23-25 Apr 2024
Phoenix Convention Center,
Phoenix,
United States
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28-30 Apr 2024
Radisson Blu Hotel,
Glasgow,
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08-08 May 2024
Hotel Melià ,
Milano ,
Italy
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10-12 May 2024
China Import & Export Fair Complex,
Guangzhou,
China
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13-16 May 2024
Conrad Chia Laguna Sardinia ,
Italy
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14 May 2024
JPMorgan Chase Headquarters,
New York City,
United States
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18-22 May 2024
The Ravenala Attitude Hotel,
Mauritius
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23-24 May 2024
Large Hall of the Chamber of Commerce (Erbprinzenpalais),
Wiesbaden,
Germany
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COVID-19 is helping hoteliers recognise the value of spa revenue, says Emlyn Brown |
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By Megan Whitby 22 Oct 2020 |
Emlyn Brown was appointed VP of wellbeing at Accor in 2018 Credit: Accor
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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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News |
1 to 12 of 8704 news stories |
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Remedy Place, a US-based social wellness club brand, is poised for steady expansion in the coming years, with plans to open two new clubs annually moving forward Remedy Place is the brainchild of Dr Jonathan ... More
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Swiss longevity brand Clinique La Prairie (CLP) has inked a deal with Montara Hospitality Group to operate a resort at Tri Vananda – a purpose-built wellness community in Phuket, Thailand. Tri Vananda, envisioned as a ... More
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15 Apr 2024
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