Do Spas Really Add Value? STR Data Says Yes
23 June, 2025
Hotel amenities are more than just optional extras — they’re strategic tools for driving performance. Among these, the spa has long been considered a luxurious touch. But does it actually translate into better revenue? According to insights drawn from STR (Smith Travel Research) data, the answer is a clear yes.
STR, one of the world’s most respected sources of hospitality benchmarking, has provided comparative data on hotel performance that shows a consistent advantage for properties with spa facilities.
Here’s what the analysis shows:
Metric Hotels with Spa Hotels without Spa
Occupancy 72% 68%
ADR (Average Daily Rate) $250 $180
RevPAR (Revenue per Available Room) $180 $122.40
What does this mean in real terms? Hotels with spa facilities are not only charging more per night — they’re also achieving higher occupancy rates. Combined, this results in a RevPAR that’s over 47% higher than their non-spa counterparts.
Why do spas make such a difference?
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Perceived Value: A spa adds an experiential layer to a stay, allowing hoteliers to command higher nightly rates.
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Occupancy Stability: Wellness-focused properties may enjoy steadier occupancy during seasonal dips or economic uncertainty.
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Guest Appeal: Travellers increasingly seek restorative and wellness-led experiences — spas fulfil this need while boosting revenue per room.
The inclusion of spa facilities isn’t just a lifestyle choice — it’s a strategic investment. The data suggests that guests will pay more and return more often when their stay offers something restorative and enriching.
If your hotel is considering how to stay competitive and enhance guest experience, the evidence is clear: a well-integrated spa could be the key to unlocking both guest satisfaction and revenue growth.