According to ‘The Future of Wellness in Hospitality’ a report by commercial real estate agency Avison Young; the concept of wellness in hospitality is evolving to encompass more than just a fitness centre or traditional spa. Within the next decade, they argue, the new definition of wellness will become a central factor in the hotel sector.
Wellness tourism is the fastest growing segment of global tourism. Hotels and resorts are recording the strongest growth in this sector as a result of the rise in wellness tourism, outpacing day spas and salons, health resorts, medical facilities and thermal/mineral springs.
More hotel owners are now accommodating guests who are looking for enhanced services based on “asset-light/soft wellness” and/or “asset-heavy/hard wellness” needs.
Asset-light/soft wellness
Soft wellness includes health and relaxation experiences such as yoga classes and running groups; environmental considerations, such as air quality and natural light; and self-care offerings ranging from apps for mental health or relaxation to yoga maps with online tutorials. Adoptees of the soft wellness asset-light approach include the Even Hotels by IHG brand, which provides in-room fitness equipment and health food restaurants, and Locke by SACO, which makes free yoga classes available to guests.
Asset-heavy/hard wellness
The asset-heavy/hard wellness offerings include treatment rooms, beauty clinics, state-of-the-art gyms and cutting-edge spa facilities with amenities such as hydrotherapy pools, experience showers and hammams. Hotel brands that have embraced the asset-heavy option include Six Senses, Aman and Banyan Tree.
10 year wellness forecast
Looking ahead for the next ten years, the report suggests:
- Wellness initiatives will become a core component of hotels and will be delivered across all departments.
- Hotels where the product and market support the development of a spa will miss an opportunity if they do not consider this as a part of their offering.
- The spa and leisure areas will evolve into active areas for engagement and socialising as well as treatments.
- Food and beverage provision will merge into these areas and provide for nutritional diets as well as indulgence.
- Bedrooms will enable resting, as well as private exercise.
- The influence of spas will continue to be realised in bathrooms through lighting and product choices.
- The desire for real results through physiotherapy, low impact medical and beauty procedures will become more prevalent, probably with a number of medi-spa brands entering this space and partnering with spa companies or hotel brands.
- All departments will need to provide environmentally conscious products and reduce waste.
- Natural light will be prioritised in communal areas, including the spa.
- Booking channels will move almost exclusively online and through new social media business platforms.
- There will be less consumer loyalty.
Preference for ‘on-the-go’ treatments will reduce direct bookings. - Shared concepts and ideas will be digital, and it will be the choice of individuals to engage with highly personalised content and services.
- The result will be a more connected, but streamlined wellness offering.
- Services and products will be tried and tested.
- Spaces will enable guests to choose social or quiet environments within which to work or relax.