Harmony Park SPA Complex Marketing Plan
We present a comprehensive marketing plan for the 5-star SPA complex for the period of July 2025 – December 2026.
The project's goal is to increase occupancy by 30% within 18 months, attracting clients from Lithuania and neighboring countries, with a focus on the premium segment.
In this presentation, we will detail the strategy, implementation stages, budget, and expected financial results. Our plan will ensure increased revenue and strengthen Harmony Park's position as a leader in the premium segment in the Baltic region.
About Harmony Park Complex
Accommodation
26 hotel rooms, 13 cozy villas, and a camping site with a total capacity of approximately 80-100 beds, surrounded by picturesque nature
SPA Services
Exclusive SPA center with a Turkish hammam, massages, and unique wellness rituals for complete relaxation of body and soul
Restaurant
Exquisite Simboly restaurant, offering haute cuisine dishes made from local organic products
Equestrian Center
Professional equestrian center offering horseback riding lessons and scenic trail rides
Harmony Park is an oasis of luxury and tranquility located in Nemunas Regional Park. Our unique selling proposition is built on three pillars: luxury amidst nature, exclusive SPA rituals and hammam, and equestrian sports alongside comfortable villas for family retreats.
Target Audience
Couples
Age: 25-55 years old
  • Romantic getaways
  • SPA procedures for two
  • Wedding ceremonies
Families
Families with children aged 4-15
  • Villa accommodation
  • Active recreation
  • Equestrian sport
Corporate Clients
Companies of various sizes
  • Business events
  • Team building
  • Conferences
Wellness Tourists
Age: 30-65 years old
  • SPA programs
  • Detox retreats
  • Wellness courses
Our marketing strategy is aimed at attracting clients from Lithuania, neighboring countries (Latvia, Estonia, Poland, Ukraine), and distant foreign countries (Germany, Scandinavia, Great Britain, Israel). We offer specialized service packages that meet the needs of each client category.
Project Roadmap
Phase 1: Research and Preparation
June - August 2025 (3 months)
  • Market and competitor analysis
  • Development of unique selling propositions (USPs) and service packages
  • Digital channel optimization
Phase 2: Active Promotion
September 2025 - May 2026 (9 months)
  • Digital marketing
  • Partnerships with tour operators
  • Seasonal promotions and events
Phase 3: Retention and Scaling
June 2026 - November 2026 (6 months)
  • Loyalty program
  • Feedback system
  • Analytics and optimization
Our implementation strategy is divided into three sequential phases. First, we will conduct thorough market research, then proceed to active promotion through various channels, and conclude the plan with the implementation of a loyalty program and analysis of the achieved results. This approach will ensure maximum effectiveness of marketing investments.
Phase 1: Research and Preparation
Market Analysis
  • Competitor Research (Druskininkai SPA, Palanga SPA)
  • Survey of Current and Potential Guests
  • Analysis of Regional Pricing Policy
Unique Selling Proposition (USP) Development
  • "Romantic Weekend" Package
  • "Family Vacation" Package
  • "Wellness Retreat" Package
Website Optimization
  • Translation into 4 Languages
  • SEO Improvement
  • Implementation of Online Booking
Content Creation
  • Professional Photography
  • Promotional Videos about the Complex
  • Launch of a Wellness Blog
In the first phase, we will lay a strong foundation for the entire campaign. Thorough market analysis will help identify Harmony Park's competitive advantages and ascertain the needs of the target audience. Website optimization and the creation of high-quality content will be key tools for attracting potential clients.
Stage 2: Active Promotion
4
Digital Marketing
Targeted advertising, contextual advertising, email newsletters
Partnerships
Tour operators, Booking.com, bloggers, participation in exhibitions
Seasonal Promotions
Thematic offers for different seasons and audiences
4
Events
Wellness festival, wedding show, corporate team building
The second stage is the most intensive and prolonged. We will launch a comprehensive advertising campaign across digital channels, targeting key audiences in Lithuania and abroad. Concurrently, we will develop partnerships with tour operators and online platforms to expand sales channels. Seasonal promotions and special events will draw attention to the complex and generate a flow of new clients.
Stage 3: Retention and Scaling
Loyalty Program
  • Bonus and discount system
  • Gift certificates
  • Privileges for regular guests
Feedback System
  • Satisfaction surveys
  • Monitoring reviews on platforms
  • Prompt response to feedback
Scaling
  • Entering new markets
  • Launching new services
  • Development of eco-tours
Analytics
  • ROI evaluation
  • Marketing budget optimization
  • Strategy adjustment
The final stage focuses on retaining acquired customers and expanding geographical reach. Implementing a loyalty program will create incentives for repeat visits, while a feedback system will help continuously improve service quality. Simultaneously, we will expand the geographical scope of our marketing efforts, targeting new promising markets — Israel and the UK.
Staff and Salaries (Key Specialists)
To implement the project, a professional team will be formed, consisting of 10 full-time employees with an average salary of 2,100 euros per month, and 2 outsourced specialists. The total personnel costs for the entire project implementation period will amount to 302,700 euros. The team will work under the guidance of a project manager responsible for overall coordination and strategy implementation.
Budget Breakdown
The total project budget is 552,700 EUR for 18 months. The largest share is allocated to personnel costs (55% of the budget), driven by the need to attract qualified specialists. Significant investments are also planned for digital marketing (14%) and event organization (11%), as these areas are expected to generate the maximum influx of new clients.
Personnel costs (302,700 EUR) include salaries for all full-time employees and fees for outsourced specialists. The digital marketing budget (80,000 EUR) covers contextual advertising, social media promotion, SEO optimization, and email marketing.
Events (60,000 EUR) involve organizing presentations, masterclasses, and themed evenings to attract new audiences. Partnership programs (50,000 EUR) are aimed at collaborating with travel agencies, hotels, and influencers.
Funds for research and preparation (30,000 EUR) will be used for market and competitor analysis, and identifying the needs of the target audience. Local advertising (20,000 EUR) includes outdoor advertising, print materials, and participation in local events. The loyalty program (10,000 EUR) involves developing a reward system for regular clients, including bonus cards, discounts, and personalized offers.
Marketing Budget Allocation
In the marketing budget structure, priority is given to digital promotion channels. The largest investments will be directed towards social media advertising and contextual advertising via Google Ads, as these tools allow for precise audience targeting and tracking of investment effectiveness. Significant funds are also allocated for participation in international tourism exhibitions and collaboration with tour operators.
Pricing Policy and Service Packages
Accommodation
Room (2 persons): €180–€250/night
Villa (4–6 persons): €250–€350/night
Camping: €60–€90/night
SPA Services
Hammam (2 hours): €80–€120/person
Massage (1 hour): €70–€100
SPA Packages: €180–€280/person
Restaurant and Additional Services
Simboly Restaurant: €40–€70/person
Horse Riding: €40–€60/hour
Hall Rental: €250–€600/day
Special Packages
“Romantic Weekend”: €480–€680 for two
“Family Vacation”: €750–€950 for a family
“Wellness Retreat”: €580–€780/person
Harmony Park's pricing policy is aimed at the premium market segment. The average revenue per guest is €250 per weekend, including accommodation, SPA services, and meals.
Revenue at Average Complex Occupancy
With an average complex occupancy of 65% in high season and 40% in low season, annual revenue is unevenly distributed. Special packages play an important role in ensuring stable revenue, especially during the low season, and are a key tool for increasing the average check.
Current and Target Occupancy
Currently, the complex's occupancy is 50% during peak season (May-September) and 30% during off-peak season (October-April). This translates to approximately 6,000 nights in peak season and 5,040 nights in off-peak season. Our goal is to increase occupancy to 80% in peak season and 50% in off-peak season, which will result in an increase to 9,600 and 8,400 nights, respectively.
Such an increase in occupancy will significantly improve the complex's financial performance without substantial expansion of infrastructure or an increase in service staff.
Project Financial Metrics
€552.7K
Total Costs
Total project budget for 18 months
€1.85M
Annual Revenue Increase
Difference between target and current revenue
417%
ROI
Return on Investment over 18 months
4 - 6 months
Payback Period
Number of months until full payback
The financial analysis of the project demonstrates its high efficiency. With an investment of €552,700, we expect an annual revenue increase of €1,850,000 (€2,775,000 over 18 months), resulting in an ROI of 417%. It is particularly important to note the short payback period of just 4-6 months, which makes the project highly attractive from an investment perspective.
Advantages and Challenges
Advantages
  • Premium positioning with justifiably high prices
  • Unique services: hammam, villas, equestrian sports
  • Favorable location in Nemunas Regional Park
  • Integrated approach to relaxation and wellness
  • High level of service and personalized approach
Challenges
  • Strong competition with Druskininkai and Palanga resorts
  • Limited website availability in foreign languages
  • Pronounced seasonality of demand
  • Dependence on the economic situation in target countries
  • Need for continuous infrastructure updates
Analysis of strengths and challenges shows that Harmony Park possesses significant competitive advantages in the premium SPA services market. The unique combination of luxury, natural surroundings, and exclusive services makes the complex attractive to the target audience. The identified challenges must be considered when implementing the strategy, promptly adapting marketing activities to changes in the market situation.
Conclusion and Next Steps
Premium Segment Leadership
Strengthening positions in the international market
Increased Profitability
Revenue growth of €1.85M per year
Expanding Customer Base
Attracting new audience segments
Increasing Brand Awareness
Comprehensive marketing strategy
The proposed promotion plan for the Harmony Park SPA complex will ensure a significant increase in occupancy and business profitability.
An investment of €552,700 will increase revenue by €2,772,000 over 18 months, providing an ROI of 479% and payback within 4-6 months. The expected increase in international clients is 20%, and repeat visits is 15%.
Recommended next steps: budget approval, team formation, and immediate launch of the first stage – market research and digital channel optimization. This will allow for timely implementation of the entire plan and achievement of the set goals within the specified timeframe.
Important !!!
This document should be considered as indicative; service prices were taken from the project website and income was calculated based on average figures provided in the presentation.
For accurate calculations, real operational performance data of the complex and separate development of a concept, roadmap, and financial model for the project are required.