Hospitality Experience
Hot Springs and Spa Resort Market Study
The client required hospitality consulting services related to a proposed development to be located proximate to the Twelve Apostles in the Great Ocean Road region.
Project Scope
Horwath HTL was engaged to conduct a comprehensive market study for a proposed hot springs and spa resort near the Twelve Apostles in Victoria’s iconic Great Ocean Road region. The client sought insights into the viability and potential of the development, aiming to align the concept with the region’s market dynamics and establish the resort as a premier destination in this highly visited area.
The study began with an in-depth analysis of the local tourism market, focusing on the Great Ocean Road’s reputation as a globally recognised travel destination. Key demand drivers, including visitor profiles, seasonal trends, and the region’s appeal for nature-based and wellness tourism, were assessed to determine the market potential for the proposed resort.
A competitive analysis was conducted, evaluating similar properties and offerings in the area and across Australia. This provided insights into market gaps and opportunities for differentiation, allowing for the development of a concept that would uniquely appeal to both domestic and international visitors. Particular attention was given to the growing demand for wellness-focused travel, leveraging the natural assets of the hot springs and spa concept.
Horwath HTL provided financial modelling to estimate potential occupancy, average daily rates, and revenue streams for the resort, supported by benchmark data from comparable destinations. The study also included recommendations for positioning, target markets, and operational considerations to maximise the resort’s appeal and profitability.
The final deliverable offered the client a clear roadmap for developing the hot springs and spa resort, with actionable insights into market alignment and financial sustainability. By combining the allure of the Twelve Apostles with a unique wellness offering, the proposed development was positioned to become a standout destination in the Great Ocean Road region.
