Deluxe, Upper Upscale Hotels Offer Private Spa Rooms

Deluxe and upper upscale hotel spas are looking for ways to raise the profile of the treatments they provide for the senior-level business traveler in need of rejuvenation. One solution is to house travelers in their own spa rooms within the hotel, rather than regular guest rooms or suites.

While hotel spas' popularity has grown dramatically in the past five years, special spa rooms still are relatively rare. Accordingly, hotels that feature them have a competitive advantage in an increasingly crowded field.

Spa accommodations book at a premium over regular guest rooms, a fee the company either absorbs or is paid directly by the traveler. Assuming the hotel is one of the company's preferred properties, buyers may be able to negotiate the extra fee away, considering the traveler's VIP status.

"We provide these accommodations at the Plateau Spa in the Grand Hyatt Hong Kong, are developing spa rooms at other Asian properties and have launched a modified version of the concept at the Park Hyatt Los Angeles," said John Wallis, Hyatt Hotels Corp. senior vice president of marketing.

The Hong Kong version combines all the components of a regular guest room with a permanently installed massage table and water sources beyond a regular shower and bathtub.

"The overall design is minimal and meditative in feel in keeping with the relaxing spa esthetic," Wallis said. While the spa rooms technically are part of Plateau, they occupy their own wing with views of Hong Kong harbor.

For the time-pressed business traveler, having a massage or scrub available without having to leave your guest room is a convenience, Wallis said. "International travelers, in particular, often suffer from jet lag and appreciate the convenience of being able to stay in a room where they'll get the treatments," Wallis said. "It allows more flexibility in scheduling, since the traveler doesn't have to wait for a regular treatment room to be available."

Similarly, the Watermark, an independent hotel in San Antonio, Texas, last year opened dedicated spa guest rooms on the same floor as the spa's regular treatment rooms. "Spa suites are larger than our standard guest rooms, with higher ceilings, which allows for more air and light," said general manager Michael Bazar. Suites feature bamboo flooring and extra-large soaking tubs.

"The suites were located in easy access to the regular spa, so travelers could make use of the shared facilities in addition to the treatments in their own suite," Bazar said. "In fact, what we learned from our consumer research was that spa guests overall, including business travelers, place a high value on privacy, which is why we think the suites have proven so popular. If you're stressed and need to unwind, the last thing you want is to interact with other people. But if you want to leave the suite, the less walking around you have to do in your robe and slippers, the more comfortable you are."

Meanwhile, the Kara Spa at the Park Hyatt Los Angeles features villas that guests check into on a daily basis, but they do not sleep there. "Travelers book a room in the hotel and for an added fee book a villa for their exclusive use," said spa director Jennifer Cikulak. "The underlying value for the harried business traveler is the same, though: Treatments and everything else the person needs to be able to unwind are provided. It's a serene environment, free of distractions, so the person can prepare mentally before an important meeting, presentation or whatever." Cikulak said entertainment industry executives from the East Coast frequently book the villas.

Spas have become an indispensable part of deluxe hotel development, according to Giovanni Angelini, CEO and managing director of Shangri-La Hotels & Resorts, which has experimented with the private villa concept at the Chi Spa in its hotel in Bangkok. "This winter, we announced plans for a major business hotel in London's financial district and extensive spa facilities were part of the thinking from the onset," Angelini said.

Business travelers, both male and female, have become critical to the success of downtown spas, according to Chris Cahill, president and COO of Fairmont Hotels & Resorts, whose spas carry the Willow Stream brand name.

"They appreciate the therapeutic value and have become quite discriminating about different kinds of treatments and facilities," Cahill said. "We assume they're only going to grow more discriminating as time goes on."