Peninsula Hot Springs Packaging and partnerships case study

Overview

• Introduction

• Why we package and who we target with our packages

• Who we package with and how we package

• The benefits of packaging both for the visitor and the business

• New trends, challenges and opportunities

Introduction

• First hot springs and day spa in Victoria

• Spa Dreaming Centre: tranquil, 16+ years

• Bath House: social, family-friendly

• 400,000 visitors in 2013/14 financial year

• 15% international, 5% interstate, 80% intrastate including VFR

Packaging – why we do it?

• Create a tourist information hub

• Build a mutually beneficial online community

• Provide guests with a complementary experience

• Weave a Peninsula Hot Springs experience into all regional offerings

Packaging – why we do it?

“At the very core of what we do is helping to create community and to work with our community to create a better life - naturally.

Our mission is deliberately not to be the best hot springs in the world but to be one of the top five hot springs as we see ourselves as being a leader among other inspired and creative individuals. We see ourselves as being a part Of community and responsible to help lead community.” Charles

Davidson – Co-owner and co-founder of Peninsula Hot Springs

Who we package with

• Over 100 package partners

• Accommodation providers, attractions, restaurants, activities and wineries

How we package

• Create a package eg. Stay and Bathe

• Insert reciprocal website links

• Bath House bathing passes at a wholesale rate

Benefits of packaging for the visitor

• Packages are relevant to their needs

• Packages to suit all budgets and demographics

• Ease with only one payment

• Financial incentive

Benefits of packaging for tourism businesses

• Generates greater spend for tourism businesses

30,000 Bath House passes sold in 20/1314

• Generates website traffic

678,000 accommodation page views on the Peninsula Hot Springs website in 2013/14

Over 100,000 website referrals to our package partners

20,000 dining and local attractions page views

• Generates visitation in the traditional off-peak season

Our Bath House visitation by month

0

5000

10000

15000

20000

25000

30000

35000

What our package partners say about packaging

“RACV Cape Schanck Resort has been a proud tourism partner with Peninsula Hot Springs since its inception.

The ability for RACV Cape Schanck Resort to package accommodation and the Peninsula Hot Springs experience has been a great success, so much so that our ‘Stay and Bathe’ package is now our top selling package every month. As a result, overall visitation to the Resort over the past 5 years has increased. The feedback we receive from members and guests continues to be excellent and this unique offering sets us apart from our sister properties in regional Victoria.

We would like to congratulate the hot springs on re-invigorating tourism particularly in the southern Mornington Peninsula and developing and growing the health and wellbeing market segment in our region. “

Conleth Roche – Resort Manager RACV Cape Schanck

What our package partners say about packaging

“Packaging with the Peninsula Hot Springs is the cornerstone of our marketing. We generate more leads from their website than any other paid advertising site. Working together we are able to encourage extended stays on the Peninsula that benefit the region as a whole.”

Sian West – Marketing and Sales Director Blue Moon Cottages

Cross-promotion via our media platforms

Once the package is created, then cross-promote through all media platforms:

• E-newsletter

• Facebook

• Website

New trends in packaging

• Fun run and bathe packages

• Melbourne packages

• Mid-week packages

Challenges

• Can be difficult to offer a seamless experience

• Lack of market research information on package partner guests

• Difficulties in adapting the same concept for both small and large tourism businesses

Potential opportunities

• One stop shop

• Digital focus: integration of booking engines

• Exclusive and experienced focussed packages

• Regional food and wine experiences