Integrating Your Spa into Your Hotel
By Jane Segerberg Founder & President, Segerberg Spa Consulting, LLC | October 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.