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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.
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We Work Well to host webinar focused on European spa market landscape


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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.
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
We Work Well to host webinar focused on European spa market landscape


Buyer event company, We Work Well, has announced it will run a webinar centred on the European spa market in a COVID-19 era.
Accor announces plans to extend wellness offering


Global hotel operator, Accor, has published a white paper dedicated to wellness across its portfolio of brands, which include Raffles, Fairmont and Sofitel.
Networking, knowledge-sharing: 12th annual Forum HOTel&SPA deemed a success


The 12th annual Forum HOTel&SPA was held on 23 May at the Four Seasons George V Hotel in Paris, with a theme of ‘Multidiversity in Wellness’.
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The Chenot Group announces passing of industry icon Henri Chenot
Spa and wellness veteran, Henri Chenot, has passed away, according to a statement released today (2 December) by his leading wellness brand, Chenot Group.
Tranquil urban spa opens in heart of Kyoto with spring water onsen
Marriott International has opened a new Luxury Collection hotel in Kyoto, Japan, complete with a spa and selection of traditional Japanese onsen baths
Anthony Molet to become Davines Group CEO as Paolo Braguzzi announces plans to step down
The Davines group, together with skincare brands Comfort Zone and Skin Regimen, has announced Paolo Braguzzi will leave his role as CEO and managing director, in May 2021.
Florida Spa Association forms strategic alliances with CFSA and FSMA
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It trains humans better than humans train humans. Find out more...
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01-03 Dec 2020

Self-Care and Personal Sustainability Summit

Kripalu Center for Yoga and Health, Massachusetts, United States
03-04 Dec 2020

World Sauna Forum

Online, Finland
+ More diary  
 


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Hitchin, Hertfordshire SG5 1DJ Tel: +44 (0)1462 431385

©Cybertrek 2020

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