Spafinder isn’t just a directory—it’s a discovery engine for wellness travelers. With over 700,000 engaged users and unique distribution through Capital One and other partners, it’s a powerful tool in your spa marketing mix. But like any channel, you get out what you put in.
Here are 10 ways to make your Spafinder listing work harder for your hotel spa:
1. Upload All 100 Images (Yes, All of Them!)
Spafinder allows up to 100 photos—most properties only use a handful. Fill them out. Use a mix of spa interiors, treatments, therapist profiles, retail products, seasonal promos, and property shots to tell the full guest experience. Think lifestyle, not just massage tables.
2. Keep Your Hours Up to Date
It sounds basic, but hours are often incorrect, especially after holiday changes or staffing shifts. Spafinder pulls in hours into several areas of their consumer experience, and inaccurate info means missed bookings.
3. Add a Compelling Offer
Deals drive conversions. Whether it’s 20% off weekday treatments or a complimentary add-on for loyalty members, having a timely, clear offer increases clicks and redemptions. Update monthly or quarterly to stay fresh.
4. Leverage Spafinder’s Partnerships
Spafinder has distribution partnerships, exposing your spa to high-income guests actively seeking wellness perks. Make sure your listing is optimized and has an offer—it could show up in a reward platform.
5. Track Performance with the Reporting Portal
Spafinder’s backend offers solid reporting tools. Use the portal monthly to review traffic, redemptions, and engagement. Benchmark your results and test new offers or image sets based on performance.
6. Upgrade to Priority Search (If Budget Allows)
Priority Search boosts visibility in Spafinder’s internal engine. If your spa is in a competitive market—or you’re targeting a seasonal campaign (think: August girlfriend getaways)—this upgrade can pay for itself quickly.
7. Align with Spafinder’s Monthly Themes
Spafinder promotes seasonal campaigns, like “Girlfriend Getaways” in August or “Wellness Resets” in January. Build your listing and special offers around those themes to align with their editorial and email pushes.
8. Price Strategically for the Spafinder Audience
This audience isn’t necessarily the same as your in-house guests. It leans female, wellness-minded, and price-sensitive—but willing to pay for quality. Try entry-point packages or curated bundles (e.g., 50-minute massage + facial + spa gift for $199) to attract clicks.
9. Corporate Negotiated Packages
If your property is flagged as a Marriott, Hyatt or Hilton, you likely have access to Spafinder special pricing for packages. Use it. Corporate-negotiated rates often include perks like waived setup fees, marketing packages, and featured placement on brand landing pages.
10. Cross-Promote in Your Own Channels
Your Spafinder listing isn’t just for Spafinder traffic. Link to it from your website, confirmation emails, and social media to drive more awareness and redemptions, especially for local guests or staycationers.
Do Hotels Need to Leverage Spafinder?
Spafinder can be a high-ROI channel when fully utilized. Like most third-party platforms, it’s about visibility, consistency, and alignment. If you haven’t touched your listing in six months—or worse, don’t even know your login—it’s time for a refresh.
About Cogwheel Marketing
Cogwheel Marketing™️ is a full service digital marketing agency specializing in branded hotels, first leveraging brand systems then coupling that with supplemental strategies to maximize total online presence. Their reporting and business intelligence tool, Cogwheel Analytics, aggregates data from multiple sources to allow companies to identify trends and opportunities in their online presence. Our defined processes ensure the best positioning for your hotel against the competitive set and against other hotels of the same brand. Let us work with your sales and revenue management teams to identify and close the gaps and target your ideal guests.
