GET SPA BUSINESS
magazine
Yes! Send me the FREE digital editions of Spa Business and Spa Business insider magazines and the FREE weekly Spa Business and Spa Business insider ezines and breaking news alerts!
Not right now, thanksclose this window
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
l’Orange Bleue to launch 450 new gyms and day spas in next five years
José Nercellas, CEO of l’Orange Bleue, is planning to open 450 new European gyms and day spas over the next five years to make an 850-strong network.
CIDESCO International and Wellness for Cancer create Oncology Wellness Diploma
Leading spa and beauty organisation CIDESCO International has partnered with cancer education charity Wellness for Cancer to launch a new global qualification.
Fit tech – 10 of the best Black Friday deals
Black Friday, which falls on 25 November, will be one of the busiest retail days of 2022, marking the start of this year’s Christmas shopping season. Now extending into ‘cyber week’ and finishing on Cyber Monday, it's a time when shops and companies offer significant discounts on their products.
Therme Group plans US$200m urban wellbeing resort in South Korea
Thermal wellbeing organisation and developer Therme Group has partnered with the Incheon Free Economic Zone (IFEZ) to create a year-round wellbeing destination in the South Korean city of Incheon.
+ More news   
LATEST JOBS
The Wave Destination Venue Manager
CV Life
Salary: Competitive
Job location: Coventry , United Kingdom
+ More jobs  

FEATURED SUPPLIERS

HydraFacial partners with Accor Hotels at Vogue x Sofitel Festival in Paris
The HydraFacial EMEA Team recently took part in a show stopping event in collaboration with Accor Hotels and Vogue France. [more...]

Here’s your ticket to record holiday sales
The holiday season is the biggest revenue driver for many spas. When the months get colder and people spend more time inside, going to a spa is the perfect treat. [more...]
+ More featured suppliers  
COMPANY PROFILES
Orbit4

Orbit4 is the umbrella brand for FitnessCompared, FitnessFinance, WeServiceGymEquipment and WeBuyGym [more...]
Spa Bureau

We are the team of multidisciplinary professionals in wellness architecture, engineering and design. [more...]
+ More profiles  
CATALOGUE GALLERY
 

+ More catalogues  

VIDEO GALLERY

Book4time at ISPA 2022 in Las Vegas
Book4time had a blast catching up with spa and wellness industry leaders at ISPA 2022 in Las Vegas. It was a joy catching up with current clients and being able to meet face to face with buyers looking for a new spa software solution. Find out more...
+ More videos  

DIRECTORY
+ More directory  
DIARY

 

29-30 Nov 2022

International Wellness Tourism Conference

Eden Roc, Cap Cana and Melia Punta Cana Beach, Punta Cana, Dominican Republic
29-30 Nov 2022

World Halotherapy Global Symposium

Virtual, United Kingdom
+ More diary  
 
ABOUT LEISURE MEDIA
LEISURE MEDIA MAGAZINES
LEISURE MEDIA HANDBOOKS
LEISURE MEDIA WEBSITES
LEISURE MEDIA PRODUCT SEARCH
 
SPA BUSINESS
SPA OPPORTUNITIES
SPA BUSINESS HANDBOOK
PRINT SUBSCRIPTIONS
FREE DIGITAL SUBSCRIPTIONS
ADVERTISE . CONTACT US

Leisure Media
Tel: +44 (0)1462 431385

©Cybertrek 2022
News   Products   Magazine
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
l’Orange Bleue to launch 450 new gyms and day spas in next five years
José Nercellas, CEO of l’Orange Bleue, is planning to open 450 new European gyms and day spas over the next five years to make an 850-strong network.
CIDESCO International and Wellness for Cancer create Oncology Wellness Diploma
Leading spa and beauty organisation CIDESCO International has partnered with cancer education charity Wellness for Cancer to launch a new global qualification.
Fit tech – 10 of the best Black Friday deals
Black Friday, which falls on 25 November, will be one of the busiest retail days of 2022, marking the start of this year’s Christmas shopping season. Now extending into ‘cyber week’ and finishing on Cyber Monday, it's a time when shops and companies offer significant discounts on their products.
Therme Group plans US$200m urban wellbeing resort in South Korea
Thermal wellbeing organisation and developer Therme Group has partnered with the Incheon Free Economic Zone (IFEZ) to create a year-round wellbeing destination in the South Korean city of Incheon.
Raffaella Dallarda launches new book showcasing best of Italian spa culture
Spa industry personality Raffaella Dallarda has launched her first book called E-SPAnsive exploring Italian spa culture and highlighting the country’s top spa and wellness destinations.
Geothermal bathing sanctuary Alba Thermal Springs & Spa opens in Australia with 30+ pools
A new hot springs facility and day spa destination has opened in Victoria, Australia, complete with a 3,500sq m two-level spa and 31 thermal pools.
+ More news   
 
FEATURED SUPPLIERS

HydraFacial partners with Accor Hotels at Vogue x Sofitel Festival in Paris
The HydraFacial EMEA Team recently took part in a show stopping event in collaboration with Accor Hotels and Vogue France. [more...]

Here’s your ticket to record holiday sales
The holiday season is the biggest revenue driver for many spas. When the months get colder and people spend more time inside, going to a spa is the perfect treat. [more...]
+ More featured suppliers  
COMPANY PROFILES
Orbit4

Orbit4 is the umbrella brand for FitnessCompared, FitnessFinance, WeServiceGymEquipment and WeBuyGym [more...]
+ More profiles  
CATALOGUE GALLERY
+ More catalogues  

VIDEO GALLERY

Book4time at ISPA 2022 in Las Vegas
Book4time had a blast catching up with spa and wellness industry leaders at ISPA 2022 in Las Vegas. It was a joy catching up with current clients and being able to meet face to face with buyers looking for a new spa software solution. Find out more...
+ More videos  

DIRECTORY
+ More directory  
DIARY

 

29-30 Nov 2022

International Wellness Tourism Conference

Eden Roc, Cap Cana and Melia Punta Cana Beach, Punta Cana, Dominican Republic
29-30 Nov 2022

World Halotherapy Global Symposium

Virtual, United Kingdom
+ More diary  
 


ADVERTISE . CONTACT US

Leisure Media
Tel: +44 (0)1462 431385

©Cybertrek 2022

ABOUT LEISURE MEDIA
LEISURE MEDIA MAGAZINES
LEISURE MEDIA HANDBOOKS
LEISURE MEDIA WEBSITES
LEISURE MEDIA PRODUCT SEARCH
PRINT SUBSCRIPTIONS
FREE DIGITAL SUBSCRIPTIONS