Can Wellness Be Taught to Hotel Guests?
The integration of wellness into the hospitality industry has become more than just a trend; it's a paradigm shift from opulence and excess to active promoters and drivers of wellness lifestyles. Within the hotels and resorts who make wellness hospitality a pillar of their business there is an ever-diversifying range of services and experiences to meet the rapidly evolving needs of guests.
What are the potential benefits, challenges, and strategies for incorporating wellness education into the guest experience?
Within a spa treatment setting, a guest is educated by being led through a practice or therapy which heightens the understanding of the benefits or cultural importance of the experience.
Easily accessible information enables guests to obtain the best from the wellness amenities and activities on offer in the hotel or locally and promotional activity increases the visibility of wellness and can be used to sell the benefits of a product or service.
Hospitality is unique in its ability to influence health behaviours with control over multiple factors such as nutrition, hydration, activity, and quality of sleep. At a property level teaching and highlighting wellness features and the benefits helps heighten guest experiences across all departments.
A guest's expectation of the levels of wellness taught will alter with the asset type and properties positioning.
Wellness in a non-wellness property?
Within a non-wellness property, the expectation to be taught or exposed to wellness is non-existent. The uptake of wellness principles and promoting these practices as such has great potential to enhance the guest experience.
As elements of wellness are adopted into operations the guest is being assisted by the property and barriers to attaining wellness are removed. Basic principles of wellness education can be achieved without an outlay of additional capital nor altering the core principles or values of the brand.
With wellness no longer delivered solely within the spa, gym or pool, an over-arching principle of wellness flows throughout all elements the property and a non-wellness hotel in terms of amenities is still able to accommodate wellness by adopting simple practices, examples of which may include; food and beverage initiatives such as hydration offered in airport transfers, room service menus with fresher ingredients, quality of no- and low-alcohol bar choices, attention to food intolerances and the provision of travel or sports recovery options in mini bars.
A wellness concierge may include running and walking route maps, easily accessed and peer review information on local gyms, exercise studios, outdoor work-out opportunities, fitness groups or personal trainers.
Housekeeping can promote wellness via sportswear laundry and lending, room enhancements including black out curtains, pillow & linen menus, room scents, the development of in-room wellness rituals, movement space and in-room entertainment systems for wellness class streaming such as mindfulness or Yoga practice.
The crucial element is an understanding of the importance of wellness to the guest, enhancing the stay by assisting them in maintaining a routine rather than placing barriers in their way. A brand that supports these efforts by providing access to resources and knowledge will be closest to the guest, guests become loyal promoters of the brand due to the importance placed upon wellness.
A further positive is the non-wellness guests who gains valuable insights into their wellbeing that extend beyond their stay, enabling them to sustain healthier habits in their daily lives.
Developing wellness education in a minor wellness property
Within a minor wellness property, the expectation is for exposure to wellness, amenities and services may be less comprehensive but the opportunity to guide a guest through an experience exists and the greater the interaction with guests the better the departmental and property performance.
With the pandemic having driven wellness online our guests use of technology to guide a wellness practice such as group exercise classes, meditation or a hike is an economical and readily accepted practice within the wellness industry.
The availability of white label apps. branded for a property are able to provide a guest with information tailored for their interests and to drive bookings through push notifications with the availability of upcoming sessions or late cancellations of therapies. Personalization allows a property to drive revenues and further promote linked activities for example; a F&B offer on protein shakes sent following a personal training session.
Major wellness properties, exceeding expectations
Within a major wellness hotel or resort, the guest’s expectation is to be cared for by wellness professionals, introduced to a wide variety of amenities and services, provided with hyper-personalised programs and information, led experiences and therapies.
At many resorts the level of wellness programming shall include health screening, a schedule of activities and therapies, and nutritional planning; an improvement in mental and physical state is almost contractual.
For guests committed to improvement of their personal wellbeing the ability to maintain their lifestyle choices whilst travelling is often non-negotiable, if a property can introduce new experiences or enhance their normal routine then the brand is winning.
Properties may be hard pressed to keep a pace with guest’s wellness lifestyles, with constant evolving personal and home wellness innovations often involving high expenditure or commitment to early adoption of new and ever-changing technology. A focus on key basic guest wellness principles and doing these well is a strong initial approach in best supporting the guest, with a medium to longer term strategy for development and expenditure on wellness projects.
A guest’s level of demand for wellness is not a constant, fluctuations exist and learning when different guest profiles are most likely to participate in wellness, what experiences they require, how to promote significant services and how resources may be best deployed to serve and support their stay are vital in managing demand.
Wellness education enhances the overall guest experience, elevating a standard hotel stay into a transformative journey. Guests seek more than just accommodation; they crave immersive experiences that nurture their body, mind, and spirit. By integrating wellness education into their offerings, hotels and resorts can differentiate themselves in a competitive market and attract discerning travellers seeking holistic well-being.
Despite its potential benefits, teaching wellness to hotel guests presents several challenges. One significant obstacle is the diverse needs and preferences of guests. Individuals have varying levels of wellness literacy and interests in wellness activities, necessitating personalized approaches to education. Hotels must invest in tailored programs that cater to different demographics and cultural backgrounds.
Sustaining behaviour change beyond the duration of a hotel stay is challenging but enables brand activation and customer loyalty. Guests may engage with wellness initiatives during their visit but struggle to maintain these habits once they return to their daily routines. Overcoming this challenge requires ongoing support and follow-up, such as providing access to virtual resources or partnering with wellness experts for remote coaching.
Additionally, there may be resistance from guests who perceive wellness education as intrusive or irrelevant to their stay. Hotels must strike a delicate balance between promoting wellness and respecting guest preferences for relaxation and leisure. Clear communication and transparent offerings can help mitigate this resistance and foster a positive guest experience. Education surrounding health can be challenging route for brands; go too far and you isolate or repel guests, fail to enter the area with accurate information and a supportive methodology, and you lack appeal.
To effectively teach wellness to hotel guests, hospitality professionals can employ several strategies:
1. Personalization: Tailor wellness education programs to the individual needs and preferences of guests. Offer a range of activities and resources, allowing guests to choose options that resonate with their interests and goals.
2. Integration: Integrate wellness education seamlessly into the guest experience, weaving it into existing amenities and activities. Offer wellness-focused menus, fitness classes, spa treatments, and educational workshops that complement the overall stay.
3. Engagement: Engage guests proactively through interactive experiences and hands-on learning opportunities. Incorporate technology such as mobile apps and wearable devices to track progress and provide real-time feedback.
4. Collaboration: Partnership with wellness experts, local practitioners, and reputable brands to enhance the credibility and effectiveness of wellness education initiatives. Offer guest speakers, workshops, and consultations to provide diverse perspectives and expertise.
5. Sustainability: Foster long-term behavioural changes by providing ongoing support and resources beyond the duration of the hotel stay. Offer virtual coaching, online communities, and follow-up communication to encourage continued engagement and progress.
In conclusion, the question of whether wellness can be taught to guests is not a simple yes or no, rather a nuanced exploration of potential, challenges, and strategies. While teaching wellness presents its share of obstacles, the benefits are undeniable and hospitality is not alone in the promotion of wellness. By empowering guests to prioritize their health and well-being, hotels and resorts can create memorable experiences, foster guest loyalty, and contribute to positive societal changes in health. As the hospitality industry continues to evolve, embracing wellness education as a core component of the guest experience is not only feasible but essential for success in a competitive market.
The non-wellness, minor wellness and major wellness property categorizations are from the RLA Global Wellness Real Estate Reports which examine the impact of wellness on asset performance, which are a free resource.
For latest data and insights, access the 2024 Wellness Real Estate Report here.
