Mosaic Spa & Health Clubs, owner of the Imagine Spa brand, expects to double

spa turnover at Northumberland's Doxford Hall Hotel within two years through increased spa break bookings, having been appointed as the property’s spa operator.

Mosaic Spa & Health Clubs, whose management contracts are all based on performance-related fees, operates spas under its own Imagine Spa brand or under the client’s brand. The spa at Doxford Hall will operate as Imagine Doxford Hall.

The spa features five treatment rooms with heated treatment beds and four rooms which have their own private shower facilities. The hotel’s leisure facilities also offer a swimming pool, two whirlpools, a sauna and steamroom. A spokesperson for Mosaic told Leisure Opportunities that the spa is set to undergo renovation in the near future.

“As hoteliers we know how to run hotels, however, running a successful spa is a specialist area in itself,” said Mark Booth, hotel manager at Doxford Hall. “We wanted to take our spa to an improved level and having worked with the team at my previous hotel, we felt that the best way to achieve this was to appoint Mosaic.”

Booth highlighted Mosaic’s customer relationship management (CRM) software system BOOST as a key factor behind an already-visible increase in business at the spa. The system logs each guest’s activity, allowing better targeting and tailoring for marketing initiatives.

“We have seen a rapid growth of spas across the hotel industry over the last few years and know the value a well-run spa can add to a hotel’s overall revenue,” said Dave Courteen, managing director of Mosaic.

“We specialise in helping small luxury hotels maximise the return on their spa through increased spa bookings as well as driving incremental room revenue,” Courteen added.

“We hope, once we have proven our value, we can expand the work we do at the other four privately-owned hotels in the group,” Courteen concluded. These sister hotels include another property in Northumberland – Guyzance Hall, Dalhousie castle in Edinburgh and Eshott Hall in Morpeth.

The existing spa employees from Doxford Hall will transfer to Mosaic where they will be trained at the company’s in-house training academy. Head therapists and spa managers will be put through extra training where they will be given the tools to help them improve their management and business skills. Further staff will be employed as the business grows.