Spa Business Handbook 2020-2021

Page 174


Spokespeople from leading spa software suppliers globally share their insights on booking trends and standout data since the first lockdown er the years, we looked at the STR Census as of 2013. As of this time, there were 1,520 h


Across Europe, Ireland and the UK, there’s been a real uplift in weekday bookings. Fridays and Saturdays used to make up 41.4 per cent of all bookings, and that’s dropped to 34.7 per cent with the rest equally spread. With more flexible work/home lives, customers aren’t restricted by 9-5 hours and can escape to

174 spa business HANDBOOK 2020 – 2021







spas more easily. Operators might now want to relook at traditional peak and off-peak pricing and availability and adjust everything from rates to employee rotas to ensure they’re matching demand. During lockdown, we saw consumers booking spa breaks and paying comparatively more for them – £344 (US$448, €381) in July 2020, up 22 per cent from £282 (US$367, €312) in July last year – as people

co u r te s y o

Madeleine Raynel


All Booked Up

“There’s been a real uplift in weekday bookings”

dreamed of escaping and a nervousness to travel abroad encouraged staycations. However, that boost was short-lived and the average dropped to £262 (US$341, €290) in September, minus 8.3 per cent year-on-year, as consumers feel less confident about spending money and return to a price-conscious mentality. This means spas will need to be mindful of pricing well, and offering flexible cancellations.

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