Feeling the pinch? You’re not the only one. The Trends in the Hotel Spa Industry 2011 report by PKF Hopsitality Research has shown that people are thinking twice before splashing their cash – with hotel spa revenue experiencing, on average, a 10.5% decline in 2010. With mid-market and medium-sized spas feeling the squeeze the most, it looks like it could be time for businesses to consider different marketing tactics…
According to the report, urban hotel spas have been affected the least, with a drop in revenue of only 1.2 per cent – while the spas at resort hotels have been hit the hardest, experiencing a fall of 13.6%. One of the reasons for the overall decline could, the report suggests, be over saturation of the middle market:
‘A possible reason for the significant decline in the medium-size spa group is overbuilding.
‘Medium-sized spas are often found in hotels that likely should have a spa as a guest amenity, but the property is not specifically known for its spa facility or experience. Therefore, it is neither an intimate, boutique spa nor is it a grand showcase spa for the property’s marketing and reputation.
‘Additionally, the spa facilities may have been built as a ratio of spa treatment rooms to total guest rooms, rather than built to an actual projection of hotel spa demand and capture. Either individually or combined, these factors result in a greater potential negative impact on spa revenues during recession and early recovery periods.’ Hopefully the spas will soon be able to get back on an even keel…
Of course, treating yourself doesn’t have to break the bank. In need of some serious relaxation? Why not check out our deals and offers on spa breaks for savings that could save the day.
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