Spa Creators present at the Independent Hotel Show 2012, great information for hotel developments

1. Discover the essence of spa excellence
Staying on Trend…
‘Keep up with what customers are looking for…
whilst maintaining a profitable, results driven businesses…’
Stand IH100E

2. Is spa an important and emerging
trend for the hotel sector ?
 80’s & 90’s hotels had to have leisure facility
 Pool
 Now you need a SPA…
 Driving short break market
 Part of guest selection when choosing a hotel
 Packages to develop room sales
yes!

3. Current Financial Trends
The potential of the UK Spa market?
 The market potential for spa is still very strong. with 41% of the spa market being categorized in the hotel or
resort locations.
 6 million visitors visited spas in the UK in 2011 expected to be similar 2012 and grow in 2013
 Audience age demographic between 30-55
 Grey pound is increasing older clients taking treatments
 Men and women current split is 60 – 40 for hotel, spa day spa is higher for women
 Therapist occupancy is running at an average of 65%, in some cases significantly higher. Maturity 75-80%
 Wellness tourism emerging trend in the hotel market - ISPA expect this sector to grow based on the
demands of people in our busy lives
 Over 4000 treatment rooms in the UK
Most popular treatment is 30minute back neck
Medical Spa
4% 
Destination Health Spa
9% Others
7%
and shoulder massage, then express facial
 Longer treatments make more money
Health Club Spa
27%  Retail can be upwards of 25% of treatment
Day Spa
12% revenue
 Treatments sales generate 25-30% net profit
Hotel and Resort with an average treatment room yielding
Spa
41% upwards of £50,000 - £100,000

4. Where would you locate a spa?
Identify where a spa can fit within the property and how this might be
developed...
Often the location of the spa being proposed by an operator uses a
dead space or an area of the hotel that has a low revenue for example;
 Basement
 Squash court
 Existing leisure facility
 Conference rooms (downturn in conference market)
Drive/Trend towards converting these spaces and making investment
now in readiness for the upturn in economy.
Lifestyle design with the spa and boutique hotel telling the same story in
its interiors and guest message. i.e. creating a real point of difference…

5. So what do you need?
Roughly for a 50 bed boutique hotel 5 treatment rooms, relax areas, F&B (main hotel) changing area
fitness suite, wet spa area. This should take up between 200 – 400sqm but the more space, the better
the experience. In essence it does not have to be a massive facility to make money. Investment
required would be £750,000 - £1.5m subject to building works, £1,500-£3000 sqm
Sauna
Salt Grotto
Aroma Steam
 Wet spa areas cost as little as £50,000
 Typical spend £125-£200,000 for thermal
 Pool. £50 - £150,000
Rasul  The conversion costs typically £1,500 - £2,000
per sq meter
Various experiences very popular…
Wow factor…

6. do you need a pool?
Indoor and outdoor pools can create the
marketing Wow factor…

7. ECO Trends?
There is an emerging trend for ECO with utilities costs increasing a
move to other sustainable options;
 Biomass
 Geo Thermal
 Heat recovery
 Solar
 Wind
 Water processing and water management
Utilities overheads can account
for 20-30% of operating costs...

8. Finally advice
When considering a spa in your hotel.....
 Understand your target market and the new market being created
 Base the design on needs
 Encompass a good client journey and guest experience
 Base the spa on ROI
 Robust business plan
 Look at the SPA as another profit centre
 Invest in good spa manager
 Take advice from an expert

9. Discover the essence of spa excellence
Thank you
Stand IH100E