Important Elements for the Long-Term Health of Your Spa Brand
By Jane Segerberg Founder & President, Segerberg Spa Consulting, LLC | October 28, 2008
If you are contemplating investing dollars in building a spa or undertaking a spa at your hotel or resort, take some time to plan for the longevity of your spa brand. A long-term winner is born when a clear picture of the spa industry is combined with a concise concept and a plan to manage the concept.
The Spa Industry has "arrived"
First, let's take a look at the spa industry. The spa industry has "arrived" and definitely proven itself. It has had the right formula at the right time - just when stress is high and the world wants a time out - a time to slip away - a time to escape. The latest Spa Industry survey prepared for the International Spa Association by The Association Research Centre Inc. quotes:
The challenge for the spa industry, now that spa treatments have gained an increased air of respectability amongst the consuming public, will be to keep service levels up while keeping operating costs down. This will be a difficult challenge for many and some casualties should be expected along the way. It is no longer possible to simply hang out a shingle and open a spa. The industry has become far too sophisticated for that. For those who are able to combine their love of the spa environment with a keen focus on how to run a successful and profitable business, the future is still very rosy indeed.
The industry has arrived at the top of the spa boom and gained an aura of respectability. The cream will rise to the top, others will fall to the wayside and sustainability has become more than survival, it is the ability to grow and move forward.
The Shift to a Discerning & Serious Clientele Has Implications for Spa Planning
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