Reframing the ROI Challenge: Hotels can regain their USP if formerly spa-based services are remastered.

In the recent past, over-generalization and narrow definitions of what “spa” means have driven poor decision-making by owners and operators alike. This has strangled potential revenue streams, at a time when every channel for generating accommodation revenue has been squeezed dry. Meanwhile guests’ opinions of what constitutes an experience worth booking or returning for has shifted. A bolted-on spa room as an afterthought, does not make a wellbeing experience. 

The very good news is that neither is it a matter of bags of money being thrown at spectacularly unique location. In a recent published article by www.hotelexecutive.com, RLA's Director of Industry Intelligence - Laszlo Puczko shows the infinite feasible possibilities created when the wellbeing concept is not limited to the inside of a spa, but rather considers the property as a whole.

In addition to outlining the leverageable components of wellbeing and a checklist to make an initial assessment as to how a property can increase ROI, he also contends that taking a fresh look brings diverse benefits: aligning owners’ and operators’ perspectives and unpacking the multiple components of “wellbeing” as a definition delivers experiential guest benefits.

Ideally yet feasibly, the wellbeing components, the location and the other characteristics of the property work symbiotically. Re-defining a hotel spa as a wellbeing experience generator opens a myriad of options to attract and retain guests. Delivering long-term revenue generation for the entire property from a wellbeing experience proposition is a product of creative business thinking; as much focus on ROI, as making the best of existing immutable elements - with ingenuity.

To gain access to the whole article please visit Hotel Executive