There’s no getting away from it, wellness, nutrition and sustainability are three buzzwords that hoteliers can no longer afford to ignore when looking at how they plan to develop their facilities. Judith Cartwright, founder and managing director of Black Coral Consulting, shares a six-step checklist on how industry players can meet rising demand for these services, while also increasing revenue.

There has been a growing global consciousness about the importance of nutrition, wellness and sustainability across all markets in recent years. Consumers are becoming increasingly aware of the impact their choices have on their health and the environment, which can be seen across multiple generations. ‘Eat food as medicine and not medicine as food’ is an approach that is being widely adopted. Recognition of the importance of work-life balance and being able to work from anywhere are also driving up demand globally for access to healthy food options, gym and wellness facilities while traveling, whether for leisure or work. Significantly, the type of facilities available at hotels and other properties is influencing consumers’ decision-making at the point that they make their travel bookings.

Wellness and sustainability

There are a number of steps that hotel operators, asset managers and owners can take to prioritize nutrition, wellness and sustainability, with a view to enhancing the customer experience, reducing
costs, increasing revenue and improving customer – and stakeholder – satisfaction and loyalty:

1. Think profit, not cost: do not see your spa, wellness, gym and nutrition offering as an amenity or cost center, but focus on what the customer trends are and turn it into a profit center. Engage the right people and team members who share the same values as your guests.
2. Commit to a strong selfcare concept: find the right partner who can help amplify your values. Partner up with a fitness expert, whose job it is to train the best of the best.
3. Elevate the gym concept: today’s travelers want to continue their workout regime while traveling, just like at home or better. How good is your gym? Is it the standard 60 sqm or are you equipped to take guests on a fitness journey with experts who push boundaries and get the best out of visitors? Guests expect access to state of the art fitness, yoga, meditation and spa facilities, offering a range of holistic treatments.
4. Explore wellness openings beyond massages and facials: wellness programs and facilities that provide opportunities for relaxation, rejuvenation and maintaining well-being while traveling are key. Engage with experts to convert your gym into a profit center by offering services such as: personalized wellness assessments; sleep enhancement programs; digital detox; and wellness technology-integrated, virtual fitness programs.
5. Know the backstories: countries like Thailand, Japan and India have a rich history of selfcare, where well-being is deeply rooted in ancient traditions and customs. These cultural influences shape the unique character and focus of wellness offerings in each country, providing guests with diverse and authentic experiences. From the spiritual tranquility of Thailand and the precision of Swiss wellness to the Zen simplicity of Japan, these are well worth researching when making decisions on your offerings.
6. Focus on food goals: nutrition and wellness go hand in hand and play a significant role in shaping consumer choices worldwide. Travelers today are far more health conscious, seeking products that are locally grown, promote well-being and support their dietary goals. Demand for organic, natural and whole foods has risen, with consumers prioritizing clean eating and opting for nutrient-rich options.

Focusing today on wellness, nutrition and sustainability is a must for industry players. There are several key questions that need to be considered, starting with: how will you set yourself apart from the competition? Equally important is: will you spearhead this trend or follow?

There has been a growing global consciousness about the importance of nutrition, wellness and sustainability across all markets in recent years. Consumers are becoming increasingly aware of the impact their choices have on their health and the environment, which can be seen across multiple generations. ‘Eat food as medicine and not medicine as food’ is an approach that is being widely adopted. Recognition of the importance of work-life balance and being able to work from anywhere are also driving up demand globally for access to healthy food options, gym and wellness facilities while traveling, whether for leisure or work. Significantly, the type of facilities available at hotels and other properties is influencing consumers’ decision-making at the point that they make their travel bookings.

Wellness and sustainability

There are a number of steps that hotel operators, asset managers and owners can take to prioritize nutrition, wellness and sustainability, with a view to enhancing the customer experience, reducing
costs, increasing revenue and improving customer – and stakeholder – satisfaction and loyalty:

1. Think profit, not cost: do not see your spa, wellness, gym and nutrition offering as an amenity or cost center, but focus on what the customer trends are and turn it into a profit center. Engage the right people and team members who share the same values as your guests.
2. Commit to a strong selfcare concept: find the right partner who can help amplify your values. Partner up with a fitness expert, whose job it is to train the best of the best.
3. Elevate the gym concept: today’s travelers want to continue their workout regime while traveling, just like at home or better. How good is your gym? Is it the standard 60 sqm or are you equipped to take guests on a fitness journey with experts who push boundaries and get the best out of visitors? Guests expect access to state of the art fitness, yoga, meditation and spa facilities, offering a range of holistic treatments.
4. Explore wellness openings beyond massages and facials: wellness programs and facilities that provide opportunities for relaxation, rejuvenation and maintaining well-being while traveling are key. Engage with experts to convert your gym into a profit center by offering services such as: personalized wellness assessments; sleep enhancement programs; digital detox; and wellness technology-integrated, virtual fitness programs.
5. Know the backstories: countries like Thailand, Japan and India have a rich history of selfcare, where well-being is deeply rooted in ancient traditions and customs. These cultural influences shape the unique character and focus of wellness offerings in each country, providing guests with diverse and authentic experiences. From the spiritual tranquility of Thailand and the precision of Swiss wellness to the Zen simplicity of Japan, these are well worth researching when making decisions on your offerings.
6. Focus on food goals: nutrition and wellness go hand in hand and play a significant role in shaping consumer choices worldwide. Travelers today are far more health conscious, seeking products that are locally grown, promote well-being and support their dietary goals. Demand for organic, natural and whole foods has risen, with consumers prioritizing clean eating and opting for nutrient-rich options.

Focusing today on wellness, nutrition and sustainability is a must for industry players. There are several key questions that need to be considered, starting with: how will you set yourself apart from the competition? Equally important is: will you spearhead this trend or follow?

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