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Survey finds Spas fail to capture Hotel – Resort Guests

Intelligent Spas` Spa Industry Survey results suggested spa capture rates from hotels and resorts across…

Intelligent Spas` Spa Industry Survey results suggested spa capture rates from hotels and resorts across Asia Pacific could be improved.

The survey identified the proportion of survey respondents located within a hotel or resort and the proportion of hotel/resort guests who visited the spa (capture rate). The results suggested hotels and resorts could implement more effective tactics to better integrate the spa facility into their properties, aiming to increase utilisation of the available spa services.

Julie Garrow, Director of Intelligent Spas, stated spa facilities can influence the guest`s decision to choose a hotel/resort, as well as be a productive, revenue-generating department for the property. It is therefore imperative hotels and resorts implement effective strategies to maximise spa revenue, particularly in challenging economic times.

Key Spa Survey Results

Key survey findings included:

1. New Zealand Spa Industry Survey Results

The New Zealand spa market mainly consisted of day spas and salon spas and employed approximately 800 people.

  • Spa visits had increased slightly by 1% over the last two years.
  • Over 500,000 people visited spas during 2001/2002, one third of which were international tourists.
  • 82% of spa visitors were female, 18% male.
  • On average, 30% of spa revenue was generated by massage services.
  • 92% of spas predicted an increase in revenue during the 2002/2003 period.

New Zealand hosted relatively few hotel and resort spas, however they had achieved the best capture rate on average, compared to other major spa markets across the Asia Pacific region.

2. Indonesia Spa Industry Survey Results

Indonesian spas employed almost 3,000 people and were typically day spas or resort spas.

  • Spa visits grew by 7% over the last two years.
  • Over one million people visited spas during 2001/2002, of which over 80% were international tourists.
  • 67% of spa visitors were female, 33% male.
  • On average, 44% of spa revenue was generated by massage services.
  • Approximately two thirds of spas predicted revenue would decline during the 2002/2003 period.

3. Spa Industry Survey Results

Spas in Malaysia were generally resort or day spas and collectively employed over 500 people.

  • Over the last two years spa visits increased by 18%.
  • Approximately half of the 120,000 spa visitors were international tourists.
  • 64% of spa visitors were female, 36% male.
  • 48% of spa revenue was generated by massage services, on average.
  • 57% of spas predicted an increase in revenue during the 2002/2003 period.

4. Hong Kong/China Spa Industry Survey Results

Hotel spas and day spas dominated the Hong Kong/China spa market, which employed almost 400 people.

  • Over 940,000 people visited spas during 2001/2002, 40% of which were international tourists.
  • 55% of spa visitors were female, 45% male.
  • On average, 54% of spa revenue was generated by massage services.
  • 71% of spas predicted an increase in revenue during the 2002/2003 period.

Although Thailand had the highest proportion of hotel/resort spas of the markets surveyed, their capture rate was the lowest. This implies their guests were not utilising the spa services offered within the property. When correlated against total spa visits, it seems likely guests visited other spa facilities outside their hotel/resort instead.

Tips to Increase Spa Capture Rates in Hotels and Resorts

The following suggestions aim to maximise visitation to a hotel or resort spa:

  • Create a brand strategy for the spa that compliments the hotel/resort brand strategy and market positioning.
  • Ensure hotel/resort employees are adequately trained in the spa offerings so they can effectively promote the spa to guests.
  • Establish productive synergies with key hotel/resort departments to subtly remind guests of the availability of spa services. For example: 1. Reservations could ask the guest if they would also like to make a spa booking so not to risk disappointment on arrival. 2. Spa posters could be displayed inside and outside the lifts to entice guests to use the available spa services. 3. Instead of the standard gifts of fruit and chocolates, place spa product samples such as a body scrub or massage oil on the guest`s pillow.

About the Spa Industry Survey Program

Intelligent Spas, an independent research company specialising in the spa industry, implemented the Spa Industry Survey Program in major spa markets across the Asia Pacific region. It is the most comprehensive and consistent, multi-national spa survey ever conducted, and is critical to providing necessary statistics and information as the industry is generally experiencing rapid expansion.

The Spa Industry Survey Program was specifically designed to capture much needed statistics to assist spas and other members of the spa industry, benchmark performance and make informed business decisions. The in-depth, self-fill survey captured valuable information relating to spa type, treatments and services, infrastructure, ownership and management, visitation and client profiles, human resources, financial analysis, current trends and predictions for future performance.

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