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PRODUCT NEWS
COVID-19 is helping hoteliers recognise the value of spa revenue, says Emlyn Brown
22 Oct 2020 . BY Megan Whitby
Emlyn Brown was appointed VP of wellbeing at Accor in 2018
Photo: Accor
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.

Speaking in a recent webinar hosted by, We Work Well, Brown reported that as markets have begun to recover, Accor’s remote European resort locations have fared well due to the allure of a return to nature, a secluded location and the promise of a focus on wellness.

“From an industry point of view, this is great because spas are receiving more recognition as a revenue driver across these resorts,” said Brown.

However, he explained that COVID-19 has significantly disrupted business at Accor’s European city spa locations.

“Our city locations are a different story, because previously they relied on internal guest capture, but now because European cities are flat with tourism they’ve got to compete with an established local day spa market.”

But, he argued that there is an opportunity for these city spas to stand out, which requires a ‘completely different headspace’ focused on CRM, marketing and a strong presence on social media.

“The good news is that these luxury properties have an edge and can offer things that day spas can’t – for example, hotels are more open to creating overarching wellness packages, plus they’ve got the option of strong commercial planning to help them maximise advantages by expanding wellness and wellbeing into other parts of the location.”

Webinar host, Lisa Starr, asked Brown whether he thought hoteliers would get on board with leveraging the local market in this way?

He responded by saying that they already are.

“We’re seeing groups react positively, and I believe city spas will be seen as a much more important thing to draw people into hotels.

“The next step is for these locations to become commercially viable and address things like pricing in comparison to local competitors, increasing the importance of retail sale, yielding and definitely look at surge pricing on weekends vs weekdays.

“Even though tourism isn’t what it was, the hotel spa’s advantage is still there if you want to leverage it in the right way.

“Now is a time to set commercial values for long term success,” he concluded.
If you would like to get each issue of Spa Business and Spa Business insider magazines sent direct to you for FREE, plus the weekly Spa Business and Spa Business insider ezines, sign up now!
PRODUCT NEWS
Tara Spa Therapy unveils refreshed spa collection designed to tackle everyday health concerns
After 25 years of operation, holistic spa and wellness product house and equipment supplier, Tara Spa Therapy, has unveiled the new evolution of its legacy brand, TARA.
Elements Boutique Spa unveils eco-friendly skincare and body collection, inspired by nature’s palette
Countryside English spa resort, Elements Boutique Spa, has created its first luxury all- natural skincare and body care range and secured a 220-store listing in UK wellness retail giant, Holland and Barrett.
TechnoAlpin creates falling snow experience for Swarovski Crystal museum
Snowmaking specialists TechnoAlpin has partnered with Swarovski to create a 65sq m indoor snowfall experience at Austria’s Swarovski Crystal Worlds museum, one of the biggest tourist attractions in the country.
Cryotherapy specialists, L&R Kältetechnik, launch new artofcryo.com division
L&R Kältetechnik has launched a new division, named artofcryo.com, after 30 years’ experience with -110 °C electrical solutions.
Thalion’s brightening range rejuvenates skin and targets imperfections
Thalion, a French product house specialising in marine skincare, has updated its Thali White skincare range, dedicated to brightening, rejuvenating and smoothing the skin.
Spa Vision provides extensive range of spa furniture for Sandman Signature Aberdeen Hotel
Leading global spa expert, Spa Vision, has fulfilled an extensive order of Esthetica Equipment, one of India’s leading manufacturers of spa and salon furniture, for the Sandman Signature Aberdeen Hotel.
TyloHelo launches stylish sauna accessories
“Often sauna-related products do not integrate well in a luxurious spa,” says Italian designer Paola Garatto who has collaborated with TyloHelo to create “a beautiful sauna accessory set” based on modern Nordic aesthetic features.
Foreo adds new cannabis seed oil mask to its UFO-activated mask collection
Swedish beauty-tech brand Foreo has added a new vegan smart-mask to its lineup of UFO activated mask collections.
Comfort Zone continues sustainability success, following results from Davines’ annual report
The Davines group, together with skincare brands Comfort Zone and Skin Regimen, has introduced its sustainability results achieved in 2019 and outlined the new goals for 2020.
Reusable, refillable, recyclable: ESPA takes strides for sustainability and launches its most sustainable range yet
Representing a milestone in its ongoing journey to deliver effective products in harmony with nature, ESPA has launched its most sustainable range yet: The Essentials Collection.
Chenot’s Dr George Gaitanos confirmed as keynote for Medical Wellness Congress 2021
Chenot Group scientific director and COO, Dr George Gaitanos, will keynote at The Medical Wellness Congress (MWC) hosted on 28-29 January 2021, at St. Martins Spa and Lodge, Austria.
New Divine Eyes heated eye masks help ease tired eyes, headaches and stress
The natural ingredients in the new Divine Eyes masks gently heat up as they come into contact with the air and remain warm for up to 25 minutes. The effect, combined with the lavender scent the masks are infused with, speeds up the feeling of relaxation and make them a great takeaway spa retail item.
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03-04 Dec 2020

World Sauna Forum

Online, Finland
09 Dec 2020

Health, Fitness and Wellness Leadership Summit (APAC)

Raffles City Convention Centre, Singapore, Singapore
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News   Products   Magazine
PRODUCT NEWS
COVID-19 is helping hoteliers recognise the value of spa revenue, says Emlyn Brown
22 Oct 2020 . BY Megan Whitby
Emlyn Brown was appointed VP of wellbeing at Accor in 2018
Photo: Accor
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.

Speaking in a recent webinar hosted by, We Work Well, Brown reported that as markets have begun to recover, Accor’s remote European resort locations have fared well due to the allure of a return to nature, a secluded location and the promise of a focus on wellness.

“From an industry point of view, this is great because spas are receiving more recognition as a revenue driver across these resorts,” said Brown.

However, he explained that COVID-19 has significantly disrupted business at Accor’s European city spa locations.

“Our city locations are a different story, because previously they relied on internal guest capture, but now because European cities are flat with tourism they’ve got to compete with an established local day spa market.”

But, he argued that there is an opportunity for these city spas to stand out, which requires a ‘completely different headspace’ focused on CRM, marketing and a strong presence on social media.

“The good news is that these luxury properties have an edge and can offer things that day spas can’t – for example, hotels are more open to creating overarching wellness packages, plus they’ve got the option of strong commercial planning to help them maximise advantages by expanding wellness and wellbeing into other parts of the location.”

Webinar host, Lisa Starr, asked Brown whether he thought hoteliers would get on board with leveraging the local market in this way?

He responded by saying that they already are.

“We’re seeing groups react positively, and I believe city spas will be seen as a much more important thing to draw people into hotels.

“The next step is for these locations to become commercially viable and address things like pricing in comparison to local competitors, increasing the importance of retail sale, yielding and definitely look at surge pricing on weekends vs weekdays.

“Even though tourism isn’t what it was, the hotel spa’s advantage is still there if you want to leverage it in the right way.

“Now is a time to set commercial values for long term success,” he concluded.
If you would like to get each issue of Spa Business and Spa Business insider magazines sent direct to you for FREE, plus the weekly Spa Business and Spa Business insider ezines, sign up now!
PRODUCT NEWS
Tara Spa Therapy unveils refreshed spa collection designed to tackle everyday health concerns
After 25 years of operation, holistic spa and wellness product house and equipment supplier, Tara Spa Therapy, has unveiled the new evolution of its legacy brand, TARA.
Elements Boutique Spa unveils eco-friendly skincare and body collection, inspired by nature’s palette
Countryside English spa resort, Elements Boutique Spa, has created its first luxury all- natural skincare and body care range and secured a 220-store listing in UK wellness retail giant, Holland and Barrett.
TechnoAlpin creates falling snow experience for Swarovski Crystal museum
Snowmaking specialists TechnoAlpin has partnered with Swarovski to create a 65sq m indoor snowfall experience at Austria’s Swarovski Crystal Worlds museum, one of the biggest tourist attractions in the country.
Thalion’s brightening range rejuvenates skin and targets imperfections
Thalion, a French product house specialising in marine skincare, has updated its Thali White skincare range, dedicated to brightening, rejuvenating and smoothing the skin.
Spa Vision provides extensive range of spa furniture for Sandman Signature Aberdeen Hotel
Leading global spa expert, Spa Vision, has fulfilled an extensive order of Esthetica Equipment, one of India’s leading manufacturers of spa and salon furniture, for the Sandman Signature Aberdeen Hotel.
TyloHelo launches stylish sauna accessories
“Often sauna-related products do not integrate well in a luxurious spa,” says Italian designer Paola Garatto who has collaborated with TyloHelo to create “a beautiful sauna accessory set” based on modern Nordic aesthetic features.
Foreo adds new cannabis seed oil mask to its UFO-activated mask collection
Swedish beauty-tech brand Foreo has added a new vegan smart-mask to its lineup of UFO activated mask collections.
Comfort Zone continues sustainability success, following results from Davines’ annual report
The Davines group, together with skincare brands Comfort Zone and Skin Regimen, has introduced its sustainability results achieved in 2019 and outlined the new goals for 2020.
Reusable, refillable, recyclable: ESPA takes strides for sustainability and launches its most sustainable range yet
Representing a milestone in its ongoing journey to deliver effective products in harmony with nature, ESPA has launched its most sustainable range yet: The Essentials Collection.
Chenot’s Dr George Gaitanos confirmed as keynote for Medical Wellness Congress 2021
Chenot Group scientific director and COO, Dr George Gaitanos, will keynote at The Medical Wellness Congress (MWC) hosted on 28-29 January 2021, at St. Martins Spa and Lodge, Austria.
New Divine Eyes heated eye masks help ease tired eyes, headaches and stress
The natural ingredients in the new Divine Eyes masks gently heat up as they come into contact with the air and remain warm for up to 25 minutes. The effect, combined with the lavender scent the masks are infused with, speeds up the feeling of relaxation and make them a great takeaway spa retail item.
Halotherapy Solutions partners with Italian designer to launch the HaloCave
Halotherapy Solutions has announced a new luxury halotherapy enclosure, named HaloCave.
+ More products   
 
COMPANY PROFILES
Sothys Paris

Founded in 1946, Sothys is owned by the Mas family. Chief executive Christian Mas oversees the com [more...]
+ More profiles  
CATALOGUE GALLERY
+ More catalogues  

VIDEO GALLERY

PENDEX | Simply Ingenious
It trains humans better than humans train humans. Find out more...
+ More videos  

DIRECTORY
+ More directory  
DIARY

 

03-04 Dec 2020

World Sauna Forum

Online, Finland
09 Dec 2020

Health, Fitness and Wellness Leadership Summit (APAC)

Raffles City Convention Centre, Singapore, Singapore
+ More diary  
 


ADVERTISE . CONTACT US

Leisure Media, Portmill House, Portmill Lane,
Hitchin, Hertfordshire SG5 1DJ Tel: +44 (0)1462 431385

©Cybertrek 2020

ABOUT LEISURE MEDIA
LEISURE MEDIA MAGAZINES
LEISURE MEDIA HANDBOOKS
LEISURE MEDIA WEBSITES
LEISURE MEDIA PRODUCT SEARCH
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