Colliers International Hotels MENA has told Hotelier Middle East that it is preparing the launch of the Colliers Spa Quarterly Benchmark to provide spa operators, developers and owners with performance statistics.
Filippo Sona, director, head of hotels, MENA region at Colliers International commented: “The Colliers Spa Quarterly Benchmark will provide industry stakeholders with the only invaluable information to drive their forecast and investment decisions.”
The initiative is being led by Colliers in cooperation with some of the region’s spa and hotel operators, including Jumeirah Group’s Talise Spa.
Paul Hawco, director of Talise Spa operations at Jumeirah Hotels & Resorts commented: “The need for increased performance and healthy competition has been embraced by the local spa leaders and directors and we have now come together with Colliers to work towards joint participation in an industry-wide KPI benchmarking survey and ongoing reporting.”
“I am well aware of the power of benchmarking and at Talise I am fortunate to have multiple operations within the same market to benchmark our KPI s and all financial results.
“I now look forward to a wider reach and healthy competition that will aim to drive increased performance for all spas and to further grow Dubai as a more robust and successful destination for spa, fitness, wellness and beauty.”
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Colliers, in cooperation with spa operators, has established 12 revenue and utilisation indicators to be benchmarked.
These include a variety of revenue and utilisation statistics to track both volume and pricing for different types and sizes of spas.
The benchmarking report will be help spa managers to maximise RevPATH (Revenue per Available Treatment Hour), Colliers said in a statement.
Other indicators such as revenue per m2 will also help developers to better understand the value of spa design and size.
The spa benchmark report will be published quarterly and the data will be shared directly with participants, providing consolidated performance statistics for various types of spas, from urban hotel spas, to beach resort spas and independents.
The data will be collected by Colliers from each spa operator via a standard input document.
Confidentiality will be maintained as Colliers will not isolate any individual spa’s data in the report.
The tool will first be launched for spas in Dubai, after which it may be expanded to other areas in the region, such as Oman, Qatar, Egypt and Jordan.
The publication template and logistical processes are being finalised, while Colliers is establishing contact with interested participants.
The first publication is planned to be launched by June 2015.
Spa benchmarking was one of the major topics discussed at the Hotelier Middle East Spa & Wellness Forum in March, with delegates calling for more sharing of information.
To participate in the spa benchmarking data, please contact: Christopher.Lund@colliers.com
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