Journey acquires an established UK spa authority
British hospitality technology platform Journey, which specialises in hotel commercialisation and revenue management, has announced the acquisition of Good Spa Guide, an independent UK spa assessment and booking guide.
Founded in 2006, Good Spa Guide has established itself as a recognised authority in spa assessments across the United Kingdom and Ireland.
Its model relies in part on visits conducted by independent reviewers, known as Spa Spies, who assess properties using a structured methodology.
According to figures provided by Journey, approximately 1.4 million people consult Good Spa Guide each year when choosing a spa.
The acquisition price and financial terms have not been disclosed.
Good Spa Guide will retain its brand identity and operate as a separate entity within Journey, led by Gregor Ritchie, Managing Director.
A new platform combining independent assessments and direct bookings
The acquisition is accompanied by a complete redesign of Good Spa Guide’s website and brand identity.
Previously focused primarily on information and assessments, the guide is also becoming a transactional platform.
Consumers can now search for spas by location, compare properties, consult expert assessments and customer reviews, and then book directly or purchase gift vouchers.
This development draws on Journey’s technology, including its Experience Management System, booking engine and Journey Vouchers solution.
The objective is to connect editorial content and assessments with real-time service availability, making it easier to convert website visitors into paying customers.
A business model designed to challenge OTA commissions
One of Journey’s principal arguments concerns the distribution costs borne by operators.
According to the company, online travel agencies generally charge commissions of between 20% and 25% on the bookings concerned.
Good Spa Guide intends to offer an alternative based on a membership model for participating properties, presented as a lower-cost option.
However, Journey has not published a detailed pricing structure that would allow a precise comparison between the two models.
For Simon Bullingham, founder and CEO of Journey, the acquisition forms part of a strategy to increase direct sales for hotels and spas while reducing their dependence on intermediaries.
The new platform is therefore intended to give properties access to a specialist audience while allowing them to retain a greater proportion of the revenue generated by bookings.
An independent and publicly disclosed assessment methodology
Good Spa Guide’s refreshed identity is accompanied by greater clarity around its Bubbles rating system.
| Rating | Standard |
|---|---|
| 3 Bubbles | Good |
| 4 Bubbles | Great |
| 5 Bubbles | Excellent |
| 5 Luxury Bubbles | Outstanding |
Assessments are now based on five criteria explicitly presented to consumers: Peace, Practice, People, Place and Promise.
The date of the most recent assessment is also displayed on each property’s listing.
Journey states that spa membership fees fund the assessment process but do not determine the rating awarded.
The company also maintains that paid placements have no influence on rankings.
This separation between the commercial model and qualitative assessments is central to Good Spa Guide’s stated positioning.
Lesley Bacon, Spa and Wellness Director at Good Spa Guide, emphasises that Journey’s investment will not alter the principles of independence governing the assessments.
Repositioning ahead of the Good Spa Guide Awards
The relaunch comes two weeks before the Good Spa Guide Awards 2026, scheduled for 16 November at Sopwell House in St Albans.
According to the organiser, this year’s awards have attracted:
- 361 entries;
- 20 categories;
- More than 260,000 consumer votes.
The event provides an important visibility opportunity for the brand and the properties assessed.
The new platform is intended to extend the value of this audience beyond awards and editorial content by developing bookings for spa services.
Journey reports more than 1,300 properties using its technology
Journey states that its technology platform is used by more than 1,300 hotels and spas.
Its clients include Nikki Beach, Camiral, The NoMad and Lakes By Yoo.
Its offering, known as the Total Revenue Platform, is designed to commercialise the full range of services offered by a property: accommodation, dining, spa treatments, activities and experiences.
The company therefore aims to move beyond a room-booking-focused approach and incorporate a hotel’s various revenue streams.
The acquisition of Good Spa Guide adds a specialist consumer discovery and booking channel to this technology infrastructure.
LTH Analysis | Journey moves upstream in the booking journey
The strategic significance of this acquisition lies in bringing together two activities traditionally treated separately: independent property assessments and the commercialisation of their services.
Until now, Journey has primarily operated in the technology systems that enable hotels and spas to sell their services.
With Good Spa Guide, the company is also positioning itself earlier in the booking journey, when consumers research, compare and select an experience.
This integration could represent an important commercial opportunity.
For operators, it creates the possibility of converting a qualified audience into bookings without necessarily relying on traditional distribution channels.
For Journey, it connects a specialist media platform, a consumer audience and a transactional infrastructure.
However, the independence of the assessment process will be a determining factor.
The model now combines a rating activity with a commercial relationship involving member properties.
Good Spa Guide maintains that membership payments remain separate from assessment outcomes. The credibility of this arrangement will be essential to maintaining the trust of both consumers and operators.
The transaction also illustrates a broader shift in hotel distribution strategies: the commercialisation of ancillary services is becoming a strategic priority in its own right, alongside room bookings.
For hotel owners and operators with spa facilities, increasing wellness revenue can help improve total revenue per guest and the profitability of these amenities.
The success of the acquisition will depend in particular on Journey’s ability to convert Good Spa Guide’s audience into incremental bookings while preserving the credibility of its assessment system.
At a Glance
Transaction: Journey acquires Good Spa Guide, the UK’s independent spa assessment platform.
Announcement: 3 November 2026; financial terms undisclosed.
Audience: Approximately 1.4 million annual Good Spa Guide users.
New offering: Expert assessments, customer reviews, direct spa bookings and gift vouchers.
Operating model: Good Spa Guide remains a standalone brand led by Managing Director Gregor Ritchie.
Strategic rationale: Connecting consumer discovery and independent assessments with Journey’s hotel and spa revenue technology.
