{"id":2548,"date":"2014-02-27T05:11:41","date_gmt":"2014-02-27T05:11:41","guid":{"rendered":"http:\/\/www.spa-balance.com\/?p=2548"},"modified":"2014-02-27T05:11:41","modified_gmt":"2014-02-27T05:11:41","slug":"the-disconnect-between-spa-operators-investors-and-hotel-operators","status":"publish","type":"post","link":"https:\/\/www.spa-balance.com\/es\/2014\/02\/the-disconnect-between-spa-operators-investors-and-hotel-operators\/","title":{"rendered":"The disconnect between spa operators, investors and hotel operators"},"content":{"rendered":"

<\/p>\n

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To say there is a disconnect between investors, spa operators and hotel operators would be an understatement. Fuelled by unrealistic expectations on return on investment, this is a challenge that the spa industry has faced for many years, and will continue to struggle with in 2014 and beyond. Yet, with global wellness tourism growing, we still haven’t embraced a sustainable solution to this critical issue.<\/p>\n

\u00a0<\/p>\n

Decir que hay una desconexi\u00f3n entre los inversores, los operadores de spas y los operadores de los hoteles ser\u00eda quedarse corto. Impulsado \u200b\u200bpor las expectativas poco realistas sobre el retorno de la inversi\u00f3n, este es un reto que la industria del spa ha enfrentado durante muchos a\u00f1os y que continuar\u00e1 enfrentando durante el 2014 y m\u00e1s all\u00e1. Sin embargo, aunque el turismo global del bienestar aumenta, todav\u00eda no hemos adoptado ninguna soluci\u00f3n sostenible a este problema cr\u00edtico.<\/p>\n

In her panel discussion at the 2013 Global Spa and Wellness Summit, called “Straight Talk from Serious Investors in Hospitality and Spa<\/a>“, Susan Harmsworth, Founder and CEO of ESpa International, provided some focus on this topic. The panel discussion helped the three parties: spa operators, investors and hotel operators understand the spa business and also explored new dimensions to address the increasing gap between the three pillars. Let\u2019s take a closer look.<\/p>\n

 <\/p>\n

Reasons behind the disconnect<\/strong><\/p>\n

The underlying reason behind the disconnect between the three pillars is owners\u2019 unrealistic expectations of the spa business in general. The expectation of a swift ROI, less focus on services, neglect of the spa facility and miscommunication all contribute to the increasing gap between owners, spa operators and hotel operators.<\/p>\n

 <\/p>\n

Spas in emerging markets<\/strong><\/p>\n

The growth in the global wellness tourism economy means that spas are growing at a rapid rate in terms of numbers, especially within emerging markets. Many of these spas are located in luxury hotels or in resort areas. In other words, instead of being a standalone facility, these spas are located within hotels as “add-ons” or “amenities.” As a direct result, many spas in these emerging markets simply do not have the same business focus as standalone ones outside of the hotel industry.<\/p>\n

The focus on the hotel is not the spa. It is not the spa’s practices, methods, or uses. Rather, the bottom line matters most within these locations. Generally, investors building these hotels with spas focus on providing quality services to the limited extent that these services will pull in more customers to their entire facility. The actual quality of the spa services provided, on the other hand, is not the focal point. The goal is for the hotel to make money. Therefore, the focus in these locations is the return on the investment, not the quality of service, type of service, or even the facility itself. This is a growing trend we are likely to see continue for years to come.<\/p>\n

The investor, from how big they are to how integrated the services are, considers every element of these hotel spas. This is done from the vantage point of the investor, based on expected returns. In some cases, these spas are seen along the same lines as fitness rooms or meeting rooms also offered at luxury hotels. As a result, the quality of service obtained by the average customer at these locations is very much different from what the customer may experience at a traditional, standalone spa where the owners and investors remain dedicated to \u201cReturn on Ego\u201d, a concept introduced at the summit. In this concept, the investor does not expect high initial profits, but instead provides a higher quality of service to the customer. The \u201cReturn on Ego\u201d investor is more likely to provide better features and service instead of looking just at the bottom line and return on investment.<\/p>\n

 <\/p>\n

What’s likely coming?<\/strong><\/p>\n

Global wellness tourism will bring new investors into the market, including many who are not spa-savvy. These investors will put money into the spa businesses, but will likely have unrealistic expectations for returns on their investments. This disconnect between the investor and the spa professional will continue to create difficulties within the industry. Some hoteliers will pay attention to the quality of their facilities. Others, though, are looking for a quick return. Ultimately those that do not put the time into the facility will be unlikely to see a spa generating profits in the first year, even though this is something these investors expect to see happen.<\/p>\n

 <\/p>\n

The way forward: Educating investors<\/strong><\/p>\n

As pointed out by Andrew Gibson, VP Spa and Wellness at Fairmont Raffles Hotels International, it is critical for hotel owners and investors to look at just how much spas add to the hotel’s bottom line beyond what happens within the spa’s treatment rooms. Room rates are higher. Bar tabs are higher. Food bills are larger. Having a spa within the facility raises the value of that facility, providing significant returns. As a direct result, then, investors must consider not just the bottom line within the spa’s financials, but also the benefit and revenue that’s indirectly being brought to the company as a result of the spa being located there.<\/p>\n

 <\/p>\n

Spas are not a get rich quick venture. They are complex operations and usually very costly to run. It is important to be realistic about our numbers and to manage both the owner\u2019s and hotel operator\u2019s expectations in terms of what constitutes a coherent return on investment. By educating investors to look beyond the pure spa\u2019s financial and to consider the overall impact having a spa has to the entire hotel operation and other outlets, the spa industry would be better positioned to close the gap between the three pillars: investors, hotel operators and spa operators.En su panel de discusi\u00f3n de la Cumbre Global de Spa y Bienestar 2013, llamado “Los Inversores Serios en Hoteler\u00eda y Spas Hablan Claro<\/a>“, Susan Harmsworth, Fundadora y Directora Ejecutiva de ESPA International, se enfoc\u00f3 en este tema. El panel de discusi\u00f3n ayud\u00f3 a las tres partes – a los operadores de spa, a los inversores y a los operadores hoteleros – a entender el negocio de spa, al mismo tiempo que tambi\u00e9n se exploraron nuevos aspectos para hacer frente a la creciente brecha entre los tres pilares. Echemos un vistazo m\u00e1s al detalle.<\/p>\n

\u00a0<\/p>\n

Las razones de la desconexi\u00f3n<\/strong><\/p>\n

La raz\u00f3n subyacente detr\u00e1s de la falta de conexi\u00f3n entre los tres pilares son las expectativas poco realistas de los propietarios de los negocios de spa, en general. Tanto la expectativa de un retorno de la inversi\u00f3n r\u00e1pido, como una menor atenci\u00f3n a los servicios, el abandono de las instalaciones de spa y la falta de comunicaci\u00f3n, contribuyen a la creciente brecha entre los propietarios, los operadores de spas y los operadores de hoteles.<\/p>\n

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Los spas en los mercados emergentes<\/strong><\/p>\n

El crecimiento de la econom\u00eda mundial del turismo del bienestar implica que los spas est\u00e1n creciendo a un ritmo r\u00e1pido en lo que se refiere a los n\u00fameros, especialmente en los mercados emergentes. Muchos de estos spas se encuentran en hoteles de lujo o en resorts vacacionales. En otras palabras, en lugar de ser instalaciones \u00fanicas, estos spas se encuentran dentro de los hoteles como “complementos” o “servicios”. Como resultado directo, muchos de los spas en estos mercados emergentes simplemente no tienen el mismo enfoque de negocio que los spas independientes, fuera de la industria hotelera.<\/p>\n

El enfoque del hotel no es el spa. Ni las pr\u00e1cticas del spa, ni los m\u00e9todos, ni sus usos. M\u00e1s bien, el balance final es lo m\u00e1s importante dentro de estos lugares. En general, los inversores que construyen estos hoteles con spa se centran en ofrecer servicios de calidad en la medida en que estos servicios atraigan m\u00e1s clientes a la totalidad de sus instalaciones. En s\u00ed, la calidad de los servicios de spa proporcionados, por otro lado, no es el punto focal. El objetivo es que el hotel haga dinero. Por lo tanto, el enfoque de estos lugares es el retorno de la inversi\u00f3n, no la calidad del servicio, ni el tipo de servicio, ni siquiera la propia instalaci\u00f3n. Esta es una tendencia creciente que es probable que veamos que contin\u00fae en los pr\u00f3ximos a\u00f1os.<\/p>\n

El inversor considera todos los elementos de estos hoteles spas, desde lo grandes que son a lo integrados que est\u00e1n los servicios. Esto se hace desde el punto de vista del inversor, en base a los rendimientos esperados. En algunos casos, estos spas son vistos en la misma l\u00ednea que las salas de fitness o las salas de reuniones que tambi\u00e9n se ofrecen en los hoteles de lujo. Como resultado, la calidad del servicio obtenido por el cliente promedio en estos lugares es muy diferente de lo que el cliente puede experimentar en un spa tradicional, independiente, donde los propietarios y los inversores est\u00e1n dedicados a “la rentabilidad sobre el ego”, un concepto introducido en la cumbre. Seg\u00fan este concepto, el inversor no espera grandes ganancias iniciales, sino que ofrece al cliente una mayor calidad de servicio. El inversor dedicado a la “rentabilidad sobre el ego” tiene m\u00e1s probabilidades de proporcionar mejores particularidades y servicios en lugar de enfocarse s\u00f3lo en el balance final y en el retorno sobre la inversi\u00f3n.<\/p>\n

\u00a0<\/p>\n

\u00bfQu\u00e9 es lo m\u00e1s probable que suceda?<\/strong><\/p>\n

El turismo global de bienestar atraer\u00e1 nuevos inversores en el mercado, incluyendo muchos que no son conocedores de los spas. Estos inversores pondr\u00e1n dinero en los negocios de spa, pero probablemente tengan expectativas poco realistas del rendimiento de sus inversiones. Esta desconexi\u00f3n entre el inversor y el profesional del spa continuar\u00e1 creando dificultades dentro de la industria. Algunos hoteleros prestar\u00e1n atenci\u00f3n a la calidad de sus instalaciones. Otros, sin embargo, s\u00f3lo buscar\u00e1n un r\u00e1pido retorno de la inversi\u00f3n. En \u00faltima instancia, aquellos que no le dediquen tiempo a la instalaci\u00f3n tendr\u00e1n pocas probabilidades de ver que el spa genere beneficios durante el primer a\u00f1o, a pesar de que inversores as\u00ed lo esperen.<\/p>\n

\u00a0<\/p>\n

El camino a seguir: Educar a los inversores<\/strong><\/p>\n

Como ha se\u00f1alado Andrew Gibson, vicepresidente de Spa y Bienestar en el Fairmont Raffles Hotels International, es muy importante que los propietarios e inversores hoteleros miren cu\u00e1nto a\u00f1aden los spas al balance final del hotel, m\u00e1s all\u00e1 de lo que sucede dentro de las salas de tratamiento. Las tarifas de las habitaciones son m\u00e1s altas. Los consumos en el bar del hotel aumentan. Las facturas en los restaurantes son m\u00e1s altas. Tener un spa dentro de la instalaci\u00f3n aumenta el valor de esa instalaci\u00f3n, proporcionando importantes beneficios. Por lo tanto, como resultado directo, los inversores deben tener en cuenta no s\u00f3lo el balance final dentro de las finanzas del spa, sino tambi\u00e9n el beneficio y los ingresos que indirectamente est\u00e1 generando a la empresa el hecho de disponer de un spa dentro de sus instalaciones.<\/p>\n

 <\/p>\n

Los spas no son una inversi\u00f3n para hacerse rico r\u00e1pido. Son operaciones complejas y por lo general, muy costosas a gestionar. Es importante ser realista acerca de nuestros n\u00fameros y manejar las expectativas tanto del propietario, como del operador del hotel en t\u00e9rminos de lo que constituye un rendimiento de la inversi\u00f3n coherente. Educando a los inversores a mirar m\u00e1s all\u00e1 de las puras finanzas del spa y a tener en cuenta el impacto global que tiene un spa en toda la operaci\u00f3n del hotel y de otros puntos de venta, la industria del spa estar\u00eda mejor posicionada para cerrar la brecha entre los tres pilares: los inversores, los operadores de los hoteles y los operadores del spa.<\/p>","protected":false},"excerpt":{"rendered":"

  To say there is a disconnect between investors, spa operators and hotel operators would be an understatement. Fuelled by unrealistic expectations on return on investment, this is a challenge that the spa industry has faced for many years, and will continue to struggle with in 2014 and beyond. Yet, with global wellness tourism growing, […]<\/p>","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[19],"tags":[541,530,542,400,401,543],"class_list":["post-2548","post","type-post","status-publish","format-standard","hentry","category-spa-and-wellness-trends","tag-espa-international","tag-gsws","tag-hotel-and-spa-investors","tag-hoteleros","tag-hoteliers","tag-inversores-de-spas-y-hoteles"],"acf":[],"yoast_head":"\nThe disconnect between spa operators, investors and hotel operators — Spa Balance<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"http:\/\/www.spa-balance.com\/es\/2014\/02\/the-disconnect-between-spa-operators-investors-and-hotel-operators\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The disconnect between spa operators, investors and hotel operators — Spa Balance\" \/>\n<meta property=\"og:description\" content=\"  To say there is a disconnect between investors, spa operators and hotel operators would be an understatement. 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