Business Model to Create Value for a Client of SPA and Wellness Hotels

Purpose: The article aims to identify the components that make up the package of spa and wellness services that provide the value delivered to specific market segments in the business models of hotel enterprises. Design/Methodology/Approach: A survey was conducted using the questionnaire through the computer-assisted internet interview technique. The survey was carried out between November 2020 and February 2021 among 482 representatives of spa and wellness hotels operating in three-, four-, and five-star Hotels in the Polish market. The empirical procedure was carried out using cluster analysis, principal components analysis, and linear regression analysis using Statistica and RStudio. Findings: The research has identified four market segments for which hotels offer spa and wellness services with customer value. In addition, they also made it possible to identify the components and attributes of an offer of value for customers. On their basis, it should be concluded that the higher the facility category, the greater the hotel guests' expectations of value, i.e., the smaller the difference between the expectations and the minimum requirements. As a result, the main task of hotels is to create a business model through an offer that meets expectations and generates value. Practical Implications: The research results may be an inspiration for shaping, modifying, and redefining spa and wellness hotel business models in terms of the value proposed to selected market segments. Originality/Value: Nowadays, due to the changing environment and the organizational crisis caused by the COVID-19 pandemic, a significant number of enterprises are considering modifying their current business model. Thus, the conducted research allowed the issues related to creating value for the client and shaping business models to be supplemented.