Spa guests of the Naples Grande Beach Resort can find a place to renew mind, body and spirit in the sanctuary of an indoor-outdoor spa village. As one of the only Naples resort spas that are open to the public, The Spa at Naples Grande is both resort and day spa, spanning the needs of every type of guest.

Encompassing four pavilions in the Japanese tradition and set amid exquisite gardens and pools, The Spa’s architecture, landscaping and water features are interwoven to create an atmosphere of harmony and beauty, blending to present the experience of true tranquility. The Spa boasts 12 spacious treatment rooms, including a Spa Villa with a soaking tub, whirlpool bath, sundeck and patio.

The spa also features a unique “floating” hair and nail spa, which features a buff bar, a pedicure banquette for four, and a hairstyling station overlooking the tranquility pool. At the Spa at Naples Grande, both resort guests and locals are treated to complete serenity and peace, but running a Florida spa during the summer slow season can be extremely tricky, even in the most tranquil of circumstances. Susan Ghannam, spa manager at Naples Grande Beach Resort, opens up about marketing challenges and how her team works to overcome them.

Marketing

“We want to promote the spa as not only ‘the bow on the package’ for resort guests, but to also create awareness for the local community that even though its located in the resort, it’s still available for their enjoyment,” says Ghannam.

As one of the only resort spas in the area that is open to the public, it’s important for Ghannam to push the spa to the local community so they’re aware of the spa’s offerings. She focuses her main local push in the summer, because that is the slow time for resort guests. To do this, The Spa at Naples Grande runs a summer special called “Summer at the Spa,” which allows the spa team to focus on attracting locals to come experience a high-end spa at a great value, hopefully turning them into long-term customers.

Ghannam also runs holiday promotions throughout the year, such as a “Fall into Relaxation” special with a variety of pumpkin-inspired treatments and Valentine’s Day specials, which continue to attract local guests and create loyal customers throughout the year.

To get the word out about specials and general happenings at the spa, Ghannam utilizes the resort’s social media accounts.

“Social media is a great marketing tool,” she notes. “We are incorporating more spa-related posts to our social media calendar to further promote the spa on the resort social pages.” By using the resort’s social media pages to push spa interests, Ghannam can take advantage of an already large and dedicated fan base to position the spa as “The Heart & Soul of Naples Grande.”

Ghannam also utilizes The Spa Villa to attract groups and couples to the spa for an indulgent weekend complete with private amenities. A private sanctuary in the middle of a peaceful oasis, The Spa
Villa is complete with a couple’s treatment area, luxuriously appointed bathroom with rain shower and a beautiful outdoor garden with a private whirlpool plunge pool.

“The Spa Villa experience is something that is appropriate for couples, small groups of friends and even bridal parties,” adds Ghannam. “It can be booked with a variety of different treatment packages, and we can also serve refreshments and light meals.”

Meeting Guest Demands

Working tirelessly to attract new and loyal guests is futile unless you are offering unique, one-of-a-kind spa experiences and treatments. That’s why Ghannam updates the spa’s menu annually, being sure to introduce something new every year.

“To keep the guests’ interest, we like to introduce something new and exciting and discontinue treatments that are not producing as much interest,” she says of her menu rejuvenation process. With menu updates comes the need for constant staff training, so staff are treated to regular and thorough product and treatment training. This also helps satiate guests’ desire for knowledge and information, as Ghannam is seeing a huge shift in guests being highly educated about spa products and treatments.

“Many of our guests are knowledgeable about product ingredients, and in order to keep up with the evolving consumer expectations, we do a lot of product training with our staff,” Ghannam adds. Keeping her staff informed and up-to-date allows them to have the confidence to think of themselves as experts in their chosen field. This translates to the guests and provides the higher level of customer service that spas are constantly striving for.