Define Leadership

In my line of work, no one hires Aspire to maintain the status quo.  Our work in sales training, marketing strategy or team building, is about change and evolution.  The trick is to help people become engaged in the change and grow through the experience, so that a culture of endless improvement feels empowering and energizing.  Endless improvement…fancy words for more change to come.

Sound familiar?  If you are an effective leader and manager, this is your daily mission.  In the hospitality industry, the greatest opportunity for business/asset value growth is being fanatical about your culture, your strategic direction and building momentum from both.

FACT: Great strategy alone will not make you successful.

Yes, you have to have smart strategy for proactive change and growth.  Strategy is the focus of how you will actively leverage the marketplace, capitalize on client needs/opportunities, and grow market share to produce profits/asset value.  Culture is the glue that engages people to take action on your strategic direction, embrace change and grow.  None of this happens without extraordinary leadership.

Here are some tips on how to inspire change and lead market share…

1. Begin everything – and I mean everything – with defining the outcome(s) you want to deliver.  Be clear, specific and end-oriented.
2. Stop asking the same questions.  You get the same answers.  If you find that you keep talking about the same problems or same opportunities, you are stuck – and you need to change your questions.
3. Turn your management meetings upside down.  Most are boring and this gives you an opportunity to make these meetings momentum builders.
4. Understand that team building is done every day.  Focus on connection and communication.
5. Your organization needs more leaders.  Leadership training helps you tap into your peoples’ potential.
6. Training is a strategic tool that if done well can give you a competitive advantage.  Sales training, customer service training and process improvement all allow you to improve your team’s productivity against your strategic direction.  You must constantly re-tool your people to get the growth you want as an organization.
7. Never underestimate the power of momentum.  Just a little starts you moving…leaders keep it moving

If the market is changing…then you have to be changing.  Make change in your organization an experience that feels empowering, commits to new learning/training and ignites engagement.  Together these drive momentum.  Momentum is everything.

Renie Cavallari is CEO and Chief Inspirational Officer for Aspire, an international training and marketing consulting company positioning organizations to make more money through:

• Hospitality Training. Coaching Skills. Cultural Alignment. Team Building.
• Re-energizing Organizations. Strategic Planning. Sales & Marketing Consulting. Positioning. Branding.
• Customer Service Culture. Customer Service Training.
• Awakening the Passion within People & Organizations. Leadership Training.

If you would like to receive free leadership tips, join the conversation at Renie’s blog, www.tipsonleadership.com

Renie writes regularly for Hotel Motel Management magazine, in which this article first appeared (More Change to Come - July, 2010). For more insider tips on hospitality marketing, go to:  http://www.hotelworldnetwork.com/cavallari

It never amazes me how Starbucks has managed to continue to innovate in the world of coffee, even when discretionary income is at an all time low. They start with 2 cups of happy people, followed by an extra heap of sugar and before you know it you just paid $4.00 for a grande iced mocha no whip latte. Is this insane?

What are you really buying? The Starbucks Experience. It starts and ends with “keep it simple”. Their stores are clean, their well-trained customer service people are friendly and competent; and, they always seem to have what you want. Rarely have I heard them say they are out of a product they offer.

They have managed to create simple and easy to buy ancillary revenues so they can improve their capture of your wallet share. You can go in for a vente iced tea and out you come with your new, very cool looking iced tea container along with a fruit and cheese plate and small bag of nuts. That’s how you capture customer wallet share. And who in their right mind buys a small bag of nuts for $2.50? You have to be nuts!

And if this isn’t enough they have created such a strong community, you actually like to hang at Starbucks. It’s smart thinking, because the longer you are in the store the more money you inevitably spend. The result is they take individuals who like to “drink special coffee” into a community of people who hang out, work and even catch up with friends.

So what can we learn and apply in the hospitality industry or your business?

1. Keep training and keep the training simple so you get people competent fast. They make for happier employees and there aren’t as many mistakes.

2. Look at your product and find ways to solve customer problems and make travel easier. For example, how about an easy grab-and-go lunch sold upon check out and be sure to make the packaging convenient to stick in a brief case or purse.

3. Don’t run out of your specials or their special preferences. Find a way to give customers what they want and how they want it. If you can’t deliver on it, don’t promote it.

4. Create a central and interesting meeting place for customers to hang and become a community. How can your lobby or restaurant be a place to work, make friends and buy coffee, iced tea and snacks? Add free internet and people will work there, drink more coffee and buy more food. Think wallet share.

Renie Cavallari is CEO and Chief Inspirational Officer for Aspire Marketing, an international training and consulting company positioning organizations to achieve optimum performance. Contact Renie at 602.392.0700 or visit www.aspiremarketing.com.

Staycation – It must be a word, it made Wikipedia. In fact I am sure as soon as you saw the word you knew what it meant! It has had a powerful influence on our sales efforts. It seems sales managers fear leaving the boundaries of their “back yard” because of the all too familiar, “We are staying close to home this year, no thanks.” “It’s too expensive to travel all that way…” Well it’s time to fight back!! And to do that, I have enlisted my trusty Super Hero Clark. No, not Clark Kent…Clark Howard! Have you seen this guy yet on CNN? I love this guy! Not only because he has the coolest first name ever, he saves you money! There are two articles worth watching that can give you ammunition when you are prospecting outside of your local area. Article #1 and Article #2.

In a nutshell here are some of his interesting thoughts:

• Operating your own vehicle is much more expensive than you might realize. Typically $.50, or so per mile.
• It can often be cheaper to fly than to drive, especially if it is only one or two people traveling.
• Renting a car to drive to and from your destination could even be cheaper.
• Try the numbers all three ways to find your best deal.
  • Drive your own car
  • Fly
  • Rent a car

• Airline farewars are going all through the summer, started by AirTran other airlines followed suit for some of the lowest fares in a long time.
• Look for the lowest fares on Saturday Afternoon, that’s the time you can find the cheapest fares.

These facts support your compelling reason, “The reason I am calling is to share with you some ideas on how we can save you money on your next meeting!” I’d return your call, wouldn’t you??

More creative revenue generating ideas are available at AspireMarketing.com or by calling 602-392-0700.

As you have no doubt realized by now, travel is changing drastically and so have the travelers. The hospitality and travel industry must take into account Generation X Facts while planning their promotional offers! This is not just because of the state of the economy, it appears the profile of the traveler is being reshaped, mostly because the tourism baton is being passed from one generation to the next. Generation X and Y, also known as the Millennials, are making significant contributions to travel and changing the hospitality industry as we know it! Even when it comes to road trip vacaction planning, the fact is 35% of the Baby Boomer Generation let the Xers and Ys plan the family vacation. Oh yes, the Boomers pay for it, and the Millennials do all the research and make all the plans. If you don’t focus on these significant changes you may miss opportunities and find yourself on the archaic shelf, waiting for someone to give you another read. Of course we could provide the top ten list of things you should be aware of, and then again this is an article and not a travel log. So, we’ll give you highlights, which should get you thinking better, smarter faster!

Xers  and Millennials are bored! These generations have been flooded with 24 hour media, cell phones, access to Internet at the touch of a finger, a billion channels on TV, etc. And as they see all that is out there they tend to want to get involved.  These are generations that are creative and have a strong desire to learn. One type of travel that has emerged to meet this need is Ecotourism also known as “Sustainable” and “Adventure” travel. The World Trade Organization claims 34% of ecotourists are between the ages of 18 – 34. Ecotourism has been around for years, and came into prominence in the 1990s. And it has evolved into Green Travel. How green are you? The greener you are the more green you can expect if you get my drift. Not only is the Xer and Millennial looking to save the planet so are groups and even the individual business traveler is looking to assist in global warming and making the world a better place.

Here is a look at the Generation X Facts Top Ten list:

1. We’re bored
   a) If you offer the ordinary, run of the mill ideas packages your doomed
   b) Spas that have signature treatments with unique services and products that are indigenous and native to the area are doing well. Lava rock, Sea treatments, herbs etc.
   c) Technology plays a role. Self Serve Kiosks for checking in (as seen in grocery and hardware stores)
2. We have great new tools to express our creative genes
   a) Interactive experiences like hotels that offer “Iron Chef” parties
   b) Weddings that teach the wedding parties dances prior to the wedding
3. Behind the scenes access has whet our appetites
   a) The popularity of the open, display kitchens for a dining experience
4. Learning has become the ultimate status symbol
   a) Educational experiences. Hosting an iron chef contest, creating food, promoting the history of the hotel
   b) Understanding the big picture of the environment via greening etc.
   c) Creating your own video for You Tube
5. External experiences trigger internal transformation
   a) Life and well being classes including diet, and classes like cooking photography (Miraval)
   b) Wings to Fly
6. Experiences are the new social currency
   a) Consumer generated content
   b) You Tube, Face Book
   c) Lobbies are important gathering places to share social events
7. We want to be kept on our toes
8. The Internet has made us aware of the possibilities
9. Our peers are doing it
   a) Girls Getaways
10. Packaged adventures make it accessible
    a) Ala Carte packaging is the wave of the future. Airlines and care rentals have been doing it for years, it’s time for hotels to catch up.

Find more discussions about Road trip vacation planning

Targeting Women

Face it, women like to communicate. We talk, we listen, we talk some more. We want to know the truth and when we buy, we expect the exchange for our hard-earned money to be consistent with the promise made, of personal value and with care. Women are loyal and when you deliver they are a dream come true. If you want a customer for life, start targeting women.

To discuss women as a market audience you have to understand that women are different. The women segment is huge and there are generational differences that reflect in their buying. One thing is for sure — women over 40 is the fastest growing buying segment. If you don’t capture them it is almost impossible for your individual hotel or entire brand to grow.

Today, more women have a higher education and marry late or never than ever before. They are spending their dollars as well as their partners. Women will drive further if they trust the product. Recently I drove past four jewelry stores to visit the one I trust, just to have my jewelry cleaned. A friend of mine thought I was crazy and asked “who cares?” I care and I remember how they helped me before, how they connect with me during each visit and how nice they are to my 7-year-old when she is with me.

Who cares? Women care and women talk. They will take the time to visit Trip Advisors and share their experiences and alert others. Understand that your reputation is a major part of their buying decision. If someone questions your reputation, women will question it too.

So how do you get your marketing message to stick? Know that women buy from their heart.

Strategies for Targeting Women
Know your objective: Are you trying to create awareness, stimulate trial, and increase intent to return?
Move her emotionally. What’s important to her? What makes your hotel better, of more value, unique and how will she experience that?

Connect, connect, connect. Show how your hotel or package relates to her interests and needs.
Get emotional. Women buy on more than price and convenience. They are shoppers and they like the feelings associated with buying.

Be real. Women don’t have the time or patience for the boloney. They want the truth and know that if you lie, they will find out and talk. “Women talk” is very expensive to your bottom line.

Important Marketing Tips for Communicating to Women
Woman care about who they buy from – your reputation, your community involvement, and your connection when serving them is monumental.

Women look beyond the product. Quality is a minimum standard. How you deliver service and what service recovery you provide when things don’t work out as planned is vital.

Women use the same products and services for both home and business. Get them as a business guest and they will become a social guest.

Women use the Internet to buy. Use research to connect with them through the channel.

Keep the message and purchasing process SIMPLE.

Service at every point of connection is how they view the value of your property.

Don’t nickel and dime. The resort fee may be a clever ancillary spend strategy but it is a major disconnect for the women buyer. Make it clear up front and establish value or they will challenge why they are paying $300 per night.

Someone once said that talk was cheap…I promise you it wasn’t a woman.

Renie Cavallari is CEO and Chief Inspiration Officer for Aspire, an international training and consulting company positioning organizations to achieve optimum performance. Aspire provides innovative learning, strategic marketing, leadership training and cultural alignment for increasing revenues, growth in market share, a re-energized sales force and lasting changes in attitudes and outcome. Founded in 1995, Aspire has headquarters in Phoenix with a network of inspiring professionals across the country.

For more information on Women Buying Habits and the most effective strategies for marketing to women for your business, visit www.aspiremarketing.com, call Aspire at 602-392-0700 or complete the form below.

PHOENIX — From sunset yoga on the beach to pajama parties with personal martini butlers, girlfriends are going to have more fun getting away this year, according to the 2009 Top 20 Girlfriends’ Getaways ranked by Aspire.
Hospitality guru Renie Cavallari, CEO of Aspire and author of the new book, “The Official Girlfriends’ Getaway Guide,” uncovered the country’s best girlfriends’ getaways and what women want.

Aspire and AAA Worldwide Travel recently performed research and found women-only getaways have become a $6 billion business segment and provide a great opportunity for properties to get creative, drive big revenue and benefit from this multi-billion girlfriend market.

“The primary reasons for women getting away are to bond with friends and leave their responsibilities, kids and husbands at home to reduce stress and recharge,” said Cavallari.

“Even during these challenging times, women want to get away together to relax and bond with friends and a hotel doesn’t have to be a fancy destination to tap into this growing market,” she said.

Women are taking adventure trips, self-discovery classes, shopping excursions, wine tastings, sightseeing tours, sampling new cuisine and big city fun, wrangling on dude ranches and spending a day of bliss at a spa.
Cavallari’s must-read “Official Girlfriends’ Getaway Guide,” helps women get what they want from a girlfriends’ getaway and to get the planning and preparation done quickly and easily for an organized and rejuvenating girlfriends’ getaway.

Cavallari and her girlfriends have done extensive research on girlfriends’ getaways and how to discover all the great things that come from getting away with girlfriends.

“The right planning goes a long way in creating beautiful moments that last a lifetime,” said Cavallari. “This brief personal guide will help girlfriends celebrate their time together and pull off the greatest getaway ever.”

“Women benefit immensely from escaping their everyday personal and professional responsibilities and bonding with female friends,” she added. “The important first step is giving your self permission to take that much-needed and well-deserved break.”

In Dr. John Gray’s latest book, “When Men and Women Collide,” he indicates that there actually is a physiological component that reacts in women when they get away and bond — oxytocin. Friendship between women appears to stimulate oxytocin to greater levels as women tend to nurture each other, particularly on girlfriends’ getaways.

The step-by-step book provides self tests that help women determine if they need a getaway, who to go with, and how to get the most out of their time away. As a perfect getaway planner, it also has a list of hot getaway locations, great ideas and packing tips, a planning checklist, and ways to save on your budget for taking that trip in 2009.
All-girl getaways are travel’s hottest phenomenon, so grab your favorite girlfriends and hit the road!

The following are the 2009 Top 20 Girlfriends’ Getaways where properties are catering to women with amenities and special vacation packages. These getaways can also be found on Cavallari’s Web site created for women, www.givetoyourself.com, featured on its “The Top Girlfriend Getaway Packages for 2009.” The “Official Girlfriends’ Getaway Guide” is available for purchase at www.officialgirlfriendsguide.com.

Bernardus Lodge, Carmel Valley, Calif. — VIP wine tastings and spa treatments at this lodge and winery nestled among the oaks and vineyards of scenic Carmel Valley; www.bernardus.com.

Camp Getaway, Angelus Oaks, Calif. — Weekend retreats with canoe paddling, bow and arrow, tie-dye shirt creations, hiking, singalongs and home-cooked meals in Southern California’s beautiful San Bernardino Mountains; www.campgetaway.com.

The Colony Beach & Tennis Resort, Longboat Key, Fla. — Gift bag upon arrival containing everything for a beachside afternoon; dinner, wine tastings and breakfast delivered to suite at this tropical beachfront resort located on exclusive Longboat Key, Fla.; www.colonyfl.com.

Drowsy Water Ranch, Granby, Colo. — Be a cowgirl on this 600-acre dude ranch offering an authentic western vacation with real down-home hospitality with cozy lodge guest rooms nestled in its own private mountain valley; www.drowsywater.com.

Enchantment Resort, Sedona, Ariz. — Enjoy a jeep tour and private meditation session set in the beautiful red rock country of Sedona; adobe casita-style accommodations offer world-class comfort amid this pristine 70-acre setting; daily breakfast and champagne welcome amenity; www.enchantmentresort.com.

Four Seasons Hotel, Chicago — Personal visit from the “Martini Man” for a private cocktail hour; contemporary ambiance with Lake Michigan and city views; complimentary makeover from Bloomingdale’s with gift;  special savings from Chicago’s 900 Shops; www.fourseasons.com/chicagofs.

Four Seasons Hotel, Las Vegas — Strip-view room with welcome shopping kit including savings and personal consultations from Saks Fifth Avenue; in-room cocktails upon arrival by your own “Martini Butler,” spa treatment and breakfast; ambiance features an oasis of serenity amid the excitement of Las Vegas; www.fourseasons.com/lasvegas.

Grand Bohemian Hotel, Orlando, Fla. — Black feather boas, disposable cameras and a ladies night scrapbook; dinner and signature martini with keepsake martini shaker; limo to nightclubs, late-night snacks and post-party breakfast in Orlando’s landmark luxury hotel featuring an elegant 20th century European theme; www.grandbohemianhotel.com.

Heidel House Resort and Evensong Spa, Green Lake, Wis. — Spa credit and spa gift; lunch and local store special offers; located on the shores of beautiful Green Lake encompassing 20 picturesque acres of wooded land; resort amenities include a 60-foot yacht; www.heidelhouse.com.

The Inn & Spa at East Wind, Wading River, New York State — Welcome gift basket and reception; spa treatments, breakfast, lunch, dinner; night of shopping and classes such as yoga, wellness seminar; luxurious hotel on 25 acres marks the crown jewel of Long Island’s North Fork within a short drive to the Hamptons; www.eastwindlongisland.com.

JW Marriott Desert Ridge Resort & Spa, Phoenix — Cosmos at lounge, spa treatments, Starbucks drinks, gal pal turndown gift with fashion magazines; disposable camera and breakfast at resort restaurant; deluxe room accommodations at the largest luxury resort in Arizona where Phoenix meets Scottsdale with four acres of landscaped pools including the Lazy River with serpentine slide; www.jwdesertridgeresort.com.

Kimberly Hotel, NY — Daily breakfast, spa treatments galore and special take-home gift; complimentary in-room movie with popcorn; shopping coupons for nearby luxury retail; nestled in New York City’s fashionable East Side in Manhattan; convenient to Rockefeller Center, Radio City Music Hall, Times Square and the Theater District; www.kimberlyhotel.com.

Kimpton Hotels – Hotel Monaco, San Francisco — Self-discovery opportunity including Dancing With the Stars at Cheryl Burke’s studio with gift certificate to Capezio Dance, Dancing With the Stars DVD; credit for in-room spa treatment in this glamorous, romantic San Francisco boutique hotel; www.kimptonhotels.com.

Lake Buena Vista Resort Hotel – Best Western, Orlando, Fla. — Girlfriends Movie Pack including pizza; welcome cocktail, breakfast; in-room Swedish massages; complimentary transportation to outlet centers; enjoy magical experiences at the resort hotel located in the Walt Disney World Resort; www.lakebuenavistaresorthotel.com.

Loews Lake Las Vegas Resort, Las Vegas — Become a desert diva and enjoy a welcome basket including champagne, abundance of spa treatments and late checkout in an exceptional destination with the warmth of a Moroccan-inspired retreat in Nevada’s rugged foothills; www.loewshotels.com.

Omni Hotels, All North America Hotels — Sensation Bar Basket upon arrival with chick flick, wine, chocolates, lip masque and a girlfriends’ tarot card kit; advance concierge for arranging services in the elegant Omni hotels; www.omnihotels.com.

The Raphael, Kansas City — It’s pajama party time complete with margaritas, pizza, popcorn, candy and chick flicks; breakfast, disposable camera and use of fun board games in an elegant charming boutique hotel located in the heart of Kansas City; www.theraphaelkc.com.

The Shores Resort & Spa, Daytona Beach, Fla. — Champagne and strawberries upon arrival; relax in a cabana for the day, martini pedicure, in-room movie and late check out at this luxurious beachside retreat with breathtaking views of the Atlantic and Intracoastal Waterway; www.theshoresresort.com.

St. Joseph Institute and Laurel Wellness Center, State College, Pa. — Five organic meals and five spa services at this retreat located on 200 acres of woodlands featuring spiritual gardens, indoor/outdoor recreation facilities and holistic healing to cleanse the body and soul; www.stjosephinstitute.com.

Willows Lodge, Woodinville, Wash. — Special diva arrival amenities, five-course dinner paired with Washington wines; wine tasting tour by limo; wine and popcorn delivered to suite for a pajama party at this luxurious wine and culinary destination resort; www.willowslodge.com.

Aspire is an international marketing and training company positioning organizations to achieve and sustain optimum performance. Aspire provides innovative learning, strategic marketing, leadership training and cultural alignment for increasing revenues, growth in market share, a re-energized sales force and lasting changes in attitudes and outcome. Founded in 1995, Aspire has headquarters in Phoenix, Ariz. with a network of inspiring professionals across the country. For further information, visit www.aspiremarketing.com.

Renie Cavallari, Aspire’s founder and chief inspiration officer, is an energetic trainer, strategist, speaker, author and leader who is best known for collaborating with teams to inspire success and unleash the unchartered possibilities of people and organizations.

For all media inquiries and speaker requests, please contact Lise Galletley at Aspire Marketing, 602.392.0700 or liseg@aspiremarketing.com.

Buy the Official Girlfriends Getaway Guide by Renie Cavallari:

In economic times like these, you would think revenue would drop significantly in such a discretionary spending segment, yet this is not the case. In talking with the spa audience, I realized a fantastic opportunity exists for spas to apply revenue management strategies that also give women what they want.

I always say if you want to get new answers, start with new questions, so here are a few ideas:

Why is it that all spa service times are created equal?

Most spas know Saturdays are more active than Mondays and certain times in the day are more requested than others. Why does one price fit all? Take a look at flows and most-requested services, and establish prices based on demand. Time and price are top buying decisions for women—offering ways to save them money and their appointment time of choice will be of high value.

What upgrades can you offer?

If providing a facial, consider adding a foot massage. When giving a massage, offer aromatherapy or an extra 30 minutes if available. Also, women appreciate added value, so consider offering samples or a complimentary eyebrow wax with any other wax service. It won’t take significant time and will go a long way in terms of perceived value.

How can you proactively sell pre-arrival services?

Imagine a busy woman coming to your hotel and five days in advance of her stay, you help her by calling and offering a spa service so she gets the time of her choice. Communicate a special offer or signature service that she can get during her stay. Optimize scheduling in advance, which will lead to higher profits. Empower the reservations staff so it can fill holes in the schedule in advance.

Women are busy, and the first time they think about a spa service when traveling is upon arrival at the suggestion of the front desk (another good source for spa business). Women don’t have time to think about how to fit everything in on their trip. I would have loved to have someone offer a massage upon my 7 p.m. arrival at the last hotel I stayed. Fantastic and thoughtful … women love people who think of them.

What about your backyard?

Most resorts focus on in-house guests and not locals. Think about who is in your backyard and how to communicate with them. Is there a nearby homeowners association you can collaborate with? How about a neighborhood newspaper for targeting specific zip codes? Is there an opportunity to teach wellness at a nearby private school?

What can hotels with no spas do to offer and capture spa-oriented revenue?

Offering in-room massages, nail care or other easily transported services are a great way to capture new revenue streams and provide convenience. These new offerings also allow great partnerships with local day spas. Find ways to joint promote and take a revenue share for this primarily passive income opportunity.

Renie Cavallari is CEO and chief inspirational officer for Aspire. Contact her at (602) 392-0700 or renie@aspiremarketing.com, or visit http://www.aspiremarketing.com

Though girlfriend getaways represent 4 percent of the U.S. travel industry sales, most hotels aren’t in on it. Of the 1,529 women interviewed, we uncovered many interesting facts:

• 60 percent of those taking girlfriend getaways are between the ages of 35 and 45;
• 88 percent have children less than 18 years old; and
• 72 percent are married.

The primary reasons for getting away is to bond with friends and leave their responsibilities at home to “refuel.” Dr. John Gray, the author of “Men are from Mars, Women are from Venus” and his latest book “When Men and Women Collide” indicated there actually is a physiological component that reacts in women when they get away and bond:

“Oxytocin is the bonding hormone, and research shows that oxytocin is the primary hormone in a woman’s body that is responsible for helping her cope with stress effectively. Friendships between women appear to stimulate oxytocin to greater levels as women tend to nurture each other when they get together, particularly on girlfriend getaways.”

Here are a few tips on capturing this new blue ocean:

1. Understand that girlfriends go shopping for their girlfriend getaway options, and the Internet is the first place women go to shop. Have a girlfriend getaway tab that promotes special services, amenities, getaway tips and packages.

2. Keep everything easy, from reservations to on-site coordination.

3. Girlfriend getaways are about bonding—not necessarily activity. Promote property areas as spots to catch up and talk.

4. If you have rooms with sitting areas, suites or even connecting rooms, be sure to leverage this. Girlfriends want to be on the same floor, and the closer the better.

5. Offer a “we hold your lounge chairs pool side” service so regardless of when we hit the pool (a major bonding spot), we have chairs together. If you have cabanas, offer them as a package option.

6. Girlfriends like options, so be sure to share added value components like manicures, pedicures, facials, gift cards, personal shoppers, makeover specialists, etc.

7. Promote concierges to help girlfriends so they don’t have to organize activities.

8. Girlfriends love amenities, such as:

• Champagne to celebrate their getaway upon arrival
• Special discounts or gift certificates for area shopping
• Easy transportation service that ensures safety
• Complimentary makeovers by your nearby department store
• Lush robes to sit and relax in
• Yoga or meditation classes
• Relaxing CD with aromatherapy

9. Girlfriends need hangers. We love free pressing services, and if someone can shine our shoes, we may just bring a few extras because we don’t have time to get them done at home.

10. Packages are great for girlfriends as long as they are flexible. Girlfriend getaways are about relaxation. Create a “make-your-own package” and find that girlfriends will spend more.

Women want to get away—you don’t have to be a fancy destination to attract this growing market. To learn more about this Blue Ocean Strategy, contact Renie Cavallari and Aspire Marketing | Marketing Consulting Services.