Spa PR Interviews The Times

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Tracey Stapleton
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Spa PR Interviews The Times

Blog

In our recent marketing insights webinar, we interviewed Susan d’Arcy, The Times’ spa travel writer, to discover what she looks for when selecting spas to feature in her articles.

The Times and The Sunday Times now share their editorial approach, with a readership primarily in the AB demographic and leaning towards older. However, digital platforms are attracting a growing younger audience. A survey conducted by the papers revealed that their readers take an average of three holidays a year, spending approximately £3,500 per person per trip. Above all, they prioritise good value.

When choosing spas to write about, Susan emphasises, “We want a hotel to offer something unique or new, but don’t oversell it. Excellence is key, and having an authentic backstory adds real value.”

Inclusivity is also essential: “Spas need to be relevant to everyone, including men, cancer patients, people of colour, and those with disabilities,” Susan notes. While this might not always make it into her articles, she stresses that inclusivity is a must in today’s world.

Touching on wellness, Susan observes that it’s become more fun and enjoyable: “We don’t want to be lectured. Wellness should enhance the holiday experience, so a light touch and a bit of humour are welcome. The focus has shifted from technical therapies to more experiential ones.”

Susan also highlights the growing trend of social spa experiences: “We’re seeing more social spa-ing, with large hammams and big hydro pools designed for groups. Family-friendly spa holidays are also becoming more popular.”

When reviewing a spa, Susan says the reception team sets the tone: “It’s surprising how few spa managers personally greet me and use that opportunity to showcase their spa. A press visit isn’t about bombarding journalists with treatments. Offering just one might not provide a full overview of the spa’s offerings, so more is best but it’s important to space them out so we can truly enjoy the facilities.”

Personalisation is key for readers to trust what they read, and it’s not about freeloading.  Journalists are there to genuinely review. The overall experience often boils down to staff training: “Let staff show their personalities and intelligence. That’s what creates a memorable experience.” She also advises, “Listen to the journalist’s feedback and take action where necessary. It’s not just about excellence but about offering an immersive and interesting experience.”

Photography plays a crucial role: “I always check a spa’s website first, so the visuals must be spot on. That’s why we tend to return to the same spas as they have the best images.” She also recommends partnering with a unique local product house to create a signature treatment, which adds another layer of storytelling.  Giving journalists products to take home can also be effective.

Susan values PRs who respect her time: “I prefer getting three thoughtful emails a year rather than being bombarded weekly. Focus on new angles, and don’t pitch something you’re not familiar with. Make the subject line intriguing. It’s important to connect your spa with the broader appeal of your hotel, whether it’s a Michelin-starred restaurant or a nearby landmark.”

She also notes the rise of “set-jetting,” where people visit locations featured in films or TV series, as a growing trend.

Lastly, Susan reminds us, “Don’t be overly serious, we’re just normal people. Be yourself, get to know us, and don’t oversell. Ask a few questions and engage authentically.”

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