Spa Business issue 2 2012 - Leisure Opportunities

PAUL COWAN / SHUTTERSTOCK.COM
The utilisation of treatment room hours at
around 17 per cent is relatively low, consequently
the revenue per available treatment
hour (RevPATH) is also low at us$19 (€14,
£12) in 2010 and us$23 (€17, £14) in 2011.
Given the infrequent usage by hotel residents,
there appears to be no correlation
between RevPATH and the proportion of
treatments booked by hotel guests.
August is the quietest month of the year,
due to Ramadan, with utilisation of treatment
room hours at an average of 9 per cent
– compared with 20 per cent in both the peak
months of May and March. Revenues also
plummet in August with RevPATR at us$144
(€109, £89) compared with us$279 (€210,
£172) in the peak month of February, and
an average throughout the year of around
us$238 (€179, £147).
Utilisation of therapist hours is also fairly
low at 27 per cent in 2010 and 25 per cent in
2011. This decreases to 14 per cent in August.
The daily revenue generated by each therapist
averaged us$318 (€287, £235) in 2010
and us$375 (€283, £231) in 2011. In August
it dips to us$240 (€181, £148).
DEAD SEA REGION, JORDAN
Dahmash describes the Dead Sea region
in Jordan as a “well recognised wellness
destination”. Yet of the three destinations
US $
40
35
30
25
20
15
10
5
0
GRAPH 3: REVENUE PER AVAILABLE TREATMENT HOUR (REVPATH)
Jan 11 Feb 11 Mar 11 Apr 11 May 11
Dead Sea Doha Beirut
benchmarked by PwC, spas in this area
had the lowest revenues and utilisation levels
(see Graphs 1, 2 and 3).
Unlike the hotel spas in Doha, they relied
almost exclusively on hotel residents. The
hotels derive no revenues from fitness and
memberships and the majority of treatments
are booked by hotel residents – 91 per cent in
2010 and 2011. Retail constitutes a larger proportion
of overall turnover at 9 per cent.
The average daily RevPATR was us$122
(€92, £75) in 2010. In 2011, RevPATR stood
at us$101 (€76, £62), while RevPATH was
us$10 (€8, £6) in 2010 and us$9 (€7, £5) in
Spas in Doha hotels achieve the highest
revenues per treatment sold of the three
regions – US$133 in 2011, which was an
11 per cent increase from 2010
Jun 11 Jul 11 Aug 11 Sep 11 Oct 11
2011. Utilisation of treatment room hours
averaged 18 per cent in both 2010 and 2011.
August is also the quiet month in the Dead
Sea area with utilisation of treatment room
hours dropping to 11 per cent and daily Rev-
PATR declining to us$57 (€43, £35). January
and April are the peak months with utilisation
of treatment room hours at 26 per
cent in January and RevPATR of us$147
(€111, £91) in April.
Utilisation of therapist hours was 40 per
cent in 2010 and 36 per cent in 2011. This dips
to 22 per cent in August. The daily revenue
generated by each therapist was us$343 (€259,
SPA BUSINESS 2 2012 © Cybertrek 2012 Read Spa Business online spabusiness.com / digital 77