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Franziska is happy. She has just booked online admission for a spa day at her favorite thermal spa in the “Bergquell Oasis” for next Friday. The day before she arrives, she receives an email with personalized recommendations for a relaxing massage at the end of the day.
Another visitor, who has already been to the “Bergquell-Oase” three times this year, receives a personal message with a thank you and a voucher for a free accompanying person for her next stay.
A third guest cancels their booking process — and is brought back into the booking process 24 hours later with a targeted reminder to complete the booking and purchases a ticket for their experience day.
These three scenarios are not a dream of the future. They are a reality — made possible by modern customer engagement platforms and smart use of customer data. They show that those who know their guests better communicate more effectively. More relevant communication leads to higher guest satisfaction, increased revenue, and more loyal guests.
The challenges: Anonymous guests, generic communication, stagnating sales
Despite numerous digital touchpoints — online booking, app usage, newsletter subscriptions — the relationship between thermal pools and their guests often remains superficial. Many spas do not know which guests regularly use the relaxation areas, who prefers to book massages or who could be activated through special offers. Instead of individual communication, standardized emails and generic offers dominate. But more than 70% of guests today are disappointed when content is not personalized — a clear signal that action is needed. (McKinsey & Company, 2021)
There is also high economic pressure and low margins. To be successful, every lever that you can use counts. One of the biggest is the digital relationship with the guest — but this is not yet being used in many places. There is a lack of relevant communication, automation and a clear strategic approach to accompanying guests along their customer journey and providing personalized offers.
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The solution: customer engagement strategies in spas for more turnover and loyalty
Customer engagement in thermal pools goes far beyond traditional email marketing — it is the key to digital guest loyalty and sustainable sales growth. It is crucial to reach guests at the right time, with the right message, via the right channel. This along the entire customer journey — from inspiration to reactivation.
Modern customer engagement platforms, such as the Omni Suite from our Partner Inside Labs, make it possible to implement exactly this. Based on real-time data, thermal pools can automatically display content — personalized, context-based and across channels. Whether via email, SMS, app or website — the guest receives relevant information exactly when it is most useful to them.
The focus is always on three goals:
- capitalization: New guests are accompanied by relevant content from the very first touchpoint — such as recommendations, booking information or content that matches their interests. For example, a family could receive an interactive map of the bathroom before their first visit, including tips for staying with children.
- monetization: Here, sales potential is specifically activated — e.g. through reminders when shopping cart cancellations, personalized offers or retargeting based on previous product views. Here, a guest who is interested in massages could receive an offer for a massage package that increases sales per guest.
- Retention: For existing guests, it's about maintaining relationships — for example through thank-you messages, loyalty benefits or inquiries about guest satisfaction. A digital loyalty pass that gives guests access to an exclusive peeling offer, a welcome drink or a free Aquafit course. This leads to higher customer loyalty and at the same time replaces static stamp cards printed on paper and the like.
The impact: Increasing sales in spas: This is how personalized customer engagement pays off
Customer engagement works — and measurably. Targeted marketing automation makes it possible to increase booking figures, promote additional sales and retain regular customers in the long term. The following three campaign examples make this clear:
Avoid shopping cart abandonments
A reminder after an aborted booking process can increase the conversion rate by 5-10%. With around 2,000 cancellations per month, this means up to 200 additional bookings — month after month. The best thing about it: These successes can be fully automated and scaled. Without additional work for the marketing team, but with a noticeable effect on sales.
Premium upselling with high utilization
As soon as utilization exceeds 80% in a day, the system recognizes the increased demand and offers a targeted premium upgrade. This not only maximizes the return per booking, but also improves the local experience through greater comfort and exclusivity.
Loyalty is rewarded
Regular guests receive targeted personal messages — such as a thank you, a little extra or an exclusive offer for an accompanying person. This form of recognition creates emotional ties and significantly increases the likelihood of another visit. Guests feel valued and understood — a decisive factor for long-term loyalty. Companies that use personalized customer communications see an average 15% increase in customer loyalty . (Zurich University of Applied Sciences et al., 2022)
These three measures can be individually adapted to the needs of each spa.
Conclusion: Personalized and data-driven customer journey for every guest
Customer engagement can be a strategic competitive advantage for hot springs.
Those who work based on data communicate more effectively, react faster and retain more long-term ties. It is not only the content that counts, but also the timing, the individualization and the context.
Together with our partner Inside Labs, we help thermal pools better understand guests, create targeted relationships and sustainably increase sales. The tools are there — now is the time to use them.
Let's find out together how your spa can harness the full potential of guest data, automation and personalized communication. Contact us — the next step towards more sales and happier guests is just a message away.
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Source references:
The value of getting personalization right—or wrong—is multiplying. (2021, November 12). McKinsey & Company. https://www.mckinsey.com/capabilities/growth-marketing-and-sales/our-insights/the-value-of-getting-personalization-right-or-wrong-is-multiplying
Zurich University of Applied Sciences, Heierli, R., Hannich, F., Prof. Dr., Zimmer, M., Dr., Zumstein, D., Dr., Öhninger, F., Kaya, T., Oswald, C. & Rettenmund, M. (2022). Customer Management Study 2022: Trends, Data, and Sustainability. https://doi.org/10.21256/zhaw-2436
