HOS302A: Analyzing Current Issues, Solutions & Trends in Spa Resorts

This essay critically analyzes three current issues affecting the Resort and Spa industry: customer loyalty, staff recruitment, and increasing competition. For each issue, a detailed discussion is provided along with a proposed solution and recommendation. The essay also explores five emerging trends within the industry, including awareness for health and wellness, architectural wellness, food as medicine, resort & spa as a stress reliever, and DNA testing, analyzing their potential impact on the future of the industry. The analysis incorporates academic and non-academic sources to support the arguments and recommendations.

Running head: RESORT AND SPA MANAGEMENT
Resort and Spa Management
Name of the student:
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Author note:

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The Resort and Spa Industry is a potential choice for the hotel industry. The concept that
has worked behind its built up is itself very powerful and hence, became a very potential
resource for the hotel business. The potential concept now faces a few of issues which seriously
affects its business potentials. The assignment mainly focuses on identifying the three of the
issues that affect the Resort and Spa Industry. Moreover, it also tries to produce one
recommendation to every single issue. The study also highlights the five emerging trends in the
industry and also the probable impact of factors on the Spa and Resort Industry in future.
Three issues in Resort and Spa Industry: The industry faces many issues that also include
Customer Loyalty, Recruiting the Best Staffs and Incrementing Competition in the Sector.
Customer loyalty is essential to the success of the industry. The increase in customer loyalty
level means an increase in customer retention capacity. Various cases show that it is imperative
that the lodging business create customer loyalty, rather than depending exclusively on
evaluating techniques (Kandampully, Zhang & Bilgihan, 2015). A committed spotlight on
customer loyalty is probably going to end up an important essential for the Spa and Resort
Industry's survival in the future. Hospitality managers trust that organizations can enhance their
benefits by satisfying customers. Studies appear, notwithstanding, that satisfying clients alone
isn't sufficient since there is no assurance that satisfied clients will come back to purchase. It is
currently becoming obvious that customer loyalty is fundamentally more critical than customer
loyalty in a business organization's prosperity. A "loyal customer" is a client who repurchases
from the similar service provider at whatever point conceivable, and who keeps on suggesting or
keeps up an uplifting disposition towards the service provider (So et al., 2016). There are two
measurements of customer loyalty: behavioral and attitudinal. The behavior dimension alludes to
a client's conduct on repeat purchases, showing an inclination for a brand or a service over time.

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Attitudinal dimensions, then again, allude to a client's goal to repurchase and suggest which great
indicators of a loyal customer are. Besides, a client who has the aim to repurchase and
recommend is probably going to stay with the organization (Han & Hyun, 2015).
There are connections between quality of lodging, satisfaction, and the consequent
impact on customer's desire to suggest or publicize the lodging to future customers. Clients'
intentions to suggest are a component of their view of both their satisfaction and service quality
with the lodging experience. Henceforth, it can be inferred that there is a positive connection
between consumer loyalty and customer satisfaction (Martínez, 2015). To increase the
customer loyalty, it is of requisite necessity to understand the customers. Employers must know
the ways to identify the insights of customers. This can be done with an effective measurement
of customer views of specific Resort and Spa service provider. The measurement is attainable
through an effective use of CRM (Customer Relationship Management) and its integration with
various social media platforms. The recommended solution can yield valuable insights of
customers. Hence, this produces the much needed data which is important for marketing the
offers. The employer thus makes the most relevant offers for the targeted customers which
possible may result in an increased repetition of purchase. Hence, customer loyalty can be
increased (Navimipour & Soltani, 2016).
The hospitality industry at the global level is experiencing a gigantic undersupply of a
qualified, connected with and motivated workforce (Ardanaz & Mares, 2014). The test is and
will forever begin with recruitment. Finding the appropriate individual for the right job is now a
challenge. Simply, gone are the days where putting resources on the floor and hoping forthe best
was sufficient, at least for those of employers who wish to deliver a service that holds the clients
returning back to it (Guan et al., 2015). Attempting to make individuals fit into specialized sets

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of expectations is a system that is at present struggling and this is the reason retention is a testing
point and worth talking about. Pulling in and holding the right people to work operationally in
the hospitality business isn't just a skill matching activity. It's about people and service and how
these people inherently collaborate with others. For an example, with numerous Middle East
nations traditionally saw as 'hardship' goals, also the current spate of inside distress in nations
over the area, the hospitality market in the Middle East has needed to strive to discover and
create solid source markets for recruitment. As of late, recruitment in the locale has seen a flood
of staff from India, the Philippines, and numerous other South East Asian nations. However as
their economies have turned out to be more buoyant, with numerous now touted as rising
property markets, it is winding up considerably harder to discover staff who are ready to re-
situate to the Middle East (Waxin et al., 2018).
Numerous major hotel groups may have maintained a strategic distance from the staffing
crisis up to this point, however as organizations keep on expanding, there are almost no doubts
that they should advance up their recruitment programs in the event that they are to draw in the
correct staff (Friedman et al., 2015). This could be possibly attained and are also recommended
with hospitality companies attempting to establish their reputation and proving a point for the
preference over others. The demand is growing and the supply is becoming restricted (Friedman
et al., 2015). There could be many possibilities for the escalated point; however, this also holds
true that recruitment of best staffs is not possible due to employer’s reputation and the shortage
of skilled labors (Ehrenberg & Smith, 2016). It is rather suggested that the Resort and Spa
industry must work on improving its reputation through effective data collection, relevant
marketing strategies, and improved customer service. The shortage of labor is a challenge. There
is a need for collective efforts from the local government, the administrative body and the local

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institution. The academic curriculum must have syllabus specially integrated with the industrial
needs, so that, relevant skills are inherited in people. Hence, this will create the labor resources
which are necessary to reduce the labor shortage issue.
Incrementing competition is an essential part of industrial facts for the hospitality
industry. The competition in the hospitality industry is growing all the time. This is one of the
industries that have kept on attracting new businesses and the concepts for taking advantage of
the available opportunities. The competition in the industry can well be understood with the help
of competitive analysis of the industry. Industry rivalry is bigger in this industry (Neirotti,
Raguseo & Paolucci, 2016). This is due to the increasing number of competitors. Airbnb is one
of the concepts which are rapidly increasing in popularity. It works as a broker that does not own
a real estate property. They just act as an interface using which owners of different types of
properties can reach to customers for the business purpose. Airbnb is an American based
company and has a global presence. Airbnb does not provide lodging in hotels, Resorts & Spa or
any other traditional format of lodging. It rather offers to lodge in other types of lodging facilities
like the bungalow (Zervas, Proserpio & Byers, 2017). Customers are not offered the lodging to
traditional lodging formats. Hence, formats other than the traditional format of lodging are
becoming popular as such formats come in the form of spacious places and also customers can
stay longer even for a month as well. Threat of new entrants is also very high because of the
market which is still expanding and has scopes for more lodging facilities. Threat of substitute
is also very high as it has happened with Airbnb in the picture. Bargaining power of customers
is also very minimal because there are options for each income classes. The hotels are marked in
stars such as three stars, five stars and seven starts depending on the facilities and leisure that
they provide to customers. Bargaining power of suppliers is also very low due to the

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abundance of suppliers (Claveria, Monte & Torra, 2015). Hence, factors are quite supportive of
new entrance in the hospitality sector. This is why the competition is always high in the
hospitality sector.
The Resorts and Spa Industry need to understand the consumer behavior like that are all
the factors that make them happy and satisfied. This is recommended that the industry analyses
the future preferences of customers like what more they want to be included in the industry. This
is gettable indeed if customers are surveyed and also interviewed whenever it is possible seeking
their suggestions on further addition and improvement of facilities and leisure (Tsang, Lee & Qu,
2015).
There are a few trends which may be a potential booster for the Spa & Resort Industry.
Such trends are a good gain for the industry and the business.
Awareness for Health Wellness: People are now explored to a much different world
where they have ample of resources to know about their health-wellbeing. The various kinds of
media like the website articles, newspapers, TV news, awareness TV soaps and others are the
sources where customers are explored to a variety of informative articles on health-related facts
(Okech, 2014). People in specific the Millennials are a serious group of learner who spends
significant times on reading the website articles on health-related facts. Hence, they are now
growing in their awareness for health wellness (Abramson, Keefe & Chou, 2015). It is a good
opportunity indeed for the Spa & Resort Industry that it takes the full advantage of it by
enriching the health-related treatments. Customers must feel that these centers are the best places
to seek for their health wellness. They do not have much of the time and are busy with different

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kinds of stuff. Hence, they must find the industry as one point solution which also provides the
leisure moments to spend.
Architectural Wellness: It means improving the physical layout of such centers. Those
who come for the treatment they must feel the natural essence in every corner of it. The Spa &
Resort lodge must comprise of natural scenic like a noisy free area surrounded by lush green
trees and more (Csirmaz & Pető, 2015).
Food as Medicines: People are also growing in awareness for healthy foods. They are not
just confined to healthy foods but, also switching over to natural remedies those made from
natural herbs. They have the idea of the side effects which allopathic medicines can produce.
They also do not have any idea of getting cured of the types of diseases. Hence, there is a huge
inclination towards the natural ways of remedies (Jelínková, Tučková & Jurigová, 2017). The
Resort and Spa industry can actually include such arrangements in their existing services to make
customers feel that they are in right hands.
Resort & Spa as a Stress Reliever: Many people after some distressful moment in their
lives looking for an option to get rid of the stress. The anxiety and the stress after some major
changes in life like life after divorce is a serious torturing for an individual. In such situation,
Resort & Spa Industry can capitalize on the created opportunities. They have such treatments
which can be a good way to get rid of the stress (Chen, Ruan & Yuan, 2015).
DNA testing: With growing education about the factors affecting the health, people now
also have concerns about the impact of genes on their health. They are concerned with whether
the particular disease is being transmitted from their ancestors or parents. Grabbing the
opportunities as discussed more Spas are now coming with DNA consultations. They are aiming

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to really help their guests with the help of treatment plans, exercise and lifestyle choices (Cheng
& Liu, 2016).
Therefore, the Resort and Spa industry has certain issues that also include customer
loyalty recruitment of best staffs and industry competition. Customer loyalty can be improved if
the industry has better ways to collect the customer data. Data will assist in making better
marketing plans necessary to increase the purchasing frequency. There is a need to focus on
reputation management as this will help to attract the skilled professionals. Additionally, the
governing body, the institutions, and others can all come together to increase the production of
skilled professionals. Industry competition can be responded effectively by aligning the strategic
plans with the rising trends in the Resort and Spa Industry.

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