TAC System Marketing Strategy Report

Increasing capture rate

Every guest’s voice is significant to a spa’s achievement. Every guest leaves with an account they will share with others either by word of mouth, or via the internet. In case the spa is a disappointment and does not meet the clients’ expectations or requirements, the story will be one of disaster, warning and dissatisfaction (Riesterer & Emo, 2006).

TAC provides a mobile questionnaire where one can send questionnaires directly to guests’ mobile devices and receive valuable feedback faster and more often.

This could help the management to adjust the situation where the guest may be feeling dissatisfied. Satisfied customers will always give positive feedback that could bring back others. The mobile royalty card could also be used.

This is an innovative application, rather than a conventional plastic membership card. Instead of applying and waiting for a physical card to be printed and posted, this can be made possible for customers to easily download the hotel’s application and obtain the benefits joining the customers’ royalty club.

The customers’ mobile number is always handy where the plastic cards can easily be forgotten or lost (Schmidgall, & Korpi, 2011).

The process that guests use to book the spa matters. A long and complex process which is manual may discourage the guests. Having a mobile booking may help resolve this. TAC’s mobile application, which allows guests to book spa treatments and almost any other resort activity in just seconds using their smart phones or tablets, will be used.

This convenience will bring increased sales and customer satisfaction and decrease the work load for the staff. The staff will, therefore, offer improved services to the guests (Hayes, Ninemeier, & Miller, 2012).

How to sell non-sellers

With a simple functional design, TAC system can be used to reserve individual services, exchange items as well as calculate the right surcharge (Bodeker and Cohen, 2008). The system can also suggest which items are best combined with particular items. With this, the non-sellers could be suggested and therefore, boost their sale.

Guests would want packages that present variety, Reservation Assistant is intended to assist create attractive cross-departmental packages. For example, combining tee time with massage pieces and beauty products (O’Fallon and Rutherford, 2011).

The non-seller products can be promoted on the social media like face book. Social media can promote these spa products to a broad audience. TAC assists in meeting customers where they are (Sharma, 2010).

With the Facebook Booking App hotel, resorts and clubs may present the full functionality of The Assistant corporations’ famous web engine, on their Facebook Fan Pages.

A hotel’s Facebook fans can book treatments, purchase or redeem gift certificates as well as buy products without asking them to alter the media channel and, risk dropping them and their income.

Guest reservations and sales completed through Facebook immediately show on the Reservation Assistant availability monitor in guests’ reports and on income reports. Merchandise inventory, worker schedules, and treatment room distribution plans are all instantly updated.

The In Facebook Booking App provides added value to the hotel and its guests. This will enable boost the sale of the non-sellers of the hotel since guests will enjoy booking treatments and buying products through their favourite channels when they desire (Bhalla and Anuraag, 2010).

Introduction of gift certificate could also serve to increase the sale of the non-sellers. Explaining all the available packages and treatments before offering the gift certificate would help. Reservation Assistant can make an actual difference in this part, considerably increasing gift certificate retailing (DiJulius. 2003).

With its certificate management tool, Reservation Assistant help to truck the precise number and position of gifts certificates in circulation. It also shields the hotel against frauds, dual redemption and redemption of gift certificates not paid for. This ensures that the company does undergo loss as it tries to improve its sales.

TAC offers a web shop which makes it possible for guests to buy products and book spa treatments. By marking the items and services which are non-sellers to be sold online, presenting items in this attractive multimedia perspective will boost the sale of the non-sell items.

By a click of the button, the system involuntarily incorporates these items in the web shop. One is able to cross-sell and up-sell more efficiently (Calvin, 2001).

When measuring the success of a business, detailed information is important (Konu, Tuohino & Komppula, 2010). It is the only means that a hotel can be able to know the non-sellers. Knowing the non-sellers makes the strategy more effective.

At the press of a button, Reservation Assistant gives all the important data essential for successful management. Having 1,000 report modifications the system is capable of giving information about every feature of the business.

Reports can be produced as often as desired and saved in a range of formats. With this information the non-sellers can easily be managed (Capellini, 2010).

Increasing utilization

Utilization is a technical approach for capacity constrained spas to boost revenue by managing staff and schedules. In practice, maximizing utilization refers to increasing the number of service bookings by balancing the availability of stations and spa therapists. Low utilization of the spa could be improved through the use of activity reservation.

One of the main functions of reservation assistant is to aid in the achievement of maximum allocation of resources. This streamlines the operations allowing the hotel to take maximum advantage of the opportunities it is presented with. It helps to increase efficiency as much as possible (Johnson& Redman, 2008).

Reservation assistant allows one to communicate important information and messages to guests’ mobile phones in not less than 700 mobile networks across the world. This can help increase the utilization by sending reservation reminders.

As a marketing tool, this service is designed to advertise mini campaigns such as special offers, off period promotions, staging of new products and others. This will also help in increasing the utilization of the spa (American Hotel & Lodging Educational Institute, 2005).

Through the use of the Guest Relationship Management element, a person can determine the number of times a visitor has come to the spa, the total amount of their proceeds for the spa, the various packages reserved as well as the products they have bought.

This information is important for the spa as it is a crucial factor in strategic marketing. For instance, in the Reservation Assistant, the administrator can pick all the clients who have booked certain packages and write them a correspondence.

The correspondence is automatically dispatched by Reservation Assistants and then saved jointly with all other information regarding that particular guest (Melih & Sherie, 2008).


American Hotel & Lodging Educational Institute 2005, Retail management for Spas: the art & science of retail, American Hotel & Lodging Educational Institute, Lexington, ISPA.

Bhalla, S and Anuraag, S 2010, Visual Merchandising, B L Dogra, New Delhi.

Bodeker, G and Cohen, M 2008, Understanding the Global Spa Industry, Elsevier Ltd., Oxford.

Calvin, R 2001, Sales management, McGraw-Hill Publishing Company, NY.

Capellini S 2010, The Complete Spa Book for Massage Therapists, Erin O’connor, NY.

DiJulius J 2003, Secret Service: Hidden Systems That Deliver Unforgettable Customer Service, American Management Association, NY.

Hayes, D, Ninemeier, J, & Miller, A 2012, Foundations of lodging management, Prentice Hall, Boston.

Johnson, E & Redman, B 2008, Spa: a comprehensive introduction, International Spa Association Foundation, Lexington, KY.

Konu, H, Tuohino, A, & Komppula, R 2010, ‘Lake Wellness — a practical example of a new service development (NSD) concept in tourism industries’, Journal of Vacation Marketing, vol. no.16, pp.125-139.

Melih, M & Sherie B 2008, ‘Resort spas: how are they massaging hotel revenues ‘, International Journal of Contemporary Hospitality Management, vol. 20 no.1, pp.60-66.

O’Fallon M and Rutherford D 2011, Hotel Management and Operations, John Wiley & Sons Inc., New Jersey.

Riesterer, T & Emo, D 2006, Customer message management: increasing marketing’s impact on selling, Thomson South-Western, Pub., Ohio.

Schmidgall, R & Korpi, J 2011, Financial management for spas. Lansing, Mich, American Hotel & Lodging educational institute, Lexington, NY.

Sharma, N 2010, Sales management, ABD Publishers, Jaipur, India.

Smith, S 2007, Spa Secrets of Success: Unlocking the Secret Behind Successful Spas Author House, Bloomington.

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