Frankfurter Hof, the illustrious 303-bed hotel in Germany’s financial capital recently completed a €32m (US$41m, £27m) upgrade including a €5m (US$6.4m, £4.3m) new spa – the flagship for the 65-property Steigenberger Hotel Group and an offering thoughtfully conceptualised for its location.
Already, bookings prove the 1,000sq m (10,764sq ft) facility is meeting objectives: to strengthen ties between Frankfurters and their 130-year-old grande hotel, to modernise the hotel’s image and to drive new market segments, primarily leisure travellers, external footfall and a younger demographic.
Looking for a partner in the wellness sector, the group enlisted consultancy GOCO Hospitality to develop the concept and manage the nine-treatment room SPA at Frankfurter Hof. It was designed in collaboration with Peter Shilling &Associates from Cologne.
Emlyn Brown, GOCO’s director of spa operations, and Nadine Menzl, the hotel’s director of sales and marketing explain the rationale behind the project.
What gives the spa an edge?
EB: The spa’s focus on male grooming in a luxury environment is a unique concept for Germany and one that meets the demand of the predominantly male, business market in the city. Along with a shave, starting at €50 (US$64, £43), our barber area offers in-chair facials, eye care, hair dye and threading with a cappuccino or glass of wine, while your jacket is steamed, glasses cleaned and shoes polished. This is a time-efficient focus on male needs.
What are its other USPs?
EB: The hammam has taken off so well that if we could build another, we would. It encapsulates the basic human need of water, heat and cleansing so penetrates a large number of people. We have a large traditional hammam for up to eight people plus a private scrub room where we perform the black soap cleansing, loofah body scrub and a light massage. This ritual costs €65 (US$84, £56) for 45 minutes and we’re performing 35-45 of these a week.
NM: Alongside the hammam we have the thermal area with sauna, steamroom and experience showers. Day spa guests can use these all day for €34 (US$42, £29) which is much less than other spas in the area.
Thermal areas aren’t usually a cost centre are they?
EB: Traditionally hotels build thermal areas as an amenity but with increasing energy/running costs they put a drag on other services. If you can add revenue generating areas, like a hammam where treatments can be performed, it becomes a profit centre rather than just an amenity, while generating a far greater level of experience for guests.
NM: The hammam brings constant repeat business and is already heavily booked. We attract a lot of Middle Eastern guests during summer and the hammam and day spa pass gives added appeal to the Arab market. There’s also a ladies-only steamroom in the female changing area.
How did you choose suppliers?
EB: We see two distinct product avenues for this spa: ethical, natural with Amala combined with MBR (Medical Beauty Research) an advanced cosmeceutical range, chosen for quality and for being German. There’s no overlap with customers and the ranges have equal popularity. We’re also the first European site for the Paris-based male brand HOMMAGE which has the greatest market penetration in the Middle East and the US.
How did you layout the spa?
EB: We have a dedicated area for MBR because it requires consultation and so benefits from its own retail area. It’s also a higher price point – face treatments start at €159 (US$205, £136). This area, together with the male grooming and nail bar areas are most accessible from the entrance, while areas towards the back are reserved for more tranquil spa journeys. This makes our services convenient for our time-poor, results-oriented clients who come in from the city during their working week.
What’s your business strategy?
NM: Traditionally Frankfurt caters for a business market (Frankfurt has only 300,000 inhabitants but this swells to 1 million in the week) but when the financial crisis hit we had to redefine ourselves. In line with our mayor’s vision for promoting the city as a tourist destination also, we wanted to offer leisure guests something to do on weekends. Our weekend spa packages, which can be up to 20 per cent cheaper than off-list prices, include two spa treatments.
The spa has also opened up our hotel to local people who have tended to see it as intimidating. The spa is priced below our competitors and offers a wide choice of experiences. It also brings people to our restaurants and bars.
EB: We’ve purposely developed separate spa profit centres. The barber area, including its own treatment room, has much potential with significant hourly yield opportunity. It’s quite a different model from traditional spas and takes time to build. Our spa suite is the destination element and is leveraged to the local market for anniversaries, gifts, couples’ time-out plus weekenders and packages. It has its own marketing plan. We offer advanced beauty concepts as well as traditional spa treatments. Plus the hammam concept and the day spa pass.
