chapter twelve spas, pools, and indoor waterparks copyright © 2012 john wiley & sons, inc....

SPAS, POOLS, AND INDOOR WATERPARKS

Copyright © 2012 John Wiley & Sons, Inc.Photograph Courtesy of SuperStock

Learning ObjectivesIdentify the economic benefits of developing a

spa within the resort operation.Determine the equipment needs of the luxury

market in terms of layout and design.Identify the various treatment types and benefits

of spa facilities.Discuss how the room set-up guidelines impact

guest safety.Identify guidelines for the effective development

and operation of swimming pools and/or waterparks at a property.

Copyright © 2012 John Wiley & Sons, Inc.

Economic Benefits of Developing a Spa in a Resort Operation Spas enhance the following aspects of a resort:• room rate • perceived value for money• occupancy• length of stay• marketing advantage• revenue per occupied room• number of people per occupied room


Benefits stress reduction and relaxationregain connection between mind, body and

spiritcommon theme is the desire or even need to

escape the hectic demands and ‘have to’s’ of work, family or school.


Negatives having to appear naked for treatments, or to use a mixed

sauna without bathing suits or being bathed by strangersreceiving hard-sell tactics to spend more on spa or beauty

products treatments derived from chocolate or other dessert

ingredientsany evidence of lack of cleanliness or poor hygienebeing ushered out speedily once their treatment is overpretentious spas which seem to prefer clients with perfect

bodieshaving to make small talk with over-familiar staffon arrival, finding the hotel spa fully booked with locals


Spas and mini-hotelshave check-in and check-out processeshave a service orientation that is labor

intensive with resultant high labor costsare in the business of renting rooms for a

specified timeneed extensive laundry and housekeeping

serviceshave high fixed costs


Sales/ExpensesSpa department sales as a percentage of total

hotel revenue range from 2.9 percent for urban hotels to 4.8 percent for resort hotels with an average of 4.3 percent for all hotel spas.

Massage accounts for over half of all sales with ski care/body work representing almost 20 percent of sales and salon services and retail sales each accounting for just under 10 percent of sales.


Sales/ExpensesMarketing their services to the local

community. Many charge facility or daily membership

fees for guests. Many could do more to increase revenue

from retail.


Employee TrainingGive the staff an incentive by offering them a

percentage of their retail salesProvide "prescription pads”Offer products that are sold only in fine

salons and spas and can only be purchased from a spa and not department stores, the Internet, etc.


Performance Metrics• Hotel capture rate

(percentage of hotel guests who use the spa)

• Average treatment rate

• Treatment room utilization

• Therapist productivity• Revenue per available

treatment room• Revenue per guest

Revenue per square foot

Revenue preoccupied guest room

Number of services per guest

Retail sales as a percentage of treatment revenue

Market segmentation for percentage of male versus female guests


Revenue ManagementIncrease prices when demand is high and

reduces them when demand is low in an attempt to maximize revenue contribution margin

Maximizing revenue or contribution per available treatment hour (RevPATH)

Divide treatment room occupancy by the average expenditure per person or by dividing revenue for a set time period by the number of treatment-hours during that time period


Determine the equipment needs of the luxury market in terms of layout and design Basic Components of a spaEquipment Needed


Basic Components of a SpaReception area and loungeSeparate men’s and women’s locker room

and facilitiesMen’s and women’s steam rooms, saunaWhirlpool, cool-dip poolLounge which can include a juice bar

and/small caféDry treatment rooms for massage and facials


Basic Components (cont.)Wet treatment rooms for body wraps and

scrubsHydrotherapy rooms for baths and hydro-

massage therapiesStaffed fitness studio with exercise machinesExercise studio for classesRetail storeSalon for hair, nails and make-up


Equipment Needed in a SpaFacial equipment

facial bed or chairBasic Body Treatment equipment

massage tablesHydotherapy

tub, steam shower or steam cabinet, Scotch hose, Vichy shower, Swiss shower


The various treatment types and benefits of spa facilities:ExfoliationFull Body TreatmentSpot TreatmentWater Therapy


ExfoliationSalt glow consists of rubbing special salt mixed

with an oil or liquid soap on all or part of the body

Body polish uses salt or other abrasives in rubbing the body. It exfoliates and softens the skin.


Full Body TreatmentsAll treatments are intended to help the entire

body. They are used to condition the skin, which improves skin texture, color, and elasticity. These treatments are also used for detoxification purposes which help the body function better.Full-body mud maskHerbal body wrapParaffin body wrapBody massageFull-body facialBody tanning/bronzing


Spot Treatmentspa manicures and pedicureshand and foot treatmentsscalp treatmentscellulite, antistress, and bust-firming

treatmentsback treatmentsfacials


Water TherapyWater helps blood circulate to specific areas of the

body. Warm/hot water dilates capillaries to improve the distribution of nutrients and oxygen to organs and tissues. Cool/cold water constricts capillaries, reducing swelling.

Hydrotherapyuses water for well-being

Balneotherapyuses baths for beauty and therapeutic purposes

Thalassotherapyuses mineral salts from sea water to help skin cells take

in more oxygen and draw toxins out of the body


Water Therapy (cont.)Herbal Baths

uses nautral herbs or essences for therapeutic purposes

Aromatherapy Bathsuses oils for therapeutic purposes

Whirlpool Bathstherapeutic underwater massage


Room Set-up Guidelines and impact on guest safetyWet Rooms

Can get wet without damaging the roomTiled to the ceilingHave floor drainsCeiling made of waterproof materialWaterproof lighting

Dry RoomsUntiled rooms allow for quiet relaxationSink and shower in roomWired for musicDimmers on lights


Trends Customized treatmentsMind, body & spirit: self-discovery servicesFamily-friendly resort spasOrganic spasSpa creditsSpa memberships


Guidelines for the development and operation of swimming pools/waterparks at a property.MaintenanceSafety


Pool/Waterpark MaintenanceKnow your chemistry – keep water chemistry in

balanceRenovations – add exposed-aggregate pool

finishes, emulsion or concrete pavers on decks and lighting for ambience

Starting over – sometimes cheaper to tear out pool and start over, rather than repair it


Pool/Waterpark SafetyManagement must be concerned with:Responsible adult supervisionDrains, suction fittings and jetsDivingElectrical hazardsLadders, steps and handrailsDrowning preventionWater ChemistryHeaters


Waterparks Most independentTrend towards brandedGetting biggerMore are part of mixed-use properties


Waterpark Financing DifficultyBiggerCost more to buildConsidered riskierNot many of them.Developers prefer financing branded or

franchised companies seen as more economically stable


chapter twelve spas, pools, and indoor waterparks copyright © 2012 john wiley & sons, inc....

Documents

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percent of sales

hotel spas

occupied room copyright

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retail sales

benefits of spa facilities

resort operation spas