How to keep your hotel’s spa profitable.
Last year, hotel spas in the U.S. experienced revenue growth of 4.8%. While this sounds impressive, labor costs also grew to a near-equal 4.7%. Naturally, this prompts hotel owners to question how they can ensure that their spa centers remain profitable. Well, according to experts, it all comes down to careful planning and smart advertising.
- Services and Design
When conceptualizing hotel spas, it’s important for property owners to think about the market they are trying to serve. For instance, while certain spa trends may perform well in international markets, many American consumers are more comfortable with traditional spa features and services. Additionally, while some owners have visions of meticulously decorated spas with massive locker rooms, hydrotherapy centers, multiple pools, and so on, these features don’t always generate enough revenue to justify construction and labor costs. Rather than simply acting on a vision, hotel owners need to think objectively and make sound financial plans for how they want to develop the space.
- Marketing Opportunities
Once a spa opens for business, the hotel needs to advertise its services to generate business. Front desk workers should inform guests about the in-house spa upon check-in, and information on spa services should be included with the guests’ key cards and displayed on hotel television sets. During high check-in times, such as Friday afternoons, spa staff should work the lobby, offering free massages and spreading the word about the other services guests can enjoy. By effectively marketing spa services, hotel owners can ensure that they are generating revenue.
- Appealing to Locals
While many hotels focus on selling spa services to guests, they tend to overlook the locals. Experts note that locals can help hotels spas during the slow occupancy seasons. To appeal to a local client base, consider offering special discounted packages or systems that reward returning spa guests. You can also attract local clientele by hosting special events and inviting them to enjoy other hotel services such as entry to pool and fitness areas with the purchase of spa services.
These are some of the things that hotel owners should consider to ensure that their spas remain profitable. Want to stay up-to-date with all the latest hospitality news and trends? Then get the information you need by meeting and connecting with all the top California lodging professionals at the California Lodging Investment Conference. Contact us today to learn more about this fantastic informational and networking event.
