December 21st, 2007

Today’s women want it all. They are active within their community. They spend quality time with their husbands and children. They work hard at building a career they love.

Yet every once in awhile they reach out for some quality “me” time.

And more than ever they are reaching out for that “me” time with a few of their closest friends.

In the hospitality industry, this new trend can mean a huge increase in their revenues.

Before hotels and resorts would market to women for family retreats and getaways. They new the power of reaching out to the female interested in finding a nice place for the family to relax for a few days.

But now these same women are looking for new travel opportunities. They are looking for short getaways to relax and rejuvenate with a handful of their closest girlfriends. And the companies that recognize this trend are going to be the clear winners.

As a management or marketing executive within the hospitality industry, how do you know what women are looking for?

While women look for a variety of things in a girlfriend getaway package, consider these options:

=> Spa services
=> Group spa lunch following spa services
=> Breakfast in a private dining area
=> Golf lessons
=> Shopping excursions with special offers and/or discounts
=> Pedicures/Manicures
=> Makeover services
=> A good glass of champagne in your lounge
=> Rooms assignments in close proximity to one another
=> A private shopper
=> Yoga
=> Cabanas pool side
=> Horseback riding
=> Fitness centers

It’s not about converting existing packages and offers to fit in with what women want. It’s about making special accommodations exclusively for women.

For example, women require safety and cleanliness when traveling, and think about these two characteristics more when traveling alone or with other women than with their husbands and family. Use this knowledge as a part of your advertisements and marketing.

“All of our girlfriend getaway packages include rooms next to one another.”

“All of our rooms are secure, well-lit and just seconds away from covered parking.”

The key is to speak directly to the woman in charge of planning, and make her feel comfortable even before she’s made up her mind.

Renie Cavallari is CEO of Aspire Marketing, a strategic marketing and global training and consulting company that provides innovative products and services designed to help companies optimize revenues and increase profitability. Visit http://www.aspireinnovativelearning.com to sign up for her newsletter and to learn more about her recent study on Girlfriend Getaways, conducted in alliance with AAA auto and travel association.

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