Wellness is the New Buzz Word for Hotels and Resorts

By Ann Brown Founder, Saltability | June 29, 2014

Wellness is the new buzzword for hotels and resorts, but news flash – there's nothing really new about wellness at the spa. Wellness has always been an intricate part of the spa experience, whether at a day, hotel, resort or destination spa. Wellness tourism, however, has developed as popular trend for travelers and in the media, and spas need to take a look at their offerings to find out how they fit in. Adopting a new "wellness" package can help your spa boost revenue and profit.

For spa professionals and guests alike, wellness falls into a gray area of definition. Like so many other vague terms in the spa industry (such as detoxification, rejuvenation, anti-aging, and prevention), wellness is a term that tends to be overused and is not specific enough. Even more problematic, many times a spa does not meet client expectations of "wellness" or address true needs. "Wellness," when undefined and undeveloped, often falls short of providing a comprehensive approach to help guests into new health patterns and out of bad habits.

Wellness tourism, quite simply, is travel for the purpose of improving health and well-being, through any number of activities focused on physical, psychological or spiritual improvement – from walking a labyrinth to yoga to meditation to healthy cooking classes. Wellness tourists want to boost good health and quality of life through respites that help them focus on their body, mind and soul. Their focus is often on prevention, not on seeking a cure for an ailment (often sought through medical tourism).

If wellness tourists are proactive and usually only get one to two weeks a year vacation in the US, why not help them achieve their goals by creating a path for them to stay on? Create this path or package the 'journey' because they need the assistance, motivation and an itinerary to stay on track – and because you will create strong relationships with the guest, leaving them coming back for more and spreading the word about your spa.

It's not great news when your guest leaves and feels you didn't meet their wellness needs. But it's even worse if you are missing out on guests because you don't have a clear message or a wellness vacation that assists the guest to better health via new approaches, patterns and lifestyle choices. Spas must take the lead on developing new programs and educating and inviting guests to truly see the health and wellness value.

While a wellness vacation sounds great, the fact remains that massage is still the number one treatment requested within the spa industry. The standby Swedish massage alone isn't unique enough for a spa to base a wellness vacation around, so you must think about the unique components that you can tie together throughout the property to help the client in their wellness goals.

Choose a Social Network!

The social network you are looking for is not available.


Hotel Newswire Headlines Feed  

Nancy Mendelson
Jeff Guaracino
Al Ferrone
David Muller
Roberta Nedry
Skip Adams
Tom Conran
Rob Kall
Steven Belmonte
Caroline Cooper
Coming up in June 2019...

Sales & Marketing: Selling Experiences

There are innumerable strategies that Hotel Sales and Marketing Directors employ to find, engage and entice guests to their property, and those strategies are constantly evolving. A breakthrough technology, pioneering platform, or even a simple algorithm update can cause new trends to emerge and upend the best laid plans. Sales and marketing departments must remain agile so they can adapt to the ever changing digital landscape. As an example, the popularity of virtual reality is on the rise, as 360 interactive technologies become more mainstream. Chatbots and artificial intelligence are also poised to become the next big things, as they take guest personalization to a whole new level. But one sales and marketing trend that is currently resulting in major benefits for hotels is experiential marketing - the effort to deliver an experience to potential guests. Mainly this is accomplished through the creative use of video and images, and by utilizing what has become known as User Generated Content. By sharing actual personal content (videos and pictures) from satisfied guests who have experienced the delights of a property, prospective guests can more easily imagine themselves having the same experience. Similarly, Hotel Generated Content is equally important. Hotels are more than beds and effective video presentations can tell a compelling story - a story about what makes the hotel appealing and unique. A video walk-through of rooms is essential, as are video tours in different areas of a hotel. The goal is to highlight what makes the property exceptional, but also to show real people having real fun - an experience that prospective guests can have too. The June Hotel Business Review will report on some of these issues and strategies, and examine how some sales and marketing professionals are integrating them into their operations.