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NEWS
COVID-19 is helping hoteliers recognise the value of spa revenue, says Emlyn Brown
POSTED 22 Oct 2020 . BY Megan Whitby
Emlyn Brown was appointed VP of wellbeing at Accor in 2018 Credit: 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.
RELATED STORIES
  Hotel spa recovery hinges on vaccinations, consumer confidence and pent-up demand


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.
  Emlyn Brown, Mia Kyricos and Franz Linser headlining World Spa & Wellness Convention


The 2022 World Spa and Wellness Convention will kick off this weekend, hosted from 3-4 April at London’s ExCeL exhibition centre.
MORE NEWS
Light Centre secures £1.6 million to launch 10 new wellbeing centres across London
Middleton Enterprises, a UK-based family investment office, has committed £1.6 million (US$2.1 million, €1.9 million) in funding to the Light Centre – a network of medical, therapeutic and wellbeing centres with four locations in London.
Rianna Riego joins Seed to Skin as director of global business development
Rianna Riego, a seasoned professional in the wellness and spa industry, has been appointed director of global business development at Seed to Skin Tuscany, a premier Italian botanical skincare and spa brand.
Rugby legend Jonny Wilkinson joins the speaker lineup at the HCM Summit to share insights into his journey to health and wellbeing
Rugby legend, Jonny Wilkinson has been announced as a keynote speaker for the HCM Summit on 24 October in London.
Woodland Spa to double footprint with £16m revamp, set to complete in August
The Woodland Spa, a premier UK day spa located in Burnley, Lancashire, is set to unveil the results of its £16 million (US$20.5 million, €18.9 million) transformation this August.
+ More news   

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The busy season is here, and it's time to shine! Prepare your spa to deliver an exceptional experience to guests who walk through your doors. [more...]

Snow’s holistic cool-down: Embracing inclusivity in post-sauna rituals
In the world of wellness, the age-old tradition of sauna bathing is synonymous with relaxation, detoxification and rejuvenation. But, a crucial and sometimes overlooked part of the journey is the all-important cooldown. [more...]
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28-29 Jul 2024

Les Nouvelles Esthetiques Spa Conference 2024

Southern Sun Rosebank, Johannesburg, South Africa
03-05 Sep 2024

ASEAN Patio Pool Spa Expo

IMPACT Exhibition Center, Bangkok, Thailand
+ More diary  
 
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Uniting the world of spa & wellness
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News   Products   Magazine   Subscribe
NEWS
COVID-19 is helping hoteliers recognise the value of spa revenue, says Emlyn Brown
POSTED 22 Oct 2020 . BY Megan Whitby
Emlyn Brown was appointed VP of wellbeing at Accor in 2018 Credit: 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.
RELATED STORIES
Hotel spa recovery hinges on vaccinations, consumer confidence and pent-up demand


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.
Emlyn Brown, Mia Kyricos and Franz Linser headlining World Spa & Wellness Convention


The 2022 World Spa and Wellness Convention will kick off this weekend, hosted from 3-4 April at London’s ExCeL exhibition centre.
MORE NEWS
Light Centre secures £1.6 million to launch 10 new wellbeing centres across London
Middleton Enterprises, a UK-based family investment office, has committed £1.6 million (US$2.1 million, €1.9 million) in funding to the Light Centre – a network of medical, therapeutic and wellbeing centres with four locations in London.
Rianna Riego joins Seed to Skin as director of global business development
Rianna Riego, a seasoned professional in the wellness and spa industry, has been appointed director of global business development at Seed to Skin Tuscany, a premier Italian botanical skincare and spa brand.
Rugby legend Jonny Wilkinson joins the speaker lineup at the HCM Summit to share insights into his journey to health and wellbeing
Rugby legend, Jonny Wilkinson has been announced as a keynote speaker for the HCM Summit on 24 October in London.
Woodland Spa to double footprint with £16m revamp, set to complete in August
The Woodland Spa, a premier UK day spa located in Burnley, Lancashire, is set to unveil the results of its £16 million (US$20.5 million, €18.9 million) transformation this August.
Therme creating ‘natural-healing urban oasis’ in South Korea, eyes further locations in Asia and US
Global wellbeing organisation Therme Group is on a mission to make wellness accessible to all and is expanding globally, bringing its social spas to the US, Canada, the UK and now South Korea.
Prime IV Hydration & Wellness unveils Nashville location amid plans for 97 new franchise spas this year
Nutrient vitamin IV therapy franchise, Prime IV Hydration & Wellness, is accelerating its expansion across the US, having recently launched its third location in Nashville's Green Hills area.
+ More news   
 
FEATURED SUPPLIERS

Prepare your spa for peak season with SpaSoft
The busy season is here, and it's time to shine! Prepare your spa to deliver an exceptional experience to guests who walk through your doors. [more...]

Snow’s holistic cool-down: Embracing inclusivity in post-sauna rituals
In the world of wellness, the age-old tradition of sauna bathing is synonymous with relaxation, detoxification and rejuvenation. But, a crucial and sometimes overlooked part of the journey is the all-important cooldown. [more...]
+ More featured suppliers  
COMPANY PROFILES
L’OCCITANE en Provence – Spa L’OCCITANE

Our creations of treatment protocols and rituals are the extension of the naturalness of our formula [more...]
+ More profiles  
CATALOGUE GALLERY
+ More catalogues  

DIRECTORY
+ More directory  
DIARY

 

28-29 Jul 2024

Les Nouvelles Esthetiques Spa Conference 2024

Southern Sun Rosebank, Johannesburg, South Africa
03-05 Sep 2024

ASEAN Patio Pool Spa Expo

IMPACT Exhibition Center, Bangkok, Thailand
+ More diary  
 


ADVERTISE . CONTACT US

Leisure Media
Tel: +44 (0)1462 431385

©Cybertrek 2024

ABOUT LEISURE MEDIA
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LEISURE MEDIA HANDBOOKS
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