Emlyn Brown, global vice-president of wellbeing at Accor, told a recent Peloton wellness event that Accor was “future-proofing” its labour-intensive spa concepts in order to create sustainable profitability.
Speaking to more than 50 hoteliers and spa operators, Brown – whose core focus is to enhance the company’s global luxury wellness offerings – said: “Accor is moving away from pure spa developments – future-proofing our concepts to create sustainable profitability. I think we can speak very openly, particularly in Germany and the UK, that spa is a labour-intensive business.
“We’re seeing a surge of communal bathing globally, and for spa, that’s a great surge to embrace because you can service a higher volume of guests at a lower price point. It’s self-guided, democratised wellbeing that we see as very interesting angle for the future of spa.”