Saudi’s 2030 development plan, to improve wellness travel to the destination. • Introduce Saudi-specific wellness education programs. • Position NOFA as a luxury wellness retreat, not just a spa. Potential Guest Segments: • Remote Spa Clients in Riyadh (Off-Site Expansion Strategy) ◦ Many private wellness spaces exist in Riyadh, but they lack variety. ◦ Potential for collaboration by taking NOFA’s treatments to them first, establishing brand awareness and relationships, and then inviting them to visit NOFA. OPPORTUNITY: • Develop an off-site mobile spa concept. • Offer private at-home or compound-based spa services. • Luxury Social Gatherings (Event-Based Wellness Experiences) ◦ Younger Saudi women and expats seek exclusive, social experiences. ◦ Demand exists for private group wellness days, birthday celebrations, and social spa retreats. • Curate exclusive social wellness events with entertainment, music, and food. • Develop outdoor spa retreat concepts for group bookings. • Position NOFA as a private event wellness venue. OPPORTUNITY OPPORTUNITY OPPORTUNITY OPPORTUNITY
AMANI - MARKETING STRATEGY | SECTION 6 PG | 66 CUSTOMER ACQUISITION_continued EXTERNAL REFERRALS & STRATEGIC PARTNERSHIPS Current Referrals (Limited Impact): • Expats in Riyadh Compounds ◦ Currently visiting, but not targeted through direct outreach. • Organise expat-only spa days with dedicated shuttle service. • Offer compound-specific spa promotions to increase awareness. • Social Media & Influencers ◦ NOFA has little digital presence. ◦ Word-of-mouth is highly influential in Saudi Arabia. • Develop a targeted influencer campaign. • Partner with Saudi and expat wellness personalities. • Use guest-generated content to boost credibility. Potential Referral Sources • Luxury Travel Agencies & Destination Management Companies (DMCs) ◦ High-net-worth travellers use travel planners for Saudi experiences. ◦ Opportunity: Build elite spa and wellness itineraries with DMCs. • High-End Private Membership Clubs ◦ Exclusive clubs in Riyadh cater to affluent Saudis and expats. ◦ Opportunity: Introduce VIP wellness memberships for these networks. OPPORTUNITY OPPORTUNITY
AMANI - MARKETING STRATEGY | SECTION 6 PG | 67 CUSTOMER ACQUISITION_continued EXPANDING NOFA’S OUTDOOR SPA EXPERIENCE The outdoor area is underutilised but has huge potential to become an immersive wellness destination. Opportunities for Activation: • Outdoor Spa Treatments | Leverage outdoor spaces for immersive relaxation experiences. • Live Music & Entertainment | Introduce evening spa events with live music and social engagement. • Luxury Poolside Experiences | Offer cabana-style spa retreats with personalised treatments and refreshments. • Social Wellness Retreats | Create multi-sensory spa days featuring wellness workshops, entertainment, and fine dining. • Private Event Hosting | NOFA could host corporate wellness retreats, influencer events, and private luxury gatherings. Conclusion & Strategic Direction NOFA has a limited current guest base but strong opportunities to build day visitor traffic, remote spa engagement, and outdoor wellness experiences. To achieve this, Amani Spa must: • Leverage Riyadh’s expat market with structured transport solutions & group wellness experiences. • Introduce mobile spa services to elite Riyadh clients, encouraging them to visit NOFA. • Revitalise NOFA’s outdoor space as a vibrant wellness hub with entertainment & luxury experiences. • Build relationships with high-end travel agencies, influencers, and expat compounds for sustained growth. By thinking outside the box, NOFA could transform its spa from a passive resort facility into a sought-after wellness destination in Riyadh.
AMANI - MARKETING STRATEGY | SECTION 6 PG | 68 DETAILED CUSTOMER PROFILING The Importance of Customer Profiling for your Spa & Wellness Franchise Customer profiling offers insights into key demographic information such as age, occupation, and preferences. This knowledge allows you to tailor your marketing efforts to specific segments, whether they're hotel guests on a relaxing getaway or local day visitors seeking a regular wellness routine. By understanding who your guests are, you can better target your promotions, services, and communications. DETAILED DEMOGRAPHICS 1 By analysing geographic data and behavioural patterns, you can create tailored offerings that attract both local visitors and out-of-town guests. This information helps you focus marketing efforts on specific regions, using location-based advertising to attract hotel guests planning their stay as well as local residents seeking convenient wellness services. GEOGRAPHIC & BEHAVIOURAL INSIGHTS 2 Understanding the lifestyles, values, interests, and personality traits of your guests allows you to develop content and marketing messages that resonate on a deeper level. Whether it’s promoting the tranquillity and relaxation hotel guests crave or highlighting wellness solutions for stress management that appeal to busy local professionals, psychographics guide more meaningful interactions. IN-DEPTH PSYCHOGRAPHICS 3
Customer profiles provide valuable insights into preferred types of treatments and wellness services, enabling you to design marketing campaigns that highlight the offerings most relevant to each segment. This could mean promoting exclusive spa packages for hotel guests or special membership programmes for local day visitors. SERVICE PREFERENCES & EXPECTATIONS 4 AMANI - MARKETING STRATEGY | SECTION 6 PG | 69 Understanding your guests' wellness routines and lifestyle preferences helps in creating targeted campaigns that align with their needs. This could involve designing marketing strategies around peak times for local visitors or crafting special offers for hotel guests who book in advance or seek extended wellness experiences during their stay. WELLNESS & LIFESTYLE BEHAVIOUR Profiling helps to uncover the deeper emotional drivers and aspirations of your guests. By tapping into desires for relaxation, rejuvenation, and personal well-being, you can craft marketing messages that appeal to the need for self-care, exclusivity, and meaningful experiences—whether it’s a bespoke spa treatment or a series of mindfulness workshops. ASPIRATIONAL DESIRES Profiling also aids in understanding how guests interact post-visit, such as leaving reviews, signing up for newsletters, or sharing their experiences on social media. This knowledge enables you to develop effective follow-up marketing strategies, loyalty programmes, and personalised communications that encourage repeat visits and foster long-term relationships. POST-VISIT ENGAGEMENT 5 6 7
AMANI - MARKETING STRATEGY | SECTION 6 PG | 70 Customer Profiling BENEFITS of Targeting Through Google Ads Creating detailed personas will allow you to use geographic and psychographic data to craft highly targeted ads. This precision will help ensure that your marketing budget is spent reaching those most likely to be interested in your offerings. Meaningful Communication Understanding the specific needs and aspirations of each persona enables personalised communication that resonates more deeply, fostering stronger connections with your brand. Enhancing the Customer Journey Personas provide insights into what guests value at each stage, allowing you to tailor your interactions and services to meet those expectations, leading to a seamless and satisfying experience. Designing On-Ground Experiences By knowing what each persona values most, you can create tailored experiences that exceed their expectations, ensuring memorable stays that align with their desires. Encouraging Loyalty & Referrals Personalising the experience and maintaining strong, meaningful communication increases the likelihood of repeat visits and word-of-mouth referrals, which are invaluable for building a luxury brand. Data-Driven Decision Making Collecting data based on these personas will provide insights that help refine marketing strategies, product offerings, and guest services, continuously improving the brand's approach.
AMANI - MARKETING STRATEGY | SECTION 6 PG | 71 CUSTOMER PERSONA Framework • Name: (Assign a representative name, e.g., "Facial-Fanatic Fatima") • Age Range: (Specify a typical age range, e.g., 30-45, 45-60, 60+) • Primary Decision Maker: (Identify who typically makes the decision, e.g., the individual, family head, partner) • Career/Profession: (Common professions, e.g., corporate executive, entrepreneur, retiree, health-conscious professional) BASIC DEMOGRAPHICS • Lifestyle: (Describe their lifestyle, e.g., urban professionals, busy parents, retirees, wellness-focused individuals) • Values & Beliefs: (Core values, e.g., health and well-being, luxury, sustainability, quality of life) • Hobbies & Interests: (E.g., fitness, yoga, meditation, nature walks, cultural experiences) • Personality Traits: (E.g., calm, adventurous, detail-oriented, wellness-oriented, social, introverted) PSYCHOGRAPHICS • Home Country: (Primary market location, e.g., Saudi Arabia, UK, USA) • City/Town: (Specific areas, if relevant, e.g., urban residents, visitors from nearby towns or suburbs) LOCATION GEOGRAPHICS • Travel Concerns: (E.g., Cost of wellness packags with facial included, availability of services, accessibility to spa facilities) • Service Expectations: (E.g., personalised service, high standards of cleanliness, exclusive experiences, seamless booking) • Barriers to Booking: (E.g., unclear pricing, limited availability, lack of awareness of facial benefits) PAIN POINTS & CHALLENGES
AMANI - MARKETING STRATEGY | SECTION 6 PG | 72 • Travel Frequency: (How often they visit, e.g., regular spa-goers, annual holiday visitors, occasional retreat seekers) • Travel Companions: (E.g., solo, with partner, family, friends, wellness groups) • Preferred Accommodation Type: (E.g., luxury hotels, boutique spa hotels, private retreats) • Travel Goals: (E.g., relaxation, rejuvenation, wellness, detox, quality family time) • Booking Window: (E.g., last-minute spa appointments, booked weeks in advance) • Length of Stay for Guests: (E.g., weekend stays, day visits, week-long retreats) • Itinerary Type: (E.g., spa-focused, wellness-themed, incorporating leisure activities like sightseeing, and cultural events) TRAVEL BEHAVIOUR • Preferred Social Media Platforms: (E.g., Instagram, Facebook, YouTube, Pinterest) • Content Preferences: (E.g., wellness tips, spa offers, lifestyle blogs, video content on treatments, newsletters) • Communication Channels: (E.g., email for bookings, WhatsApp for quick queries, social media for engagement, SMS reminders) • Influences: (E.g., wellness influencers, travel and lifestyle blogs, customer reviews, word-of-mouth recommendations) MEDIA CONSUMPTION & COMMUNICATION PREFERENCES • Life Goals: (E.g., stress relief, self-care, achieving work-life balance, personal health improvement) • Primary Motivations for Wellness Services: (E.g., relaxation, mental wellness, physical fitness, beauty treatments, recovery from stress) • Aspirational Desires: (E.g., feeling rejuvenated, looking younger, experiencing luxury, improving overall well-being, exclusive and personalised wellness journeys) MOTIVATIONS & ASPIRATIONS CUSTOMER PERSONA Framework_continued
AMANI - MARKETING STRATEGY | SECTION 6 PG | 73 • Activities & Experiences: (E.g., spa treatments, yoga classes, meditation sessions, fitness programmes, guided wellness retreats) • Dining Preferences: (E.g., healthy, organic meals, gourmet cuisine, detox options, locally -sourced ingredients) • Service Style: (E.g., hands-on, high-touch service; personalised wellness consultations; low-key, relaxing interactions) • Accommodation Preferences for Hotel Guests: (E.g., room features such as spa baths, calming décor, amenities like wellness kits, and scenic views) GUEST EXPERIENCE PREFERENCES • Decision Influencers: (E.g., positive reviews, reputation for quality service, availability of specific treatments, wellness package deals) • Booking Method: (E.g., online booking through the spa’s website, direct contact via phone or email, walk-in appointments for locals) • Price Sensitivity: (E.g., willingness to pay a premium for high-quality, exclusive experiences; interest in special offers or loyalty programmes) BOOKING & DECISION-MAKING FACTORS • Feedback & Reviews: (E.g., likely to leave positive reviews online, participate in feedback surveys, share experiences on social media) • Loyalty & Return Visits: (E.g., frequency of return visits, what drives loyalty – personalised service, exclusive offers, membership benefits) • Referrals: (Likelihood to recommend to friends, family, colleagues; participation in referral programmes) • Engagement Post-Visit: (E.g., interest in staying connected through newsletters, participation in loyalty programmes, engaging with the spa’s social media content) POST-VISIT BEHAVIOUR & ENGAGEMENT CUSTOMER PERSONA Framework_continued
AMANI - MARKETING STRATEGY | SECTION 6 PG | 74 Defining customer persona of spa business This slide showcases the customer persona of spa business which includes demographics, key concerns & pain points, personality traits, factors affecting purchase behavior, etc. Customer Personas PERSONALITY TRAITS • Self-care orientated • Health conscious • Mindful • Open-minded WHY WILL THEY SUPPORT US? • Service packages • Provides calming environment • High-end amenities • Organic Products • Certified professionals DEMOGRAPHICS? • Customers: Male and female of age group between 22-55. • Location: Riyadh • Income level: SRxxx and above FACTORS AFFECTING CLIENT BEHAVIOUR • Pricing packages • Ambiance and atmosphere • Availability of customised services • Quality of service KEY CONCERNS & PAIN POINTS • Limited availability • No eco-friendly products • Lack of personalised services • Price unaffordability SPENDING HABITS • Spends more on packages • Willing to pay for multiple spa services • Spends on luxury spas • Special occasions such as anniversaries and weddings HOW THEY FOUND US? • Website • Referrals • Advertising and Social Media • Word-of-mouth marketing SAMPLE OF A CUSTOMER PERSONA This is ultimately what a customer persona will look like. You should define one for each of your CORE customer types (focus on between 3 and 5 to start), and then develop as you go. IMPORTANT: Personas are always a work in progress and should evolve as you get to understand customer types better and better. We can assist you in creating bespoke Customer Personas for your spa should you need assistance. Reach out to us for a detailed proposal. DO YOU NEED OUR HELP? click here CUSTOMER PERSONA Framework_continued
AMANI - MARKETING STRATEGY | SECTION 6 PG | 10 Our primary B2C channels are Facebook and Instagram. The secondary is Tiktok. LinkedIn may be used as a means of connecting with a B2B audience for conferences and events. We have an Instagram and Facebook parent profile on each where we share wellness-related content, promotional and signature treatment content, product information, and information on each of our franchises and destinations. Each Franchise has its own social media profile, managed by the marketing team of that hotel/ franchise. The franchise is responsible for calendar planning, content creation, posting & scheduling, and community management. DIGITAL Social Media CUSTOMER ACQUISITION Part 2: Amani’s Online Presence 1
AMANI - BRAND IDENTITY | LOGO PG | 76 Instagram Leverage Instagram's visual platform to showcase Amani Spa & Wellness' luxurious ambience and exceptional experiences. Share captivating images and videos of treatments, facilities, and client transformations. Use Stories and Reels for quick, engaging content, including wellness tips, behind-the-scenes glimpses, and exclusive offers. Expand reach through strategic hashtags and location usage. Facebook Leverage Facebook to build a strong online community around Amani Spa & Wellness. Share engaging content, including client testimonials, behind-the-scenes glimpses, and special offers. Utilise Facebook Ads to target specific audiences with tailored promotions. Encourage interaction through comments, polls, and interactive posts. Promote special events and workshops through Facebook's event features. TikTok Leverage TikTok's dynamic platform to captivate a younger audience and showcase Amani Spa & Wellness' unique brand. Create short, impactful videos highlighting treatments, wellness tips, and behind-the-scenes moments. Participate in trending challenges and collaborate with influential creators to expand reach and increase visibility. Content • Content created and curated by and for Amani Spa & Wellness Head Office is free for franchise use. • Each spa is responsible for its content, and it must comply with brand standards. [Refer to the Brand Standards section] • We always aim to enrich our guests’ lives through wellness. • Your guests are your most powerful marketing tool. Encourage User Generated Content (UGC) by sharing hashtags with your guests so that they can tag your spa in their images and videos. This is the content that has the greatest credibility, so build that army of Amani Ambassadors. [Refer to our Hashtag Strategy in our Brand Standards document] UNPACKING the key Social Media Platforms
AMANI - BRAND IDENTITY | LOGO PG | 77 CONTENT CALENDAR for the Spa A well-structured content calendar is crucial for effectively managing and promoting your spa. Here’s why: Consistency & Coherence A content calendar ensures that all marketing efforts for the spa are consistent and coherent across various channels. It helps maintain a unified brand message, schedule regular updates, and ensure that promotions, events, and seasonal offers are communicated effectively. Strategic Planning Planning content in advance allows for strategic scheduling of promotions, seasonal offers, and special events. This foresight helps in aligning the spa’s marketing efforts with broader hotel promotions and key dates, maximising visibility and impact. Enhanced Engagement Regular and well-timed content keeps the audience engaged and informed. By planning content around key dates, events, and themes, the spa can create relevant and appealing messages that resonate with its target audience. Resource Management A content calendar helps allocate resources efficiently by outlining who is responsible for creating and distributing content. It ensures that marketing teams and staff are aware of deadlines and can manage their workload effectively. Performance Tracking Tracking content performance through the calendar allows for analysis of what works and what doesn’t. This insight helps refine strategies, optimize content, and improve overall marketing efforts.
AMANI - MARKETING STRATEGY | SECTION 6 PG | 78 ALIGNMENT with the Hotel’s Content and Operations Calendar Essential for creating a seamless guest experience and maximising synergy between the spa and the hotel. Here’s how to achieve this: Unified Branding and Messaging Ensure that the spa’s branding aligns with the hotel’s overall brand identity. Coordinated messaging across all channels (website, social media, in-room materials) reinforces the connection between the spa and the hotel, enhancing the guest experience. Coordinated Promotions Synchronise spa promotions with hotel-wide campaigns and special events. For instance, if the hotel is running a summer sale, the spa can offer complementary summer-themed treatments or packages to attract guests. This integrated approach boosts visibility and enhances guest satisfaction. Joint Events & Packages Develop joint events and packages that combine spa treatments with hotel stays. For example, a "Relax & Rejuvenate" package could include a hotel stay along with spa treatments, appealing to guests looking for a comprehensive wellness experience. Cross-Promotion Leverage the hotel’s communication channels to promote the spa. Include spa information in pre-arrival emails, check-in materials, and in-room Treatment Menus. Similarly, the spa can highlight hotel amenities and packages in its marketing materials to encourage guests to explore more of what the hotel has to offer. Special Days & Themes Align spa content with resort events and seasonal themes. For example, if the hotel is hosting a local festival or a holiday event, the spa can offer themed treatments or special offers that tie into the event, creating a cohesive experience for guests. Feedback & Collaboration Maintain open communication between the spa and hotel teams to share guest feedback and insights. This collaboration helps in tailoring offerings and improving the guest experience based on real-time data and preferences. Integrated Digital Strategy Ensure that the spa’s digital presence is integrated with the hotel’s website and social media platforms. Cross-promote content, share updates, and create a cohesive digital strategy that highlights both the spa and the hotel’s offerings. Instagram posts should always collaborate with the hotel’s Instagram profile to leverage joint and collective eco-systems. Community Management The role of community management cannot be overstated. This is an active brand-building and customer acquisition channel, and every single engagement, comment and/ or direct message should be considered a lead. Steering traffic towards your website is pivotal, as this is essentially your mothership where digital performance can be tracked and lead into your digital architecture.
AMANI - MARKETING STRATEGY | SECTION 6 PG | 79 CUSTOMER ACQUISITION Part 3: Your Microsite & Digital Architecture 1 You have your own dedicated website landing page on the Amani Spa & Wellness website. Your dedicated website address is: nofa.amanispas.co.za This landing page has been designed for your benefit as follows: As ‘the mothership’ to which you can drive all of your digital communications To attract traffic through a comprehensive Amani Spa & Wellness SEO strategy As a source of credibility through ◦ The calibre of the content on the site (including images and information) ◦ Tripadvisor Reviews ◦ Google Reviews As a source of actively promoting your spa menu, monthly specials and signature treatments (with links to online bookings) As a source of inspiring wellness-related content (creating fresh content on the site, and improving SEO ranking in the process) To convert leads ◦ Direct emails ◦ Phone calls ◦ Enquiry form ◦ Online booking ◦ Newsletter subscription To begin The Amani Customer Journey, with a view to building customers with a high lifetime value to your business
AMANI - MARKETING STRATEGY | SECTION 6 PG | 80 Content Uploading • Your micro-site is built on a WordPress Content Management System (CMS). This is accessed via a unique username and password, controlled by our marketing team. Website Hosting • The website is hosted on xneelo. Enquiry, Lead and Booking Management (The Amani Customer Journey) • Hubspot is an enquiry and lead management tool, and has been set up as the singular 'Source of Truth' (with a consolidated, clean and segmented database). It enables the tracking and measurement of website enquiry forms and ChiDesk appointment leads. • It is fully integrated with your micro-site and ChiDesk to ensure your data is always current and relevant (no manual intervention required). • Refer to The Amani Customer Journey for a comprehensive overview of how each of our customers is nurtured, and how data is gathered for meaningful guest experiences and decision-making. Email marketing • At the Head Office Level, Amani Spa & Wellness has adopted a comprehensive database management strategy, including processes and systems, to ensure that our data is accurate, compliant and secure. • At the Head Office Level, Amani Spa & Wellness has adopted a centralised distribution system for email communications, which we manage on behalf of our franchises. • At the Head Office Level, Amani Spa & Wellness has defined an email communication plan and will handle monthly communications to our databases (with a direct link to each of our spas for lead nurturing). • A number of email automations can be set up through ChiDesk to enhance your (local) Amani Customer Journey, including: ◦ Booking Confirmation & Reminder ◦ Feedback Survey ◦ Review Management ◦ Summary of Customer Satisfaction Report with NPS MASTERING Your Amani Micro-site & Digital Architecture
AMANI - MARKETING STRATEGY | SECTION 6 PG | 81 Personalisation (Customer Profile Management) • It cannot be overstated how important our guest profiles are. These are the gold in our data and enable us to properly serve and retain our customers. By keeping detailed digital records of our customers, we can personalise their experiences with us - as well as their communications. • Our Guest Profile is essentially activated at the point of enquiry. Before arrival at the spa, it is imperative that they complete an online questionnaire, as this will enable us to retain their data, and also ease the administrative burden on arrival at the spa (for both guest and therapist). A guest should never have to complete this twice, as their singular lifetime record is intended to be built on and enhanced from one visit to the next. Word of Mouth / Referrals / Reviews • The value of referrals and reviews can never be overemphasized. Our credibility, and also our ranking in the online space, is largely influenced by what others have to say about us - and specifically - how we are rated. • Each Amani Spa & Wellness Spa Franchise must have the following review platforms set up and actively managed: Tripadvisor | Google Reviews • Customers should be encouraged to ‘share the love’ if they have a positive experience with us. A QR code to our review platforms could be displayed in smart signage at reception. A link to your review profiles will be added to post-treatment feedback communications. • You may also wish to consider an Amani Referral programme, where you reward your loyal customers for referring friends, family or colleagues. Hotel guests (pre-arrival and on-site) [Refer to The Amani Customer Journey] Customer Retention • Bring-back-strategy • Guided by the integrated Hubspot-ChiDesk CRM, we can target repeat customers with personalised communications. By being proactive and reminding customers of their treatments, you add a valuable customer-centric service that will drive more sales and revenue. ◦ Personalised and proactive profile management ◦ Loyalty programme ◦ Membership offers and VIP events (e.g launch of a new product or treatment) ◦ Special Offers for Birthday Month ◦ Feedback/Thanks/Acknowledgement on Review Ratings via ChiDesk or Google Reviews MASTERING Your Amani Micro-site & Digital Architecture_continued
AMANI - MARKETING STRATEGY | SECTION 6 PG | 82 Our guests are not just transactions—they are part of the Amani family. By focusing on nurturing relationships with our repeat customers, we tap into a rich source of growth, loyalty, and advocacy. The key to guest retention is simple but profound: understanding who our guests are, anticipating their needs, and making each interaction meaningful. Reflect on your current repeat business rate. Do you know what it is? What would you like it to be? With Amani’s Guest Retention strategy, let’s move toward that goal with intention and care. CUSTOMER RETENTION 2 NURTURING THE DIGITAL AVATAR OF OUR GUESTS An email address is not just a means of contact; it represents the virtual avatar of our guest. Each data point we gather, from preferences and purchase history to feedback and visit frequency, contributes to a fuller, more accurate picture of who our guests are and what they seek in wellness. How well we protect, preserve, and nourish this information directly influences our ability to serve and retain guests in the real world. Treating this data with care enables us to meet the guest’s needs before they even express them. The guest’s Digital Unique Customer Profile (UCP) becomes the foundation of our long-term engagement, enabling proactive outreach that feels intuitive and genuinely thoughtful. This approach aligns with the Amani Customer Journey, ensuring we stay connected with our guests well beyond their first visit.
AMANI - MARKETING STRATEGY | SECTION 6 PG | 83 UNDERSTANDING THE POWER OF REPEAT BUSINESS Repeat guests are our most valuable allies. Not only are they easier to engage than new customers, but they also represent opportunities for organic growth through referrals. To support spa franchises in understanding and growing their repeat business, we encourage tracking metrics like the percentage of repeat visits and setting clear goals for growth in this area. A proactive approach to scheduling is key: • Be the Reminder They Need: Reach out with reminders to book their next visit or purchase refills on their favourite products. Life gets busy, and thoughtful reminders demonstrate our commitment to their wellness. • Establish a Recurring Booking System: For frequent guests, offer pre-scheduled sessions. This convenience locks in repeat bookings, builds a steady revenue stream, and offers guests peace of mind, knowing their wellness is in good hands. CREATIVE STRATEGIES TO ELEVATE GUEST RETENTION 1. Birthday & Special Occasion Touchpoints – Remembering birthdays, anniversaries, or wellness milestones with tailored offers or a simple “Thinking of You” message brings warmth to the guest relationship and reinforces their connection to Amani. 2. Exclusive Membership & Rewards Programs – Offer tiered loyalty rewards for repeat guests, allowing them to access exclusive benefits, from discounted treatments to priority booking options. 3. Incorporate Feedback Into the Experience – Post-visit feedback provides invaluable insights that can improve individual guest experiences. By listening and responding, we show that their voice matters, creating a foundation of trust and loyalty. 4. Referral Encouragement – A happy guest is our most effective ambassador. Incentivise referrals through rewards or discounts for guests who bring in friends or family, encouraging them to share their positive experiences. 5. A Targeted Communication Strategy – Develop a strategy to keep your guests engaged with meaningful, segmented content based on their interests and past choices. You have access to support from Amani Head Office for the conceptualisation, design and distribution of your email communications.
AMANI - MARKETING STRATEGY | SECTION 6 PG | 84 IN-ROOM WELLNESS AMENITIES POP UP SPAS: MEETINGS & EVENTS MEMBERSHIP PROGRAMS DAY SPA PACKAGES REVENUE GROWTH 3 SPA AND WELLNESS TREATMENTS CORPORATE WELLNESS PROGRAMS WELLNESS RETREATS REVENUE STREAMS HOTEL PACKAGES WITH SPA TREATMENTS RETAIL PRODUCTS FOOD & BEVERAGE 1 6 2 9 3 8 4 10 7 5
OPPORTUNITY Include a variety of services and facilities to cater to diverse client preferences and needs, including classic, signature and holistic wellness treatments and experiences. IMPLEMENTATION • Develop a comprehensive treatment menu ◦ Regularly update with seasonal and trending options. • Monthly or Seasonal treatment promotions ◦ Reduced rate or value-add offerings on specific treatments or treatment combos • Featured Treatment of the Month ◦ Highlighting a specific treatment’s features and benefits to attract bookings • Leverage effective marketing channels: ◦ Use social media (Instagram, TikTok, Facebook) to showcase treatments & educate clients. • Implement a loyalty program: ◦ Reward repeat customers with points redeemable for services or products. • Partner with influencers and media: ◦ Generate buzz and credibility through collaborations. Diversifying and promoting treatment options can attract more clients and boost revenue. 1 | SPA & WELLNESS TREATMENTS OPPORTUNITY Target corporate clients with bespoke wellness programs like stress management workshops, team-building retreats, and customised wellness plans. IMPLEMENTATION • Develop targeted marketing campaigns: ◦ Focus on HR professionals and corporate decision-makers through networking activations at corporates and businesses in your community. • Create compelling content ◦ Create collateral with imagery and information showcasing the benefits of corporate wellness programmes. Where possible, provide testimonials and photos or videos of previous successful events. • Leverage social media: ◦ Utilise Social Media to share success stories and partner with wellness influencers. • Build corporate wellness partnerships: ◦ Collaborate with businesses to offer corporate wellness packages, incentivising repeat visits from corporate clients and their employees. 2 | CORPORATE WELLNESS PROGRAMS AMANI - MARKETING STRATEGY | SECTION 6 PG | 85
OPPORTUNITY • Attract hotel guests, and the local community through the creation of tailored day spa packages that offer a variety of treatments and customisation options. IMPLEMENTATION • Develop diverse packages: ◦ Create themed packages featuring a combination of treatments to cater to different preferences. • Implement effective marketing: ◦ Utilise local media, digital advertising, and social media to promote packages. • Leverage partnerships: ◦ Collaborate with local businesses and influencers to increase visibility. • Incentivise repeat business: ◦ Offer referral programs and loyalty rewards to encourage return visits. AMANI - MARKETING STRATEGY | SECTION 6 PG | 86 3 | DAY SPA PACKAGES OPPORTUNITY • Create compelling membership packages that combine exclusive offers, invitations and extra savings on select treatments, products and services to attract a culture of repeat visits and loyalty amongst local guests and businesses, estate residents and corporate clients. IMPLEMENTATION • Develop diverse packages: ◦ Exclusive packages, combo and discount offerings are only available on the Membership. • Implement effective marketing: ◦ Utilise the hotel’s website, third-party booking platforms, and targeted advertising to promote memberships. • Leverage social media: ◦ Showcase membership value, savings and benefits through visually appealing content and encourage guest-generated content. • Offer incentives: ◦ Provide referral discounts and complimentary services for new sign-ups referred to by a friend. 4 | MEMBERSHIP PROGRAM
OPPORTUNITY • Create compelling hotel packages that combine luxurious accommodations with indulgent spa treatments to attract a wider range of guests, including couples, families, and corporate clients. IMPLEMENTATION • Develop diverse packages: ◦ Offer a variety of "Stay & Spa" packages tailored to different guest segments (couples, families, corporate, etc.). • Implement effective marketing: ◦ Utilise the hotel’s website, third-party booking platforms, and targeted advertising to promote packages. • Leverage social media: ◦ Showcase package highlights through visually appealing content and encourages guest generated content. • Generate media coverage: ◦ Issue press releases to travel and wellness publications to increase visibility. • Offer incentives: ◦ Provide early-bird discounts and complimentary services to encourage direct bookings OPPORTUNITY • Offer on-site spa services at corporate events, meetings, and private functions, providing a unique and rejuvenating experience for attendees. IMPLEMENTATION • Develop versatile service packages: ◦ Create customisable spa packages to suit various event formats and durations. • Expand market reach: ◦ Utilise targeted advertising, event planning platforms, and social media to promote pop-up spa services. • Enhance brand visibility: ◦ Share engaging content on social media, showcasing the pop-up spa experience and client testimonials. • Offer competitive pricing: ◦ Provide bundled packages and discounts to incentivise bookings 5 | HOTEL PACKAGES WITH SPA TREATMENTS 6 | POP-UP SPA FOR MEETINGS & EVENTS AMANI - MARKETING STRATEGY | SECTION 6 PG | 87
AMANI - MARKETING STRATEGY | SECTION 6 PG | 88 OPPORTUNITY • Ensure that the Spa has a range of products including skincare, body care, aromatherapy, and wellness items to complement spa treatments and enhance the overall guest experience. IMPLEMENTATION • Leverage social media: ◦ Showcase products through engaging content on Instagram, Facebook, and TikTok. • Build strategic partnerships: ◦ Collaborate with influencers and wellness publications to increase brand visibility. • Offer incentives: ◦ Implement loyalty programs and bundle deals to encourage purchases. 7 | RETAIL PRODUCTS OPPORTUNITY • Offer immersive, multi-day wellness retreats that provide a holistic approach to health and well-being, combining spa treatments, fitness activities, nutrition workshops, and mindfulness practices. IMPLEMENTATION • Develop comprehensive retreat packages: ◦ Create diverse retreat themes and itineraries to cater to different target audiences. • Leverage strategic partnerships: ◦ Collaborate with wellness experts, accommodation providers, and local businesses to enhance retreat offerings. • Implement effective marketing: ◦ Utilise various channels (digital, print, and PR) to promote retreats and generate interest. • Create engaging content: ◦ Develop high-quality visual and written materials to showcase retreat experiences. • Incentivise bookings: ◦ Offer early bird discounts, group rates, and referral bonuses to encourage participation. 8 | WELLNESS RETREATS
AMANI - MARKETING STRATEGY | SECTION 6 PG | 89 OPPORTUNITY • Enhance the guest experience and generate additional revenue by offering a curated menu of healthy and delicious food and beverages that align with the spa's wellness focus, enhancing the guest experience at the Spa. IMPLEMENTATION • Develop a wellness-focused menu: ◦ Create a menu featuring nutritious and flavourful dishes and beverages that complement spa treatments. • Leverage effective marketing: ◦ Promote the food and beverage offerings through the spa's marketing channels and collaborate with the hotel's F&B team. • Implement strategic pricing: ◦ Offer competitive pricing and consider package deals that include food and beverages with spa treatments. 9 | FOOD & BEVERAGE - INCREMENTAL REVENUE OPPORTUNITY • Provide customised wellness products and services to enhance the guest experience and generate additional revenue through corporate gifting and in-room amenities, reinforcing the brand’s commitment to holistic well-being. IMPLEMENTATION • Bespoke Amani Spa & Wellness products: ◦ Create a collection of wellness products in collaboration with Amani Spa & Wellness, tailored to corporate clients and individual guests, including aromatherapy balms and bath products specific to relaxation, sleep, rejuvenation, etc. • Leverage marketing channels: ◦ Utilise direct mail, social media, and public relations to promote wellness products to both corporate and individual clients. • Offer incentives: ◦ Provide bulk discounts for corporate gifts/goodie bags for corporate events, incentives and promo days. 10 | WELLNESS PRODUCTS FOR CORPORATE CLIENTS & IN-ROOM AMENITIES
AMANI - MARKETING STRATEGY | SECTION 6 PG | 90 BRAND AWARENESS Elevate Local Presence, Influence Global Reach 4 • Listings • Local Listings: Enhance visibility on regional platforms: ◦ Local Guides: Include listings in accommodation and activity guides distributed by hotels and lodges. • Global Listings: Maintain a strong presence on international platforms: ◦ TripAdvisor: Focus on regular updates and encouraging guest reviews to enhance discoverability. Signage • Signage must comply with Amani’s brand standards [Refer to Brand Standards section] • Leverage every opportunity to promote Amani in the Ikeja community (eg. signage at street level of Hotel entrance). • Signage also relates to on-site spa touch-points. A comprehensive catalogue is available from Head Office. We are able to assist you with orders Collateral • A selection of Featured Treatments and Promotional Packages will be shared on a monthly basis as an A4 flyer, in-room TV screen, and social media post, designed by Head Office. We encourage you to utilise this library of Featured Treatments in and round the Spa, Hotel, and other marketing avenues. • We will provide you with a PDF, web, and print-ready copy to utilise on your various platforms. • Menu design, treatment selections, costing, and pricing structures are reviewed annually in conjunction with the Spa Manager. Customer experience • From the point of arrival until departure, we must consider every element of our customer experience journey. What opportunities do we have for 'insta-worthy' moments (ie for User Generated Content), such as the reception, relaxation area, treatment rooms etc. Every little detail is an opportunity to make an impression.
AMANI - MARKETING STRATEGY | SECTION 6 PG | 91 Uniforms • All uniform designs must be approved by Head Office. • Uniform colours are grey, unless another colour is pre-approved by Head Office. • Uniform to include the Amani Spa & Wellness logo on the top left area of the chest. Events, partnerships, and in-spa promotions. • Local community! • Radisson groups and events (plug into reservations/guest relations) Publications and Media • Advertising vs Free Media: ◦ Prioritise editorial features and earned media in local and regional publications by building relationships with journalists and media outlets. ◦ Use targeted advertising selectively for key campaigns or peak seasons, ensuring alignment with audience preferences and budget. • Local Media: ◦ Collaborate with community newsletters and local business directories for a cost-effective way to increase visibility. • Tourism Partnerships: ◦ Leverage organisations like Saudi Tourism Authority (www.sta.gov.sa) and Visit Saudi (www.visitsaudi.com) for collaborative campaigns, ensuring Amani Spa features prominently in regional destination marketing. Influencers • Travel Influencers with Clout: ◦ Partner with regional and international travel influencers who have established credibility in the luxury and adventure travel markets. This could include influencers from Saudi Arabia, UAE and other MENA Regions, Europe, and the USA who often feature destinations in Saudi Arabia. • Local Wellness-Focused Influencers: ◦ Collaborate with local and regional influencers who are aligned with wellness, self-care, and spa experiences. Their content can appeal to both local audiences and the expat community. • Content Strategy: ◦ Host immersive experiences for influencers to share authentic narratives about Amani Spa. ◦ Incentivise influencers to promote seasonal offers and day spa packages tailored to their audiences. BRAND AWARENESS_continued
PERFORMANCE MEASUREMENT & KPIs SECTION 7
AMANI - MARKETING STRATEGY | SECTION 7 PG | 93 Key Performance Indicators: Metrics for tracking success, using industry benchmarking. Guest Demographic Share Hotel Guest vs Day Visitors = 70:30 Guest Retention Rate = 20% Customer Satisfaction Rate/Net Promoter Score = 8+ Guest Feedback (% of guests providing feedback) = 30% CRM Lead Conversion Rate = 10 - 15% Guest Frequency Rate = return rate of 3 - 4 visits per year for locals and 1-2 visits per stay for tourists Budget vs Turnover = 100%+ of Budget achieved Customer Acquisition = 80% of the monthly guests should consist of first-time visitors Average Revenue Per Client (ARPC) = SR 655 (incl. VAT) Revenue Growth Rate = Year on Year @ 15% - 20% Key Performance Indicators: Metrics for tracking the success of marketing initiatives (e.g., customer acquisition cost, lifetime value, engagement rates). Daily Cash-Up Summary Report to monitor operational efficiency and address immediate issues ◦ Daily Revenue, including measurement of achieved vs required ◦ Turnover Month to Date, including measurement of achieved vs required ◦ Therapist Productivity Report ◦ Guest Demographic breakdown of Hotel Guests using the Spa, Hotel vs Day Visitors, Male vs Female, Local vs International, and Corporate vs Leisure Weekly Reports to evaluate short-term performance and adjust tactics ◦ Booking trends (peak vs. off-peak hours) ◦ Customer feedback summaries ◦ Retail product sales performance Monthly reports to track progress toward monthly goals and identify broader trends ◦ Analyse set KPIs to measure benchmark vs actual results achieved ◦ Revenue per Therapist ◦ Marketing return on investment (ROI). Monitoring and Reporting: Regular reporting schedule to assess progress and adjust strategies as needed. What’s a KPI...? We're watching that too?
AMANI - MARKETING STRATEGY | SECTION 7 PG | 94 Key Performance Indicators: Metrics for tracking the success of marketing initiatives (e.g., customer acquisition cost, lifetime value, engagement rates). Key Performance Indicators: Metrics for tracking the success of marketing initiatives (e.g., customer acquisition cost, lifetime value, engagement rates). Continuous Improvement: Approach for ongoing evaluation and refinement of marketing strategies. But can we make it even better? Regular Performance Reviews (monthly or quarterly) , such as: ◦ Campaign Return On Investment (ROI). ◦ Customer Acquisition Costs (CAC). ◦ Conversion rates from promotions (e.g., social media, email). ◦ Feedback from new and repeat customers about marketing touchpoints. Data-Driven Decision-Making, and tailor promotions to align with data insights ◦ Social media engagement. ◦ Online booking trends. ◦ Analyse trends in customer demographics and behaviour. Experiment with new marketing channels ◦ Collaborate with local businesses (e.g., resorts or hotels in the area that doesn't have a Spa). ◦ Leverage influencer partnerships for targeted campaigns. ◦ Explore emerging platforms like TikTok or niche travel apps.
AMANI CUSTOMER JOURNEY SECTION 8
AMANI SPA & WELLNESS Customer Journey The Amani Spa & Wellness Customer Journey is an intentionally crafted experience designed to engage our guests from the first point of discovery through to long-term loyalty. The journey emphasises personalisation at every stage, supported by the Digital Unique Customer Profile (UCP), which serves as the guest's living avatar and a sacred tool for building lasting relationships. Innovation is at the heart of this journey, seamlessly blending traditional hospitality values with a cutting-edge digital architecture. This architecture has been specifically designed to support each phase of the customer journey, ensuring an integrated, efficient, and truly exceptional guest experience. The journey is different for Direct Guests and Hotel Guests, reflecting the distinct ways they interact with the spa: • Direct Guests engage with Amani independently, discovering the spa through digital platforms, word of mouth, or direct referrals. • Hotel Guests encounter Amani as part of their hotel stay, with the hotel serving as the primary source for the spa. This model relies on a strong collaboration between hotel and spa teams to integrate wellness offerings into the broader guest experience. By using this Customer Journey as the foundation for your marketing, communications, and operations, you will reap the rewards of improved customer sentiment, longer-lasting relationships, enhanced reputation, and a stronger bottom line. AMANI - MARKETING STRATEGY | SECTION 8 PG | 96
THE AMANI CUSTOMER JOURNEY Building trust and driving bookings via multiple touchpoints. 2. CONVERT Touchpoints: • Website Enquiry Form: Easy-to-use forms to submit enquiries. • Booking Platform (ChiDesk): Seamless scheduling and payment. • Communication Channels: Phone, WhatsApp, email, and SMS for enquiries and confirmations. • Automated Responses: Quick replies to ensure guests feel cared for. Actions: • Provide all the information guests need, ensure prompt responses, and guide them through the booking process. 1. 2. 3. 4. 5. DIRECT CUSTOMER JOURNEY Bring Back Strategy > Creating meaningful guest touchpoints before and during their visit. 3. CONNECT Touchpoints: • Spa Reception: Personalised welcomes, efficient check-ins. • UCP System: Anticipate needs based on guest profiles. • Spa Ambience: A luxurious, calming environment. Actions: • Ensure smooth check-in, build trust, and personalise the experience from the start. Awareness and engagement through marketing and communications. 1. DISCOVER Touchpoints: • Social Media: Instagram, Facebook campaigns. • Google: Organic search, paid ads, and online reviews (e.g., TripAdvisor). • Word of Mouth: Referrals and testimonials. • Website: Central hub for browsing services, pricing, and treatments. Actions: • Create awareness, reinforce the brand’s identity, and direct traffic to the website or booking platform. 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.
AMANI - MARKETING STRATEGY | SECTION 8 PG | 98 CUSTOMER JOURNEY For Direct Guests from Local Areas ~ The Amani Spa & Wellness journey for direct guests is designed to build a relationship directly with the guest from their first interaction. Every phase of the journey emphasises seamless integration between digital and physical touchpoints, supported by the UCP. As direct guests typically discover Amani independently, the focus is on strong digital marketing, clear conversion strategies, and memorable in-spa experiences that encourage repeat visits and long-term loyalty. Advantages of focussing on your local market for long-term success: REPEAT BUSINESS Local guests are more likely to visit regularly, creating a consistent and dependable revenue stream. BRAND LOYALTY These guests form strong connections with the spa, returning for self-care, celebrations, and routine wellness. COMMUNITY ADVOCACY Loyal local guests become ambassadors, sharing positive experiences and driving word-of-mouth referrals. DEEPER PERSONALISATION Serving a local audience provides ongoing insights into guest preferences, enabling more tailored and meaningful services. SUSTAINABLE GROWTH Building relationships with local guests fosters long-term stability, reducing reliance on transient customers. By prioritising local guests, your wellness spa can cultivate a loyal client base that supports its growth, reputation, and success over time.
AMANI - MARKETING STRATEGY | SECTION 8 PG | 99 WHERE • Social Media (Instagram, Facebook, etc.) • Google (Organic Search and Paid Ads) • Word of Mouth and Referrals • Online Reviews CRITICAL FACTORS • Brand Identity and Promise: Amani’s promise of luxury, wellness, and exceptional service must be consistent across all channels to create a strong first impression. Every touchpoint, whether digital or physical, should embody the brand’s core values. • User Experience (UX): From engaging Instagram reels to well-optimised Google Ads, every interaction must provide a seamless experience that piques guest interest. • Conversion Strategy: ◦ Social media campaigns are designed to funnel potential guests to the Amani website. ◦ Online reviews and guest testimonials on Google and TripAdvisor act as powerful social proof, encouraging exploration of the spa’s offerings. • Amani Website: The website is the central hub for information, booking, and guest engagement. Clear information, accessible menus, and strong calls to action (e.g., “Book Now”) help convert interest into enquiries. 1 | DISCOVER - Get Attention and Make a Connection WHERE • Amani Website • ChiDesk (Online Booking System) • Email, SMS, WhatsApp CRITICAL FACTORS • Access to Information: Guests must easily find comprehensive details about treatments, pricing, and spa amenities. An intuitive design ensures they feel confident in their decision. • Speed of Response: Automated responses or quick replies via email, SMS, or WhatsApp demonstrate professionalism and care. • Ease of Booking: ◦ The ChiDesk system ensures seamless booking, reducing friction and increasing conversion rates. ◦ Clear instructions for payment, confirmation emails, and appointment reminders enhance the overall experience. • Digital Unique Customer Profile (UCP): ◦ Guest Input: During booking, guests provide preferences and personal details, which are securely stored in their UCP. ◦ Therapist Input: After treatments, therapists update the UCP with session details, enabling future personalisation and follow-ups. 2 | CONVERT - Establish Trust and Drive Bookings
WHERE • Spa Reception CRITICAL FACTORS • Warm Welcome: Guests are greeted warmly by name, creating an immediate sense of care and recognition. • Personalisation: The UCP allows staff to anticipate guest needs and preferences, enhancing the check-in experience. Guests who haven’t completed their profile are encouraged to do so on a on a tablet, or paper-version of the UCP. • Ambience: Every sensory detail, from the soothing music to the calming décor, must align with Amani’s meticulous brand standards. • Efficient Check-In: The process is seamless, ensuring a smooth transition from arrival to relaxation. AMANI - MARKETING STRATEGY | SECTION 8 PG | 100 3 | CONNECT - First Impressions at the Spa Reception WHERE • Spa Interior and Treatment Rooms CRITICAL FACTORS • Tailored Treatments: Using the UCP, therapists deliver skilled treatments that address the guest’s specific needs and preferences. • Exceptional Therapists: Therapists’ professionalism, skill, and intuition are key to delivering an outstanding experience. • Ambience and Amenities: Every aspect of the spa environment—from lighting to scent—creates a tranquil, rejuvenating space. • Post-Treatment Engagement: ◦ Therapists offer follow-up treatments and product recommendations based on the treatment. ◦ Guests are encouraged to relax in the post-treatment area, enjoying herbal teas or calming refreshments. • Feedback and Review: Subtly provide touch points for guests to leave their digital feedback or review (Tripadvisor or Google Review) via QR code. Response rates are much higher ‘in the moment’. You can also link to social media channels for content sharing, with subtle messaging in key areas. 4 | EXPERIENCE - The Heart of the Customer Journey