In August, we partnered with the Florida Spa & Wellness Association to drive new spa guests to exclusive spa packages on ResortPass. August is a notoriously slow month for spas, and in Florida, the humidity doesn’t help!
Eighteen properties participated in the SPAugust campaign, including Eden Roc Miami, Ritz-Carlton Orlando Grande Lakes, JW Marriott Orlando Bonnet Creek, Pelican Grand Beach Resort, and more. These properties represented several different parts of Florida, which meant more opportunity to drive new spa guests to participating members.
Our marketing team ran a free campaign. It included dedicated emails to the Florida market, social media highlights, influencers, and a landing page that grouped all of the SPAugust deals together in one place.
The results blew us away. In August, for just 18 properties,
→ Month-over-month spa sales grew 63%.
→ Total sales of spa passes and spa treatments exceeded $332,000.
→ Over 1,700 new guests went to participating spas.
Massage sales in Florida grew 70% month-over-month – during the slow season.
What’s the takeaway? Unique packages that have good value drive big revenue. Take the offering from Eden Roc Miami:
This package was far and away the top selling package during SPAugust. Let’s evaluate the keys to success:
1. Access to amenities turned an hour-long treatment into a full daycation.
Properties that included pool access in their spa package saw top sales.
2. The price point does not diminish the luxury, but does feel like a good value.The sweet spot for top-selling spa packages was $150-$190. Pricing a treatment + amenity access + small freebies at this level drive the most bookings and revenue.
We’re grateful to the Florida Spa and Wellness Association for championing this initiative to their members, and proud to provide so much value to our spa partners during a month not known for top spa sales.
If your spa would benefit from new bookings, consider optimizing your offerings to align with the successful packages that worked during this campaign. List your spa on ResortPass at partners.resortpass.com or reach out to your account manager at amteam@resortpass.com to design the perfect package.