Hotels now compete with spas and gyms

Hotel group Accor has published a white paper dedicated to wellness in the hospitality industry. It claims that hotels now compete with spas and gyms for wellness market share.

“It’s a Wellness World: The Global Shift Shaking Up Our Business” explores the belief that being healthy is achievable in the mainstream hotel industry, beyond the walls of spas and gyms. Accor describes it as a major societal shift.

The paper highlights the opportunities the wellness movement provides for hoteliers, and some of the unique ways the Accor brands will deepen their commitments in this area throughout 2020 and beyond.

The report states 77% of consumers take steps in their daily lives to stay healthy and active, make informed food choices and manage stress, while 56% of affluent travellers place a top priority on the statement, “I’m striving to become healthier in the coming year”.

It also explores the economic and social factors that are driving the rise of wellness around the world, such as the ageing population. This is affecting the industry, as rising healthcare costs associated with an ageing population are driving an increased focus on prevention through lifestyle changes to promote wellbeing into old age.

Emlyn Brown of Accor explains: “By investing in holistic wellness experiences that help our guests feel good throughout the customer journey, we are establishing a model for strong revenue growth through return bookings, word-of-mouth referrals, and positive social media presence, contributing to a steady and sustainable business for years to come. At Accor, our goal is to have guests experience a sense of wellbeing during their stay and that they leave feeling better than when they arrived; better rested, more nourished and in a happier state of mind. Our hotel brands are embracing the challenge of continuously surprising our guests with new ways to achieve health and wellbeing during their travels, inspiring them to choose our hotels again and again.”

The report showcases examples of how Accor’s leading hotel brands are evolving with the wellness movement. Raffles Hotels and Resorts employ Feng Shui and Biophilia techniques to bring peace and balance to its interior spaces, while the company’s menus are designed to enhance sleep, counter jet lag and promote digestive health. The company also offers guests sleep rituals with aromatherapy and luxury sleep masks.

Accor is also seeking to energise the company’s wellness teams globally, enhancing the five key pillars that guide Accor’s overall approach to wellbeing – active nutrition, holistic design, bodies in movement, leveraging spa and embracing mindfulness.