How do you elevate a spa from comes-as-standard to distinctive, differentiating and magnetic?
AB hotels invested $14 million into a new spa at Sopwell House, their hotel in the English countryside. To generate value from their investment the spa at Sopwell House would need to appeal to an elite audience of like-minded local professionals, celebrities, families and well-off empty nesters.
But the generic hotel spa, once a rare bird, had become increasingly commonplace.
We examined the needs and aspirations of the new spa’s 15 audience segments. Idiosyncratic outliers aside, there were two universal needs amongst the group: for identity and status affirmation, and to be recognised within a community.