Retreat.Guru Research
Published April 20, 2020
Shortly after the World Health Organization declared a global pandemic on March 11, 2020, operations at retreat centers around the world ground to a halt. The impact of COVID-19 continues to be deep and far-reaching.
Now, 30+ days since the declaration, the initial jolt of fear, confusion, and isolation has begun to mature into brilliant new ways to share our fragility, hone our focus on mission, and reconnect in community.
Top of mind for almost every center is online delivery of programs, events, and services. When surveyed about goals for online delivery, building community and sharing teachings were at the top of almost every list. Our centers are, of course, all about delivering programs that impact lives - the survey results confirm our resolve.
The monetization of online programs is a hot topic. Can this become a new and significant revenue stream for my center? How can we compete with the preponderance of free web content? Can our traditional pricing models be applied to online offerings or do we need to develop new strategies?
Is there an upside to this downtime? Is this a rare opportunity to make long-desired changes within our organizations? As Terence Gilbey (Esalen) said, “Closing is easy, reopening better than you were is the challenge.”
Retreat Guru is pleased to share our findings and collective wisdom. We’re all in this together and there is light at the end of the tunnel.
Impact on Operations
Over 80% of centers have suspended operations, and some have closed permanently. Only 1% of the survey respondents reported that they were still open as usual; about 12% were open with people sequestered within their center’s confines.
Furthermore, 56% of retreat leaders who responded to a recent Retreat Center Collaboration (RCC) survey reported that they have had to let go of staff in response to the financial and economic impact of the pandemic.
RCC found that 17% of centers they surveyed are in danger of dissolving if the COVID-19 pandemic restrictions continue for 3 months. 50% reported that they’re in danger of dissolving if the situation continues for 6 months.
Impact on Bookings
We analyzed data from 300 retreats and holistic learning centers around the globe who use Retreat Guru’s software and 4000 centers and teachers who participate in Retreat Guru’s marketplace. The results confirm a precipitous drop in bookings.
Impact on Cancellations
In addition to the bookings decrease, the retreat industry has also experienced unprecedented cancellations.
The pre-COVID retreat industry cancellation rate was 1.72%. Since March 1, 2020, retreats have lost an estimated US$128M due to cancellations.
That translates to 116,000 cancellations in 45 days!
Impact on Revenues
Data also shows that the average registration value dropped from US$621
to US$180 during this reporting period - a drop of nearly 71% - likely due in part to focus being redirected to online delivery.
62% of those surveyed reported a revenue loss of US$25,000 or more,
and 30% reported a loss of US$50,000 or more.
What are Retreat Centers Doing Now?
We surveyed Retreat Guru clients about their top priorities during these tumultuous times. Our findings? Many are using this downtime to tackle strategic projects previously overshadowed by pressing daily priorities. These projects include:
- Brainstorming creative ideas for post-crisis rebound campaigns
- Researching new technology systems
- Reconfiguring workflows for greater efficiency
- Enhancing, or establishing, online presence - website, social media,
live streams, webinars, online courses, and more
One center likened their previous usual activity as fixing the airplane in flight and said they were taking advantage of this hopefully brief time on the ground to refresh the cabin, add in-flight entertainment (digital delivery portals), and prepare to take off to new destinations!
Online Programming is on the Rise
As of mid-April 2020, daily registration volume shows hints of a rise but daily registration dollar value remains far below typical levels. Again, most likely due to focus shifting to online delivery.
Daily Registrations 
Daily Registrations in Dollar Value
Why Online Programs?
Survey responses highlighted three primary goals for the online delivery of programs.
Together, build community and share teachings accounted for 77%.
Our centers are, of course, all about delivering programs and services that impact lives - the survey results confirm our resolve.
Earning revenue from online programs was also an important goal.
Although most are currently swimming in untested waters, the trend is that centers are becoming less timid about monetizing online programs.
Pricing Strategies for Online Programs
Centers new to online programming usually launch with free registration and plan to monetize as their online presence matures. However, monetizing doesn’t necessarily mean a fixed price.
Centers have reported somewhat unexpected success - more revenue - from online programs offered by donation and from those using a pay what you can model, than from those with fixed registration fees. Perhaps it’s the sense of contribution instead of making a purchase that encourages these results.
Some centers have successfully engaged mission-aligned sponsors to help offset costs associated with online program creation and delivery and to help yield a positive revenue stream.
A related strategy, selling advertising, although potentially appropriate and viable in some situations, generally seems not as appealing to centers as the sponsorships approach.
Prior to the crisis, a number of centers had begun to use online offerings to enhance the value of their residential programs. For example, following a week-long residential retreat, they offer a series of online drop-in sessions scheduled weekly or monthly.
As participants apply learnings from their residential program in the real world, these online follow-up sessions provide a supportive check-in with their teachers and cohort and yield a more engaged community. This trend of packaging residential and online programs may likely become the new norm.
When planning a pricing strategy, patience may be required. In the short term, with the COVID-19 crisis in full swing, the preponderance of “helpful” content on the internet is staggering. Everything from guided meditation, to yoga, to group sharing circles, to calming forest walks, to virtual 2-chair Gestalt therapy is currently available online, for free!
As the crisis fades, the characteristics that will help centers shine over the crowded competitive landscape include:
-
- Trust in the brand
- Quality of content
- Sense of belonging
These core characteristics will always be a mightier force than a flash of promotion.
Am I Behind?
Even if you haven’t yet dabbled in online delivery, opportunity awaits. Check out the resources listed on the final pages of this report, and talk with more experienced centers - take that first step.
Stream live on social media, start a private Facebook group, post an interview on YouTube, or schedule a group Zoom. You can do all of that from your phone - no special tech required. Experiment!
The rule that seasoned pros insist is,
“make sure the audio is good”. Viewers will forgive a bit of camera shakiness - it can even make the session feel more real - but if they have trouble hearing your content, they’ll likely sign off.
Although 63% of survey respondents reported that they were already engaged in the online delivery of programs and services, most of those currently have very limited offerings. Of the 37% who do not currently have online programs, 80% said yes, that they would like to have that delivery option and about 20% were unsure. Only one center who didn’t currently offer online programs said that they were not considering that option - they did not think they could acquire the needed technology or expertise.
Time to Reflect, Time to Act
As mentioned, many centers are using this unexpected downtime to tackle strategic projects previously overshadowed by pressing daily priorities.
You can use this time to complete an informal operations audit - registration, reception, finance, retail, rentals, housekeeping, food services, marketing, website management, conferences, events, spa, and key areas.
Review workflows, policies, and technology. 
Ask how, in a perfect world, your processes and systems align. What’s currently holding you back from realizing your goals? What would you like to do differently? Are there specific workflows that need to be changed?
What is the cost of your current way of doing business? Are you expending valuable labor hours for registration, payment processing, and reconciliation? Would you like to redirect those hours to activities with higher value, like enhanced services for your teachers, students, and guests?
Act now because it may be a very long time before an opportunity like this comes along again.
We’re in This Together
As we shelter in place, remember that we are not alone. We are still connected in community, perhaps wider and deeper than ever before.
Trust that the impermanence shifting our world will continue. Choose how you are with that impermanence. You can be shocked and surprised at each new event and grow numb, or you can meet each change with a smile and open arms - flow with the groundlessness of being.
Because it is all so vivid right now, we have a unique opportunity to befriend impermanence. When we do that, even for a moment, we may find that our contentment increases and our resiliency grows.
After all, we aren't rocks, we are rivers.
We’d Love to Hear From You
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About us
We have been lovingly referred to as the geeks of the wakeful movement.
Retreat Guru started 20 years ago by building websites for Buddhist retreat centers. In 2013, we began growing to address the unique needs of retreats and holistic learning centers.
Today, over 250,000 people book a retreat through Retreat Guru every year. More than 300 centers use our all-in-one retreat management software, and our marketplace features over 4000 centers in 145 countries offering 50,000+ programs.
For more information visit retreat.guru
Resources
Thank you to the Holistic Centers Network and their friends and partners at OmPlanet (conscious communities app) and The Four Cups (strategic support) for co-creating the GoVirtual Guide (Google Doc) and engaging in dynamic conversation with centers around the world.
Holistic Centers Network
The Holistic Centers Network (HCN) strengthens the connection, communication, and collaboration among holistic centers worldwide and co-hosts Gatherings every year.
The network includes rural retreat centers, urban learning centers, and places of wellness and sustainability, that work toward the goal of transforming individual lives and fostering a culture of greater holistic, ecological and spiritual awareness and practice.
Monthly webinars and regional gatherings strengthen the peer-to-peer learning community, supporting each center to thrive at its fullest potential. For more information contact christine@centersnetwork.org
Retreat Center Collaboration
The Retreat Center Collaboration (RCC) is a three-year effort to understand and connect retreat centers and their allies across North America.
Beginning in August 2018, and supported by the Fetzer Institute, we spent the first year of our collaboration convening with retreat center leaders from across the United States and Canada. Our conversations have revealed a set of shared themes that weave together a broad network of retreat centers by highlighting a shared vision.
Holding these themes as our guide, the Retreat Center Collaboration is now developing Exploratory Projects. Website to be launched in April 2020 at retreatcentercollaboration.org/
Retreat.Guru Research - Tech Stack Survey
The Tech Stack Survey (PDF) identifies commonly used software in key categories and highlights user satisfaction levels. If you are looking for a new app, learn which are popular. If you’re already tech-deep, compare your stack with others. You might be surprised by some of our findings.
Support during the COVID-19 pandemic - by Zoom
Zoom created a web page to help you most effectively use Zoom as we all navigate the coronavirus pandemic. It includes live daily demos, upcoming webinars, video tutorials, on-demand training sessions and more!
Suddenly Remote Starter Kit - Zapier
Zapier published an ebook to help you master three key remote work practices: meetings; chat communications; and, documentation.
Online Program Examples
