Jeroen van den Berg · Fri, 10 Aug, 2018 - 21:17
Aerial view of Laguna Beach in California

Some of the hotels we work with initially hesitate to start selling experiences and gift vouchers because they think these are typically the domain of city hotels. So, if your property is slightly off the beaten track, should you just lay down your guns? This is a tale of how your secluded location can actually work in your favour if you play your cards right. 

Le Méridien Ra Beach Hotel & Spa is located in the middle of the tranquil Costa Dorada slap bang between Barcelona and Tarragona. It takes approximately an hour to reach it from either city. 

You could think this might be a disadvantage. But in fact, its treats have consistently been some of our best-sellers. 

Here is the thing: city folk, with their busy lives and careers, rushing around 24/7, might not have a lot of time to disconnect, but they need it more than anyone. So, when they want to treat themselves, they want to escape the city. Far enough to get an impression of a getaway, but not too far, so they don't have to spend hours at the airport or in traffic jams. 

With its tranquil beachside resort feel, extravagant beach parties, gourmet restaurants, and spa, Le Méridien Ra is perfectly positioned to offer just that.

The Marketing Manager (who herself lives in the bustling Barcelona) tapped into this very intuitively. She understood treats like gourmet tasting menus which work perfectly in a city location, might not be as popular in a more secluded location. After all, driving an hour there and back for dinner and choosing the designated driver for the way back home is not an ideal scenario when you want to treat yourself. So, instead, she and her team took a more creative approach and created packages that make perfect romantic getaways. 

Instead of selling individual dining experiences and individual spa treatments, the team worked together to create treats such as a "Romantic Pack" which consists of one-night accommodation, couples massage, dinner, breakfast and a complimentary bottle of cava with strawberries.

There are different variants available, depending on the room category, but the idea is similar. The team understood what people living in the area are looking for and pulled together to create packages for different occasions. 

Let's be clear: these are premium packages, with a price tag to match. They are not bought on a whim, just to treat yourself on a Tuesday afternoon. Still, they sell incredibly well. We often see them purchased by groups of friends or several family members chipping in together to buy a wedding or anniversary gift. They also make very popular corporate gifts: bought for company partners, clients and employees to celebrate a particularly good quarter they had. 

Obviously, considering the location of the hotel, it made even more sense to enable selling vouchers online. When the hotel is an hour away from the city, asking the client to purchase the voucher in person may be a bit much. 

So, the key is to know your audience, put yourself in their shoes, and make it easy for them to engage with you. Once you open the door, they will come. 

 

Photo by Derek Liang on Unsplash