As global health consciousness grows and travelers increasingly prioritise self-care, hotels and resorts are reimagining their offerings to meet these evolving demands. Increasingly, the hospitality industry finds itself on the frontline of a paradigm shift from providing just amenities to delivering holistic solutions characterised by a broader base of customised, technology-enhanced experiences focused on personal optimisation.
Historically, hotel spas filled the gap for guests seeking momentary escape – an opportunity to unwind with massages, facials, and other treatments designed primarily for pampering and relaxation. While these services remain popular, they are longer enough. Today’s wellness-conscious travelers want and expect more.
The emerging concept of wellness in hospitality increasingly revolves around personal discovery, optimisation and recovery, and this shift from spa to wellness is creating a complex interplay between consumer demands, operator priorities, and brand strategies. This evolution presents both opportunities and challenges, requiring a well-crafted, strategic approach that aligns purpose, products and profit.
The emerging concept of wellness in hospitality revolves around personal discovery, optimisation and recovery
While the concept of wellness in hospitality has expanded beyond traditional spa and fitness offerings, defining ‘wellness’ in the context of the larger brand and business strategy is rarely straightforward. A comprehensive wellness strategy should define the breadth, depth and scalability of wellness offerings, as well as resource requirements to execute.
For this reason, 82% of hotels planning major wellness initiatives cited the need for a comprehensive strategy as their top priority, according to a 2023 survey by HVS Global Hospitality Services. The same HVS survey revealed that hotels implementing comprehensive wellness programs saw an average increase of 15-20% in operational costs that can, according to STR Global, yield a 35% premium in average daily rates, if well executed.
Every organization comes to wellness with their own set of strengths and challenges, and it’s important to note that not every hotel needs to become a full-fledged wellness resort or destination. The goal with wellness is to understand where to play and how to play in the space in a manner that aligns the brand, the busines and guest needs.
In many cases, partnerships offer hospitality companies a smart way to play in the wellness space while mitigating cost and risk. By collaborating with established wellness brands, healthcare providers, technology companies, or local practitioners, hotels can expand their capabilities and scale wellness initiatives across multiple properties faster, better and cheaper than going it alone.
Technology is, of course, critical to scaling and personalizing wellness offerings. However, the cost of implementing and maintaining technology is significant, and typically incurs other costs and challenges associated with customer adoption and retention.
In sum, the future of wellness in hospitality lies in finding the right balance between meeting evolving guest expectations and maintaining operational efficiency and profitability. By adopting a thoughtful, strategic approach to wellness integration, hotels and resorts can enhance their value proposition, differentiate themselves in a competitive market, and contribute positively to guest well-being – all while supporting their bottom line.
* Ruben Toral is the Director of Healthcare + Wellness for QUO, a strategic branding agency.