Spa Business Handbook 2018-2019

Page 92

Industry insights

WELLNESS WITHOUT WALLS The hotel spa model is ripe for disruption, suggests spa consultant Adria Lake. The spas of the future will have a smaller footprint, but more impact, as wellness expands beyond the spa walls


Graph 1: Conventional spa guest flow


reception area

beauty area

female changing room

front desk

back office

outdoor relaxaion

pretreatment lounge

male changing room

spa treatment area

outdoor relaxaion


Source: A.W.Lake Wellness Design ©2018


spa business HANDBOOK 2018-19

he market for wellness is huge – everyone wants to be well. The biggest opportunities, however, lie await outside the spa walls. Consider these figures: The average capture rate for a hotel spa is 3 per cent of the total hotel occupancy. Even if your spa is full, up to 97 per cent of your guests are not utilising or benefiting from your services. Not surprisingly, the average hotel spa revenue accounts for between just 3 to 4 per cent of the total hotel revenue. In the United States, 13.71 million out of 325 million people – or 4.2 per cent of the total population – use day spa services annually, according to Allied Market Research. That’s all day spas, not only hotel spas. The percentage of the total US population that uses hotel spas