Hospitality-Related Spa, Wellness & Lifestyle Consulting

PKF Consulting USA (PKFC) is unique in the experience it brings to the spa, wellness and lifestyle segment of the hospitality industry. Our proprietary database of hotel spa department operating statistics, combined with our years of spa-related consulting work, has enabled us to inform spa industry participants through articles in trade publications and presentations at industry forums.

Since 1936, PKF Consulting USA has been collecting and analyzing U.S. hotel financial statistics for its annual Trends® in the Hotel Industry report. Since 2000, PKFC has used these statistics to provide financial benchmarking services for hotel spa department managers. In 2007, the firm leveraged its 75-year publication history to launch Trends® in the Hotel Spa Industry. This annual report features an enhanced analysis of hotel spa operations and valuable insight from industry leaders.

Additionally, with in-house expertise in spa market analysis, positioning, guest experience, operations, marketing, brand selection, and financial performance, PKF Consulting USA is uniquely qualified to assist you in decision-making relative to your hotel and resort spas, destination spas, and spas as part of mixed-use developments. The following services are performed with the objective to optimize the experience for your guests and maximize revenue and profitability, resulting in improved asset value.

• Introducing your team to Spa & Wellness
• Site/location selection
• Competitive Spa & Wellness Market Analysis
• Spa & Wellness Positioning (or Repositioning)
• Spa & Wellness Facilities & Services Recommendations
• Brand and/or operator selection
• Marketing strategy and/or evaluation
• Demand, Revenue & Expense Projection
• Performance Analysis and Benchmarking
• Strategic Planning
• Custom Services

Our clients include developers, owners, investors, and management companies of hotels, resorts and hospitality-related mixed-use developments. PKF Consulting USA has long-standing relationships with respected leaders within the spa community.

Representative Engagements

PKF Consulting USA, or one of its senior executives, has completed the following spa and spa-related assignments.

Strategic Planning, Brand Expansion for Miraval, a top-rated destination spa resort and lifestyle company.

• Prepared pitch decks, space plans, and proformas for Miraval-branded destination spa resorts and spa operations within mixed-use and residential properties
• Aligned developers with the spa brand and operator

Spa Marketing & Strategic Partnerships – Miraval in Tucson, Arizona.

• Established marketing objectives, strategic and execution plan, including: selection of creative and media agencies, online media advertising strategy, led new website launch, social media strategy, launched new guest loyalty program, implemented customer database initiatives, and developed strategic partnerships

Market Position and Feasibility Studies for hotels & resorts with notable spa operations – Scope of work includes competitive analysis, positioning and facilities recommendations, and demand and financial projections.

• Agua Caliente in Palm Springs, CA
• Anaheim Resort & Spa in Anaheim, CA
• El Monte Sagrado Resort & Spa in Taos, NM
• Hyatt Tamaya Resort & Spa in Santa Ana Pueblo, NM
• Inn & Spa at Loretto in Santa Fe, NM
• La Quinta Resort & Spa in La Quinta, CA
• Langham Resort & Spa in Pasadena, CA
• Miraval Living in New York, NY and other locations
• Miraval Resort in Tucson, Arizona and additional locations
• Omni National Resort & Spa in Tucson, AZ
• Ritz Carlton Pasadena (now Langham) in Pasadena, CA
• Saguaro Ranch Guest Ranch in Marana, AZ
• Terranea Resort & Spa in Palos Verde, CA
• Vista Clara Resort in Galisteo, NM

Operational, Financial and Other Reviews & Analysis of hotel/resort & spa properties

• Bacara Resort & Spa in Santa Barbara, CA
• Glen Ivy Hot Springs in Corona, CA
• Rancho Valencia and La Valencia hotels in Rancho Valencia, CA and La Jolla, CA (respectively)
• Riverhead Resort in Long Island, NY

Appraisals of hotel & resort properties with notable spa operations

• Arizona Biltmore & Golden Door Spa in Phoenix, AZ
• Claremont Hotel Club & Spa in Berkeley, CA
• Doral Resort in Miami, FL
• Grand Wailea in Maui, HI
• Hotel del Coronado in Coronado, CA
• Hyatt Clearwater in Clearwater, FL
• Hyatt Waikiki in Oahu, HI
• La Costa Resort & Spa in Carlsbad, CA
• La Quinta Resort & Spa in La Quinta, CA
• Lake Arrowhead Resort in Lake Arrowhead, CA
• Langham Resort & Spa in Pasadena, CA
• Miraval Resort in Tucson, AZ
• Olympic Resort in Carlsbad, CA
• Two Bunch Palms in Desert Hot Springs, CA
• Vista Clara Resort in Galisteo, NM
• Westin Causarina in Las Vegas, NV

To discuss your spa consulting needs, contact Andrea Foster, Vice President at andrea.foster@pkfc.com or 617-330-8189.