Integrating Your Spa into Your Hotel

By Jane Segerberg Founder & President, Segerberg Spa Consulting, LLC | October 28, 2008

Spas are no longer a frivolous amenity to a hotel-resort. According to the International Spa Association's Spa Industry Survey conducted by Pricewaterhouse Coopers, spas are a booming industry that will continue to grow.

The principal growth is in day and hotel-resort spas. According to Peter Ellis, CEO of Spa Finders states, "You almost can't open a hotel without a spa anymore." Just as swimming pools became a necessity 20 to 30 years ago, spas are now an expected amenity in hotels-resorts.

Hotel-resorts and Spas that are well integrated maintain a competitive advantage with the spa demonstrating the hotel-resort's distinctive positioning. Hotel-resorts that are happily married with their spas report that the spa helps to uphold their market share, significantly drives occupancy and double occupancy, raises ADR, creates an opportunity to market to locals and promotes shoulder season business. Spas also keep guests on property and Post 9/11 has seen a significant rise in requests for spa services because guests want to relax in protected private experiences.

Integration Requires Innumerable Considerations

Hotel-resorts and spas can fall into an uneasy marriage due to lack of understanding. As spas have evolved and times have changed, spas have become profitable and a happier marriage enhances both the hotel-resort and the spa. Integration requires innumerable considerations and should be treated like a business plan. It takes serious planning from HR to Marketing to the Front Desk. And, as we all know, the attitudes and time investment trickle down from Top Management.

The Market

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Coming up in June 2019...

Sales & Marketing: Selling Experiences

There are innumerable strategies that Hotel Sales and Marketing Directors employ to find, engage and entice guests to their property, and those strategies are constantly evolving. A breakthrough technology, pioneering platform, or even a simple algorithm update can cause new trends to emerge and upend the best laid plans. Sales and marketing departments must remain agile so they can adapt to the ever changing digital landscape. As an example, the popularity of virtual reality is on the rise, as 360 interactive technologies become more mainstream. Chatbots and artificial intelligence are also poised to become the next big things, as they take guest personalization to a whole new level. But one sales and marketing trend that is currently resulting in major benefits for hotels is experiential marketing - the effort to deliver an experience to potential guests. Mainly this is accomplished through the creative use of video and images, and by utilizing what has become known as User Generated Content. By sharing actual personal content (videos and pictures) from satisfied guests who have experienced the delights of a property, prospective guests can more easily imagine themselves having the same experience. Similarly, Hotel Generated Content is equally important. Hotels are more than beds and effective video presentations can tell a compelling story - a story about what makes the hotel appealing and unique. A video walk-through of rooms is essential, as are video tours in different areas of a hotel. The goal is to highlight what makes the property exceptional, but also to show real people having real fun - an experience that prospective guests can have too. The June Hotel Business Review will report on some of these issues and strategies, and examine how some sales and marketing professionals are integrating them into their operations.