Today the hospitality industry is dominated by a handful of large international hotel chains. Like other industries, consumers continue to look to recognizable brands for comfort, value, dependability and quality. Learning to "go local" and break away from "corporate uniformity" does not mean abandoning the value of a national reservation and incentive program, but it does require an understanding that, in today's market, appearing to be part of a "larger enterprise" is not always the most effective way to increase market share in the industry. A combination of marketing that includes utilization of branding programs and corporate good will, with more personalized local services and unique experiences, is necessary. READ MORE

The relatively young hotel and resort segment of the spa industry continues to develop and mature as guests become more spa savvy and managers are held responsible for achieving higher performance. As owners/developers invest more heavily in spa facilities, and property managers become more aware of spa revenue opportunities, everyone is taking notice of this once quiet sector. While simply having a spa doesn't necessarily drive revenue, being smart about its development and operations can mean the difference between a profitable spa and an amenity spa. READ MORE

In today's world there are many reasons for including a spa in the hotel footprint. Spas are no longer built simply as a differentiator. Spa has become a revenue generator and a guest expectation, leaving many owners and investors asking the question. "How much space do I really need to secure a place in the spa market, add value to the asset and meet the needs of my guest?" Hypothetically the answer is a simple one. The minimum square footage required to build a spa complete with locker rooms is approximately 4,000 square feet. However, we all know the simple answer is not always the best solution, so the question becomes 'what is best for the project?' There are generalizations we can use to address this simplifying the process and find a starting point. READ MORE

Spas and spa- related services are generating mass-market appeal while at the same time developing a sophisticated consumer who frequents spas and seeks a particular experience. This experienced spa consumer, frequently found in the luxury segment, makes travel and wellness decisions based on larger lifestyle and individual needs. While this segment is growing more and more aware of lifestyle wellness spas, the broader population is being introduced to spa services through the resort industry, the cruise ship industry and the local day spa. Because guests' spa needs shift and develop as they begin to become more comfortable in a spa environment, it is evident that each segment of the spa industry feeds the others leading to the conclusion that hotel companies can be in all of the spa markets in the same way they operate in various hotel markets. READ MORE

According to the recently released report, "The Global Spa Economy 2007,"* the international spa economy is estimated to be worth a staggering $255 billion per year, $46.8 billion of which are directly related to spa services and operations. Suffice to say, the spa industry has grown tremendously in the past several years as demand throughout the world continues to increase. As developers, owners and hoteliers look beyond their own borders in which to invest and operate, it becomes increasingly important to understand the various markets and their implications on specific spa operations. Whether you are making a forray into new markets, or simply trying to market your existing location to a more international audience, the complexities, sensitivities and expectations for spa around the world will vary considerably, and proper attention should be paid to the nuances in order to ensure success. READ MORE