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NEWS
Hotel spa recovery hinges on vaccinations, consumer confidence and pent-up demand
POSTED 07 Apr 2021 . BY Megan Whitby
Freitag believes vaccinations will be crucial for spas’ recovery considering they’re high-contact environments Credit: Shuttertsock/Prostock-studio
It’s been a rough time and we know self-care needs to be top of the agenda
– Jan Freitag
According to Jan Freitag, senior VP at Smith Travel Research (STR), the industry can expect to see a pick-up in the luxury hospitality sector, including hotel spas, in a matter of months.

STR has been tracking the state of US hotels’ revenue per available room (RevPAR) alongside the proportion of the population that’s been vaccinated.

“It’s too early to make statements about more vaccinations and more people travelling because those who are already vaccinated – like the elderly or high-risk population – are less likely to be travelling,” Freitag tells Spa Business.

“However, there will be a relationship here very soon, especially as you get into the second half of the year, because vaccinations will have rolled out and this will give people the confidence to travel.”

Freitag believes vaccinations will be crucial for spas’ recovery considering they’re high-contact environments.

He also says that government approaches to lockdown and virus re-emergence will matter immensely to global hospitality recovery, as regions with stricter controls and more rapid responses have seen a much more promising return to business – for example, in the Asia Pacific region.

He says: “People have used the term ‘K-shaped recovery’ for the US, meaning people at the upper end of the consumer market have saved money over the last year, versus the downside of the K – those who’ve lost their jobs, are less financially stable and will be unlikely to travel.”

Freitag believes the upper end of the market will do well towards the end of Q2 and into Q3 2021.

“Plus, once corporate demand returns in Q4 and into 2022, full-service hotels that traditionally have offered spas should see very healthy demand,” he adds.

Some enthusiastic onlookers have gone as far as saying we’re on the cusp of the second ‘roaring 20s’, with hopes the economy will boom in the wake of the pandemic, as consumers splurge money they’ve saved during lockdowns.

STR reported that as of 20 February 2021 US hotel occupancy had reached 48 per cent and was on an upward trajectory, compared to its lowest point in early April 2020 where occupancy hit 22 per cent.

Freitag anticipates interest in hotel spas could be on the up because of the enhanced global focus on wellbeing.

“It’s been a rough time and we know self-care needs to be top of the agenda,” he says, “this will provide a prime opportunity and drive demand for all spas, because they epitomise what self-care stands for.”

To read the whole interview, head to the latest issue of Spa Business magazine.
Sign up here to get the Spa Business and Spa Business insider weekly ezines and every issue of Spa Business and Spa Business insider magazines free on digital.
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NEWS
Hotel spa recovery hinges on vaccinations, consumer confidence and pent-up demand
POSTED 07 Apr 2021 . BY Megan Whitby
Freitag believes vaccinations will be crucial for spas’ recovery considering they’re high-contact environments Credit: Shuttertsock/Prostock-studio
It’s been a rough time and we know self-care needs to be top of the agenda
– Jan Freitag
According to Jan Freitag, senior VP at Smith Travel Research (STR), the industry can expect to see a pick-up in the luxury hospitality sector, including hotel spas, in a matter of months.

STR has been tracking the state of US hotels’ revenue per available room (RevPAR) alongside the proportion of the population that’s been vaccinated.

“It’s too early to make statements about more vaccinations and more people travelling because those who are already vaccinated – like the elderly or high-risk population – are less likely to be travelling,” Freitag tells Spa Business.

“However, there will be a relationship here very soon, especially as you get into the second half of the year, because vaccinations will have rolled out and this will give people the confidence to travel.”

Freitag believes vaccinations will be crucial for spas’ recovery considering they’re high-contact environments.

He also says that government approaches to lockdown and virus re-emergence will matter immensely to global hospitality recovery, as regions with stricter controls and more rapid responses have seen a much more promising return to business – for example, in the Asia Pacific region.

He says: “People have used the term ‘K-shaped recovery’ for the US, meaning people at the upper end of the consumer market have saved money over the last year, versus the downside of the K – those who’ve lost their jobs, are less financially stable and will be unlikely to travel.”

Freitag believes the upper end of the market will do well towards the end of Q2 and into Q3 2021.

“Plus, once corporate demand returns in Q4 and into 2022, full-service hotels that traditionally have offered spas should see very healthy demand,” he adds.

Some enthusiastic onlookers have gone as far as saying we’re on the cusp of the second ‘roaring 20s’, with hopes the economy will boom in the wake of the pandemic, as consumers splurge money they’ve saved during lockdowns.

STR reported that as of 20 February 2021 US hotel occupancy had reached 48 per cent and was on an upward trajectory, compared to its lowest point in early April 2020 where occupancy hit 22 per cent.

Freitag anticipates interest in hotel spas could be on the up because of the enhanced global focus on wellbeing.

“It’s been a rough time and we know self-care needs to be top of the agenda,” he says, “this will provide a prime opportunity and drive demand for all spas, because they epitomise what self-care stands for.”

To read the whole interview, head to the latest issue of Spa Business magazine.
Sign up here to get the Spa Business and Spa Business insider weekly ezines and every issue of Spa Business and Spa Business insider magazines free on digital.
RELATED STORIES
FEATURE: Interview: Emlyn Brown


Accor’s global vice-president of wellbeing talks to Katie Barnes about business strategies following COVID
COVID-19 is helping hoteliers recognise the value of spa revenue, says Emlyn Brown


Accor’s global VP of wellbeing, Emlyn Brown, believes COVID-19 has provided a platform for hotel spas in city locations to leverage the local market and become a crucial revenue driver.
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First 1000 Day of Wellness to unveil conception wellness training led by Christine Clinton and Joanne Berry
The First 1000 Days of Wellness (F1000 Days) will introduce specialised practitioner training for conception, pregnancy, and family integrative wellness, in partnership with respected industry trainers Christine Clinton and Joanne Berry.
Ghislain Waeyaert departs Deep Nature and becomes president of bbSpa’s new French division
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Michael Bruggeman spearheading One Well World foundation to inspire global wellbeing
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Switzerland’s Bürgenstock Resort introduces Covid Bounce Back retreat
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Davines Group has long been participating in the global conversation on individual and collective wellbeing and happiness. [more...]
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Spa Vision

Spa Vision has a full service offering, specifically catering for the luxury spa and wellness market [more...]
+ More profiles  
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+ More catalogues  

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Sommerhuber GmbH - Ceramic heated LOUNGER ONE PLUS - ultimate relaxation
Lounger One Plus is characterized by an organic aesthetic, delicate contours and an ideal lying comfort. Comfortable ergonomically shaped Heat Storing Ceramics nestle the skin and provide for perfect relaxation – touchless enjoyment meeting the highest hygiene standards. Find out more...
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13-20 Apr 2021

Beauty meetings - for professional beauty

Online,
18-19 Apr 2021

Natural Beauty & Spa Show

ExCeL, London, United Kingdom
+ More diary  
 


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Tel: +44 (0)1462 431385

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