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Beyond the Spa: Embedding Wellness into the Entire Guest Journey

By Kathy Colon Founder & CEO, Nova Lux DR Properties | December 2025

Demand for whole-stay well-being within the hotel and resort market is here to stay, and it's a growing trend no executive can ignore.

Demand for whole-stay wellbeing within the hotel and resort market is here to stay, and it’s a growing trend no executive can ignore.

In fact, Statista (via Forbes ) projects that the global wellness tourism market will be worth about $1.35 trillion in 2028, an over-100% increase from the size of the market seen in 2022, when the wellness tourism market was worth a little over $637 billion. Additionally, wellness tourists spend 56% more than the average leisure tourist, according to one estimate.

The massive growth of wellness tourism means immense competition, so having a few simple wellness-oriented amenities is no longer enough. Guests now expect wellness to touch all aspects of their stay, from sleep to nutrition, movement, design, community, and even technology. Wellness also includes sustainability, meaning green buildings, regenerative landscaping, and plastic-free initiatives.

Wellness as a Brand Philosophy, Not an Amenity

For properties truly dedicated to wellness, it all begins before check-in. Hotels can weave wellness into every touchpoint, starting with the reservation and including the arrival, dining, in-room experience, and community. The ideal approach doesn’t just cover facilities but includes energetic alignment, cultural reverence, and intentional design injected into every aspect of the visit.

One part of the world where lots of properties like this are under construction is in the Dominican Republic. Developers in this country specialize in helping property buyers find their niche within the wellness industry and tap into the local culture to ground the hotel or resort in place. The Dominican Republic is easily accessible for everyone, easily reachable but far enough off the beaten path to provide a true escape. Many properties in the DR already incorporate biophilic design and are built for tranquility, so they’re just ready and waiting for a wellness-minded proprietor to bring their own unique touch.

/ SLIDES

The Dominican Republic is easily accessible for everyone, easily reachable but far enough off the beaten path to provide a true escape.

Spas Versus Wellness Properties

Remember that spas differ entirely from wellness properties. While both spas and wellness properties should invoke a luxury atmosphere, the goals of each are entirely different.

Spas are focused on the short term, providing immediate relaxation and beauty services, while wellness properties are focused on the long term, emphasizing comprehensive lifestyle changes for better health. Visiting a wellness hotel or resort is generally considered a long-term investment in the guest’s overall well-being.

Wellness properties also offer a more comprehensive suite of services addressing all aspects of health, including the emotional, physical and spiritual sides. These resorts and hotels offer everything from medical treatments to stress management, fitness programs, nutritional counseling, and more. On the other hand, spas focus merely on cosmetic and body treatments like massages, body wraps, facials, and manicures.

Spas focus on the outward appearance, while wellness resorts and hotels try to both prevent illness and address the root causes of any health problems guests might have, with a focus on overall well-being. Most importantly, a spa’s atmosphere centers around tranquility and luxury, but these aspects may not meet guests at the front door, instead being reserved for the interior part of the spa rather than being incorporated into the lobby as well.

On the other hand, wellness properties incorporate these concepts and more into every part of the guest experience.

Sleep as the New Spa

Instead of spas, wellness hotels and resorts should design rooms as restorative sanctuaries with circadian lighting, blackout curtains, sustainable linens, and personalized sleep programs. Like spas, rooms designed for an optimal sleep environment offer a luxurious self-care experience.

Sleep spas utilize soft, calming, and soothing colors and textures, simple designs, and no technology. Wellness resorts offering sleep as a luxury treatment may want to provide guests with a special lockbox to shut away their phone for the night, thus eliminating technology from the room entirely.

This all taps into a growing trend of sleep retreats and hotels marketing rest as luxury. These “restcations” are aimed at helping guests unwind, reset their circadian rhythms, and peel away stress, and they directly address the one-third of U.S. adults who don’t get enough sleep (according to the Centers for Disease Control and Prevention). It’s no wonder restcations are becoming so popular.

Guests now expect wellness to touch all aspects of their stay, from sleep to nutrition, movement, design, community, and even technology.

The Arrival Experience: Setting the Tone

For example, with these types of retreats, wellness begins even before check-in with reservation confirmations that include wellness tips and detox reminders.

The check-in process should be more than just a transaction, instead involving intentional transition from day-to-day life and the stresses of getting there to a centered feeling of tranquility and peace that will continue for the guest’s entire stay.

Arrival rituals should engage all the senses. Guests should be greeted at the door with an aromatherapy welcome and grounding soundscapes to engage the hearing. For sight, lobbies should feature a biophilic design, natural light, and cultural storytelling elements.

Herbal tea ceremonies are a great way to engage guests’ sense of smell, touch, and taste, all at the same time. By offering a formal tea ceremony, you give guests a moment to align themselves with the healing atmosphere offered by the resort.

Culinary Wellness

It probably seems like offering healthy menus is a no-brainer, but wellness properties should go above and beyond in this area. Wellness tourists are especially interested in dishes that emphasize whole and plant-based foods and fresh, local, and organic produce. But for wellness resorts to soar higher than their competitors, it’s not enough to stop there.

In addition to utilizing local farms and offering a farm-to-table menu for guests, tap into local dining traditions to really invoke a sense of place and a unique atmosphere. Functional nutrition, anti-inflammatory, and longevity-focused are also huge draws when it comes to attracting guests.

The best wellness resorts will cater menus to every guest’s specific dietary needs. After all, every guest has different reasons for seeking a wellness trip. Everyone faces different health struggles that must be addressed on a wellness vacation, and food is one of the best ways to do that.

Part of addressing guests’ dietary needs is a focus on what they drink as well. Beverage programs should include adaptogenic tea, botanical cocktails, and elixirs, all of which are aimed at promoting balance, helping guests deal with stress, and improving overall well-being.

Finally, the best way to really make a long-term change in a guest’s eating habits is to provide a culinary class, although not all properties may have the appropriate facility for this. Teaching them how to cook meals that address their own unique health needs will set them up for a healthy lifetime. Adding in what makes the local cuisine unique will be an additional draw for guests who love to learn how to cook meals from other cultures, especially when those meals are unique to their needs.

Many properties in the DR already incorporate biophilic design and are built for tranquility, so they’re just ready and waiting for a wellness-minded proprietor to bring their own unique touch.

Movement & Mindfulness Throughout the Stay

Wellness hotels and resorts should also support the mind and body throughout the guest’s entire stay. While ordinary hotels are merely a place to sleep, wellness-oriented properties are designed for on-premises daily activities. Guests come to stay — not just sleep. So daily rituals are critical for the wellness experience as they journey toward better health and well-being.

Daily rituals support wellness by providing structure, which reduces stress and anxiety. When you incorporate daily rituals into your guests’ routine, it creates a soothing environment that provides a calming effect on the mind and grounds them in the moment.

Another benefit of daily rituals is that they enable guests to self-reflect and better process stress and emotions, resulting in improved resilience on the emotional plane. In particular, daily rituals can be especially helpful at the beginning and end of the day because they create intention that boosts focus and sets guests up to be more productive in the day ahead.

For this reason, sunrise yoga is an excellent way to start the day. Other popular daily rituals include equine therapy, meditative walking paths, and forest bathing. There should be something for everyone, regardless of their spiritual beliefs and convictions.

To offer guests momentum throughout the day, offer micro-wellness activities, which are short, simple activities requiring very little effort. Some examples of micro-wellness activities include in-room stretch flows and guided breathwork channels.

Community & Cultural Immersion as Wellness

Wellness also includes a sense of community that leads to authentic connections and improves emotional wellbeing. People don’t travel in a vacuum. It’s natural and healthy to interact with other guests, and wellness properties can encourage this through activities like daily yoga, meditation, guided walks or other immersive nature experiences, art therapy, mindfulness workshops, wellness cooking classes, breathwork sessions, and sound healing. Building community also includes gathering in a courtyard to foster real, live connections. In a virtual world, connection is essential to our livelihoods.

The benefits of activities like these, when conducted in a community setting, include improvements in both physical and mental well-being, the formation of social connections, and the promotion of positive habits.

When people experience wellness activities in community, they can form relationships with people who will hold them accountable long after they leave the resort. All it takes is a phone call from a friend to check in and see how someone is faring in their long-term journey toward wellness.

The Future of Wellness Hospitality

As the explosion in wellness tourism shows, hospitality is steadily shifting to transformational travel rather than just vacations. For wellness resorts and hotels to truly embrace this future, it’s necessary to inject these principles into every part of the stay. Guests want unique experiences that not only relax them but also center them, not only physically but also emotionally and spiritually. The more comprehensive the wellness experience, the more likely you can expect repeat visitors!

Ms. Colon

Kathy Colon is the Founder & CEO of Nova Lux DR Properties, a company inspired by her personal journey between New York and the Dominican Republic while caring for a loved one. During her stays, she discovered the beauty of the island-but also the challenges of navigating real estate there. With a background in executive roles at Microsoft, IBM Watson, and Salesforce, and holding both an MBA and MPH, Ms. Colon created Nova Lux to offer a seamless, wellness-driven experience in property ownership. Her company merges local expertise with personalized service to help clients find and furnish dream homes with ease and joy.

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You hereby authorize HotelExecutive's Internet Payment Service Provider to charge your credit card to pay for your membership to HotelExecutive. You further authorize HotelExecutive's Internet Payment Service Provider to charge your credit card for any and all purchases of products, services in association with HotelExecutive. You agree to be personally liable for all charges incurred by you in association with your access or other use of any content provided by HotelExecutive or any third party in association with HotelExecutive. You acknowledge and agree that your liability for all such charges shall continue after termination of your access or any type of membership arrangement with HotelExecutive.

In the event that you have chosen to have your membership automatically rebilled, unless and until you notify HotelExecutive that you wish to cancel or terminate your membership to HotelExecutive, you hereby agree and authorize HotelExecutive's Internet Payment Service Provider to automatically renew your membership to HotelExecutive on a continuing basis and to charge your credit card (or other payment means you have selected) to pay for the ongoing cost of your membership. You hereby further authorize HotelExecutive's Internet Payment Service Provider to charge your credit card (or other approved payment means you have selected) for any and all purchases of products, services and entertainment provided to in, at, through or in association with HotelExecutive.

13. PRIVACY POLICY

The following is the Privacy Policy for HotelExecutive

We can be reached via telephone, email, or online at our contact page. When you visit our site we do not log any information regarding your domain or email address. Information Sharing: We do not share user information with any third parties other than via press release distribution as described below.

Hotel Newswire is a newswire service that distributes press releases on behalf of our users. If you decide to submit a press release for distribution through our system we will transmit your entire press release including any personal information therein contained to our media contacts and online distribution points including search engines. This is the only redistribution of your information that we engage in. Your submission of press releases through our system indicates consent with this policy. The information we collect during your registration process is used to notify users about updates to our service and inform users of any special events hosted by Hotel Newswire. This information is not shared with other organizations for commercial or non-commercial purposes.

Cookies: Our system requires the use of cookies to enable the user to log back into our website to access information from the newswire, without having to log in each time using the required username and password.

If you do not want to receive email from us in the future, please let us know by following instructions included in our communication with you. Users who supply us with telephone numbers online may receive telephone contact from us regarding their account, or informing them of new products and services available on the HotelExecutive website. If you do not wish to receive such telephone calls, please edit your account and remove your phone number from your account profile. This can be done from your user account menu.

Ad Servers: We do not partner with or have any relationship with any ad server companies. From time to time, we may use customer information for new uses not previously disclosed in our privacy notice. If our information practices change at any time, we will post the policy changes to our website to notify you of these changes and provide you with the ability to opt out of these new uses. If you are concerned about how your information is used, you should check back at our website periodically.

Upon request we provide site visitors with access to all information (including proprietary information) that we maintain about them. Users can access this information by logging in to their account.

Security: We always use industry-standard encryption technologies while transferring and receiving user data exchanged with our site. We have appropriate security measures in place in our physical facilities to protect against the loss, misuse, or alteration of information that we have collected from you on our site. We do not store credit card information in our systems.

If you feel that this site is not following its stated information policy, you may contact us.

Valerie Bolton
John Mavros
Calvin Tilokee
Sarah Fox
Theresa Hajko
Cynthia Schuler
Robert O'Halloran
Scott Hale
Ann Christenson
Brent Hayhurst
Nadav Avni
Kenneth Heymann
Alex Smith
Jeeyeon Jeannie Hahm
Graeme Labe
Coming up in March 1970...