Why does Wellness dominate modern Hospitality Trends?

The pandemic exposed humans to multiple mental health issues. Owing to this reason, people are constantly on the lookout for better and greater wellness treatments and experiences to blow off some steam.

I go for spa/massages every 2 months to unwind and release some mental and physical tension that comes with the constant juggling between personal and professional life. Additionally, whenever I visit wellness hotels, I ensure that I deeply experience their spa and wellness services.

Similarly, millions and millions of travelers visiting hotels seek wellness in hospitality. With the fast-paced and stressful life, guests demand more services to kick back and just be. Hotels, looking at this growing wellness or wellness tourism trend, are expanding their capabilities to offer top wellness features to their guests.

Let’s look at the amalgamation of wellness and hospitality and various concepts related to guest wellness and wellbeing in hospitality in this blog.

Wellness Hospitality - A Growing Trend

Wellness tourism has been quite a popular word in the hospitality industry for the past few years, thanks to the pandemic, taxing life routines, and work commitments. But what is wellness tourism?

The definition given by The Global Wellness Institute for wellness tourism goes like ‘travel associated with the pursuit of maintaining or enhancing one's personal wellbeing’.

Now, the wellbeing could be both physical and mental wellbeing. Wellness tourism includes yoga and pilates retreats, ayurveda retreats, spa as well as spa and wine retreats, eco-tourism retreats, etc, encompassing both physical (training, physical activity, meditative practices) and mental elements of a guest’s well-being.

Millennials and Gen Zs are prioritizing trips that focus on personal wellness as well as staying in hotels with spas and wellness services. Additionally, their travel choices are inspired by entertainment channels and social media platforms such as Instagram and TikTok.

Pre-COVID-19, the global wellness tourism market reached a record $720 billion. However, it was badly hit by the pandemic due to the health scare and resultant lockdowns and restrictions.

But as the restrictions eased down and countries restored normalcy, the GWI has hinted at a positive, upward graph for wellness tourism with the industry reaching US$1.3 trillion by 2025.

Why is the number projected to increase?

The wellness tourism is expected to witness a growth in the near as well as distant future due to the following reasons:

With the advancement and greater adoption of technology, research happens digitally. Print, as well as digital media brimming with articles highlighting the advantages of a healthy lifestyle, encourage guests to seek wellness-dominated experiences and services.

As stated above, modern lifestyles tend to imbalance one’s mental health due to excessive consumption of technology, and relatively more demanding work schedules. As a result, travelers and tourists view vacations as opportunities to escape the humdrum of daily life and reconnect with themselves and sometimes, with nature.

Furthermore, due to the hectic schedule and jobs that demand health and lifestyle maintenance, spa, and wellness services are celebrities and social media influencer’s approved experiences. These public figures promote these services and experiences and as a result, exert huge influence over the choices and preferences of their followers.

In fact, as per the American Express 2023 Global Travel Trends Report, 40% of respondents agree that they have been inspired by a celebrity/ influencer to visit a specific destination.

Lastly, with growing environmental consciousness amidst the alarming climate crisis, travelers are choosing sustainable travel. This responsible approach encourages tourists and travelers to spend more time with nature and choose healthy and more sustainable food options.

While these points specify the reasons behind the current and upcoming growth in wellness trends in the hospitality industry, wellness is, by and large, a matter of personal choice. More and more people are choosing it every day to feel lighter and closer to themselves.

Wellness hotels are witnessing a boom in business because of the myriad of advantages these services offer to the human mind, body, and soul.

As a spa and yoga enthusiast, I would say that these lifestyle choices are a must for anybody who wants to navigate through life with a lighter head and shoulders!

Wellness and well-being in hospitality are gradually shifting from luxury services to necessities that humans seek to feel healthy and at peace within.

What are various wellness and well-being offerings?

According to a report, 73% of respondents were planning vacations to better their mental, physical, and emotional health in 2023. Additionally, 43% of respondents stated that they have chosen a hotel/accommodation based on its spa and wellness services/amenities.

With a growing number of travelers/guests demanding wellness in hospitality, hotels are introducing multiple interesting wellness services and offering amenities to their guests. In fact, the landing page of the Six Senses website says, “We believe in the transformative impact of travel, from your experiences to your wellbeing and the world around you”.

Shiv Bose, GM of DoubleTree by Hilton Goa Panaji in an interview said, ‘incorporating wellness offerings can differentiate a hotel from competitors and establish it as an appealing destination for guests seeking relaxation, rejuvenation, and holistic experiences during their stay.’

The wellness experiences at hotels aim to create an atmosphere of tranquillity and offer relaxation to the guest’s mind and body. While traditionally some hotels offered a full-service spa as a part of the core offering, others might have treated it as an ‘extra’ to a hotel primarily focusing on bedroom revenue or conferencing.

However, in today’s time, as the demand for wellness services rises, the distinction is blurring between the two, and as a result, the concept of wellness hotels has emerged and is becoming more prominent.

The different approaches to wellness in hotels are as follows:

Moreover, hotels and resorts in every destination or part of the world have their own distinct ways/means of offering wellness experiences to their guests. These ways are affected by the local culture, geography, cuisine, etc. Unique and authentic experiences can be offered using multiple indigenous healing practices.

Now let’s look at some of the wellness services/amenities offered by contemporary hotels amidst a wellness wave:

1. Spa facilities

This is the most popular service in wellness hotels. Guests, in search of an escape from the daily grind, seek self-care experiences and hence, spa services at wellness hotels. From head to toe, spa services offer relaxation and rejuvenation of the entire body. Guests tend to disconnect from the outside world during their spa sessions and experience complete tranquillity.

Wellness is one of the top hospitality trends in 2023, and spa is one of the most popular wellness services in the hotel industry. Some hotels have come up with interesting spa concepts and locations.

Inn & Spa at Cedar Falls, Ohio, US, offers cozy lodging options and is located near waterfalls and wildflowers. Giving guests a luxurious camping experience in the woods, this property offers a woodland-style spa.

Similarly, the spa at The Cape, Cabo San Lucas, Mexico, a Thompson Hotel, offers hot and cold plunge pools, outdoor treatment cabanas, and other amenities, closer to a beach so that guests can enjoy these services whilst listening to the sounds of waves.

A unique spa offering is Huvafen Fushi underwater spa & resort where “a world of infinitive wellness awaits” for their guests. Underwater treatment rooms offer a unique experience while relaxing.

Ananda in the Himalayas, India, is a destination spa that offers programs centered around spa, meditation, and inner healing such as ayurvedic rejuvenation and immunity, detox and cleansing, mental health and spirituality, weight management and fitness, chronic pain management, etc.

Similarly, Atmantnan Wellness Resort near Mumbai, India is a wellness resort that offers multiple wellness packages such as spa life, master cleanse, weight balance, ayurveda panchakarma, etc.

‘The domestic (Indian) market is our largest client base. Indians are mindful of viewing holidays as opportunities to rejuvenate, heal, and come back stronger to their regular lives. We have guests who come to us more than two times in a year and this includes guests from Tier II & III cities, said Nikhil Kapur, co-founder, and managing director at Atmantnan Wellness Resort in an interview.

2. Fitness centers and gyms

The second on the list of fitness services/facilities is a fitness center or gym. Fitness is an integral part of the wellness experience in multiple hotels. A guest following a wellness lifestyle may want to continue the same during travel, and hence, look forward to exploring the fitness center or a well-maintained gym in the hotel.

For this reason, contemporary hotels are offering the facilities of well-equipped fitness centers on the property. Guests are also offered customized workout sessions, led by professional trainers, or they can also engage in group fitness classes.

Carillon Miami is a wellness resort located in Florida that offers various wellness and well-being treatments that blend Western, Eastern, and alternative medicine. This resort also offers group fitness classes with modern, technology-powered equipment ideal for a fitness enthusiast.

Further, back in 2017, Hilton Hotels announced its ‘Five Feet to Fitness’ guestroom concept. The hotel rooms were installed with over 11 different fitness equipment and accessory options, embracing wellness and fitness trends. Since its launch, the concept has been installed at 13 different properties, including some of Hilton’s flagship branded hotels.

3. Organic/Vegan food options

Food and beverage is another rather crucial element of wellness in hospitality trends. Amidst the climate crisis and increasing health consciousness post-pandemic, a lot of people are turning vegetarian, vegan, or just opting for healthier and sustainable food options. Food is and has always been viewed as a source of healing.

As a result, hotels are embracing the changed eating habits and choices and including diverse F&B options in their hotel menus. They offer a wide range of healthy dining options. These options include organic, locally sourced ingredients to cater to different demands. Some hotels have also introduced nutrient-rich menus to meet dietary demands.

In fact, in an interview, Emlyn Brown, global VP of wellbeing at Accor created a link between wellness and sustainability with the example of food and beverage services in the hospitality industry: “At Accor, we are actively diversifying our menus and meeting our guests’ interests for more unique dietary options. Introducing more vegan-based food menus is not only good for the health of our guests; it’s also good for our culinary teams and better for the planet”.