Invest in Wellbeing launches to help hotels unlock spa membership revenues

Former David Lloyd Clubs senior director Andrew Davill and leisure innovator Andy Baker have launched Invest in Wellbeing.

The specialist consultancy has been created to help hotels unlock new revenues from spa memberships, utilising existing facilities.

The new venture is aimed at independent and boutique hotel operators, looking to generate revenue from underutilised pools, saunas and steam rooms.

The launch comes as many hotel operators are seeking new ancillary revenue streams amid rising operational costs and increasing competition.

Commercial opportunities

Davill, who spent 26 years in senior leadership at David Lloyd Clubs, believes the UK hotel sector is only just beginning to recognise the commercial potential of wellness memberships.

Between them, Davill and Baker have decades of experience in hospitality, health clubs, leisure operations and hotel marketing.

Their experience combines commercial feasibility, operational expertise, public relations and investment support.

According to Baker, many hotels continue to view spas through an outdated lens, focused primarily on treatment rooms.

“Today’s wellness customer is looking for regular swim, spa and recovery experiences that can be part of a lifestyle membership,” he said.

“Hotels that continue to rely solely on outdated facilities and occasional treatments are missing a significant commercial opportunity.”

The foundations of a membership business

“A well-designed swim and spa proposition can attract substantial local membership,” said Baker.

“A model with 1,200 members paying £110 per month can generate more than £1.5m in recurring revenue annually. The opportunity lies in maximising existing assets rather than investing in large-scale destination spas.”

Baker and Davill argue that the traditional hotel wellness offer – often consisting of a pool, hot tub, sauna and steam room operating as disconnected amenities – is no longer sufficient.

The consultancy promotes integrated swim-and-spa concepts to differentiate a property and drive meaningful local engagement.

Invest in Wellbeing has developed a portfolio of branded concepts tailored to different sectors, including:

• BlueSpa – hotel-based wellness and membership spa concepts
• SwimSpa – retail and standalone wellness destinations
• GSpa – roadside and travel-sector wellness facilities

Receive our newsletters directly to your inbox – sign up here