2 minute read
Growth in online spa bookings means spas must become digital-first
Digital-first is driving change
Laura Meeson, director of spa, Premier Software, part of Journey Hospitality explains
“Consumers increasingly want – and expect – the flexibility to be able to book what they want, when they want it, so it comes as no surprise that online bookings continue to rise,” says Laura Meeson, director of spa at Premier Software, which is part of Journey Hospitality.
“Spas need to provide easy pathways for a consumer to find and book their preferred experience; this means being digital first,” she says. “A great digital booking experience also eases pressure on staff, freeing them from admin to focus on welcoming clients in person.”
Spa break, day and treatment lead times follow a comparatively similar trend and there has been a decrease in each, according to Meeson. “In 2022 the lead time for spa breaks was close to five weeks; in 2023 it’s three to four weeks,” Meeson says. “Consumers are more aware of balancing household budgets; they’re still prioritising health and wellness but waiting until it’s clear what funds they have.”
She adds: “While shorter lead times can add uncertainty around staff rotas and stock management, it also creates commercial opportunities if spas apply a form of surge pricing, much like airlines and hotels do.”
