Marriott’s new global leader of spa, fitness and wellness, Suzanne Holbrook, told Spa Business that innovative solutions are required to drive volume and be competitive when it comes to increasing spa revenue.

Holbrook, who took on her new role earlier this year, said that in the US, it’s nearly impossible to get a massage in a hotel for under US$250 (€218, £185). Declaring this to be unsustainable, she has a ideas about how to become more competitive and drive volume.

Holbrook told Spa Business “Luxury must remain at the core, but that doesn’t mean we can’t be innovative. We should be looking to introduce dynamic pricing models, tiered offerings and membership programmes that can help us increase spa occupancy to between 70-80 per cent – because that’s where it should be.

“It’s about making luxury wellness more accessible, while still delivering exceptional value and experience,” she said.

“I believe the luxury spa industry, particularly in the US, has priced itself out of reach for many in recent years,” Holbrook added. “One of the challenges and opportunities we face is rethinking our pricing models to make luxury spa experiences more inclusive and accessible, without compromising on quality or brand integrity.”

Last year, Marriott’s net revenues grew by 7 per cent. Spa revenues grew by 8 per cent for Marriott, globally, generating close to half a billion dollars. 2025 is already expected to be another strong year for spa revenues.

Marriott currently has 667 spas and 75-plus in the pipeline across iconic brands such as Ritz-Carlton, Edition, St Regis and JW Marriott.

Read the full interview with Suzanne Holbrook in the latest edition of Spa Business.