Bali Spa Retreat’s Design and Marketing Plan

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Introduction

It is important to note that the SPA and wellness businesses operate in a multifaceted and complex industry. A complete SPA design and marketing plan are critical and vital to ensure that it is launched successfully without any significant failures. The assessment analyzes Bali Spa Retreat as a reasonably large SPA complex designed to provide a high-quality wellness experience to a broad range of clients.

Overview

Bali Spa Retreat is an innovative business that attempts to join the hospitality industry and market. The venture attempts to leverage the market opportunity and create a retreat center. This business will offer services for older children and adults as it will incorporate distinct models. The primary reason for introducing this business is to provide staycation services for families that opt to spend their holidays in the country. This retreat will solve the issue of expensive getaways outside the country because it will be accessible and enjoyable. The Bali Spa Retreat will be located in Ubud, Bali – a place is known for its wellness and hospitality industry. The retreat’s mission statement is “to provide out customers a high-quality, comprehensive therapy and relaxation experience for healing and vitality.” The vision statement is “to serve and become the leading SPA retreat desired by all.”

Traveling to other destinations to experience different cultures and kinds of service gains popularity among upper-middle and higher-income classes. The increased number of obese individuals will likely push more people toward healthy retreats like spas and mindfulness (Dutheil et al., 2019). The need for mindfulness treatments to improve mental health is also rising. Therefore, the spa retreat business is likely to attract many individuals. The incorporation of children’s practices will attract diverse customer segments since most people prefer to go on staycations with their children (Zhang et al., 2021). The retreat will offer timely and unique services, depending on age and gender. Spa and relaxation retreat centers are numerous in Bali because hotels and spa centers have realized the market potential (Utama & Nyandra, 2021). The new business is, therefore, likely to face competition. With a competitive advantage, however, the Bali Spa Retreat will outdo the others and be among the best in the country.

The premise is to rent or buy the space near Keramas Beach, and critical facilities include relaxation areas, bathrooms, pedicures, manicure rooms, and treatment rooms. Most products needed for the SPA will be purchased locally, but the equipment will be bought from Spa Supply Solutions Hydrotherapy Equipment and Spa Water Therapy Equipment. The total cost of the equipment is estimated to be between $300000-$400000. Both have offices and legal rights to sell quality equipment in the UK, which will be shipped to the location directly. Therefore, it is essential to design the facility to leave the client satisfied and wanting to return or recommend the Bali Spa Retreat to others (Sonuç, 2020). To correspond with the requirements of industry wellness, the company applies HEART, which means hearing the customer, emphasizing their condition, apologizing for causing inconvenience, resolving the situation, and thanking the visitor for understanding the inconvenience that occurred.

The Spa Journey

The complex would require services such as steam, sauna, hydrotherapy, showers, and relaxation rooms to stimulate clients’ five senses. Clients will be provided with daily access to spa procedures. The visual senses of customers will be stimulated by the stunning tranquility of island nature, the tidiness of apartments and relaxation rooms, and authentic decorations. The experience will be enhanced by the ambient relaxing music or sounds of nature in the open-air locations. Aroma therapy sessions will stimulate the smells of customers as Bali Spa Retreat will use organic oils and candles. The relaxation and treatment rooms will include various massage procedures that address 14 body zones. In addition, the Spa Retreat will have floatation tanks that evoke sensory deprivation, costing around $20000. This is a unique opportunity to clear the mind and achieve total relaxation. The sense of taste will be stimulated by the complimentary cuisines, desserts, and fresh drinks to enrich the client experience. Finally, clients will enjoy pools and thermal- and hydrotherapy. The hydro pools and thermal suites will ensure the highest quality of care.

The Bali Spa Retreat would be a complex that consists of several sections in several buildings. The design of each of these sections should include the local specifics of the client and the environment. The Bali Spa Retreat will promote a brand that supports global sustainability measures. In the current world, consumers are motivated to associate with businesses that promote sustainability matters compared to those driven by profitability factors. The management of Bali Spa Retreat outlines that “we do what we preach” aligns with the company’s sustainability goals (Utama & Nyandra, 2021). For clarification, the resort will offer job opportunities to dozens of employees in Bali – a move that prevents poverty and, at the same time, promotes sustainable economic growth (Rodrigues et al., 2022). Two-thirds of the customers who visit hotels and restaurants prefer companies committed to environmental and social effects. Therefore, consumers prefer services that are authentic and genuine. The Bali Spa Retreat will apply aesthetically attractive and creative resolution for packing foodstuffs and spa supplies, avoiding the application of environmentally harmful plastics.

The design of the facilities building will be done in the local style, using thatched-roof and bamboo decorations. The Bali Spa Retreat will be integrated into the surrounding nature, so the clients can enjoy the tranquility of the island and connect with its energy. The target clientele of the spa center will be upper-mid to high-income people from the United States and Europe. Bali is a popular destination among accomplished business people, artists, IT specialists, and digital nomads who are aware of the spiritual aspects of Indonesian culture and seek balance and harmony within themselves (Rutelione et al., 2018). Therefore, the marketing campaign would focus on such a target audience.

Bali Spa Retreat would offer accommodation to its customers for the term of the spa procedure cycle. Customers can stay with their families in either of the eight villas near the Bali Spa Retreat, and each square meter costs around $900. Therefore, depending on other budgetary constraints, the villas could be small or large. The philosophy of a Retreat center means that clients stay for at least a week to refocus, relax, and become healthier with numerous spa and wellness procedures (Meikassandra et al., 2020). It is essential to diversify the accommodation packages – depending on the number of services offered, the number of guests, and the level of luxury and comfort the client chooses.

Marketing Strategy

The advertising campaign of the Bali Spa Retreat Center will mainly include integration within the information field of the target audience. The timeline requires six months for market analysis and evaluation, equipment purchase, and the next three months for buying, renting, or building the SPA center. After the SPA center is launched, the villas for tourists and visitors will be made within a year, where the first three months will be needed to obtain government approval for construction. Thus, it should be noted that the entire timeline is equal to 21 months.

Lifestyle influencers and YouTube bloggers promoting Bali as a relaxation center and vacation destination will be contacted to integrate the services of Bali Spa Retreat into their content (Manhas et al., 2019). In addition, wellness and mindfulness influencers will be contacted. Other than that, the advertisement campaign will include placing the promotional banners of Bali Spa Retreat on touristic websites. Social media presence is another important aspect of a successful marketing campaign. Accounts on TikTok and Instagram will be created to share the visual media content that would communicate the realistic image of the retreat, along with captions and stories that would elaborate on the prices and services offered (Ianina, 2020). Finally, the selling landing page with all the information will be created to represent the service. This way, Bali Spa Retreat will attract new customers who could interact with the company directly through social media or contact managers through the website.

Treatment Menu

The basic package offered to the clients will include one week of accommodation and full access to the spa procedures in the Bali Spa Retreat. This would include access to a relaxation and treatment room with five different kinds of massage daily. In addition, guests will have unlimited access to hydrotherapy and thermal suite, private steam rooms, and showers. Customers purchasing a basic package will access aroma therapy sessions twice daily. The Premium package enhances the experience as it offers unlimited access to all the procedures in the Bali Spa Resort without restriction on the number of times used. In addition, a Spa Tester package is designed for tourists who do not reside within the Retreat but want to use the center’s procedures. Finally, the customers will be offered to prolong their stay if the schedule allows that option, as seen in Figure 1 below.

Market Research

SWOT Analysis

Strengths

To start a retreat center, one must have experience or access to other people with adequate knowledge, which is problematic. Therefore, the Bali Spa Retreat has this advantage, which will deter other people from joining the industry. This idea will work well with clients of different demographics, say, children, the elderly, and females in different conditions like pregnancy. Since the retreat’s main aim is to help people with staycations, incorporating childcare and dietary benefits will allow it to remain relevant. From my training school and sessions, I can get the experts to come and help or recommend other native yoga teachers from Indonesia to come and work in Bali. This network can be helpful during employment. Other people believe I am passionate about what I love, hardworking, and welcoming. Since most people like all these values at once, I will be able to attract customers.

Weaknesses

It is essential to develop and maintain a connection with the target audience and the clients to achieve the long-term goals of the spa center. According to Utama & Nyandra (2021), retreat centers and most hospitality industries need a reputation to develop. Since Bali Spa Retreat will be new, it will have no ratings. Competitors can also begin to offer similar services as Bali immediately. An effective way of improving Bali Spa Retreat is always to invent retreat activities that give visitors a new experience every time they are at the center to promote customer satisfaction (Utama & Nyandra, 2021). Therefore, the packages offered to customers will be updated each season.

Opportunities

One of the strategies to ensure the growth and stability of the Bali Spa Retreat is working with corporate clients. Hence, to gain the first loyal customers, I will offer cheap staycation services to some local companies. It will be easier to negotiate with the company’s representative than with each client individually. The advancement of technology has saved most industries, including the hospitality industry. Different companies like Sony and Apple have created new devices like watches, chairs, mats, and noise-canceling buds that can help new trainers and customers. I can use this tool for the first time to perfect my skills (Utama et al., 2021). Over the years, the spa has gotten considerable attention as many entrepreneurs and companies are integrating it into their businesses. The industry’s growth is an opportunity to find contacts and network who can help me with the center.

Threats

The primary threat for Bali Spa Retreat is competition from other retreat centers, which have been in the industry for a longer time. The United States government can also develop regulations that may impact the business. Business insurance costs are continuously rising, posing a threat to the establishment and development of the corporation. Most young entrepreneurs in the United States are bold and technological-savvy (Abdo & Shokry, 2020). Several may venture into the spa business, affecting the company and me. The financial industry in the United States poses a challenge to personal and industrial growth. Keeping up with the technological trend and forming business partnerships with other businesses dealing with fitness and recreation will effectively counter this threat.

Competitors

Numerous Spa Retreat centers in Bali can compete with Bali Spa Retreat. The significant ones are White Calm Trees and Gaia, offering different services alongside yoga and spa. They offer meditation, hiking, and relaxation, to mention a few. The Bali Spa Retreat Center’s USP incorporates children and their models into the facility (Utama et al., 2021). Younger children will get childcare services, while the older ones will get their age-related training. The key differentiating factor will be the excellent services and lower costs. The competitors offer several benefits, but their prices are too high. Cost differentiation will help Bali Retreat Centre to realize its goals. The SWOT analysis of the retreat against its competitors is shown in Table 1 below.

Table 1

Strengths

Experience
Accommodation
Professional staff
Resources

Weaknesses

The lack of a well-established reputation
The lack of reviews
The lack of loyal customer base

Opportunities

Corporate clients
Technology
B2B partnerships

Threats

Competition
Regulations
Geopolitical instability

Timelines and Deadlines

The identification of timelines for the project is challenging, but it is essential to do as it increases the chances of attracting funding or credit. Hence, the project’s first three months will be spent researching the possible options for rent, purchase, or building of the facilities. This would require the analysis of the market, evaluating the prices, and selecting the most profitable option; in the case of the construction of eight villas and the spa center, consultations with architects and local legal advisors needed to be done. The project may be developed in rent, purchase, and construction options. After the research, the required capital should be evaluated to start seeking funding for the project. Here, project management skills would be essential, as the funding sources should be diversified. Negotiations for the project funding approval would take from two to three months.

After finding funding sources, the development of the market strategy and preparations for the facilities should be started. Here, much will depend on the option selected for development. In the case of rent, the deadline for opening the Bali Spa Retreat and the advertising campaign’s story should be shorter to avoid paying rent without profits. This business requires a start-up capital of at least $2000000 to take care of rent, equipment, and other utilities. Since I cannot contribute to it, I can ask for funding from the local government and grants. I can also collaborate with companies like those selling spa apparel and mindfulness therapies.

When it comes to deadlines, it is critical to adhere to the predetermined timescale since every instance of a delay incurs a high cost as well as the success of the retreat. Although the SPA center has substantial resources, the majority of the funds are allocated to purchase expensive equipment and renovate an attractive interior design. The retreat seeks to be a high-quality destination, which implies the use of costly materials, technology, and real estate. Therefore, the project needs to have a full commitment to the set deadlines and timescales in order to be plausible. For example, it is stated that not only the missing a deadline affect the costs but additionally hinders performance due to pressure and stress (Pazzaglia et al., 2018). Therefore, it is critical for the project to use the most effective deadline management instruments and frameworks, such as a stochastic scheduling model (Haidri et al., 2018). It can be used in combination with cloud computing and analysis to set a system of constant deadline awareness and adherence.

Floor Plan

The proposed design of a floor plan for the SPA center is shown in Figure 2 below. The preliminary design leaves several large spaces to fill with additional services. The goal is to have ten treatment rooms to accommodate many clients. The SPA is aimed to be a big one generating high profits due to a higher volume of customers. Thus, there are two spacious relaxation areas, which can be repurposed for more services. The front desk will be located near the entrance. The interior design for the SPA center can be accessed in Figure 3 below.

Conclusion

In conclusion, launching a spa center in a foreign country is challenging and requires knowledge of the business’s local laws. Therefore, planning the opening of the Bali Spa Retreat needs thorough planning of various aspects. The market analysis shows that the demand for high-quality spa services is always present. However, this industry’s competition is tough, requiring managers and business owners to develop creative marketing strategies. The marketing strategy applied in the Bali Spa Retreat is not aggressive, as it represents the company’s nature and mission statement. The advertising should not distress the customer but evoke their trust and genuine interest. Social media management is another critical aspect as it represents the spa center and should familiarize customers with provided services and the facility’s spirit. Overall, Bali Spa Retreat has the potential to become one of the most famous spa centers in Bali.

References

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