Internal Marketing Strategies

If your spa is located in a hotel, have you set your internal marketing strategies yet? What are you doing to market your spa internally? Do you have strategies for how to market your spa to your colleagues? This is actually very important to have a plan for.

The definition of internal marketing, as we see it is; It’s a management philosophy of promoting your spa to people who already know about your business and actually already works (in a way) for your business – We are talking about the hotel staff…

By treating them also as a type of customer they can learn about the spa and by that more easily promote the spa’s products and services and maybe even become your best ambassadors. The rationale behind internal marketing is that a hotel- or resort spa finds ways to ensure that all guest relation staff in the hotel also talks about the spa for the guests.


There are many ways to do this and we talk about it in our Spa Marketing Program, but how do you get started?

  • First of all; Ensure that you as a spa manager can attend “new hotel staff induction and training sessions”. Make sure you have a time slot so you can introduce yourself and present your spa and explain the concept, services and the experience, so every new staff member in the hotel knows there IS a spa and what you do. All new hotel staff should also have a tour of the spa facilities. This may sound simple, but our experience says it’s not always happening…
  • For all new spa treatments or services, you will also need to plan how to inform, not only your own spa staff, but also how to inform the staff in the hotel. It is important that the hotel staff, particularly, Guest Relations Team and Front desk Team are aware of all news and promotions in the spa as they are the ones who meet all your potential guests – DAILY!
  • How do you do this? Do you have set routines for email updates to the different departments? Are you regularly joing team meetings to share spa information? Have you plans for “internal launch-campaigns for new treatments and products? Have you actually tested to do a mystery shopper and called the hotel’s reservation team to see if they mention the spa for a potential hotel guest? And do you have a plan with the hotels’ HR team for cross-training for the staff?
  • As Michael Jordan says: “Talent win games, but teamwork and intelligence wins championships”. So it’s all about teaming up with the hotel staff to ensure your guests find their way to your spa…

As you see there are so many ways to work with, what we call, Internal Marketing. Join our Spa Marketing Course for more ideas and inspiration for new strategies. You can either join our complete Spa Management Program or just study a course in Spa Marketing. Welcome to our new Education portal:

(Image borrowed from Nikko Hotel in Saigon)


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