By Angelina Chang
In recent years, the hospitality industry has witnessed a significant shift towards prioritizing wellness tourism. This movement reflects a global trend towards slower living and self-care, highlighting the importance of holistic health for individuals of all ages and backgrounds. Wellness is defined by the “Global Wellness Institute” (GWI) as “the active pursuit of activities, choices, and lifestyles that leads to a state of holistic health.” As hotels navigate this evolving landscape, investing in wellness tourism emerges not only as a lucrative business strategy but also as a commitment to community well-being and sustainability.
Wellness tourism encompasses a diverse range of experiences aimed at promoting physical, mental, and emotional well-being. From recreational activities to spa treatments and fitness facilities, wellness hotels offer guests a sanctuary to rejuvenate and recharge. This trend is not merely a passing fad; it’s rooted in a growing consumer demand for immersive, health-focused experiences that prioritize self-care and holistic wellness. The GWI projected wellness tourism to hit $1.3 trillion in value by 2025.
One of the key drivers behind the rise of wellness tourism is the increasing awareness of the importance of well-being in our daily lives. Especially after the face of the Covid-19 pandemic, more individuals seek to balance the demands of modern living. Hotels play a crucial role in providing spaces where guests can escape the stresses of everyday life and focus on their health and wellness. By investing in wellness amenities such as steam rooms, hot tubs, and fitness centers, hotels can cater to a diverse range of guests, attracting visitors of all ages and health statuses.
Moreover, the financial benefits of investing in wellness tourism are substantial. According to the Grand view research company, the wellness tourism market was valued at over $800 billion in 2022, with wellness travelers spending 53% more than the typical international tourist. This lucrative market presents a significant opportunity for hotels to increase revenue streams and gain a competitive edge in the industry.
Furthermore, investing in wellness tourism aligns with broader trends towards sustainability and community engagement. Hotels that prioritize wellness not only enhance the guest experience but also contribute to the local economy and environment. By sourcing locally produced foods, implementing eco-friendly practices, and supporting local artisans and businesses, hotels can foster a sense of community and environmental stewardship. According to American Express, about 81% of consumers prefer destinations that allow immersion in the local culture and where money can support the local community.
Incorporating wellness into hotel operations doesn’t necessarily require building new properties from scratch. Instead, hotel brands can integrate wellness into their existing offerings through strategic renovations and partnerships. From redesigning spaces to include soothing features like water fountains and natural landscapes to offering wellness-focused services such as in-room massages and healthy dining options, hotels can create immersive wellness experiences that resonate with guests. Even recreational areas with a food and beverage service that offers “locally sourced foods” could have some benefits. Robert Rauch , a CoStar journalist, suggests hoteliers and leaders should “create some of this for our guests and go do it ourselves.” This way, you can experience and appreciate what you are investing in your hotel.
Moreover, investing in wellness tourism is a long-term strategy for future-proofing hotel businesses. As consumer preferences evolve and medical research advances, hotels must adapt to meet changing demands and stay relevant in a competitive market. By understanding the needs and preferences of wellness travelers, hoteliers can position their properties as desirable destinations for health-conscious individuals seeking meaningful and immersive experiences.
Hotel managers can use tools from the Scale of Wellness Hotel Amenities (SWHA) to evaluate the performance of their wellness amenities as well as aid in the wellness hotel certification process. Kasha Shilington, CEO of Resense Spas, suggests “designing spas […] that will only open in 3-5 years time and then need to be current for at least 10 years onwards” as a form of future proofing (The Future of Wellness in Hospitality).
In conclusion, investing in wellness tourism is not only a smart business decision but also a testament to a hotel’s commitment to promoting holistic well-being. By embracing wellness as a core aspect of their operations, hotels can attract a diverse range of guests, enhance the guest experience, and contribute to the well-being of their communities. In a rapidly evolving industry, prioritizing wellness is key to staying ahead of the curve and ensuring long-term success. Investing in wellness tourism not only enhances guest experiences and contributes to financial growth but also underscores a commitment to holistic well-being and sustainability.
With this in mind, I recommend hotel executives and decision-makers consider integrating wellness tourism into new projects or new additions to established hotels. Embracing such a trend not only opens up a new source of revenue and greatly improves guest satisfaction, but it also aligns your brand with sustainability and holistic well-being experiences.
