How Far the Spa?

In October, Conrad Smith spoke at The Hotel & Event Profit Congress in Warsaw. The subject was spas - what they are today, what they might become and the issues this raises for architects and designers. Below is an extract from what he had to say.

We have witnessed a dramatic shift in hoteliers' views towards spas in their hotels, from 'nice to have' to 'need to have' and recent surveys suggest that the growth in spas is here to stay. One survey found that 93.8% of respondents agreed or strongly agreed that consumers are increasingly seeking a spa experience as an alternative to other leisure activities. Another survey, conducted by Luxury Hotel Partners and based on research amongst nearly 50 luxury hotels worldwide, asked if spas were financially worth it. The resounding answer was "Yes". So long as the spa is designed properly, it can make a significant contribution to room sales (typically in the order of an additional 15%), in average rate charged and in revenue generated through increased food and beverage sales, as well as a direct profit contribution.

So, what do spas look like today? The reality for most street-locked city centre hotels is lack of space and it is partly for this reason that many Western spas are introducing ancient Eastern treatments with an Eastern influenced interior design style in which the environment turns in on itself to preserve the experience. This is the precise opposite of the designer‚s goal for resort hotels and spas in idyllic rural locations. Here, the restorative power of the spa is achieved by opening it up to the surrounding environment and virtually fusing the interior and exterior experience. "Privacy" is the latest "buzz word" among hotel guests and, increasingly, resort guestrooms are private cottages set in their own grounds - or on the edge of the ocean. Interestingly, we are finding that even when most of the bedrooms are massed within the main hotel building, clients are also looking at adding a small number of guestrooms to the spa complex in recognition that a proportion of guests today want to immerse themselves in the spa experience without distractions from the rest of the resort.

A few guidelines worth considering are:

• The average cost of building a new quality spa is £2,500 per sq metre
• The average number of treatment rooms per spa is 10
• There should be a minimum of one treatment room per 10 hotel bedrooms for a destination spa
• A dedicated relaxation area for pre- and post treatment rest and pampering has become essential
• The average size of a spa at the luxury end of the market is about 1,200 sq metres
• The growth in the number of families travelling together to resort hotels & spas, is necessitating children focused activities and, in some cases - a trend emerging from the US - spa treatments specially for children and teenagers
• There is an increasing demand for double-size treatment rooms so that couples can enjoy treatments together

Spa designers may also like to think about some other trends. There is a growing number of men using spas. The luxury end of the market is becoming even more luxurious with, on the one hand, the exclusive and discreet experience and on the other, the "bling" factor. "Spirituality" is making its way into spas and eco spas are emerging with the underlying principle that personal health begins with global health. Diversification, specialisation and market expansion will continue. As customers become more knowledgeable, spa operators and their architects and designers will increasingly be required to provide an experience that meets specific and informed expectations.

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