memBer PersPectives
talking stick resort & spa, pictured here, has used data to inform both its treatment menu and retail offerings.
At Talking Stick Resort & Spa, Kramer tracks the
mixture of locals and hotel guests. “We have a guest type
for everyone in our system,” Kramer says. “Are they a
hotel guest? Casino guest?” Talking Stick can also track
whether a guest is part of group, as well as how they first
heard of the spa. “That helps our marketing department
decide what we want to do going forward,” says Kramer,
adding that “if we run reports that show our Facebook
presence isn’t making an impact, we can focus attention
there and spruce that up.”
Promotions, Prices and menus
Data is also a useful tool for measuring promotions and
setting permanent price points for treatments and
services.
Angela Vies used data gathered from her time at a
previous spa to inform the timing and number of promo-
tional offers at AquaVie Spa. “At a previous spa I worked
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