Knowing how to target ones clients!

From among the 3-star hoteliers that seem to have succeeded with their spa ventures, we met the owner of the Villa Spa with exclusive brand Rose & Pepper.
That day, Sylvain Lejeune (see photo), owner of the Domaine d’Orvault, near Nantes, who opened the Villa Spa in March 2008 (600 m2 - 1.4 million Euros) reviewed his first balance sheet of 2009: A turnover that increased from 260,000 Euros for the 8 months of 2008 to 575,000 Euros in 2009, and 1,000 gift-packages sold during the year-end holidays (Hotel - Restaurant - Cooking Classes - Spa). Proof that the crisis is not a fatality - the Domaine d’Orvault is becoming a reference for delightful cocooning weekends. 70% of clients stay at the hotel, they come mainly from the extended Nantes region (2 hours drive at most), and also the Ile de France.


Important fact: The Spa realises 60% of its turnover between Friday evening and Sunday evening. It is more difficult to attract clients during the week, as Sylvain Lejeune says, ‘‘Here, unlike in Paris, people do not usually go out on weekdays’’. Therefore, from Monday to Thursday is the proximity customer, mostly female (70% of clients during the week) who take over for more standard beauty treatments, while the demand leans toward duo-treatments on weekends where the percentage reaches 50% men - 50% women. The water aerobics also help boost attendance during the week.

To our question ‘‘How would you describe your customer?” Sylvain Lejeune says he distinguishes two categories: experienced customers who know what they are looking for at the Spa, and who are used to having care treatments, most often people between 45 and 65, who come from the region (250 km around Nantes) - these are the most loyal. The other is the general gift-package type of customer, generally younger, who comes from the Paris region for the weekend, and discover or are initiated, but change easily. It is more difficult to create loyalty among these customers. Among the promotions, one that seems to have boosted attendance is operation Gift certificates for the home.
The Villa Spa now compiles its own gift vouchers, and puts together offers, each one more attractive than the other, from 26 Euros (relaxing circuit 2 h) onwards. Important fact: It has been successful firstly because of the quality of service and hospitality, but one must not forget the promotional budget: 200,000 euros invested over two years to promote the Domaine d’Orvault and its Spa.