York, (November 2, 2006) -- In an effort to measure interest in utilizing
fitness and spa facilities while traveling, Coyle
Hospitality Group surveyed 1482 frequent travelers, representing consumers
throughout the United States. The survey also queried what features
were most important in hotel or affiliate fitness facilities; spa spending
trends and the likelihood of different segments of travelers to utilize
Detailed results have been broken down into the
following sections: Hotel Fitness Facility Usage; Fitness Facility Preferences;
Spa Spending Trends; and Hotel Spa Usage.
Hotel Fitness Facility Usage
Over 50% of the travelers indicated at least some
likelihood of utilizing the fitness facilities, while only 27% indicated
that they were unlikely or very unlikely to use them. The data suggests
that if the average guestroom brings two guests to the property, there
will be a significant interest per room in the hotel’s fitness offerings.
Therefore, hotels are wise to make sure their fitness offerings are both
compelling and easily identified during the booking process.
While the actual usage numbers are open for debate,
it is clear that most travelers want a viable exercise option while traveling.
Fitness Facility Preferences
CHG also surveyed the level of importance of various
fitness equipment and features including such things as cleanliness, space,
variety of cardiovascular equipment, technology, refreshment availability,
presence of free weights, presence of staff and class availability. The
two defining preferences in a hotel fitness facility are cleanliness and
space. 91% cited cleanliness as important or very important and 78%
cited having ample personal space.
Guests understandably expect a clean environment
to exercise in and they don't want to be crowded while working out.
Since the guest can draw conclusions about space availability and cleanliness
visually before the workout, the hotel/spa with limited space or poor upkeep
is likely to negatively affect even the casual observer or occasional facility
Also important to note, is the expectation of
media in fitness centers, with over 50% of those surveyed citing it as
important or very important. The savvy traveler is now used to seeing
media such as flat screen televisions or music options in fitness facilities
and it is becoming increasingly important to them. The availability
of refreshments was also important or very important to 50% of the people
surveyed, showing that the availability of water or other refreshments
is not essential but is a simple way to aid in the comfort of guests.
The hotel guestroom that has been converted to
a gym is automatically at a space disadvantage. Hotels wishing to
retain health conscious guests will have to set aside valuable space, maintain
it, and give as many up-to-date options as they can.
Stephanie Perrone, Vice President of Business
Development at CHG adds, "It stands to reason that travelers want the same
up- to-date equipment they have at their local health club. They
also do not want to wait for equipment to become available. If they
have set aside time to work out while traveling, it will only upset them
if they are unable to do so."
Spa Spending Trends
Spa spending and awareness still continues to
be on the rise. CHG asked travelers how likely they were to spend
on spa over the upcoming year. The traveling public continues
to show a strong inclination to at least consider spas as part of their
travel spending. Over half of those surveyed intend to keep their
spa purchases consistent while nearly 30% say that they will likely spend
more in the upcoming year. A combined 12% indicate they will likely
CHG’s spa survey in 2005 clearly showed a general
consumer trend of increased purchases in spas. Spa treatments and
services are increasingly becoming a discretionary buy instead of an indulgent
or impulse purchase. Perrone states, “Traveling consumers are continuously
realizing the health benefits of incorporating spa into their busy lifestyles,
thus increasing their likelihood to spend in these areas.”
Hotel Spa Usage
Coyle Hospitality Group also looked at the difference
in likelihood of utilizing the spa during both business and leisure travel.
Leisure travelers are much more inclined to provide spa revenue than business
travelers. What is very encouraging though is that only 18% of the
leisure travelers surveyed were unlikely or very unlikely to at least consider
spas as part of their discretionary leisure purchase. More than half
of the leisure travelers surveyed were at least considering utilizing the
The business traveler is much less likely with
only a combined 27% considering a spa purchase when traveling. The data
also shows that there are a large number of 'fence-sitters' with 27% of
business travelers and 21% of leisure travelers saying they are neutral
about a spa purchase.
In summary, when coupling the data above with
shopper data gleaned from over 5,000 CHG hotel mystery shops, it is clear
that many operators are not seizing this immense marketing opportunity.
CHG data shows that during Reservation Calls, hotels with onsite spas services
mentioned these services only 38%. Capture at the point of sale was
even more meager with spa services and availability being mentioned only
12% of the time during check-in. The active and consistent promotion
of the property’s fitness facility or affiliate fitness facility varies
and guests are often left merely with the information that the property
they are visiting has a fitness facility.
It is clear that hotels with compelling fitness
and spa services have a distinct advantage over those hotels who fail to
clearly articulate their offerings. Spas should increasingly seek
the traveling public as a source of new customers, with the leisure traveler
offering the best potential.
Whether hotels outsource or provide options in-house,
cleanliness, availability of individual space, and a variety of up-to-date
cardio equipment are primary drivers of satisfaction. Travelers want and
expect what they get at home.
For the full survey report or to obtain additional
information about Coyle Hospitality Group, please e-mail Stephanie Perrone
, visit www.coylehospitality.com
or call 415-738-6043.
About Coyle Hospitality Group
Coyle Hospitality Group is a market leader providing
mystery shopping and brand quality assurance services exclusively to hotels,
restaurants and spas worldwide. Since 1996, CHG has completed over 30,000
quality evaluations exclusively for hospitality clients. For more
information please visit www.coylehospitality.com or contact Stephanie
Perrone, VP of Business Development, at firstname.lastname@example.org.
Call (800)-891-9292 or (415) 738-6043.