Building a loyal local following for your Spa Hotel.
For more than thirty years of working with boutique hotels, we’ve watched guest behaviour evolve and shift with society. We’ve seen what people truly want, what drives them through your doors, and crucially, what keeps them coming back.
Right now, there’s a significant shift happening that many spa hotels are missing entirely. There’s a large focus on weekend guests and travelling visitors, whilst a valuable audience live just twenty minutes down the road are sometimes ignored. Think about it. Whilst travelling guests will always be important, locals represent something entirely different. They’re not looking for a once a year treat; they want somewhere they can actually come back to. A place where they can book a Thursday evening massage after a rough week, or slip away for a Sunday morning facial without committing to a full weekend away.
The problem? Many spa hotels still market themselves like everyone’s a tourist. Your website talks about “getaway packages” and “escape weekends” when what locals really want to hear is that you’re their local sanctuary. That you get it. That they can pop in midweek without it being a big issue.
And here’s where it gets interesting for your bottom line. You know those quiet Tuesday and Wednesday afternoons when your treatment rooms are sitting empty? Locals can fill those slots. Some even choose to stay overnight, from our data across UK hotels we work with.
Whilst tourists cluster around weekends and school holidays, local clients are actively looking for midweek appointments. A well-placed promotion for “Locals’ Mornings”, a postcode or targeted midweek offers can completely smooth out those revenue dips you’re always dealing with.
But the messaging has to be right. “Twenty minutes to tranquility” hits differently than “weekend spa escape.” Your digital marketing needs to speak to people who want regular self-care, not a one-off indulgence.
Geo targeted social ads, email campaigns that acknowledge what’s actually happening in their lives, website content that says “we’re here for you, regularly”,
When you get this right, something brilliant happens. That person from the next town becomes a monthly regular. They bring their friends. They leave reviews. They become your best marketing without you spending a penny.
The opportunity’s there, but capturing it needs more than just deciding to target locals. It requires understanding what actually drives them, where to reach them, and how to speak their language. That’s where specialist hospitality marketing expertise makes all the difference.
If you need to fill those midweek gaps and build a loyal local following, let’s talk about making it happen. Get in touch.
www.clock-work.co.uk | 01803 872999