RESEARCH
RESEARCH SPECIAL
RIPPLE EFFECT
Spa revenues in US hotels are healthy and wellness elements are now being incorporated into other departments, according to PKF’s latest Trends® in the Hotel Spa Industry study. Andrea Foster outlines the key statistics
T
The research shows that spa profi ts and capture rates are increasing
he US lodging industry has climbed out of the economic downturn as demand for hotel rooms reaches record levels for the fourth
consecutive year. After room revenue, spa and wellness were standout performers in revenue increase according to the 2014 edition of PKF’s Trends® in the Hotel Spa Industry, which was revealed in October and based on the previous year’s numbers. While room revenues grew by 5.9 per
cent in 2013, spa revenues in US hotels increased by 4.6 per cent. In comparison, the combined revenues from other departments such as food and beverage and retail, rose by 4.4 per cent on average. Hotels, after recouping occupancy and
now capturing higher rates, are slowly seeing the return of guest spending. In addition, PKF has identified a wellness ripple effect too. Both spa and wellness are becoming more prevalent in today’s society and hotels are starting to take
notice of this. Fuelling the growth of the interest in spas is a combination of an improved economy and a shift in perception – previously spas were seen as an exclusive, luxury experience, but now they’re increasingly viewed as having wellness-orientated offerings. Spa, at its root, is about health and wellbeing. As trends in society are shifting to
healthier, more active lifestyles, hotels are incorporating aspects of spa and wellness into other areas of the hotel. Speciality spa menus are being introduced in restaurants/bars; meeting rooms and guestrooms are getting healthier – the Stay Well®
rooms by Delos Living (see
SB14/1 p28) are a prime example; and there’s a rise in fitness programmes such as hotel bike shares. Spa and wellness is growing outside the spa department and to facilitate healthier lifestyles and meet the needs of guests, hotels are seeing a positive impact when integrating spa and wellness into their entire operation.
Revenues are greater in urban hotel spas compared to resorts, although capture rates are lower 74
spabusiness.com issue 1 2015 ©CYBERTREK 2015
PHOTO: SHUTTERSTOCK/
S.BORISOV
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