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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.
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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
Mandarin Oriental to bolster London portfolio with new hotel and spa
Mandarin Oriental Hotel Group (MOHG) is fearing up to open a brand new property in London’s upmarket area of Mayfair in Q4 of 2022.
The Massage Company to debut in Scotland with 10 locations
Massage franchise The Massage Company (TMC) will launch 10 new centres in Scotland over the next three years, in partnership with Franchise&.
Hyatt is piloting private gyms that can be rented by the hour
Hyatt is piloting private gyms in five of its US hotels as part of its Stay Fit Private Fitness programme. The exercise spaces are located in converted guest rooms and offer a collection of cardio and strength-training equipment.
Aman New York launching in August with urban spa sanctuary
Luxury hotel group Aman has announced its long-awaited urban property in New York City will welcome guests as of 2 August 2022.
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Zenoti Customer Spotlight | EverySkin
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DIRECTORY
+ More directory  
DIARY

 

02 Jun 2022

Forum HOTel&SPA

Four Seasons Hotel George V, Paris, France
02-05 Jun 2022

Rimini Wellness

Rimini Exhibition Center, Rimini, Italy
+ More diary  
 


ADVERTISE . CONTACT US

Leisure Media
Tel: +44 (0)1462 431385

©Cybertrek 2022

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