Data can prove your worth Spas must harness the power of the data they hold to evidence the impact they make on society Chris Phillips, director of product delivery, 4Global 4Global uses data to provide customers with actionable insight relevant to their business. “Having access to data not only allows operators to evidence impact, but also supports funding and growth strategies,” says Chris Phillips, director of product delivery at 4Global. “We have data from more than 3,000 facilities through 80+ integrations and provide insights via our web-based DataHub.” Phillips believes spas are sitting on a goldmine of untapped data, which could be aggregated and used to evidence the real difference the sector makes to not just guests’ wellbeing, but their mental health and society in general. “For example,” he says, “we can prove that over £1.2bn (€1.38bn) of savings were generated through 10.5 million people participating in physical activity in the UK in 2023. Some £72m of this was against mental health indicators, providing direct savings to the NHS. “If the spa sector begins to collate accurate, timely and collaborative data, it can evidence the real role wellness offerings play and the impact they can have.”
The Good Spa Guide’s 2023 survey reveals what matters to spa guests
Only 19% of respondents said having a couple’s treatment room matters to them Thermal rooms, ice showers and plunge pools were deemed the most important factor when booking a spa – 58% Despite the dramatic growth in outdoor spa gardens, only 10% of respondents felt an outdoor facility was what they most wanted when booking spa time
47% said wellness options such as holistic
treatments and mindfulness classes weren’t a main priority
18% have worried about going to a spa
because they didn’t feel body confident
59% wanted to see traditional gendered changing rooms, 35% wanted individual changing rooms and 3% suggested they would feel most comfortable in unisex changing rooms
Wellbeing Escapes has found its clients are looking for a 360-degree experience
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PLATINUM RESOURCE 2024
