When Worlds Collide - Integrating Wellness with Technology
A High Tech High Touch Challenge
By Anne McCall Wilson Principal, McCall Wilson | July 12, 2015
Everywhere, technology is inserting itself into the high touch world of spas and wellness. How do spas manage the world of digital, mobile, wearables, social, analytics, CRM, anti-gravity machines, gamification, or uberization and still achieve the sorely needed healing effects of human touch and personal connection? Spa leaders or wellness practitioners and hotel technology experts or digital specialists don't often live in the same realm but increasingly guests are pushing them to collaborate.
Inside spas, we touch the guest literally and build a trusted relationship. Technology is fast delivering the ability to understand customers, anticipate their needs and even co create personal experiences with them. The power of the human touch combined with new technologies has amazing potential for powerful, lasting and loyal customer connections.
Here are eight areas to evaluate for potential utilization of technology to enhance our hotel spas and wellness offerings. Take the tech/touch challenge to find your opportunities to capture even more of the growing wellness market.
1. Getting Closer to the Wellness Customer. Are We Collecting the Right Information?
Travelers of all types - millennials, boomers, tribes - are incorporating wellness in their travel experience either as a primary motivator or simply to stay healthy on the road. Hotel companies are accommodating this trend with new introductions of lifestyle hotel brands, broader wellness services in their spas, healthier more diverse restaurant menus, expanded fitness options and better sleep tools. While there are multiple broadly based studies of these segments, there are opportunities to get a closer understanding of the individual needs of these wellness customers and knowing what drives their overall satisfaction.
Historically, hotel guest research includes details on all aspects of arrival, departure, restaurants and rooms to determine and monitor key drivers of satisfaction. Loyalty programs track spend and preferences for room types and maybe high level interests. With the trend for wellness not going away, are our guest insight teams or traditional analytics probing guests on areas related to wellness in a meaningful actionable way?
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