Spas in Doha hotels achieve the highest revenues per treatment sold of the three regions – US$133 in 2011, which was an 11 per cent increase from 2010
Te utilisation of treatment room hours at
around 17 per cent is relatively low, conse- quently the revenue per available treatment hour (RevPATH) is also low at us$19 (€14, £12) in 2010 and us$23 (€17, £14) in 2011. Given the infrequent usage by hotel res- idents, there appears to be no correlation between RevPATH and the proportion of treatments booked by hotel guests. August is the quietest month of the year,
due to Ramadan, with utilisation of treat- ment room hours at an average of 9 per cent
– compared with 20 per cent in both the peak months of May and March. Revenues also plummet in August with RevPATR at us$144 (€109, £89) compared with us$279 (€210, £172) in the peak month of February, and an average throughout the year of around us$238 (€179, £147). Utilisation of therapist hours is also fairly
low at 27 per cent in 2010 and 25 per cent in 2011. Tis decreases to 14 per cent in August. Te daily revenue generated by each ther- apist averaged us$318 (€287, £235) in 2010 and us$375 (€283, £231) in 2011. In August it dips to us$240 (€181, £148).
DEAD SEA REGION, JORDAN Dahmash describes the Dead Sea region in Jordan as a “well recognised wellness destination”. Yet of the three destinations
SPA BUSINESS 2 2012 ©Cybertrek 2012 40
35 30 25 20
15 10 5 0
Jan 11 Feb 11 Mar 11 Apr 11 May 11 Dead Sea Doha
benchmarked by PwC, spas in this area had the lowest revenues and utilisation lev- els (see Graphs 1, 2 and 3). Unlike the hotel spas in Doha, they relied
almost exclusively on hotel residents. Te hotels derive no revenues from fitness and memberships and the majority of treatments are booked by hotel residents – 91 per cent in 2010 and 2011. Retail constitutes a larger pro- portion of overall turnover at 9 per cent. Te average daily RevPATR was us$122
(€92, £75) in 2010. In 2011, RevPATR stood at us$101 (€76, £62), while RevPATH was us$10 (€8, £6) in 2010 and us$9 (€7, £5) in
Jun 11 Jul 11 Aug 11 Beirut
2011. Utilisation of treatment room hours averaged 18 per cent in both 2010 and 2011. August is also the quiet month in the Dead
Sea area with utilisation of treatment room hours dropping to 11 per cent and daily Rev- PATR declining to us$57 (€43, £35). January and April are the peak months with utili- sation of treatment room hours at 26 per cent in January and RevPATR of us$147 (€111, £91) in April. Utilisation of therapist hours was 40 per
cent in 2010 and 36 per cent in 2011. Tis dips to 22 per cent in August. Te daily revenue generated by each therapist was us$343 (€259,
Read Spa Business online
spabusiness.com / digital 77 Sep 11 Oct 11
GRAPH 3: REVENUE PER AVAILABLE TREATMENT HOUR (REVPATH)
PAUL COWAN /
SHUTTERSTOCK.COM
US $
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