Why Every High-End Hotel Needs a Spa Butler
By Steven Ferry Chairman, International Institute of Modern Butlers | February 18, 2009
The spa industry is the fourth largest leisure industry in the United States, generating $11.2 billion in annual revenues through 136 million visits at over 12,000 locations. Massage comprises 84% of all services delivered. Day spas earned the most business, being responsible for more customer visits than resort/hotel spas. Why is this?
Is it because day spas are more sumptuous or the treatments are better? The answer seems to be, "No." The difference between day spas and hotel spas lies in the service. Generally, guests tend to feel more comfortable in smaller venues where they consider they are receiving personalized service. They want to feel known and have their needs understood. They return to the favorite therapists who know their likes and dislikes. As spas become an increasing part of a hotel's revenue base, service needs to match expectations; and that improvement comes from both within the spa as well as the hotel side.
Currently, this kind of personalized service is less common in larger hotels where patrons tend to feel like one of many. The Spa Butler can help bridge this gap.
The services of the Spa Butler are not for all guests. The Spa Butler is reserved for the most discerning guests, those staying in the most expensive suites and villas. These discerning guests often return to the hotel repeatedly and expect customized and personalized service. The addition of the Spa Butler to the hotel staff can be a cogent selling point for high-end clients as the Spa Butler not only provides personalized service but can also add a level of privacy that is often sought by celebrities and other high-profile guests. The Spa Butler is trained to recognize different guests that emerge across the luxury consumer category.
In fact, Prince and Associates, a leading consulting firm to the highest end of clientele, revealed in Elite Traveler that these wealthy clients spend an average of $107,000 each on spas and spa treatments in 2005. They paid an average of $224,000 each for functions held at a hotel, resort or spa. Property "takeovers" for a day or more have become increasingly popular among these people.
Additionally, hotel guests leave feedback surveys behind them that the Spa Butler can use to connect the hotel's services with those of the spa. This is currently not happening in most high-end hotels where spa and hotel services remain separate and isolated entities: the bigger the hotel and spa, the less connection and interaction there tends to be between them. Connecting the two can provide substantial increased income for the hotels and spas. At the same time, the Spa Butler, by connecting the hotel with the spa in a personalized manner, can provide service that surpasses those offered in competing and currently more financially successful day spas.