ATM PERSPECTIVE Why wellness presents a healthy opportunity for the hospitality industry
The first ever hybrid Arabian Travel Market wrapped up last week, and one of the virtual sessions that particularly piqued our interest at Elite Inspired Hospitality was on how the wellness and sustainability trend is accelerating opportunities for the hospitality sector.
Immunity has been a buzzword throughout the pandemic. A compromised immune system makes us vulnerable to illness and there are multiple factors that we need to be aware of. Making an effort to eat nutritious, balanced, vitamin-rich meals, consume more immune system-boosting foods, staying physically active, getting a good night’s sleep, minimising stress and – in the Covid-19 era – maintaining good hygiene practices, are all critical.
In the course of our careers, we’ve been involved in the development and launch of numerous spa and wellness concepts and brands. Obviously, we are not trained medical professionals nor therapeutic experts, but we wholeheartedly agree that the link between lifestyle choices, environmental influences and personal health is an area in which hotels can make a positive contribution – and not just through spa services.
If we consider all of the above, then there is ample opportunity for hotels to develop guest offerings, activities, packages etc. to support a healthy lifestyle as an adjunct to the amazing work of the global medical community.
Here, we share a few of our favourite ideas to hopefully inspire and promote ‘healthy’ discussion…
BODY
Immunity boosting experiences Two critical elements in maintaining a healthy immune system are diet and exercise but we all know how difficult it can be to buy the right foods, make time to cook a healthy meal or squeeze in a workout.
Idea: Draw on resident chef and leisure/spa team expertise to develop a series of sessions and guest experiences that focus on nutritious dining/meal options plus outdoor activities to engender healthy habits.
Inside-out wellness We all need a little push at times to cross that bridge between couch potato and active wellness advocate. With today’s fast-paced lifestyles putting added pressure on personal time, hotels can step into the breach to drive the wellness agenda.
Idea: Create wellness programmes that home in on personalised exercise and training plans that target individual needs and goals. These can also include sessions on breathing techniques, how to stretch effectively and also be paired with one-to-one or small group sessions with the culinary team to talk healthy eating and how to meal plan properly. This can be targeted at different guest segments from the busy executive to stressed mums and kids who need support in these areas.
Multi-functional fitness When we check into a hotel we generally expect some form of fitness experience to be available, but today’s smart hoteliers are thinking beyond the simple gym concept to offer guests a wider range of activities that support personal health and wellness goals even while travelling.
Idea: Analyse your guest mix and demographic to find out what they could be interested in when it comes to exercising on the move. For example, for guests checking in after a long-haul flight, consider a jet lag programme that could include an aerial yoga stretch session designed to relieve compressed joints and realigning the body.
Skincare+ Booking a facial at your favourite spa falls between being a treat and a necessity; and having hands-on experts taking care of you is something that hotel spas excel at. But what happens when your skin needs extra attention due to ageing, pigmentation or other areas?
Idea: Establish a clear difference in your spa offering by addressing a wealth of common skin issues that need extra expert help and support. This could include speciallised skin treatments that go beyond the typical anti-ageing repertoire, such as to address acne, hyperpigmentation, peri- and menopausal issues, rosacea, psoriasis etc. Your programmes should be performed by licensed therapists and be designed to be positioned as treatment series’ with follow-up sessions over a longer period of time.
Top-to-toe attention to detail For many guests, manicures and pedicure or haircare services have been a no-go for the last year due to country-by-country salon restrictions or a personal decision to refrain for close-quarters hygiene reasons.
Idea: As well as making an effort to reassure nervous guests and clearly communicate the hygiene protocols in place, include some relaxation techniques as part of the experience. Guests booking a hair or nail appointment can enjoy a 15-minute reflexology session or heel smoothing wrap, for example, as added value benefits designed to relax and calm them through what may initially be a stressful experience.
MIND
Traditional healing Many traditional therapies embrace both physical and emotional wellness ideals in supporting optimum body and mind function. Ayurveda, for example, is based on a philosophy and practice of healing the whole person through hands-on therapies as well as diet.
Idea: Consider introducing some natural healing experiences such as Ayurveda, homeopathy, traditional Chinese medicine, acupuncture and chiropractic treatments; performed by appropriately licensed and qualified therapists or practitioners.
The science of sleep We all need a good night’s sleep on a consistent basis in order to give the body time to rest and recover from the rigours of life, but it’s not always guaranteed that you’ll nod off once your head hits the pillow.
Idea: A weeklong ‘sleep sweetly’ package that features a series of rituals, treatments and nutrition support, plus some handy take-home approved relaxation methods and sleep hygiene practices designed to give guests tips to hit those zzzz’s more easily.
Aural ambience The power of sound is vastly underrated. A ‘tool’ that can bring up an almost infinite range of emotions and inspire corresponding emotional responses, it can be used to great effect in a hospitality setting.
Idea: Develop a music strategy and zone by zone playlist that sets the tone for the experience in a specific area and for a specific time of day or night. For example, guests arriving after a stressful journey versus a group of friends out to celebrate a birthday, will react differently to the same aural experience. You want to imbue a sense of positive energy and wellbeing, as well as being mindful of volume, vibrational levels and emotional triggers. The end goal is for music to play its part in the holistic experience and for a guest to want to come back.
Digital detox We all spend too much time on our digital devices, both in the workplace at at home. So, making a commitment to minimise exposure during our valuable leisure time is a goal to work towards, not to mention the potential health benefits of avoiding blue light and high blood pressure caused by annoying emails!
Idea: A hotel stay is the perfect opportunity to switch off. Consider developing a programme of outdoor activities, such a yoga on the lawn or beach volleyball as an antidote to small screen action. Complement this by looking at hotel lighting and investing in health-friendly mood lighting in key areas as well as soothing eye treatments and green light therapy in the spa. That said, hotels should also support and remain connected to guests post-stay by communicating health and exercise ideas on their dedicated social platforms.
PACKAGING THE WELLNESS OFFERING
Hotels and resorts that recognise the value of developing a diverse wellness offering also need to factor this into long-term strategic planning. As guests and local residents continue to place renewed importance on personal health and wellness, this is a fantastic opportunity to price sessions, treatments and programmes not just as one-off experiences but with sustained engagement in mind. The goal is to drive repeat business and build loyalty.
THE PRACTICALITIES
In this new era of hyperactivated hygiene protocols, in addition to offering guests wide-ranging holistic body and mind experiences, there needs to be an underlying message that your hotel, spa or leisure facilities are guest safe havens.
· Grooming standards need to be taken to the highest level from clean uniforms, neat nails and a clean-shaven, neat physical appearance to communicating the fact that staff are fully vaccinated.
· Physical facilities also need to be beyond reproach with guests able to see cleaning in action so that they trust that those sparkling shower tiles and clean-smelling sauna/steam facilities are following the most stringent hygiene standards.
· Amenities should ideally be for single use with clear evidence of sealed products.
· With guests still likely to be somewhat wary of mixing in enclosed common areas, if you are able to offer outdoor relaxation spaces or private areas, this can win added guest trust and confidence.
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