GET HCM
magazine
Sign up for the FREE digital edition of HCM magazine and also get the HCM ezine and breaking news email alerts.
Not right now, thanksclose this window
Servicesport UK Limited
Servicesport UK Limited
Servicesport UK Limited
Follow Health Club Management on Twitter Like Health Club Management on Facebook Join the discussion with Health Club Management on LinkedIn Follow Health Club Management on Instagram
UNITING THE WORLD OF FITNESS
Health Club Management

Health Club Management

features

All Booked Up

Spokespeople from leading spa software suppliers globally share their insights on booking trends and standout data since coming out of lockdown

Published in Spa Business Handbook 2021 issue 1
Spa software suppliers 
share their insights on booking
trends / GaudiLab/SHUTTERSTOCK
Spa software suppliers share their insights on booking trends / GaudiLab/SHUTTERSTOCK
Madeleine Raynel
TREATWELL
Courtesy of Treatwell

Across Europe, Ireland and the UK, there’s been a real uplift in weekday bookings. Fridays and Saturdays used to make up 41.4 per cent of all bookings, and that’s dropped to 34.7 per cent with the rest equally spread. With more flexible work/home lives, customers aren’t restricted by 9-5 hours and can escape to spas more easily. Operators might now want to relook at traditional peak and off-peak pricing and availability and adjust everything from rates to employee rotas to ensure they’re matching demand.

During lockdown, we saw consumers booking spa breaks and paying comparatively more for them – £344 (US$448, €381) in July 2020, up 22 per cent from £282 (US$367, €312) in July last year – as people dreamed of escaping and a nervousness to travel abroad encouraged staycations. However, that boost was short-lived and the average dropped to £262 (US$341, €290) in September, minus 8.3 per cent year-on-year, as consumers feel less confident about spending money and return to a price-conscious mentality. This means spas will need to be mindful of pricing well, and offering flexible cancellations.

“There’s been a real uplift in weekday bookings”
Theresa Hamberger
SPRINGER MILLER (SpaSoft)
Courtesy of Springer Miller (SpaSoft)

Travel restrictions and fear of travel is having a significant effect on our industry and we’re seeing that in SpaSoft’s big data. On average spas with a membership programme and/or strong local following took two or fewer weeks after reopening to generate about 50 per cent of their pre-COVID daily revenues while destination spas took eight–12 weeks. But the good news is that demand is there.

Initially our spas saw a huge increase in lead booking time during closure, with several consumers pushing their appointments out by six months or even a year, which indicates trust in their spa/wellness provider. But this lead time reduced by 20 per cent on average after reopening, which suggests that while guests are still excited to get back into spas, and they trust them to provide a clean and safe environment, they’re less likely to book trips/experiences too far into the future due to uncertainty.

“Spas with a membership programme and/or strong local following took two or fewer weeks after reopening to generate about 50 per cent of their pre-COVID daily revenues”
Consumers are hesitant to book treatments too far in advance / Nicolesa/SHUTTERSTOCK
Darren Pick
iSALON
Courtesy of iSALON

Average bookings pre-lockdown for all our spa clients were 7,000-8,000 a day. These jumped back once restrictions were relaxed and have now settled down to around 6,000 a day. It can be assumed that the slightly lower number of bookings is a result of reduced capacity at peak times as a result of restrictions in spas.

It’s interesting to note that the average spend per customer is higher than the pre-lockdown rate of £38 (US$50, €42). In Q2, during lockdown, average spend went up to £40 (US$52, €44), which we believe is due to online retail. It then spiked in July at £50 (US$65, €55), probably a result of people having multiple treatments and services, and now sits at around £42 (US$55, €46). This could be the result of an increase in prices, spas applying a COVID charge or only providing services of a higher value and removing services with little value.

“Average spend per head is now higher than the pre-lockdown rate of £38 (US$50, €42)”
Stavros Mavridis
SOUL TAILORS
Courtesy of Soul Tailors

Spas which use our Aphrodite Software are reporting longer treatment times. Before COVID-19, the average length of a booking was 50-60 minutes. Now, eight out of 10 consumers are booking 90- to 120-minute sessions – they want total relaxation.

There’s also an increased desire for touchless journeys and three out of five people who go to a spa are now requesting contactless booking experiences.

Finally, there’s a change in demand for where people workout. Five out of 10 guests say they’d love to have an outdoor physical activity rather than using the gym, enabling facilities to be more creative and develop new concepts.

“Three out of five people who go to a spa are now requesting contactless booking experiences”
Guests are booking longer treatment times for total relaxation / fizkes/SHUTTERSTOCK
MINDBODY

Figures from some 3,000 spas using Mindbody software in the US show that bookings for the industry have rebounded to about 65 per cent of pre-COVID levels and have levelled out there. This is likely to be because of [capacity and social distancing] restrictions put in place by local governments.

We’ve also found that post-lockdown, the length of spa services has decreased across the board by approximately 10 minutes per service on average. We believe this might be because of the increase in cleaning protocols.

“Bookings have rebounded to about 65 per cent of pre-COVID levels”
Brett Smith
CONCEPT SPA & GOLF
Courtesy of Concept Spa & Golf

Overall, spa occupancy is down about 70 per cent and average operating hours have dropped from 12 to nine hours a day. This isn’t surprising, but it’s interesting to see that the 60/40 female/male gender ratio was maintained.

Guests are consuming longer treatments post-COVID – from 64 to 75 minutes on average. Massage service bookings have picked up, but the demand for facials has decreased by 60 per cent, which we think is partly due to health and safety measures. Social distancing and new procedures means class capacity has decreased significantly. But to combat this loss, spas are now also scheduling significantly more classes and optimising their people and rooms as much as possible.

“Massage service bookings have picked up, but the demand for facials has decreased by 60 per cent”
Frank Pitsikalis
RESORTSUITE
Courtesy of Resortsuite

Since reopening, there’s been an increase in younger guests, day guests, and more people opting for outdoor activities. The biggest change, however, is the limited menu of services. As a result, some operators are implementing advanced yield management techniques to ensure that the limited number of treatments and services they offer can generate better profits.

The booking window has compressed, with more reservations happening within 24-48 hours of an appointment. Automated revenue management tools are even more critical to make adjustments in real-time availability based on changing business conditions.

Guests are returning with new expectations, anxieties and preferences, and they’re seeing much higher call times. This requires more labour – at a time when spas have less staff. Technology can assist by providing efficiencies through online booking, and the trend towards ‘everything mobile’ has been accelerated.

“Some operators are implementing advanced yield management techniques to generate better profits”
There’s been a higher percentage of first-time, younger guests / Dragon Images/SHUTTERSTOCK
Oliver Cahill
PREMIER SOFTWARE
Courtesy of Premier Software

Demand for health and wellbeing retreats in spas are high as restrictions are lifted and staycations become popular. In addition to rebooking appointments lost during lockdown, spas have seen a spike in new bookings, and managers have used Core by Premier Software’s 100+ reports to efficiently schedule clients back in. One report, for instance, quickly pinpoints clients who had to cancel while another identifies those who purchased gift vouchers just before closure, enabling staff to prioritise them.

Another key change we’ve witnessed is the reduction in the number of treatments offered across each day to allow for equipment sanitisation between each client. However, as spas are now running at reduced capacity, with more time and money allocated to hygienic practices, this has undoubtedly impacted revenue.

We’ve seen a clear interest in maximising time slots to cover any shortfall. We give spa managers functionality to easily reduce or amend longer treatment times by five to 10 minutes, to allow for cleaning, while still being able to fit in the same number of daily services they offered pre-COVID.

“We’ve seen a clear interest in maximising time slots to cover any shortfall”
Sign up here to get HCM's weekly ezine and every issue of HCM magazine free on digital.
https://www.leisureopportunities.co.uk/images/2021/219344_659350.jpg
Spa software suppliers reveal their insights on booking trends
Madeleine Raynel, Oliver Cahill, PREMIER SOFTWARE, Frank Pitsikalis, RESORTSUITE, Theresa Hamberger, SPRINGER MILLER (SpaSoft), MINDBODY, Brett Smith, CONCEPT SPA & GOLF, TREATWELL, Darren Pick, iSALON, Stavros Mavridis, SOUL TAILORS ,spa software, booking software
HCM magazine
Fuel the debate about issues and opportunities across the industry. We’d love to hear from you – [email protected]
HCM magazine
We were one of the first operators to use a cloud-based data lake – Snowflake – that now underpins the rollout of our Business Intelligence work
HCM magazine
The sharp increase in energy prices has left some operators reeling, but there’s reason to be optimistic if we can learn from other sectors, while moving to a low carbon future
HCM Magazine
Flooring
Time for a flooring upgrade? Experts share their latest insights to inspire flooring projects of all types
HCM Magazine
Everyone's talking about
Energy is top of the agenda for two major reasons – cost and decarbonisation. With these two on a collision course, our experts share their views
HCM Magazine
Sponsored
The body composition specialists are showing no signs of slowing down, with new leadership and launches for 2022
HCM Magazine
Event showcase
As Elevate returns to the market, we talk to director Lucy Findlay about how the event has come together
HCM Magazine
Interview
The fitness sector has an unprecedented opportunity to become a credible partner in ensuring the health and wellbeing of the nation, says Mosaic Group MD and new chair of the UK Active Membership Council. He talks to Kate Cracknell
HCM Magazine
Q&A
Social media influencers cause harm by raising unrealistic expectations of physical perfection, as Andrea Dearden explains
HCM Magazine
HCM People
Choose consistent over perfect. That’s the long game. It’s never too late to pivot to that mindset
HCM Magazine
Latest News
F45 has launched a corporate partnership programme which will enable businesses to open an F45 ...
Latest News
A two-year research project will look to find ways to transform the UK's physical activity ...
Latest News
The best in the business from across the physical activity sector were honoured last night ...
Latest News
At UK Active’s Active Uprising event yesterday (30 June) in Birmingham, Hattie Jones, the head ...
Latest News
HCM understands researchers are moving closer to creating a pill to mimic some of the ...
Latest News
Establishing new data and insight services and strengthening relationships with both government and the NHS ...
Latest News
More than one in five (27 per cent) Americans belonged to a health club or ...
Latest News
Ultimate Performance (UP) – the private gym chain and PT business – has opened a ...
Featured supplier news
Featured supplier news: It’s nearly time for Elevate 2022!
It’s now just days to go until your leading trade show for the fitness, physical activity and sports therapy industry kicks off in London!
Featured supplier news
Featured supplier news: Parkwood Leisure celebrates milestone of teaching 100,000 children to swim
Parkwood Leisure, one of the UK’s leading leisure operators, has reached the milestone of teaching 100,000 children to swim through its Learn To Swim Programme.
Featured operator news
Featured operator news: New partnership delivers swimming support to children with disabilities
A new partnership has been launched to provide inclusive swimming for children with mobility, visual and hearing disabilities.
Featured operator news
Featured operator news: New £42m Moorways Sports Village to open on 21 May
Everyone Active will open Moorways Sports Village to the public on Saturday 21 May with a grand opening weekend – in time for the half term holidays.
Video Gallery
Mindbody, Inc
Total Vibration Solutions / Floors 4 Gyms / TVS Sports Surfaces
Mindbody, Inc
Company profiles
Company profile: Future Fit
More than just a training provider, we offer a range of ready to go and ...
Company profiles
Company profile: Magicline GmbH
or over 30 years, Magicline has been driving the digitalization of the fitness industry with ...
Catalogue Gallery
Click on a catalogue to view it online
Directory
Fitness equipment
A Panatta Sport Srl: Fitness equipment
Whole body cryotherapy
Art of Cryo: Whole body cryotherapy
Management software
Premier Software Solutions: Management software
On demand
Fitness On Demand: On demand
Lockers/interior design
Safe Space Lockers Ltd: Lockers/interior design
Wearable technology solutions
MyZone: Wearable technology solutions
Spa software
SpaBooker: Spa software
Flooring
Total Vibration Solutions / TVS Sports Surfaces: Flooring
Skincare
Comfort Zone - Davines S.p.A: Skincare
Architects/designers
Zynk Design Consultants: Architects/designers
Property & Tenders
Pendine Sands, Carmarthenshire
Carmarthenshire County Council
Property & Tenders
Runcorn
Halton Borough Council
Property & Tenders
Diary dates
12-13 Sep 2022
Wyndham Lake Buena Vista Disney Springs® Resort, Lake Buena Vista, United States
Diary dates
21-21 Sep 2022
Various, London, United Kingdom
Diary dates
25-28 Oct 2022
Messe Stuttgart, Germany
Diary dates
25-28 Oct 2022
Ibiza, Ibiza, Spain
Diary dates
01-07 Dec 2022
tbc, Dunedin, New Zealand
Diary dates
17-18 Mar 2023
Tobacco Dock, London, United Kingdom
Diary dates

features

All Booked Up

Spokespeople from leading spa software suppliers globally share their insights on booking trends and standout data since coming out of lockdown

Published in Spa Business Handbook 2021 issue 1
Spa software suppliers 
share their insights on booking
trends / GaudiLab/SHUTTERSTOCK
Spa software suppliers share their insights on booking trends / GaudiLab/SHUTTERSTOCK
Madeleine Raynel
TREATWELL
Courtesy of Treatwell

Across Europe, Ireland and the UK, there’s been a real uplift in weekday bookings. Fridays and Saturdays used to make up 41.4 per cent of all bookings, and that’s dropped to 34.7 per cent with the rest equally spread. With more flexible work/home lives, customers aren’t restricted by 9-5 hours and can escape to spas more easily. Operators might now want to relook at traditional peak and off-peak pricing and availability and adjust everything from rates to employee rotas to ensure they’re matching demand.

During lockdown, we saw consumers booking spa breaks and paying comparatively more for them – £344 (US$448, €381) in July 2020, up 22 per cent from £282 (US$367, €312) in July last year – as people dreamed of escaping and a nervousness to travel abroad encouraged staycations. However, that boost was short-lived and the average dropped to £262 (US$341, €290) in September, minus 8.3 per cent year-on-year, as consumers feel less confident about spending money and return to a price-conscious mentality. This means spas will need to be mindful of pricing well, and offering flexible cancellations.

“There’s been a real uplift in weekday bookings”
Theresa Hamberger
SPRINGER MILLER (SpaSoft)
Courtesy of Springer Miller (SpaSoft)

Travel restrictions and fear of travel is having a significant effect on our industry and we’re seeing that in SpaSoft’s big data. On average spas with a membership programme and/or strong local following took two or fewer weeks after reopening to generate about 50 per cent of their pre-COVID daily revenues while destination spas took eight–12 weeks. But the good news is that demand is there.

Initially our spas saw a huge increase in lead booking time during closure, with several consumers pushing their appointments out by six months or even a year, which indicates trust in their spa/wellness provider. But this lead time reduced by 20 per cent on average after reopening, which suggests that while guests are still excited to get back into spas, and they trust them to provide a clean and safe environment, they’re less likely to book trips/experiences too far into the future due to uncertainty.

“Spas with a membership programme and/or strong local following took two or fewer weeks after reopening to generate about 50 per cent of their pre-COVID daily revenues”
Consumers are hesitant to book treatments too far in advance / Nicolesa/SHUTTERSTOCK
Darren Pick
iSALON
Courtesy of iSALON

Average bookings pre-lockdown for all our spa clients were 7,000-8,000 a day. These jumped back once restrictions were relaxed and have now settled down to around 6,000 a day. It can be assumed that the slightly lower number of bookings is a result of reduced capacity at peak times as a result of restrictions in spas.

It’s interesting to note that the average spend per customer is higher than the pre-lockdown rate of £38 (US$50, €42). In Q2, during lockdown, average spend went up to £40 (US$52, €44), which we believe is due to online retail. It then spiked in July at £50 (US$65, €55), probably a result of people having multiple treatments and services, and now sits at around £42 (US$55, €46). This could be the result of an increase in prices, spas applying a COVID charge or only providing services of a higher value and removing services with little value.

“Average spend per head is now higher than the pre-lockdown rate of £38 (US$50, €42)”
Stavros Mavridis
SOUL TAILORS
Courtesy of Soul Tailors

Spas which use our Aphrodite Software are reporting longer treatment times. Before COVID-19, the average length of a booking was 50-60 minutes. Now, eight out of 10 consumers are booking 90- to 120-minute sessions – they want total relaxation.

There’s also an increased desire for touchless journeys and three out of five people who go to a spa are now requesting contactless booking experiences.

Finally, there’s a change in demand for where people workout. Five out of 10 guests say they’d love to have an outdoor physical activity rather than using the gym, enabling facilities to be more creative and develop new concepts.

“Three out of five people who go to a spa are now requesting contactless booking experiences”
Guests are booking longer treatment times for total relaxation / fizkes/SHUTTERSTOCK
MINDBODY

Figures from some 3,000 spas using Mindbody software in the US show that bookings for the industry have rebounded to about 65 per cent of pre-COVID levels and have levelled out there. This is likely to be because of [capacity and social distancing] restrictions put in place by local governments.

We’ve also found that post-lockdown, the length of spa services has decreased across the board by approximately 10 minutes per service on average. We believe this might be because of the increase in cleaning protocols.

“Bookings have rebounded to about 65 per cent of pre-COVID levels”
Brett Smith
CONCEPT SPA & GOLF
Courtesy of Concept Spa & Golf

Overall, spa occupancy is down about 70 per cent and average operating hours have dropped from 12 to nine hours a day. This isn’t surprising, but it’s interesting to see that the 60/40 female/male gender ratio was maintained.

Guests are consuming longer treatments post-COVID – from 64 to 75 minutes on average. Massage service bookings have picked up, but the demand for facials has decreased by 60 per cent, which we think is partly due to health and safety measures. Social distancing and new procedures means class capacity has decreased significantly. But to combat this loss, spas are now also scheduling significantly more classes and optimising their people and rooms as much as possible.

“Massage service bookings have picked up, but the demand for facials has decreased by 60 per cent”
Frank Pitsikalis
RESORTSUITE
Courtesy of Resortsuite

Since reopening, there’s been an increase in younger guests, day guests, and more people opting for outdoor activities. The biggest change, however, is the limited menu of services. As a result, some operators are implementing advanced yield management techniques to ensure that the limited number of treatments and services they offer can generate better profits.

The booking window has compressed, with more reservations happening within 24-48 hours of an appointment. Automated revenue management tools are even more critical to make adjustments in real-time availability based on changing business conditions.

Guests are returning with new expectations, anxieties and preferences, and they’re seeing much higher call times. This requires more labour – at a time when spas have less staff. Technology can assist by providing efficiencies through online booking, and the trend towards ‘everything mobile’ has been accelerated.

“Some operators are implementing advanced yield management techniques to generate better profits”
There’s been a higher percentage of first-time, younger guests / Dragon Images/SHUTTERSTOCK
Oliver Cahill
PREMIER SOFTWARE
Courtesy of Premier Software

Demand for health and wellbeing retreats in spas are high as restrictions are lifted and staycations become popular. In addition to rebooking appointments lost during lockdown, spas have seen a spike in new bookings, and managers have used Core by Premier Software’s 100+ reports to efficiently schedule clients back in. One report, for instance, quickly pinpoints clients who had to cancel while another identifies those who purchased gift vouchers just before closure, enabling staff to prioritise them.

Another key change we’ve witnessed is the reduction in the number of treatments offered across each day to allow for equipment sanitisation between each client. However, as spas are now running at reduced capacity, with more time and money allocated to hygienic practices, this has undoubtedly impacted revenue.

We’ve seen a clear interest in maximising time slots to cover any shortfall. We give spa managers functionality to easily reduce or amend longer treatment times by five to 10 minutes, to allow for cleaning, while still being able to fit in the same number of daily services they offered pre-COVID.

“We’ve seen a clear interest in maximising time slots to cover any shortfall”
Sign up here to get HCM's weekly ezine and every issue of HCM magazine free on digital.
https://www.leisureopportunities.co.uk/images/2021/219344_659350.jpg
Spa software suppliers reveal their insights on booking trends
Madeleine Raynel, Oliver Cahill, PREMIER SOFTWARE, Frank Pitsikalis, RESORTSUITE, Theresa Hamberger, SPRINGER MILLER (SpaSoft), MINDBODY, Brett Smith, CONCEPT SPA & GOLF, TREATWELL, Darren Pick, iSALON, Stavros Mavridis, SOUL TAILORS ,spa software, booking software
Latest News
F45 has launched a corporate partnership programme which will enable businesses to open an F45 ...
Latest News
A two-year research project will look to find ways to transform the UK's physical activity ...
Latest News
The best in the business from across the physical activity sector were honoured last night ...
Latest News
At UK Active’s Active Uprising event yesterday (30 June) in Birmingham, Hattie Jones, the head ...
Latest News
HCM understands researchers are moving closer to creating a pill to mimic some of the ...
Latest News
Establishing new data and insight services and strengthening relationships with both government and the NHS ...
Latest News
More than one in five (27 per cent) Americans belonged to a health club or ...
Latest News
Ultimate Performance (UP) – the private gym chain and PT business – has opened a ...
Latest News
Luxury hotel chain Mandarin Oriental has launched a new brand called Intelligent Movement to deliver ...
Latest News
Boutique fitness chain 1Rebel opens the doors to its tenth club today (Monday 27 June ...
Latest News
A new report by Deloitte, outlining the social and economic value of the global health ...
Featured supplier news
Featured supplier news: It’s nearly time for Elevate 2022!
It’s now just days to go until your leading trade show for the fitness, physical activity and sports therapy industry kicks off in London!
Featured supplier news
Featured supplier news: Parkwood Leisure celebrates milestone of teaching 100,000 children to swim
Parkwood Leisure, one of the UK’s leading leisure operators, has reached the milestone of teaching 100,000 children to swim through its Learn To Swim Programme.
Featured operator news
Featured operator news: New partnership delivers swimming support to children with disabilities
A new partnership has been launched to provide inclusive swimming for children with mobility, visual and hearing disabilities.
Featured operator news
Featured operator news: New £42m Moorways Sports Village to open on 21 May
Everyone Active will open Moorways Sports Village to the public on Saturday 21 May with a grand opening weekend – in time for the half term holidays.
Video Gallery
Mindbody, Inc
Total Vibration Solutions / Floors 4 Gyms / TVS Sports Surfaces
Mindbody, Inc
Company profiles
Company profile: Future Fit
More than just a training provider, we offer a range of ready to go and ...
Company profiles
Company profile: Magicline GmbH
or over 30 years, Magicline has been driving the digitalization of the fitness industry with ...
Catalogue Gallery
Click on a catalogue to view it online
Directory
Fitness equipment
A Panatta Sport Srl: Fitness equipment
Whole body cryotherapy
Art of Cryo: Whole body cryotherapy
Management software
Premier Software Solutions: Management software
On demand
Fitness On Demand: On demand
Lockers/interior design
Safe Space Lockers Ltd: Lockers/interior design
Wearable technology solutions
MyZone: Wearable technology solutions
Spa software
SpaBooker: Spa software
Flooring
Total Vibration Solutions / TVS Sports Surfaces: Flooring
Skincare
Comfort Zone - Davines S.p.A: Skincare
Architects/designers
Zynk Design Consultants: Architects/designers
Property & Tenders
Pendine Sands, Carmarthenshire
Carmarthenshire County Council
Property & Tenders
Runcorn
Halton Borough Council
Property & Tenders
Diary dates
12-13 Sep 2022
Wyndham Lake Buena Vista Disney Springs® Resort, Lake Buena Vista, United States
Diary dates
21-21 Sep 2022
Various, London, United Kingdom
Diary dates
25-28 Oct 2022
Messe Stuttgart, Germany
Diary dates
25-28 Oct 2022
Ibiza, Ibiza, Spain
Diary dates
01-07 Dec 2022
tbc, Dunedin, New Zealand
Diary dates
17-18 Mar 2023
Tobacco Dock, London, United Kingdom
Diary dates
Search news, features & products:
Find a supplier:
Servicesport UK Limited
Servicesport UK Limited
Partner sites