Ways to increase the efficiency of SPA-hotels in a pandemic

Abstract

In the context of the COVID-19 pandemic, the demand for spa treatments began to decline significantly and this led to the partial or complete cessation of a number of spa complexes. In this situation, the beauty industry began to rapidly lose its credibility in the international service market. Restoring the position of the SPA industry is possible under the conditions of adequate response and rapid adaptation to modern challenges. The subject of the research in the article is the peculiarities of hotel SPA operation during the COVID-19 pandemic. The goal of the article is to determine measures to increase the efficiency of SPA hotels in pandemic conditions. Objectives: elucidation of the concept of "SPA" in modern scientific discourse, as well as the development of mechanisms for optimizing the operation of hotel SPAs in a period of crisis. General scientific methods used to achieve the goal of research: analysis, synthesis, systematization, comparison, abstract-logical method. The results of the study show that the COVID-19 pandemic has significantly changed people's lives. On the one hand, the majority of the population has become much poorer, which has affected their well-being, and on the other hand, the consequences of the disease have led to impaired physical and mental health. In the current situation, in order to maintain and restore the health of the population, SPA institutions should offer consumers loyal prices, individual approach to each client, expand the range of contactless SPA services, implement innovative rehabilitation programs aimed at restoring the body to the post-COVID period in accordance with all anti-epidemic safety measures. Conclusion: therefore, the competent construction of a strategy to maintain health and well-being will allow owners to increase the efficiency of hotels through interesting proposals that will improve profitability, length of stay, cross-selling and retention rates.