Luxury hotels with spas charge a US $55 average room rate premium over hotels without spas, according to a new report from STR.
“While hotels without spas reported increased occupancy averages, hotels with spas continue to have significant ADR advantage,” said STR Global vice president Jan D. Freitag.
In the Latest in Benchmarking Hotels and Luxury Spas, STR revealed that luxury hotel spas proved less vulnerable than their room equivalents during the recession.
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In the US, spa treatment room utilisation grew 3.5% in 2009, while room occupancy dropped 8.7%.
“The data indicates spas’ ability to capture hotel guests as well as attract a local audience,” said Freitag, who presented the data at the Global Spa Summit 2010.
Both spa treatment rates and treatment room utilisation trended up in Q1 2010 (over the last nine months of ’09), but discounting continues, said the report, with the average luxury hotel spa treatment declining from $149 in ‘08 to $142 in ‘09 to $136 in 2010 (Q1 comparisons).
However, there are signs that hotel salon services are trending towards a strong year. Revenue-per-service is up ($61 in 2010 vs. $58 in 2009).
Salon services are up roughly 4% this year vs. a 6% decline in ’09. Salon utilization has jumped from roughly 17% in Dec. 2009 to nearly 25% by Mar. 2010
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