Heidi Grimwood, VP of Atmosphere Wellness and ELE|NA Spa and Wellness Management, and expert speaker at FHS Saudi Arabia discusses the rapid evolution of the wellness tourism market, where travelers now seek personalized, immersive experiences that go beyond traditional relaxation.
What are the latest trends in wellness tourism, and how is ELE|NA Spa positioning itself within this growing market?
At ELE|NA, we focus on providing genuine, personalized experiences that go beyond fleeting trends and prioritize guest well-being. While trends may come and go, we continuously adapt to evolving guest needs, embracing the philosophy of “Wellness Your Way™.” Each guest receives individualized care, allowing us to deliver bespoke wellness therapies, nutrition plans, activities and workshops tailored to their preferences. This commitment ensures we stay ahead in the wellness tourism market, offering immersive experiences that adapt to each guest’s personal wellness journey. By focusing on personalization, we create meaningful, lasting wellness experiences that truly resonate with every guest.
How do spas integrate sustainability and local cultural elements into spa and wellness experiences?
Sustainability and local culture play a crucial role in shaping our spa experiences, ensuring authenticity and environmental responsibility throughout. We use indigenous materials, such as coconut oil, which we produce on-site and share through interactive, hands-on workshops with our guests. Additionally, we uphold a zero-waste commitment by repurposing coconut shells into massage tools that target the body’s pressure points effectively. Furthermore, each ELE|NA sanctuary appoints both a Wellness Ambassador and a Sustainability Ambassador to lead eco-friendly initiatives. These ambassadors also educate guests on sustainable practices they can adopt and integrate into their everyday lives seamlessly.
How has consumer behavior shifted in the wellness sector and what new expectations do guests have?
Consumer behavior in the wellness sector has shifted significantly, with guests now seeking deeper connections and personalized, meaningful experiences. While relaxation remains important, guests increasingly desire therapies that nurture their mind, body and soul through holistic approaches. Furthermore, they expect wellness offerings to reflect their surroundings while incorporating indigenous traditions that enhance authenticity and cultural connection. Furthermore, the rising interest in self-awareness and education drives guests to engage with local cultures and holistic wellness practices. Consequently, guests seek valuable knowledge they can integrate into their daily lives long after their wellness journey ends.
What are some of the biggest challenges in expanding a wellness brand internationally?
One of our main challenges in international expansion is finding qualified therapists who consistently meet our exceptionally high standards. While we seek individuals with advanced holistic health expertise, we also value a deep passion for wellness practices. Although the demand for skilled professionals remains high, the available talent pool can be limited and challenging to access. Therefore, we established our own wellness training academy to cultivate and develop future wellness industry experts. Through this initiative, we ensure every therapist delivers the exceptional, personalized care that ELE|NA guests consistently expect and deserve.
futurehospitalitysummit
