How do you elevate a spa from comes-as-standard to distinctive, differentiating and magnetic?
AB hotels were to invest £14 million into a new spa at Sopwell House, their hotel in the English countryside. To generate superior returns from this investment, the spa 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.