Spas influence hotel booking for 45% of consumers
The presence of a spa is now a major influence for almost half of international hotel-going consumers according to a new global report from hotel chain Hilton.
The survey of 6,000 respondents throughout the UK, the US, Australia and China found that 45% of consumers would be more likely to book a spa with a hotel.
The figure is slightly lower among UK consumers, 37% of whom said it would influence their decision.
However, some 68% of UK consumers and 69% internationally would be at least "somewhat likely to use the spa if one was offered at their hotel".
When asked about spa-going habits closer to home, 34% of UK consumers, and 40% internationally would be more likely to visit a nearby hotel spa if it offered a local membership programme.
The "Blue Paper: report, entitled Emerging Global Spa Trends, also examined treatment trends in different areas of the world and found that in Europe there has been a recent reemergence of water-based treatments, particularly in Eastern European countries such as Russia, Hungary and Poland. Across the contingent though, traditional water treatments have evolved to become far more prescriptive and to meet the needs of modern spa guests who are focusing on holistic wellbeing.
Meanwhile, the US is focused on wellness, seeking treatments that boost emotional and physical health rather than offering pampering; in the Middle East and Africa, spas are moving back to their cultural roots with modern takes on the hammam and other traditional local therapies; while in Asia, spas are moving toward a mix of local therapies but also treatments that respect the traditions of their tourists. For example The Maldives are integrating traditional Chinese medicine to reflect the growing number of tourists visiting the islands from China.
Dave Horton, global head of Hilton Hotels & Resorts said: “This new research emphasises the importance of spas in the decision to book a hotel stay, particularly in the rapidly expanding Chinese market.”