Why Wellness Should Be Top Of Mind For Hotels

By Lourdes Martin | 11-2-22: The wellness industry is growing at an unprecedented rate. A recent report found that the global wellness economy was valued at $4.9 trillion in 2019 and then fell to $4.4 trillion in 2020 due to the widespread impacts of the COVID-19 pandemic. But as we emerge from the pandemic, it’s predicted that the wellness economy will return to its robust growth. The hotel industry is no stranger to this trend; more and more hotels are beginning to offer wellness-focused amenities and services to their guests.

There are several reasons why hotels should pay attention to the wellness trend. First and foremost, there’s the potential for increased revenue. A study by American Express found that 48% of surveyed travelers are willing to spend more on a trip if it would help them relax and de-stress. In addition, travelers are looking for new experiences; 79% of respondents said they would like to try a new activity while on vacation, such as yoga or meditation. Wellness vacations are becoming increasingly popular as travelers seek destinations offering restorative experiences. For hotels, this presents a major opportunity. By positioning themselves as a destination for wellness seekers, hotels can tap into a new market of guests.

What Wellness Travelers Are Looking For

So, what do wellness travelers want? The answer, unsurprisingly, is a bit complicated. A study by Virtuoso found that the two most important factors for wellness travelers are relaxation and adventure; they want to find a destination that will help them relax and rejuvenate, but they also want to have new experiences and try new things. In other words, they’re looking for the best of both worlds.

When it comes to choosing a destination, 78% of wellness travelers say that online reviews influence them. This means it’s more important than ever for hotels to ensure their online presence is strong. Reviews on sites like TripAdvisor can make or break a hotel’s reputation; according to TripAdvisor, 82% of travelers say that positive reviews make them more likely to book a stay at a hotel.

It’s important to keep in mind that not all wellness travelers are created equal. Different age groups have different priorities when it comes to finding a destination. Baby Boomers (ages 58-67) tend to prioritize value and health/medical concerns, while Gen Xers (ages 42-57) focus on relaxation and fitness opportunities. Millennials (ages 26 -41), meanwhile, are looking for unique experiences and are willing to pay more for them.

Here are a few suggestions you can integrate into your property to serve travelers looking for a wellness experience:

Fitness centers and exercise classes: A good fitness center is a must for any hotel that wants to attract guests looking for a wellness-focused experience. Offerings should go beyond treadmills and ellipticals; think yoga and Pilates classes, too.

Healthy food options: Travelers are often looking for ways to eat healthy while they’re on the road, so it’s important to offer healthy dining options at your hotel. This might mean partnering with local restaurants that focus on healthy cuisine or offering special menus with healthier alternatives to your standard fare.

Relaxing amenities: Soothing amenities like in-room massage services, a thoughtful selection of bathroom products, and sound machines can help guests relax and unwind during their stay.

The wellness trend is here to stay, and hotels must position themselves accordingly if they want to tap into this growing market. By understanding what wellness travelers are looking for and catering to their needs, hotels can attract a whole new group of guests—and boost their bottom line.

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(Note: Lourdes Martin is a blogger, writer, and influencer with expertise in Hospitality, Travel, and International Affairs. Martin has been featured on Shoutout Miami and various other publications. Martin’s blog: Please, Do Tell & Recuerdos. Martin is a contributing writer to aavgo.com.)