The wellness travel market is skyrocketing and there is no reason why you cant be a part of it. From 2020-2022, wellness travel had an annual growth rate of 36%, $651 billion dollars. By 2027, it is projected it will be $1.4 trillion but what does that mean for you? You can host a retreat. My last article provided a checklist for planning and running a retreat. Below is the insight for how to market it.
Know your target audience and highlight the activities that will excite them. If you are a yoga instructor and are targeting current and future clients, you know yoga is of interest to them but what on this retreat will provide a unique yoga experience. Is it yoga amongst the red rocks? Would they like yoga at a vortex at sunrise? What would make these experiences special? Beyond yoga, you may have a group of people who would love checking out a winery, are foodies or would love to explore breath work.
2. If you don’t know, or even if you do, ask them. Sounds simple, right, but there’s more reason to do it than you think. Not only does asking people what they want, give you the ability to customize the most meaningful retreat possible for your guests but it is also a great way to make them feel apart of the retreat from the beginning and increase the likelihood they will attend.
3. Plan Ahead. Many travel consumers plan far ahead. Make sure you have offers that appeal to people who are ready to book long before they travel, as well as last-minute travelers. Maybe you offer an early bird special. Those that book early are likely to serve as marketing ambassadors encouraging friends to also book. In addition, booking early gives you the opportunity to secure things that might get sold out and personalize experiences that require time.
4. Build on Key Moments. People are thinking about and researching trips all the time. Think about all the key moments that you can influence during the client’s journey that will ultimately lead to then joining you.
Dreaming: Start the conversation with friends and clients as soon as you start thinking about it. Ask their advice. Have them dream along with you. What it could be? Share ideas and inspirations , pictures, websites, video.
Organizing: Once you start finalizing your decisions, share them. Bring them on your journey.
Booking: When you are ready to start having people book, make it a big deal! Have a big announcement. They have been a part of the planning so not only is this a significant milestone for you, if you share it with people, thank them for their critical help, it can be meaningful for them as well.
Experiencing: Don’t only highlight the retreat but also all of the great activities and experiences included. You’ve spent time thinking through all of it so show that. Also showcase the opportunity for individual time and personalization because everyone is not the same. With their free time, people can indulge in spa treatments and additional experiences that have always been their personal dream.
5. It’s not just what you say but how you say it. Understand your target audience and present with your buyers perspective in mind. Have you heard them discuss how tired or stressed they are? Pitch the retreat as a way to rest and rejuvenate. Have the kids been home more because it's the end of summer. Address the retreat as a way of taking time for themselves after a long summer.
6. Make your pitch emotional, perhaps inspirational. There’s an old saying, “people dont remember what you say. They remember how you make them feel.” So think about the tone and emotions you want to convey. Will this be a gentle nurturing experience, a high octane challenging adventure. Again think about what your guests want and give it to them not only in content but in tone and word choice.
7. Show Your Sensitivity by Offering Deals. It's not only thoughtful but good business. We already mentioned Early Bird Specials. How about group or family discounts? Is there help you could use and offer a discount based on getting that support? Think about whats possible. It can help add guests to your retreat and build that sense of community which always is appreciated.
8. Use a powerful call to action and maybe let it serve as your theme. Its a great way to start presenting that vision of the retreat that beckons them.
Regain your balance and breath
Get healthy with friends
You deserve time for yourself
Whatever makes sense to young your community is what matters.
9. TIming. They say timing is everything. Im not so sure about that but it can make a difference. Think about what is happening in your community’s lives and customize your communication to show that you know and care what they are going though. Vacations and holidays can be a good catalyst to reach out and offer support through an overwhelming time. Once they have made it through, its a great time to bring up taking care of themselves and giving themselves a gift.
10. Personalization. One of the best travel marketing tips is prioritizing personalization, as customers want to be viewed as individuals rather than as part of a collective. The idea behind personalization marketing is to deliver more tailored marketing content, allowing you to communicate with customers on more of a one-to-one basis. You probably have a small group individuals who you think would be perfect for the retreat. Write them individually. Even if you are just tweeking a similar message, the fact that people know you thought of them is meaningful. Add something special that is just about them.
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