Pulse October 2015 - Page 21

in order to gain their trust. They know about ingredients in products, procedures and what is popular,” she says. “This is great for our industry as it adds pressure on us to keep our team properly trained and informed, elevating the level of service we should provide.” While she generally overhauls the spa menu every two years, she stays on-trend by adding seasonal and special treatments in between. “The process basically starts with listening to our guests, studying the top requested services and eliminating the ones that aren’t popular,” she says. Vendor selection is a big part of the treatment design process. “I look for passion,” she says, adding that it’s important for her to see that resource partners believe in the product they are selling in order to make her spa team love the products. “If the team believes in the product, it will sell!” she says, adding that she looks for qualities like high-quality, responsibility, consistency and efficacy in a product or brand. Happy Guests When it comes to marketing, Quesada sums up the spa’s strategy: keep guests happy. “You need to know your market in order to reach out to them. I have, as much as I don’t prefer to, offered discounts, because the local market likes to hear the word ‘discount,’” she says, adding that the spa offers specials daily at certain times and promote treatments during less peak times at a discounted rate. “The idea is to bring them into the spa and suggest an enhancement to their service, to justify the discount. We also offer ‘mini’ services at the pool and beach areas. This has been a great marketing strategy as the 25-minute treatment by the pool or beach areas turn out to be a great hook for them to come in for a longer experience at the spa,” Quesada says. The spa also stays on top of special holidays or celebrations and offer custom activities based on them. “For example, for Yoga Day, we increased our yoga and meditation classes for the day on a complimentary basis. When you open the door for them to experience the quality of your services, they are attracted to experience them again, even when treatments are no longer complimentary,” she says. Guest education is a big part of their marketing strategy. “We offer classes to teach our clients and increase their awareness [about the benefits of spa]. Educating guests is for our very own benefit in the end,” she says. Quesada says she also works with other businesses for incentive programs and spa specials in order to better understand what their guests are looking for as well as capture a market that the spa may not normally reach because they don’t have access to a similar database. “I love the statement ‘If you don’t like your results, change the procedure but not the goal.’ If I need to improve my financial results, I need to try new things, including new marketing strategies in order to attract the clients I want,” she says. But with a focus on offering Mexico’s unique experiences, Four Seasons Punta Mita is infusing just the right kind of strategy to get guests coming back. ■ ABOUT THE SPA Spa open date: September 1999 Square footage: 20,500 Number of treatment rooms: 12 Number of full-time spa staff: 29 Guest ratio percentage (female vs. male): 60 percent vs. 40 percent Method of staff payment/ compensation: Flat salary plus commission Signature treatment: Punta Mita Massage and Hakali Massage Product lines used: Knesko Skin, COOLA Suncare, FarmHouse Fresh, Éminence Organic Skin Care, CND, Moroccanoil Contact: Four Seasons Punta Mita Punta Mita - Bahia de Banderas 63734 Nayarit, Mexico Phone: 52.329.291.6000 Website: fourseasons.com/puntamita Octo &W"#P