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.

Choose a Social Network!

The social network you are looking for is not available.

Close

Hotel Newswire Headlines Feed  

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.