SpaUK launches benchmarking system

The UK Spa Association (SpaUK) has launched its industry benchmarking system, which will compare five monthly key performance indicators (KPIs) so that spa owners and managers can see how their business stacks up against the competition.

The online service is exclusive to SpaUK members, and the data will be grouped by region, and by spa type (for example, day spa or hotel spa) to give an accurate comparison.

The KPIs covered in the benchmarking system include the month’s revenue per treatment room per hour, average revenue per treatment, percentage treatment room utilisation, percentage therapist utilisation, and percentage retail sales conversion.

Spas must input their own data in order to access the service. If they fail to do so one month, they will not be able to view the figures. SpaUK will also impose minimum levels of data to make sure the figures are as accurate as possible, and has stated that no individual business or group can contribute more than 25% of the results in any category.

This service will be coordinated by Champneys’ Alex de Carvalho, who has remained vice chair for market intelligence of SpaUK, following organisation’s recent changes to the board.