Spa memberships are emerging as a significant trend in the wellness and hospitality industries, driven by a growing societal desire for self-care, relaxation and holistic well-being. This is demonstrated in ISPA’s 2024 spa-goer survey, where 96% of respondents hold an annual subscription and a third specifically have spa memberships.
As people increasingly prioritise mental and physical health, spa memberships offer them an attractive option for regular rejuvenation. For hoteliers, this trend presents a unique opportunity to diversify their revenue streams, enhance guest experiences and foster long-term client relationships.
Understanding the Rise of Spa Memberships
Spa memberships are a model where clients pay a monthly or annual fee to access spa facilities, treatments or classes at a discounted rate. These memberships often include perks such as priority booking, member-only events, exclusive treatments performed by senior, skilled therapists, access to workspaces, plus discounts on rooms, retail, upgrades and other services.
Memberships provide a sense of belonging and exclusivity, appealing to customers who value being part of a community. Clients also see memberships as a cost-effective way to enjoy regular spa treatments, while spa operators benefit from a predictable, recurring revenue model.
Leading hotels already offering spa memberships include Rockliffe Hall, The Landmark, The Corinthia, Macdonald Hotels, and, recently opened, The Emory, where clients get exclusive access to Tracey Anderson’s fitness centre, discounts on treatments and more.
Why Spa Memberships Are Relevant to Hoteliers
Membership-based spas are growing quicker than non-membership based spas in 2024. Hoteliers are in an excellent position to cater to this growing demand. Here’s why:
Personalisation - By offering spa memberships, hotels can provide an additional layer of luxury and personalised service. Guests who opt for memberships are more likely to perceive their stay as more memorable and fulfilling, increasing the likelihood of repeat visits. Memberships can replace loyalty programs by offering a wider range of benefits and improving customer acquisition through referrals.
Community - Locals are likely to join, creating a sense of community. Memberships are a more affordable option than individual treatments for clients, offering a more consistent and long-term approach to self-care.
USP - Not everyone offers memberships right now, so being one of the first gives hoteliers a true USP. Clients are craving exclusivity, so hoteliers should look at finding their niche and creating a membership for it.
Predictability - Reduce dependency on room occupancy rates. Memberships offer predictable guaranteed revenue. Particularly valuable when offered on a monthly subscription, hoteliers can avoid issues with seasonality by having a reliable income year-round. This enables better forward planning.
Types of Spa Memberships To Offer
Hoteliers can leverage the rise of spa memberships with a variety of different options:
Tiered pricing - Although it may appear complex, tiered memberships are effective because they provide options to suit a range of budgets and lifestyles.
Cross-promotions - Hoteliers can maximise their existing amenities by bundling spa services with other hotel facilities like dining, gym or accommodation.
Events - By organising exclusive events, workshops or wellness retreats, hoteliers can add additional value to their propositions, while boosting their reputation as a place for wellness within the community.
Partnerships - Collaboration with local companies can enhance memberships by providing a USP. By building relationships with local businesses, hoteliers can expand their reach and attract new clients with minimal marketing effort.
Medicine - ISPA’s report also revealed that clients would be more likely to visit a spa if it integrated with medicine.
Marketing Strategies for Hoteliers Introducing Spa Memberships
While spa memberships are an excellent way to boost revenue, a strategic marketing approach is essential to attract clients. Luxury hotels don’t need aggressive promotions to entice sign-ups - a simple page on their website displaying membership pricing alongside standard rates can effectively raise awareness and prompt inquiries. Word of mouth is also an incredibly powerful marketing tool. Clients want what others have.
In the experience economy, memberships have become a status symbol. Therefore using scarcity as a marketing tactic can really leverage this. Whether clients sign up to a waiting list, or have to be referred by existing members, exclusivity and discretion drives desire.
It’s likely that once a client makes it into the inner circle, commitment wouldn’t be an issue. However, it’s important to still consider implementing a minimum contract period, such as a six-month term, to reduce the risk of cancellations. This not only provides greater revenue stability, but also encourages clients to develop a long-term relationship with the spa. Monitoring for cancellations also enables hoteliers to adjust strategies as needed to retain members.
How Software Can Help Hoteliers Capitalise on Spa Memberships
To successfully implement a spa membership program, hoteliers need to adopt a robust software solution that helps to streamline operations, enhance customer experiences and maximise profitability.
Pricing matrix
“Up to 70% of Journey’s spa customers now offer some form of membership, and using our experience management system they have the flexibility to create multiple types of packages,” Robert Whitehead, Director of Product Technical Pre-Sales at Journey reveals to Spa Business.
“Our pricing matrix is a key USP. It provides a single default price for services and retail, with a value or percentage discount of applicable items based on membership type. This means the operator doesn’t need to run multiple price lists for guests and members.
“Paired with our ecommerce platform, spas can offer members the ability to purchase everything online, assured that they have the best price.”
Automated payments, renewals and membership communications
“The ability to automate key membership tasks is another popular feature,” Robert continues. “Spas particularly find the renewal notices and payment reminders - paired with the ability for members to self-process all payments and administration online, including renewals - a great time saver.”
Macdonald Hotels & Resorts are just one of many hotels that use these features across 26 sites. “Journey’s EMS controls all aspects of the Club’s Leisure Membership,” says Dave Heap, Leisure and Spa Director at Macdonald Hotels. “All direct debits are processed via the system, and automated emails are sent to any rejects, allowing debt recovery to be actioned a few days after the direct debit run is processed.”
The system also controls early renewals and bonuses if hoteliers choose to incentivise this action.
Integrations
“The growth of exclusive use areas has also helped drive an increase in spa memberships, as venues look to increase access control to minimise overcrowding and maximise the guest experience,” says Robert.
Journey’s EMS controls entry using Fast Track access technology, where clients receive cards or wristbands that enable operators to track visit frequency and prevent unauthorised access. This data is then compiled into reports for hoteliers, providing valuable insights to guide future strategies.
Reporting
Reporting is one of the most powerful features of Journey EMS. With over 400+ reports to choose from, hoteliers have access to a wide range of data to tailor services and strengthen customer relationships.
Operators can monitor essential metrics like membership growth, revenue per member, and service utilisation rates. These insights help hoteliers make data-driven decisions and continuously refine their strategies over time.
“[Journey’s EMS] enables easy access to a suite of reports, enabling not just the leisure manager but the wider finance team to view the financial and operational aspects of the club,” Dave explains. “The automated report functionality enables reports to drop straight into your email inbox on all the key matrix’s to manage your business on a daily, weekly and monthly basis.”
Summary
The rise of spa memberships presents a lucrative opportunity for hoteliers to innovate, diversify, and grow their business. By understanding the dynamics of this trend and strategically implementing membership programs, hotels can attract new customers, boost guest satisfaction, and build steady revenue streams. Leveraging the right software tools is essential to managing these programs effectively, ensuring a smooth operational flow, and delivering exceptional member experiences.
Testimonials
“[Journey’s EMS] is at the heart of everything we do. From reporting to reservations, right through to future forecasting and membership access through the secure card system. It also integrates with our property management system - Opera - which means guests can enjoy treatments without having to set up a separate account as everything is charged straight to their bedroom.” - Hida Shuleta, Spa & Health Club Manager at The Landmark Hotel.
“[Journey] provides an unrivalled solution which enables us to manage our health club memberships, spa services and water sports centre activities, whilst providing a flawless service to our visitors.” - Michael Kay, Group Leisure Manager at English Lakes Hotels.
“[Journey’s EMS] is at the heart of everything we do, from retaining client data and memberships, through to treatments and class booking. The software enables our guests to enjoy the five-star experience ESPA at The Europe is well-known for.” - Ciara Power, Spa Manager at The Europe Hotel & Resort.
