Even if your property isn’t branded as a wellness hotel or resort, you can’t afford to ignore the trends. Wellness travel is a $1 trillion market worldwide, and is only projected to grow.
Which single word best describes what wellness travelers are looking for now?
Customization.
Wellness isn’t a generic slate of offerings, but one tailored to each guest’s definition of wellbeing. One guest prizes deep sleep. One guest wants vegan dining options. Another guest is a spiritual seeker. How can you ensure each one enjoys a hospitality experience that renews and inspires them?
Wellness travel element #1: Sleep
When you get down to it, a good night’s sleep is the core brand offering of any hotel. After all, “the last memory a guest has of a property when checking out in the morning is how well they slept the night before, said James Barnett, General Manager of London’s Deer Path Inn. “If they don’t get good sleep, that will emotionally transfer back on to the host property.”
Upgrading mattresses, bedding, and pillows is one way to improve the experience. But why not go a step further and create a special experience for guests? The Deer Path Inn has a program called “A Good Book & A Spot of Tea”: a bedtime tea service, snacks, a “Sleepy Sips” playlist, and a book selected for guests by a local bookstore.
Some wellness resorts offer an intensive sleep program with multi-day retreats. These include vital signs analysis, personal sleep consultations, aromatherapy, specialized massage, and even hi-tech beds.
Wellness travel element #2: Movement
Just offering workout equipment or in-room yoga mats isn’t enough anymore. Today’s health-focused guests are looking for more structured, results-focused programs.
Some high-end resorts offer a fitness experience that begins before the guest even arrives. They’ll send the guest a vital signs tracker to collect health data, then build an intensive program of customized nutrition, exercise, and mindfulness routines. Sounds inspiring (or exhausting, depending on your point of view).
Even hotels and resorts that don’t charge thousands per night can offer guests a thoughtful, personalized exercise experience. Ideas include:
- Offering access to a fitness app or workout videos
- Partnering with a nearby studio to offer discounted or free classes
- Suggesting local trails, cycling, and running routes based on a guest’s preferences
Some hotels give guests rewards for working out. For example, World of Hyatt members can earn 100 bonus points for every Peloton workout completed at a participating Hyatt hotel.
Wellness travel element #3: Mindfulness
The popular concept of mindfulness travel involves activities like yoga, meditation, and massage. While these remain essential offerings, hospitality operators should ask themselves: What else are guests looking for? How can I give them an experience that feels like it was made just for them?
Remember that vacation is when guests are open to trying new things, advises Jessica Shea, who is VP of wellness, retail and leisure operations for Hilton. “We offer enhancement around traditional treatments like sound healing, breath work and vibrational therapies for people who want to dip a toe in the ‘woo-woo’ side of wellness, but maybe don’t want to jump fully into a spa retreat.”
Mindfulness can be simple, too. Think forest bathing, sunrise walks, or journaling — any activity that takes advantage of your property’s natural setting and spaces.
Wellness travel element #4: Food and drink
What should a thoughtful hotel F&B program offer to support guests’ wellness goals?
- Fresh juices to greet the day: From a carrot, apple, and kale blend to classic orange juice, let your guests choose which refreshing juice combination they want to wake up with. And no beverage speaks to your health-savvy guests more than adding wheatgrass juice to the menu. Offering a wide range of morning juice options is a great way to start your guests with a healthy, quick breakfast offering that's perfect for on-the-go travelers.
- All-natural cocktails and mocktails: The Bartesian® Professional Cocktail Machine serves drinks that delight health-minded customers who want to indulge in cleaner mocktails and cocktails. Bartesian flavor capsules contain natural juices, bitters, and extract concentrates, without artificial colors, fructose, and corn syrups. Just select the desired drink and strength, insert a capsule, and set a glass in place. In 30 seconds, you’re ready to serve a perfect drink.
- Between-meal pick-me-ups: Fresh smoothies and acai bowls are infinitely customizable and simple to make with a high-performance blender.
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