culture and a sense of unity across a geographically diverse estate: providing cohesion for fi eld-based employees, keeping them target-driven and giving them a sense of community. Those learnings were of value across the board.”
the spirit estate Spirit currently manages 39 commercial clubs that cater for both external members and hotel guests (see information box, p34). All are in IHG hotels: 37 in Holiday Inns and two in Crowne Plazas. There are also seven unmanned, IHG hotel guest-only facilities – “but those are really part of the overall hotel offering, rather than a separate profit centre”. So what’s the relationship between
Spirit and IHG? “Our strategy is completely aligned with that of the
april 2012 © cybertrek 2012
Spirit currently runs 39 commercial clubs within IHG hotels, as well as seven hotel guest-only clubs, with a total of 45 beauty rooms supplied by Dermalogica
hotels division in that we are all striving to put the guest at the heart of what we do, but to a degree Spirit operates as a separate entity – a business within a business, with complete autonomy over commercial drivers such as our marketing approach, systems and so on. Where we benefi t is that we can be part of any larger initiative that’s adding positive value to the company, and we’re also fully supported when it comes to things like customer service training.” Mantell continues: “The IHG model
has a number of different ownership groups. We operate hotels in three different ways – as a franchisor, a manager, and on an owned and leased
basis. Our business model focuses on managing and franchising hotels, while our business partners own the bricks and mortar. Spirit Health Clubs is part of what we call the UK&I (UK & Ireland) managed estate, providing direct business support within an overall hotel management contract. “We’re not in every single Holiday
Inn, although we are in the majority of the 65 hotels within the UK&I managed estate. However, ultimately it’s up to the owner to decide if they want our brand in their hotel – if so, although we don’t own the bricks and mortar, they incorporate our recommendations when building the gym, and we
Read Health Club Management online at
healthclubmanagement.co.uk/digital 33
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