Doha dominated the Middle Eastern spa market in 2013, according to a new benchmarking report from PwC.
The
Middle East Spa Benchmarking Survey report tracks 11 key metrics in the sector to provide spa operators with a benchmark of internal spa operations that can be used as a tool for driving operational decisions and profitability, as well as information on common indicators that can be used by investors and developers in the region.
The average revenue per treatment in Doha (US$142, £87, €105) was roughly 90 per cent higher than the Dead Sea and Beirut region, while the average daily treatment revenue per available room stood at US$292 (£178, €216) in Doha and US$86 (£52, €63) and US$79 (£48, €58) in the Dead Sea and Beirut Markets respectively.
The average daily revenue generated per therapist also told a similar story with Doha therapists generating 38 per cent more than Dead Sea spas and 150 per cent more than spas in Beirut.
Revenue per available treatment hour was also highest in Doha, standing at US$25 (£15, €18), with the Dead Sea region standing at around 60 per cent lower than Doha.
While Doha did account for highest treatment revenue per treatment sold and average daily treatment generated per therapist, the Doha spa market accounted for the lowest utilisation of therapist hours in the three markets surveyed.
The report also highlighted that retail revenue remains an under capitalised revenue stream in all three markets.
Spa treatments booked by hotel were highest in the Dead sea, representing 87 per cent in 2013, while the Doha and Beirut markets only contributed 16 and 27 per cent respectively in their regions.
Interest in the Middle Eastern market is high among potential investors and developers. Spa Alila owner Steve Jeisman most recently stated that
he believes his company is well-placed to become a leading trendsetter in the Middle Eastern market while other companies such as
Starwood,
Anantara and
Ritz-Carlton are just few companies to be expanding their presence in the region over the next several years.
