Spa & Fitness Survey 2006
Coyle Hospitality Group finds that spa and fitness facilities are increasingly important to travelers

Overview

In a survey of 1,482 randomly selected travelers conducted in September 2006, Coyle Hospitality Group (CHG) inquired as to their likelihood of utilizing fitness facilities while traveling, and asked what features were most important in hotel or affiliate fitness facilities.

CHG also surveyed spa spending trends and the likelihood of frequent, business and leisure travelers to utilize spa services. The results have been broken down into the following sections:

1. Hotel Fitness Facility Usage
2. Fitness Facility Preferences
3. Spa Spending Trends
4. Hotel Spa Usage

1. Hotel Fitness Facility Usage

As demonstrated in the table above, over 50% of the travelers indicated at least some likelihood of utilizing the fitness facilities, while only 27% total indicated that they were unlikely or very unlikely to use them.

The data suggests that if the average guestroom brings two guests to the property, there will be a significant interest per room in the hotel’s fitness offerings. Therefore, hotels are wise to make sure their fitness offerings are both compelling and easily identified during the booking process either through verbal or visual prompts.

While the actual usage numbers are open for debate, it is clear that most travelers will value a viable exercise option and at least plan on using the fitness facilities.

2. Fitness Facility Preferences

CHG also surveyed the level of importance of various fitness equipment and features including such things as cleanliness, space, variety of cardiovascular equipment, technology, refreshment availability, presence of free weights, presence of staff and class availability.

Clearly the two most important preferences in a hotel fitness facility for the traveling public are Cleanliness and Space. 91% cited cleanliness as important or very important and 78% cited having ample personal space during a workout. Guests understandably expect a clean environment to exercise in and they don't want to be crowded while working out.

Since the guest can draw conclusions about space availability and cleanliness visually before the workout, the hotel/spa with limited space or poor upkeep is likely to negatively affect even the casual observer or occasional facility user.

The hotel is also wise to use the available space for cardio equipment, supplying both a choice and several iterations if possible with over half the respondents saying that these items were important.

After that, is the expectation of media in fitness centers, with over 50% of those surveyed citing it as important or very important. Half also indicated the importance of refreshments, indicating the expectation of such an amenity.

What can we conclude from this? The hotel guestroom that has been converted to a fitness center is almost certainly at a space disadvantage. Hotels wishing to retain health conscious guests will have to set aside valuable space, maintain it, and give as many up-to-date options as they can. The data strongly suggests that travelers want the latest equipment and amenities they have at their local health club.

3. Spa Spending Trends

Spa spending and awareness still continues to be on the rise. CHG asked travelers how likely they were to spend on spa over the upcoming year.

As clearly shown, the traveling public continues to show a strong inclination to at least consider spas as part of their travel spending. Over half surveyed intend to keep their spa purchases consistent while nearly 30% say that they will likely spend more in the upcoming year. A combined 12% indicate they will likely spend less.

Our spa survey in 2005 clearly showed a general consumer trend of increased purchases in spas. Spa treatments and services are increasingly becoming a discretionary buy instead of an indulgent or impulse purchase. This not only means that the market size of people using spas continues to increase, it also demonstrates that spa treatments and services are no longer purchased just for special occasions.

We reason that spas are becoming more and more like restaurants, travel and movie theaters in that consumers increasingly include spa in their entertainment budget, and are taking this attitude with them when they travel.

The good news is that the appropriation of funds continues to grow and the buyer is more willing and informed. The downside is that as the market space grows, spa directors will have to work harder to stand out and maintain or grow wallet share.

4. Hotel Spa Usage

CHG also looked at the difference in likelihood of utilizing the spa during both business and leisure travel.

It is not surprising that leisure travelers are much more inclined to create spa revenue than business travelers. What is very encouraging though is that only 18% of the leisure travelers surveyed were unlikely or very unlikely to at least consider spas as part of their discretionary leisure purchase. More than half of the leisure travelers surveyed were at least considering utilizing the services.

The business traveler is much less likely to utilize spa with only a combined 27% considering a spa purchase when traveling.

However, the data shows that there are a large number of 'fence-sitters' with 27% of business travelers and 21% of leisure travelers saying they are neutral about a spa purchase.

The data is encouraging as more people move from unlikely over to making a purchase, but it stands to reason that the biggest opportunity lies in the suggestive or persuasive sell.

Summary

When coupling the data above with shopper data gleaned from over 5,000 hotel mystery shops, it is clear that many operators are not seizing this immense marketing opportunity.

The active and consistent promotion of the property’s fitness facility or affiliate fitness facility varies and guests are often left merely with the information that the property they are visiting has a fitness facility. This can lead to disappointment if the facility is sub-par.

While hotels with spas typically promote their spas on web-sites and marketing materials, missed opportunities to pre-schedule services are abound during reservation calls, pre-stay inquiries and hotel check-in. CHG data shows that during Reservation Calls, hotels with onsite spas services mentioned these services only 38%. Capture at the point of sale was even more meager with spa services and availability being mentioned only 12% of the time during check-in.

Another trend that was noted in CHG's spa and hotel shop reports, is that when registered guests make the impulse decision to purchase spa services during the stay, they are often given very limited options or available times. It is the ultimate lose-lose situation when the guest walks into the spa after a Friday night check-in to find there are no open times for the treatments they desire. Often, we see that they are ‘squeezed in’ with an abbreviated or alternate service, limiting their experience and the spa’s earning potential.

Travelers feel that because they are a guest of the hotel that appointments will be available and can be profoundly disappointed. Clearly, operators have a difficult task managing variable and highly skilled staff and can not always accommodate guests on a moment's notice. Advanced suggestive selling makes the most sense to increase capture while allowing a quality experience to prevail.

Recommendations

Spas should increasingly seek the traveling public as a source of new customers, with the leisure traveler offering the best potential.

Hotel and Resort spas must continue to improve suggestive and persuasive marketing at the exploratory purchase phase. Leisure and business travelers should be made aware that spa services exist (even if they are off-site with a partner vendor) and present opportunities for travelers to consider and plan a purchase in advance.

Letting the traveler know that appointment times may be limited during the stay is an excellent way to move the likely or neutral buyer to act. This can be done during reservation calls or as many effective resorts and hotels have implemented, during a pre-stay scheduling call or email. Incentives to book in advance will almost certainly pay off.

Hotels with a limited exercise facility footprint should consider partnering with a full-service health club or spa to put forth a compelling fitness offering to guests. Such partnerships can be established at minimal cost and provide benefits for the hotels and its guests. A makeshift or outdated onsite facility is a negative for most travelers.

Whether hotels outsource or provide options in-house, cleanliness, availability of individual space, and a variety of up-to-date cardio equipment are primary drivers of satisfaction. Travelers want and expect what they get at home.

 

About Coyle Hospitality Group

Coyle Hospitality Group is a market leader providing mystery shopping and brand quality assurance services exclusively to hotels, restaurants and spas worldwide. Since 1996, CHG has completed over 30,000 quality evaluations exclusively for hospitality clients. For more information please visit www.coylehospitality.com or call (212) 629-2083.

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