Wellness in Hospitality - Interview with Rekha Bothma

“[Wellness] is not a segment that you should be missing. If you have the opportunity and if your hotel allows for it, capitalise on it.” - Rekha Bothma

One of my biggest takeaways from doing this interview series is that the passionate hoteliers seem to be the ones doing well in these hard times. This is not to say they haven’t had their fair share of challenges - they have. What puts them a cut above the rest is that they are proactive in their response to the situation, think on their feet and are quick to adapt not only for the short-term but with the long-term goal in mind too.?

I was very fortunate to connect with Rekha Bothma from South Africa and interview her for this series. Rekha’s passion for the industry shines through in her responses, and her attention to detail is both the result of genuine love for her work as well as two decades of experience working in hospitality.?

Interview highlights:

1. Agility and resilience

Experienced hoteliers that have been in the industry for at least a couple of decades have become agile and resilient to challenges. They have been able to champion their hotels through some of the worst crises of modern history, and these past two years have been no different. Already, these quick-thinking hoteliers have found opportunities to pivot their business models ever so slightly to provide added value to their guests. A remarkable example of this would be the hotels being used as quarantine centres for returning travellers. Other ways that these hoteliers have pivoted include providing hybrid MICE services that allow guests to host their conferences and events in a safer, healthier environment. Time will tell whether these changes stick; for now, the cleverest among us are truly winning.

2. Confidence in the product value

Just after the first wave of the pandemic, there were major price wars across the globe as hoteliers scrambled to capture the small regional market. Hotels heavily discounted their prices to make their services more attractive to the local guests. Yet these discounts only serve as temporary solutions to a much bigger problem. Instead of slashing their prices, forward-thinking hoteliers are adding value to their existing offerings. They are emphasising the safety of their facilities and making sure the guests understand exactly what they are paying for. This way, they don’t have to go down the slippery slope of price reduction, but rather demonstrate enviable confidence in their product that attracts premium clients who understand the value exchange taking place during their stay.

3. Strong personalisation

Hospitality generally implements wellness in a fragmented way that ultimately undercuts its value as an asset to the whole operation. Very few hotels understand the true essence of wellness, that it is not just about spa treatments and gym sessions, but about the physical, mental and spiritual wellbeing of the guest. In this time of reduced occupancy, visionary hoteliers are doubling down on their understanding of holistic wellness and creating fool-proof systems that enhance the guest experience. These systems have a strong emphasis on personalisation, where a guest’s history with the hotel is taken into account and the services they enjoy are tailored to their specific tastes. This kind of attention to detail will no doubt become a defining factor for the hotels of the future.

There is a general consensus among the GMs I’ve interviewed so far that the industry is shrinking. A lot of staff that has been laid off have gone on to other industries that appear more secure than hospitality at the moment. Although this shrinkage is cause for concern, it can also be viewed as a natural cleaning of the industry. It will take the most passionate, dedicated person - no matter their level within the industry hierarchy - to stay in hospitality and weather this storm.

My sincerest gratitude goes out to Rekha for sharing such priceless insights with me.

Thank you to everyone who has been following this series and engaging in the constructive discussions in the comments section. If you are a hotel general manager, hotel owner or investor and you are interested in being part of my Wellness in Hospitality interview series, direct message me here on LinkedIn. Please note responses may take a couple of days due to increased interest in putting wellness at the core of hospitality.