When the International Spa Association released its annual growth report recently, the U.S. spa industry numbers were encouraging, with revenue up nearly 5%, the number of spas up 1.8% to 22,160, spa visits up 1.6% to 190 million and employment also up 1.6% to 378,000.
Given such continuing growth, it’s clear that spas, fitness facilities and the overall practice of wellness have become increasingly important contributors to the success, not only of the spa segment, but to the lodging industry as a whole, given that so many spas are located within hotels and resorts.
Granted, full-service spas are most likely to be found at luxury and upper upscale hotels and resorts, where, if well managed, they can attract a steady stream of repeat guests and prove highly profitable.
But even midpriced and limited-service hotels can benefit from adopting a comprehensive approach to wellness, applying it to both guests and employees. It doesn’t take much space to add a treatment room to an existing fitness center or swimming pool area where freelance therapists, working as independent contractors, could administer massages.
Short of adding a spa treatment room to the hotel, front desk staff should be ready to tell guests about nearby off-site spas, jogging trails walking paths and other fitness-oriented facilities. Meanwhile, management should ensure the hotel fitness center, which many guests use religiously, is maintained in excellent condition.
For franchised hotels, individual owners can go beyond minimum brand requirements for fitness facilities when it makes sense based on location and return on investment.
Food is a big component of the wellness equation. Higher-end hotels that specialize in wellness typically offer specialty menus that offer a wide selection of low-fat, low-sugar and gluten-free choices made with fresh, organic, non-GMO ingredients.
Similarly, limited and select-service brands that include complimentary breakfast can go “above and beyond” by adding healthy and nutritious options such smoothies made with all-natural, fresh ingredients to brand minimum requirements that typically include sugary cereals, white bread for toast and pastries.
For wellness strategies to succeed, hotels must involve their employees. In this period of low unemployment when i it’s increasingly harder to recruit and retain qualified employees, hotels can make themselves more attractive workplaces by promoting a healthy lifestyle and overall sense of wellness for the staff.
Too few hotels offer break rooms where associates can gather to find some peace and quiet and recharge their batteries. Even those hotels that do provide break rooms typically relinquish their worst space: a cramped, dark and windowless room. The ideal space would be bright, open and airy with as much natural light as possible. A quiet area would be reserved for associates who wish to practice their favorite relaxation techniques.
Of course, if employees don’t receive breaks at all, there isn’t much need for a break room. But in current environment, hotels often find themselves short-staffed, especially during peak times, and associates are asked to forego their much-needed breaks all together. In an ideal situation, the hotel would offer wellness, yoga and tai chi classes between shifts.
At the end of the day, the more nurturing the work environment, the more likely associates will be to not only remain on the job but go that “extra mile” and be their most productive.