Factors Driving Hotel Wellness, Asset Management and Revenue

By Mia A. Mackman President & Owner, Mackman ES | April 08, 2018

The original value and objectives associated with spa facilities and wellness programming have surpassed preconceived departmental importance. This article reveals how spa and wellness aspects are disseminated throughout the whole guest experience, and how wellness motivated design and construction elements complement property development, enhance marketability and engagement and is spurring new growth across the hospitality sector. This article also examines how critical management adjustments, and product and service enhancements can significantly add value, increase RevPAR and improve average daily rate performance.

Built-In from the Ground Up

Hotel design aspects have lined up with wellness construction counterparts and evolved into a thriving wellness-driven real estate market. This marks a profound shift in the design and permutation of wellness and hospitality. Wellness Lifestyle Real Estate represents approximately $119B USD of the $3.7T USD global wellness economy and is projected to increase 6% annually in the next several years, growing to $180 billion by 2022. "This rapidly growing sector has historically included residential, hospitality, and mixed-use real-estate developments with wellness-related facilities and services incorporated into their planning, design, and programming. "

The Wellness Real Estate market indicates powerful growth on both ends of the spa and wellness continuum. "There are over 740 wellness lifestyle real estate and community developments built, partially built, or in development around the world, across 34 Countries. " In order to achieve interconnected value, it's becoming increasingly important to consider new development perspectives with a wider view, and broader planning. The activity we are seeing from the ground up, is an innovative and inclusive approach to wellness focused hospitality, mixed-use and property real estate expansion.

In the years to come, properties who choose to apply wellness inspired design and construction elements, will have the clout to leverage well-being beyond standard programming. This movement is indicated by the rate of market growth and increasing customer demand. Healthy lifestyles are based on everyday experiences. Building properties with this in mind, offers a long-term advantage. Those who decide to initiate the benefits of healthier-built hospitality, in conjunction with quality services centered on well-being will have unique opportunities to prosper in the years to come.


Management and Leadership

The urge to activate new wellness overlays continues to gain momentum. Yet, operational development is often encumbered by lack of investment, time, or concentrated action. Generally, a Spa or Fitness Director would assume the responsibility of developing a property's wellness channels. Meanwhile, their primary focus would be dedicated to these respective areas, without typically being able to effectively cross into other departments i.e. food and beverage programs, in-room services or expanding into potential meeting and group opportunities.

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Social Media: Getting Personal

There Social media platforms have revolutionized the hotel industry. Popular sites such as Facebook, Twitter, Pinterest, Instagram, Snapchat, YouTube and Tumblr now account for 2.3 billion active users, and this phenomenon has forever transformed how businesses interact with consumers. Given that social media allows for two-way communication between businesses and consumers, the emphasis of any marketing strategy must be to positively and personally engage the customer, and there are innumerable ways to accomplish that goal. One popular strategy is to encourage hotel guests to create their own personal content - typically videos and photos -which can be shared via their personal social media networks, reaching a sizeable audience. In addition, geo-locational tags and brand hashtags can be embedded in such posts which allow them to be found via metadata searches, substantially enlarging their scope. Influencer marketing is another prevalent social media strategy. Some hotels are paying popular social media stars and bloggers to endorse their brand on social media platforms. These kinds of endorsements generally elicit a strong response because the influencers are perceived as being trustworthy by their followers, and because an influencer's followers are likely to share similar psychographic and demographic traits. Travel review sites have also become vitally important in reputation management. Travelers consistently use social media to express pleasure or frustration about their guest experiences, so it is essential that every review be attended to personally. Assuming the responsibility to address and correct customer service concerns quickly is a way to mitigate complaints and to build brand loyalty. Plus, whether reviews are favorable or unfavorable, they are a vital source of information to managers about a hotel's operational performance.  The February Hotel Business Review will document what some hotels are doing to effectively incorporate social media strategies into their businesses.