Exclusive Feature: The Spa is not a trend it is eternal: Sanus per Aquam means 'health through water' something that is only recently getting attention of hotels, whereas 15-20 years ago hotels did not pay the attention to this industry;

Initially spas were created only as a service, and a well-appreciated one, but not really with the full understanding of the actual delivery for the guest or patient it is intended for.

The recent developments in the last 4-5 years show a changing trend for hoteliers. Also for online booking sites, like Mr and Mrs Smith that have breaks & pamper section, or some travel companies are even fully focused on this particular travel, like Sanctuary Spa holidays, offering tailor made trips.

With the development of the wellness Industry, management of hotels understands the marketable difference between a hotel with or without the wellness facilities.

Note that within the wellness department of the hotel we also include the gym. The gym being a much spoken about service element, which out of recent surveys from the Hotel Association show is a need for every hotel, in fact 78% of the business traveler want a gym in the hotel.

Within the Mocinno Spa client base and consulting requests we can see a clear difference in Spa profits, in line with the attention that is given to the department by the management.  Guests want a choice, as stated by the Stanford Business School, they want to be given options, and make and stand behind the final decision.

In today's hectic lifestyle of megacities, Spa is an oasis of appeasement, where you can get away from the daily hassle, from stress, to make up the energy and find new strengths. The guest when given a choice will choose the hotel that has a Spa. That was the reason for the beginning of the recent Spa Boom.

In addition to the Spa being a service there is a growing demand by guests for improvement of health, which was what the Spa really was intended for in the old days.  Development of the Spa and Marketing it at the hotel is now one of the leading trends in modern hospitality industry. A recent showcase of the Leading Hotels of the World show almost all leisure hotels featuring a solid Spa concept.

Interaction of the hotel and spa is becoming very dynamic and helps the hotel to increase occupancy and profitability. Senior Management is engaged in offering a range of treatments in combination with an F&B and hotel room offering.

The spa is no longer a service but is becoming an additional revenue stream as well as adding to the bottom line of the Room division.

Hotel management that understands this trend is gaining business from new market segments as well as retaining those who have been and experienced the service. Perhaps even gaining an entire new generation to the hotel.

In the struggle to get the most out of hotel stock at the right pricing, combined with the increasing online bookings, the management needs to get ready for the next level of Spa business.

Education and learning from competing industries like fitness or treatments centers as well as clinics is the platform the next generation Spas. Only when that is understood and the customer is defined can the hotel start with the design and product selection process.  When aligned with the hotel strategy the Spa can become a very successful addition to the complete offering of the business.

The final delivery is one of yielding, sales, marketing, managing budgets, inventory, design and HR. Only of all assets are managed well and like a business element should, can and will the spa be a successful addition to the hotel.

The organization and management of the spa area has become one of the most important and expensive investments within the conventional hospitality industry. Architects, designers, spa consultants solve problems posed by the hotels owners. When all done and implemented with passion and strategy, correctly accompanied by a professional sales & marketing team, one can count on media, and finally guests to buy into the amazing combination of travel and wellness.

The Spa delivery within the hospitality industry may have different formats, but each must represent the richest variety of services needed for health, recovery, improvement of appearance, and a comfortable communicating and leisure of guests. For the industry it simply needs to show a healthy balance sheet, and an educated team that innovates, and understands Spa management, more than ever before!

Natali Telichenko

Natali, is originally Ukrainian and has work and relationship skills from all over the Ukraine and Russia. Originally she studied to become obstetrician-gynecologist with 5 year experience in medical practice. Since 1998, Natli has been a profound member of the Hospitality, Beauty and Health business. S

ince 2003, Natali has been in charge of management and change implementation within small as well as large Hotels & Spas, to include fitness, beauty and health centers. She has done reorganizations, personnel management, education and pre-openings. Natali’s operational skills are highly useful for setting a strong and solid base for any Hotel, Spa or clinic. Natali’s experience within the luxury Hospitality segment as well as the knowledge and recognition of running the Spa as a sincere business, are key roles and skills that create the framework for a successful project and team.

Natali is Senior partner at Mocinno International, the Hospitality Management company. www.mocinno.com 

Source: SRI International, Global Spa Economy Report, Reportlinker, American hotel & lodging Association.