Senior Living: Combining Hospitality and Healthcare for a Problem-Solving Approach

By Michael G. Tompkins Executive Recruiter, Hutchinson Consulting | July 22, 2018

Now that the Great Recession is in our rear-view mirrors, the hospitality industry is expanding from all sectors. Particularly, the spa sector has an unprecedented amount of momentum. Services that were once seen as luxury are now healing necessities. Teachings that at one point were viewed as "out there" are now mainstream.

According to the International SPA Association's (ISPA) annual U.S. Spa Industry Study, the number of spa visits in the United States rose by 2.5 percent, up from 179 million in 2015 to 184 million in 2016, marking the first time that spa visits have exceeded 180 million.

That number is only expected to grow. Many think this growth is because of the millennial consumer. As the largest generation on earth with $200 billion in buying power in the U.S., it's easy to claim the millennial market as the reason for spa growth. According to ISPA's Consumer Snapshot Research Initiative on Millennial Perceptions and Preferences, 60 percent are invested in their personal well-being, and 56 percent are spa-goers. Similarly, 70 percent say that, if they had some extra time or money, they'd spend it on health and fitness.

Millennials may view spa as mainstream, but their parent's generation brought the spa industry to the level it is today. In the 18 years since the ISPA U.S. Spa Industry Study has been conducted, the number of spas has grown from 4,140 in 1999 to 21,260 in 2016. That five-times growth is because baby boomers recognize the proven health benefits of regular spa visits.

Emerging Opportunities Combining Hospitality & Healthcare

By 2030, nearly one-quarter of Americans will be over the age of 65, and almost half will be well beyond age 75, according to the U.S. Census Bureau. This monumental shift in national demographics is driving change across practically every facet of the health care industry.

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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.