Cultivating Friendship-First Hotel Partnerships for Spa Brands
In an industry often measured by accounts opened and targets met, the partnerships that last—and deliver the best results—are built on friendship. When your brand truly cares about spa leaders, their teams, and their guests, you become the partner they remember, the one they call first, and the one they champion long after the contract is signed. Here’s your blueprint.
1. Create Iconic, Shareable Moments
Why it works: Memorable activations live on in staff-room chatter and social feeds.
Example: Elemis’s giant Cleansing Balm installation in The Bull Ring—complete with the famous blue phone-box pop-up—was pure theatre that guests and managers still rave about.
Your move: Co-design a small but striking installation or pop-up that embodies your brand story and beckons engagement.
2. Be the First Call They Make
Why it works: Spa managers don’t switch loyalties lightly. The first brand that reaches out—and continues to check in—earns lasting trust.
Example: When I opened my new company, Carley at Elemis was the very first to congratulate me—and kept asking how things were going. That simple gesture cemented my loyalty.
Your move: Plan a “soft-launch” outreach, then schedule bi-monthly follow-ups (minimum quarterly) to ask, “How can I support you right now?”
3. Nurture Lifelong Advocates
Why it works: People buy—and recommend—the brands they feel genuinely connected to.
Example: Zoe at Natura Bissé never pressured me; she became a true friend—celebrating wins and offering guidance. Today, she remains my go-to confidante.
Your move: Invite spa teams to informal coffee chats or behind-the-scenes tours. Build relationships first; sales will follow.
4. Keep Momentum with Ongoing Training
Why it works: One-off demos fade; regular coaching drives consistent sales.
Example: Debra at Temple Spa didn’t stop at launch—she returned every eight weeks to refresh our skills and unveil new products, keeping retail revenue soaring.
Your move: Lock in an eight-week training cadence before signing any contract. Keep sessions hands-on, concise, and scheduled around hotel-staff rotas.
5. Align on Guest Fit—Quality Over Quantity
Why it works: Even the most prestigious luxury line can flop if it doesn’t resonate with your hotel’s clientele.
Example: We chose Temple Spa for one property because their hero products matched our guest profile—and saw immediate sell-through. We passed on Natura Bissé there, knowing it wouldn’t fit.
Your move: Create a Fit-Check Matrix mapping your hotel’s guest demographics to a brand’s signature items. If there’s no alignment, walk away.
6. Beware of Empty Promises
Why it works: Some partners promise “all the perks” but vanish when follow-through matters.
Red flag: Brands that overpromise marketing budgets or training visits and then go silent.
Your move: Define clear deliverables—e.g. “Two pop-ups/year,” “Bi-monthly trainings,” “Co-branded collateral”—and set calendar-based checkpoints for accountability.
A Cautionary Tale: When Loyalty Isn’t Returned
I have to share one personal story: I paid to attend an industry event where my brand sponsor had a prime table—but instead of inviting loyal hotel partners like me, they hosted spa managers from properties they wanted to win. No outreach, no check-in, just shiny promises. When renewal time came, I quietly checked out—and that was that. Remember: actions speak louder than words.
Bonus: Brand Tips & Tricks
Leverage LinkedIn Thought Leadership
Post short case studies tagging your hotel partners—show real results and amplify their pride.
Co-Host Webinars or Masterclasses
Team up with a hotel wellness director on an “At-Home Ritual” session—grow both audiences.
Send Quarterly “Insight Reports”
Share guest feedback highlights and sales data with GMs—demonstrate ongoing impact.
Create a VIP “Insider” List
Give select hotel staff first access to new products or trainings—make them feel exclusive.
Engage at Local Events
Speak or sponsor hospitality forums—network face-to-face and position your brand as a thought leader.
Actionable Takeaways
Design a Shareable Moment: Brainstorm one pop-up or install that tells your brand’s story.
Lock in Training Rhythms: Calendar your eight-week refresh sessions before any contract is signed.
Personal Touchpoint: Identify one hotel contact and schedule a casual check-in next month.
Fit-Check Matrix: Match your top three hero products to your target hotel’s guest profile—only pitch what fits.
Friendship-first partnerships thrive on ongoing care, mutual respect, and aligned goals. Lead with genuine interest, follow through with consistent support, and you’ll be the brand every spa manager—and their guests—can’t live without.
