INVESTIGATION
Spa development pipelines in the luxury hotel sector by world region
CENTRAL & SOUTH AMERICA 24 SITES EUROPE 25 SITES MIDDLE EAST 31 SITES NORTH AMERICA 10 SITES
AFRICA 15 SITES ASIA-PACIFIC 123 SITES
Starwood’s McCarthy says: “Latin Amer-
ica has suff ered from a lot of bad press in recent years [focused on issues such as swine-fl u, drug-related crimes and socialist regimes of some countries]. T is is unfortu- nate because this region is home to some of the most beautiful travel destinations in the world, with cultures rich in healing tradi- tions that provide the perfect foundation for modern spa experiences. I expect the market to rebound strongly in coming years.” McCall Wilson from Fairmont adds: “It’s
much easier to manage spas in clusters, so that we can learn the business in that area and be successful. Clustering also helps to build brand awareness. South America is not on our radar at the moment because of this.”
EUROPE With 24 spas in the pipeline, Europe nar- rowly beats Central & South America in the development stakes. It is the third most pop- ular region for new spas, with 11 per cent of new openings planned there. In terms
WHO WE SURVEYED
T e numbers for this investigation came from nine of the industry’s leading hotel spa operators and in each case we selected details from the brands at the top-end of the
portfolio. T e operators and brands include: ■ Accor (Sofi tel) ■ Fairmont Raffl es Hotels International (Fairmont)
■ Four Seasons ■ Hilton Hotels Corporation (Conrad and Waldorf Astoria)
“There’s still a lot of investor interest in the Middle East, especially from domestic parties... there’s also a huge regional market for expats on weekend breaks”
of cities, there is no stand out location for future growth from the fi gures in this inves- tigation of high-end hotel spas. Gibson says: “Europe did not react as
fast as America [to the economic crisis], so it took a little bit longer for the develop- ment to slow down. In under-developed or emerging markets such as Russia and Turkey, growth didn’t slow down at all and resort- orientated areas suff ered minimal impact too. T e more mature markets such as the
■ Hyatt Hotels Corporation (Andaz, Grand Hyatt, Hyatt Resorts and Park Hyatt)
■ Marriott International (Ritz-Carlton) ■ Mandarin Oriental Hotel Group ■ Starwood Hotels & Resorts
(Le Méridien, Sheraton, St Regis, W and Westin)
We’ve only included hotels with confi rmed spa openings, but these consist of major refurbishments as well as new builds. T ere was no limit for how far in advance the openings were and the fi gures are inclusive of development pipelines from April 2011.
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UK didn’t have much [spa development] planned anyway, but what they did have just didn’t take place. Europe is interesting for MOHG because there is already a certain amount of familiarity with our brand. T at gives us the opportunity to create more in Europe especially as there are a number of major cities where we’re not already repre- sented that fi t our entry requirements.” McCall Wilson adds: “Eastern Europe has
a lot of potential for spa development, espe- cially those countries in the former Soviet Union. T ere’s a lot of hotel growth in these countries and we’re really seeing them and development come alive as their economies grow. T e money and the interest attract investment and a lot of the cities don’t have luxury brands, so there’s great potential for high-end hotel companies.”
THE MIDDLE EAST T e Middle East is the second most popu- lar region worldwide in terms of future spa development in our sample. Yet with only 14 per cent of planned openings – the equivalent of 31 facilities – the actual fi gures for future development are not overly promising, espe- cially in comparison to the Asia-Pacifi c region.
SPA BUSINESS 2 2011 ©Cybertrek 2011
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