Totally spa: once a competitive defense, spas have emerged as healthy revenue streams. (spa & fitness).(Brief Article)

Hotels, August, 2002 by Lerner, Mary Scoviak

A world class spa should contribute more than 20% to total hotel turnover, says Rob Cowling, sole proprietor of South Africa s ProHealth and director of wellness for Acquabella Spa at the Western Cape Hotel & Spa, Kleinmond, South Africa. Though many properties would celebrate a 10% contribution, ambitious goals like this signal a new aggressiveness in optimizing spa revenues. Increased spa utilization can add the equivalent of one or more 5-star room nights per guest over a seven-day stay, more than ample justification for investing added time and money into maximizing spa income.

Driving higher revenues hinges on incentivizing guests to try the spa as early in their stay as possible. "We find that once guests use the spa, they are more likely to return later...

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