{"id":1034,"date":"2012-04-04T17:14:51","date_gmt":"2012-04-04T15:14:51","guid":{"rendered":"http:\/\/www.spa-balance.com\/?p=1034"},"modified":"2012-04-04T17:14:51","modified_gmt":"2012-04-04T15:14:51","slug":"los-spas-de-hoteles-y-la-crisis","status":"publish","type":"post","link":"https:\/\/www.spa-balance.com\/es\/2012\/04\/los-spas-de-hoteles-y-la-crisis\/","title":{"rendered":"Hotel Spas in the Current Economic Downturn"},"content":{"rendered":"

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The financial crisis that hit the world in 2008 has affected all industries across the globe. The spa industry has also suffered the negative effects due to this global downturn. This week, we are offering a general outlook of the way hotel spas have been affected by this crisis and the emerging signs of recovery the industry has recently experienced.<\/p>\n

In order to do this, we are taking as a source of inspiration an article from 4Hoteliers.com<\/a> published by Andrea Foster, Vice President for PKF Consulting USA, offering interesting insights about the current state of hotel spas. The article<\/a> is based on the survey PKF Hospitality Research<\/a>, Trends in the Hotel Industry.<\/p>\n

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La crisis financiera que golpe\u00f3 al mundo en el 2008 ha afectado a todas las industrias alrededor del mundo. La industria del spa tambi\u00e9n ha sufrido los efectos negativos de dicha crisis global. Esta semana, ofrecemos un panorama general de la forma en que los spas han sido afectados por esta crisis y las incipientes se\u00f1ales de recuperaci\u00f3n que nuestra industria ha venido experimentando.<\/p>\n

Para ello, hemos tomado como fuente de inspiraci\u00f3n un art\u00edculo publicado en 4Hoteliers.com<\/a> y escrito por Andrea Foster, Vicepresidente de PKF Consulting USA, que ofrece informaci\u00f3n interesante sobre el estado actual de los spas de hoteles. El art\u00edculo<\/a> se basa en el estudio PKF Hospitality Research<\/a>, Trends in the Hotel Industry.<\/p>\n

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Faster Recovery in The City<\/strong><\/p>\n

One of the interesting conclusions exposed by the PFK-HR report was the broad difference in terms of revenue loss between urban properties and those located at resort hotels. According to this analysis, in 2010 spas located in big cities suffered a revenue loss of 1.2%, which is quite small compared to the 13.6% loss that affected spas located in resorts.<\/p>\n

The survey establishes two big reasons for this difference. First, big urban markets recovered faster. Second, metropolitan properties had the ability to \u201csupplement hotels guests with patrons and members from the local community\u201d. In other words, location has proved once again to be an important factor in the overall performance of a spa.<\/p>\n

As stated by John R. Hendrie<\/a>, an expert in communications and hospitality, \u201clocation and population core equal potential Spa user traffic\u201d. However, while analysing this data it is also important to bring into consideration the fact that spa departmental revenue represents a bigger chunk of general revenue in spas located at hotel resorts than in those located in urban properties.<\/p>\n

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Managing Expenses<\/strong><\/p>\n

Something positive that emerged from the PFK-HR report was the general ability of spa managers to control expenses. Overall, \u201cspa managers reduced their total direct departmental operating expenditures by 3.9 percent\u201d. They were able to achieve this mainly by cutting costs on operational expenses such as decoration, beauty products, laundry and uniforms. Labour costs were also reduced by about 3.8% in 2010.<\/p>\n

Unlike revenue, managers of spas located at hotel resorts did better than their counterparts in big cities. According to the PFK-HR survey, urban hotel spas cut their expenses by 2.6% while resort spas reduced their expenses by 4.3%.<\/p>\n

In spite of this overall smart expense management, \u201chotel spa department profits declined by 27.4 percent in 2010\u201d. A significant increase if compared to the 13.9% profit loss hotel spas suffered in 2009.<\/p>\n

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Hope for Recovery<\/strong><\/p>\n

Although 2010 was a bad year for hotel spas, the PFK-HR report also highlighted recent signs of recovery after 2010. In fact, the revenue levels for 2011 have already shown sign of improvement compared to the previous year.<\/p>\n

In addition to this, big hotel chains (home to most hotel spas) are leading the way through recovery. An increasing expenditure on health and personal purchases by households is also an emerging trend for optimism within the industry.<\/p>\n

Although hotel spas lag industry recovery, there are already signs that something is changing in this field. For spas to be part of the recovery, consumer spending on health may be the next business opportunity to embrace.<\/p>\n

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Recuperaci\u00f3n m\u00e1s r\u00e1pida en la ciudad<\/strong><\/p>\n

Una de las conclusiones interesantes expuestas en el informe PFK-HR fue la amplia diferencia en t\u00e9rminos de p\u00e9rdida de ingresos entre las propiedades urbanas y aquellas ubicadas en resorts. De acuerdo con este an\u00e1lisis, en el 2010 los spas de las grandes ciudades sufrieron una p\u00e9rdida de ingresos del 1.2%, cifra bastante peque\u00f1a en comparaci\u00f3n con la p\u00e9rdida del 13.6% que afect\u00f3 a los spas ubicados en resorts.<\/p>\n

El estudio establece dos grandes razones para esta diferencia. En primer lugar, los grandes mercados urbanos se han recuperado m\u00e1s r\u00e1pidamente. En segundo lugar, las propiedades metropolitanas cuentan con la capacidad de “proveer a los hu\u00e9spedes de los hoteles con clientes y miembros de la comunidad local”. En otras palabras, la ubicaci\u00f3n ha demostrado ser una vez m\u00e1s un factor importante en el rendimiento general de un spa.<\/p>\n

De acuerdo con John R. Hendrie<\/a>, un experto en comunicaciones y hospitalidad, la “ubicaci\u00f3n y el n\u00facleo poblacional se traducen en un tr\u00e1fico potencial de usuarios de spas”. Sin embargo, al analizar estos datos, tambi\u00e9n es importante tener en consideraci\u00f3n el hecho de que los ingresos departamentales de spas ubicados en resorts representan una proporci\u00f3n mayor de los ingresos generales que en aquellas propiedades ubicadas en centros urbanos.<\/p>\n

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Gesti\u00f3n de gastos<\/strong><\/p>\n

Algo positivo que surge del informe PFK-HR es la capacidad general que los gerentes de spas han tenido para controlar los gastos. En general, “los gerentes de spas han reducido sus gastos totales directos por concepto de operatividad departamental en un 3.9%”. Ellos fueron capaces de lograr esto principalmente a trav\u00e9s de la reducci\u00f3n de costes en gastos operativos tales como decoraci\u00f3n, productos de belleza, lavander\u00eda y uniformes. Los costes laborales tambi\u00e9n se redujeron en un 3.8% en el 2010.<\/p>\n

A diferencia de los ingresos, los administradores de los spas ubicados en resorts obtuvieron mejores resultados en t\u00e9rminos de gesti\u00f3n de gastos que sus hom\u00f3logos en las grandes ciudades. Seg\u00fan el reporte PFK-HR, los spas urbanos redujeron sus gastos en un 2.6%, mientras que los spas ubicados en resorts redujeron dichos gastos en un 4.3%.<\/p>\n

A pesar de esta buena gesti\u00f3n de gastos generales, “las ganancias departamentales presentadas por los spas de hoteles se redujeron en un 27.4% en el 2010”. Un aumento significativo si se compara con la de p\u00e9rdida de ganancias del 13.9% sufrida en el 2009.<\/p>\n

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La esperanza de la recuperaci\u00f3n<\/strong><\/p>\n

Aunque el 2010 fue un mal a\u00f1o para los spas de hoteles, el informe de PFK-HR tambi\u00e9n destac\u00f3 las recientes se\u00f1ales de recuperaci\u00f3n despu\u00e9s del 2010. De hecho, los niveles de ingresos para el 2011 ya han mostrado signos de mejor\u00eda en comparaci\u00f3n con el a\u00f1o anterior.<\/p>\n

Adem\u00e1s de esto, las grandes cadenas hoteleras (en donde reside la mayor parte de spas de hoteles) est\u00e1n liderando el camino de la recuperaci\u00f3n en este sector. El aumento del gasto en salud por parte de los hogares tambi\u00e9n es una tendencia emergente que brinda optimismo en la industria.<\/p>\n

A pesar de que los spas de hoteles se han visto rezagados en la recuperaci\u00f3n general de la industria, ya hay se\u00f1ales de que algo est\u00e1 cambiando en este campo. Para que los spas puedan ser parte de dicha recuperaci\u00f3n, el gasto que los consumidores est\u00e1n llevando a cabo en materia de salud puede convertirse en la pr\u00f3xima oportunidad de negocios que nuestra industria puede abrazar.<\/p>\n

<\/p>","protected":false},"excerpt":{"rendered":"

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