How to Attract Business Travelers
By Lynne McNees President, International Spa Association | July 27, 2014
As the spa industry continues to grow internationally, the business traveler is an increasingly important guest to consider when designing menu offerings and considering marketing strategies. Business guests are beginning to make up a major purchasing force at resort spas around the world, with some hotel spas reporting as much as 70 percent of their clientele as business travelers.
According to the International SPA Association (ISPA) 2013 U.S. Spa Industry study conducted by PwC, 72 percent of American hotel and resort spas in 2012 offered 30-minute treatments. This figure shows how hotels are rapidly equipping themselves to cater to the spa needs of business guests. Business travelers are typified by little time and higher-than-average levels of stress – and spas need to adapt to their demands for short, simple, efficient and results-oriented treatments.
Furthermore, business travelers are often among the savviest of spa-goers. With the increasing popularity of spa services among this fast-paced, frequently-stressed demographic, spas-resort and day alike-must learn how to cater to clients who lack the ample time that usually accompanies a spa service.
The Business Spa-Goer: Less Time, More Stress
The World Health Organization says that by 2020 the top five diseases will all have an underlying contributing factor of stress – as a result, it is likely that stress will more increasingly be the number one factor driving individuals to make use of spas. And there's nothing more stressful than traveling – making business travelers a group particularly likely to appreciate a spa service.
The business traveler is typified by two major qualities that are relevant to spas: little time and higher-than-average levels of stress. As a result, the typical business spa-goer is looking for simple, efficient, results-oriented treatments. Time is a commodity-and it's in short supply. As such, spa guests traveling on business are looking to find a balance they can squeeze into short breaks between meetings, presentations and travel time.
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