Planning for the year ahead needs a different process. For many, it is difficult to review 2020 and 2021 results and forecast 2022 targets accurately, given the level of disruption the pandemic has caused the industry. Here are some tips to help you plan, based on the current situation you are experiencing:
- If your business is recovering and getting back on track, look at your 2019 data as a more reliable reference, instead of 2020 and potentially some 2021 results.
- If your business and/or your market are still struggling with restrictions and lockdowns, focus more on improving your policies, procedures, management practices and staff training during this time, so when the situation improves, you'll be ready to offer exceptional customer experiences. You should still review your 2019 data for planning purposes to help set targets and generate motivation within your business, particularly if it is a requirement of your company, however be prepared to update these as the environment changes.
- Regardless of your situation, to help you understand the industry's performance better, we offer a range of country-level industry reports, plus global reports by spa type and region, which cover a variety of spa benchmarks you may use to guide your business planning.
"Julie and her team have done a great job over many years at seeking out the information and presenting it in a clear and precise format. As such, we've been very happy to support Intelligent Spas' industry surveys over the years and will continue to do so. Their Spa Benchmark Research, in particular, has been a valuable tool as we manage our existing businesses and indeed look at growth opportunities in new markets."
Regional Vice President, Mandara Spa.
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