This page contains a Flash digital edition of a book.
allergies. The luxury hotels along the Dead Sea’s coastline feature some of the finest pampering treatments, although similar therapies are also available in Amman (Jor- dan’s capital) and Aqaba (along the Red Sea coast), which target business travellers who don’t have time to drive to the Dead Sea. From January 2010 to August 2012, the


average treatment revenue per treatment sold in Jordanian spas increased by 14 per cent to reach US$83 (¤64, £54) per treat- ment. So how does this compare to the rest of the world? According to Intelligent Spas 2009 Global Spa Benchmark Program, it’s


Graph 2: Treatments booked by Hotel Guests vs Non-Hotel Guests (Jan-Aug 2012)*


120% 100% 80% 60% 40% 20% 0%


Dead Sea Doha


Treatments booked by non-hotel guests as % of total treatments


www.spahandbook.com Beirut


Treatments booked by hotel guests as % of total treatments


just below the worldwide average treat- ment revenue at US$90 (¤69, £58), where Asian spas are at the lower end of the spec- trum with an average of US$77 (¤59, £50), and European spas are at the opposite end at US$111 (¤85, £71). Out of all three regions, Doha’s spas


commanded the biggest increase in aver- age treatment revenue of 19 per cent from January 2010 to August 2012. For the first eight months of 2012 the average revenue per treatment in Doha spas was US$143 (¤109, £92) – an impressive 70 per cent higher than revenues in both Dead Sea and Beirut spas. In contrast, spas in Beirut generated an


average treatment revenue of US$84 (¤64, £54) in 2012 amounting to a drop of 4 per cent from the previous year. This can be attributed to the volatility in the political framework and weakening economy in Leb- anon for most of 2012. Graph 1 provides a monthly breakdown


of average treatment revenues for spas in all three regions in the last three years. It’s important that operators consistently


work on increasing the average treatment revenue per treatment sold over time as this will help to increase the overall finan- cial performance of the spa. However,


Spas in Jordan, like at the Mövenpick, are based at the Dead Sea (left); those in Doha, like Angsana at the Wyndham (middle) and Four Seasons (right), had the biggest treatment revenue increase


similar to hotels, something might just


‘have to give’ for this to happen and this could result in lower utilisation rates of treatment rooms and therapists hours. As a case in point, spas in Doha had the lowest utilisation of therapist hours (23 per cent) in the region.


Hotel versus local customers It’s interesting to note that there’s a sharp contrast in the number of treatments that are booked by in-house hotel guests ver- sus local residents in spas in the Dead Sea area, Doha and Beirut (see Graph 2). Sig- nificantly, a large proportion (91 per cent) of spa customers in the Dead Sea area are hotel guests. This is because the Dead Sea spa market is typically frequented by international tourist arrivals who come to Jordan for either leisure or medical pur- poses. Given the proximity to the Dead Sea, plus the fact that hotel guests/tour- ists might be more tempted to try out more


spa business handbook 2013 99


TREATMENTSBOOKED %


Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21  |  Page 22  |  Page 23  |  Page 24  |  Page 25  |  Page 26  |  Page 27  |  Page 28  |  Page 29  |  Page 30  |  Page 31  |  Page 32  |  Page 33  |  Page 34  |  Page 35  |  Page 36  |  Page 37  |  Page 38  |  Page 39  |  Page 40  |  Page 41  |  Page 42  |  Page 43  |  Page 44  |  Page 45  |  Page 46  |  Page 47  |  Page 48  |  Page 49  |  Page 50  |  Page 51  |  Page 52  |  Page 53  |  Page 54  |  Page 55  |  Page 56  |  Page 57  |  Page 58  |  Page 59  |  Page 60  |  Page 61  |  Page 62  |  Page 63  |  Page 64  |  Page 65  |  Page 66  |  Page 67  |  Page 68  |  Page 69  |  Page 70  |  Page 71  |  Page 72  |  Page 73  |  Page 74  |  Page 75  |  Page 76  |  Page 77  |  Page 78  |  Page 79  |  Page 80  |  Page 81  |  Page 82  |  Page 83  |  Page 84  |  Page 85  |  Page 86  |  Page 87  |  Page 88  |  Page 89  |  Page 90  |  Page 91  |  Page 92  |  Page 93  |  Page 94  |  Page 95  |  Page 96  |  Page 97  |  Page 98  |  Page 99  |  Page 100  |  Page 101  |  Page 102  |  Page 103  |  Page 104  |  Page 105  |  Page 106  |  Page 107  |  Page 108  |  Page 109  |  Page 110  |  Page 111  |  Page 112  |  Page 113  |  Page 114  |  Page 115  |  Page 116  |  Page 117  |  Page 118  |  Page 119  |  Page 120  |  Page 121  |  Page 122  |  Page 123  |  Page 124  |  Page 125  |  Page 126  |  Page 127  |  Page 128  |  Page 129  |  Page 130  |  Page 131  |  Page 132  |  Page 133  |  Page 134  |  Page 135  |  Page 136  |  Page 137  |  Page 138  |  Page 139  |  Page 140  |  Page 141  |  Page 142  |  Page 143  |  Page 144  |  Page 145  |  Page 146  |  Page 147  |  Page 148  |  Page 149  |  Page 150  |  Page 151  |  Page 152  |  Page 153  |  Page 154  |  Page 155  |  Page 156  |  Page 157  |  Page 158  |  Page 159  |  Page 160  |  Page 161  |  Page 162  |  Page 163  |  Page 164  |  Page 165  |  Page 166  |  Page 167  |  Page 168  |  Page 169  |  Page 170  |  Page 171  |  Page 172  |  Page 173  |  Page 174  |  Page 175  |  Page 176  |  Page 177  |  Page 178  |  Page 179  |  Page 180  |  Page 181  |  Page 182  |  Page 183  |  Page 184  |  Page 185  |  Page 186  |  Page 187  |  Page 188  |  Page 189  |  Page 190  |  Page 191  |  Page 192  |  Page 193  |  Page 194  |  Page 195  |  Page 196  |  Page 197  |  Page 198  |  Page 199  |  Page 200  |  Page 201  |  Page 202  |  Page 203  |  Page 204  |  Page 205  |  Page 206  |  Page 207  |  Page 208  |  Page 209  |  Page 210  |  Page 211  |  Page 212  |  Page 213  |  Page 214  |  Page 215  |  Page 216  |  Page 217  |  Page 218  |  Page 219  |  Page 220  |  Page 221  |  Page 222  |  Page 223  |  Page 224  |  Page 225  |  Page 226  |  Page 227  |  Page 228  |  Page 229  |  Page 230  |  Page 231  |  Page 232  |  Page 233  |  Page 234  |  Page 235  |  Page 236  |  Page 237  |  Page 238  |  Page 239  |  Page 240  |  Page 241  |  Page 242  |  Page 243  |  Page 244  |  Page 245  |  Page 246  |  Page 247  |  Page 248  |  Page 249  |  Page 250  |  Page 251  |  Page 252  |  Page 253  |  Page 254  |  Page 255  |  Page 256  |  Page 257  |  Page 258  |  Page 259  |  Page 260  |  Page 261  |  Page 262  |  Page 263  |  Page 264  |  Page 265  |  Page 266  |  Page 267  |  Page 268  |  Page 269  |  Page 270  |  Page 271  |  Page 272  |  Page 273  |  Page 274  |  Page 275  |  Page 276  |  Page 277  |  Page 278  |  Page 279  |  Page 280  |  Page 281  |  Page 282  |  Page 283  |  Page 284  |  Page 285  |  Page 286  |  Page 287  |  Page 288  |  Page 289  |  Page 290  |  Page 291  |  Page 292  |  Page 293  |  Page 294  |  Page 295  |  Page 296  |  Page 297  |  Page 298  |  Page 299  |  Page 300  |  Page 301  |  Page 302  |  Page 303  |  Page 304  |  Page 305  |  Page 306  |  Page 307  |  Page 308