From modernizing equipment to adopting cutting-edge technologies: today, renovating a hotel’s SPA means increasing attractiveness, operational efficiency, and profitability.
According to the “Wellness Real Estate 2024” report by McKinsey & Company, over 73% of international travelers consider the integration of wellness services a key factor when choosing a hotel, and 58% are willing to pay a premium to access innovative, multi-sensory SPA experiences.
Furthermore, the wellness sector linked to hospitality is growing at an average annual rate of 7.5% across Europe, with further expansion expected in the coming years. This growth is fueled by increasing demand for immersive, sustainable, and personalized experiences.
In this context, the SPA plays a crucial role in differentiating the offering and enhancing overall profitability.
However, many SPAs today suffer from functional and design obsolescence: underutilized spaces, outdated layouts, obsolete technologies, and uncompetitive treatment menus undermine return on investment and limit economic growth potential.
Why renovate: between outdated models and new expectations
According to Booking.com, 78% of travelers rank the presence and quality of the SPA among the top five criteria when choosing a hotel. In a market where wellness has become a primary driver of tourism demand, the SPA is no longer perceived as an optional extra, but rather as a strategic asset for a hotel’s competitiveness.
A well-planned renovation project can:
● Align the offering with the needs of today’s guest, who demands well-designed environments, privacy, high hygiene standards, and customizable wellness journeys;
● Optimize functional layouts to improve flow management and increase operational capacity, minimizing downtime and avoiding area conflicts;
● Reposition the hotel on the market with a distinctive wellness proposition aligned with the target audience, creating tangible competitive advantage.
Design goals: space, atmosphere, and profitability
Renovating a SPA today means rethinking the functional layout, updating technology, improving energy efficiency, and expanding the treatment offering. SPAs are no longer just places of relaxation: they are sensorial ecosystems—emotionally rich on one hand, but highly profitable on the other, if designed effectively.
Key interventions typically include:
● Redesigning the experiential flow to enhance the overall perception and logic of the wellness path;
● Replacing outdated equipment to optimize humidity, temperature, and energy consumption;
● Introducing multifunctional treatment cabins with modular, high-tech configurations, allowing various treatments in a single space—reducing downtime and increasing revenue per square meter;
● Redesigning the relaxation area with high-perceived-value environments;
● Adding interactive technologies such as sensory cabins, video walls, or water-based installations to transform pools from static features into immersive experiences;
● Integrating energy-saving systems and thermal recovery solutions to optimize environmental impact and reduce operational costs;
● Creating exclusive-use private micro-SPAs that offer extremely high margins.
The potential of new technologies: efficiency and profitability
Renovation is also an opportunity to introduce advanced technologies that streamline operations and generate new revenue streams. For example, horizontal showers—combined with standardized body treatments (scrubs, mud wraps, rituals)—allow for the creation of low-labor, high-margin wellness packages.
A 20-minute treatment under a horizontal shower with exfoliation and aromatic oils can be sold for €70–90, with direct costs under €15, delivering a perceived experience close to a “signature” ritual. Beyond profitability, these innovations convey a forward-thinking identity, attracting younger and experience-driven clientele.
Sustainability as a Strategic Value in Hospitality
Sustainability is no longer an option, but a key requirement to stand out in the hospitality market.
Facilities that invest in eco-friendly solutions reduce consumption, optimize costs, and enhance their image in the eyes of an increasingly environmentally conscious audience.
Spas, when reimagined with sustainable principles, become true models of efficiency.
Advanced filtration systems, such as zeolite or activated glass, improve water quality while reducing the need for chemical treatments. Rainwater harvesting can supply pools and irrigate green areas with minimal impact on water resources.
Significant results can also be achieved in terms of energy efficiency: high-performance heat pumps, thermal covers, and smart LED lighting systems can cut energy consumption by up to 70%. In addition, solar and photovoltaic panels provide renewable energy to power wellness areas on a daily basis.
These solutions not only improve the technical performance of the facilities, but also represent a strategic investment: they support the achievement of environmental certifications and enhance the value of the property for clients, operators, and investors alike.
Return on Investment (ROI) Timeline
The average payback period for a SPA renovation is between 36 and 60 months, depending on the scope of the project and the target audience.
Based on data from Horwath HTL, typical post-renovation performance improvements include:
Room occupancy: +12–18%
Value for the hotel and the brand
Renovating the SPA is a strategic investment that brings long-term, measurable benefits—both structurally and in terms of brand image and market positioning. Above all, it significantly enhances the perceived quality of the hotel, creating a more modern, welcoming, and functional environment that meets the expectations of today’s demanding guests.
It also enables a fresh, impactful relaunch of the hotel’s marketing and communication strategies: updated photography, renewed storytelling, and a distinctive experiential offering help set the hotel apart from competitors and attract new guest segments.
In addition, a renewed SPA opens the door to valuable partnerships—with high-end skincare brands, innovative wellness operators, and niche tour operators—expanding the hotel’s commercial opportunities and brand visibility at national and international levels.
Ultimately, enhancing the in-hotel wellness experience increases average length of stay and per-guest daily spend, positively impacting overall revenue. These gains stem from both the improved appeal of the SPA itself and the development of connected services—such as exclusive treatments, wellness cuisine, and curated offers.
In short, renovating your SPA means strengthening your brand, boosting guest loyalty, and maximizing the profitability of your hotel.
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