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Matt Creer’s article from a few months ago, “You Can Benefit from Girlfriend Getaways“, grabbed the attention of many readers. I’d like to follow-up on that article by highlighting results from research I conducted recently.

“Sisters are born to each other,
Or happen through friendships by fate
But however it happens or when,
Nature has given a gift that is great” –Elizabeth Lucas

What do women really want? I’m a woman and cannot even begin to answer that question. The hospitality industry is using internet marketing strategies to help women travelers figure out what they want. Whatever your lodging property or travel destination - vacation rental, villa, bed and breakfast, small inn, hotel - there is a new strategy and  growing trend for marketing it on the internet: The Girlfriend Getaway. This market group has been around as long as there have been men to complain about it, but now this new demographic is one that the hospitality industry can officially benefit from.

I had the immense pleasure of completing some very intimate market research on a recent vacation to New York City. The women I interviewed were not strangers, but my own extended family. Here are the common threads I found from women with different economic backgrounds, ages 18-70, and hailing from the east coast and England.

• Spa Treatments: This is the one and only thing all age groups and cultures could agree on! Anything to pamper their tired soles (and souls), backs, and joints - everyone wants to indulge in the decadence of a massage. Moody Gardens Hotel, Spa and Convention Center offers Spa Vacations. One way to get a start on creating a Girlfriend Getaway is to take an existing spa package and tailor it a bit. Tip: If you don’t have a spa in-house, make an arrangement with a local one so you can offer guests a package or discount.

• Luxury: Unlike the family vacation, these women are usually paying for themselves only, so they can afford to splurge. They will pay the extra for more comfort (including a VERY comfortable bed which was #1 on the list of priorities). The big money spending demographic is usually trying to indulge in an escape from everyday family life, so anything you can do in the lodging industry to make things special for these women guests will be a big hit, guaranteed. While offering a luxury package may or may not be something you’d like to do, at the least, offer a list of luxury items and services that guests can enjoy. Tip: Don’t be afraid to raise those room rates or offer discounts for several rooms. A lot of the women I spoke with wanted to be in close proximity to their girlfriends, but not necessarily share a room.

• Activities: According to my research, these women did not want to be out in the middle of nowhere having a gab. They want things to do - activities to bond over. This can range from rustic (cattle herding was featured on the Today Show) to posh: shopping, antiquing, etc. Women want to truly experience the nature of what is unique to the area, whether that be hiking, boating, the beach, fishing, gambling, or sightseeing. Tip: Featuring package deals with activities (not discounts mind you, but packages) are a great way to snag all of those women ready to spend money bonding with each other.

• Fitness: Vacation is a time for splurging, but these women wanted to feel good about themselves: mind, body and soul. All women (with the exception of the hilarious 70 year old Brit) required a fitness area or yoga/studio nearby. The Snowmass Club’s Athletic Club is highlighted nicely on their site. Tip: No tip for this one. When I go on vacation I drink wine and eat nachos.

Other ideas:

• Five Gables Inn & Spa offers a Just the Girls Shop ‘Till You Drop package.
• The Daughter’s Inn, The Wine Country Inn, and The Beazley House offer Napa, CA wine country packages. It doesn’t take much to tailor romantic packages like these for Girlfriend Getaways.

While there are many niches for the hospitality industry to focus on, and to include in their internet marketing, this one is particularly worthy of attention. Everyone can either directly benefit from such a getaway, or knows someone who can. Use the suggestions in this article to further benefit your business.

Kate Olsen - Blizzard Internet Marketing, Inc.

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