Q: WHAT KPIs SHOULD HOTELS SET TO DEFINE THE SUCCESS OF THE SPA?
MOHAMMED: Capture and satisfaction of guests, treatment offer preferences, utilisation of therapists, turnaround
of treatment rooms, and spa utilisation during off-peak and peak periods are some key points that hotels should
also consider.
SHARON: Key indicators are total revenue, profitability, treatment room utilisation and retail sales as a percentage of the total sales. Other KPIs that can be used would be guest mix percentage, average spend per guest,and revenue per available treatment hour.
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SOUHEL: During the first year, the KPIs should focus on getting the right type of people — in terms of guests, therapists, and the right products and pricing.
BEVERLY: Utilising the treatments rooms — many spas have specific rooms for specific treatments. However, these should be multi-functional. For example, facial and body treatments can be performed in the same room. Hammam treatments are carried out in the hammam area, but additional treatments can be offered to boost sales.
PAUL: Nowadays spas require a solid business plan supported by a concise and meaningful flow of information and data to benchmark and improve performance. The goal is to maximise revenue generation and derive the potential from each and every opportunity.
A KPI focus should involve four key points:
- Revpath: Revenue per available treatment room. This works well as an industry standard for spas and hoteliers. It helps manage the spa product more strategically and understand high/low demand times based on cost of treatment as a perishable product.
- RevPOR: Measure of spa revenue per occupied hotel room.
- ATR: Average treatment revenue per treatment sold, or average rate. While the first two work towards driving overall sales and treatments into the spa, this drives or maximises each sale.
- Total Treatments: Driver of volume and capture, both internal and external.
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