Since we started our blog, we have extensively talked about how the spa industry is moving away from the idea of luxury and comfort in favour of a new business strategy focused on wellness and health. This week, we would like to further discuss this idea by taking a look at some of the latest developments carried out by the hotel industry in regards to in-room fitness, hotel spas and the changing nature of the luxury traveller. Let’s take a look.
A global trend
The spa industry is not the only one trying to incorporate wellness and health into its business strategy. The hotel industry is doing exactly the same. As stated by Patrick Mayock in a recent article (Hotel spas shift focus in new normal) published on HotelNewsNow.com, “hoteliers are placing more emphasis on health and well-being as opposed to self-indulgence in the post-recessionary environment.”
The financial crisis and the arrival of travellers who want to stay healthy during their trips have had a significant impact on this trend. Innovation and smart business thinking have defined several of the initiatives the hotel industry has used to cope with this new environment. To minimise costs, for example, some resorts have incorporated treatments that are approved and covered by health insurance companies.
In order to satisfy the needs of busy travellers who want to stay in shape during their trips, different hotels are using state-of-the-art technology to answer that call. For instance, InterContinental has launched EVEN Hotels, a brand targeting the needs of health-conscious travellers.
Similarly, the Four Seasons Hotel in Los Angeles has teamed up with Blue Clay Fitness, a leading health and fitness training company in California, to provide their guests with the world’s first digital, customized in-room fitness programme.
With the increasing focus on wellness and health, hotel spas have become an important added-value to hotel operations, both in terms of direct departmental revenue and also indirect revenue to the rest of the hotel. As stated by Todd Hewitt, senior spa director for the Four Seasons Hotel Toronto, ” A 4- or 5-star hotel or resort without a spa would be conspicuous in that absence.”
In the current competitive environment, a hotel spa provides the hotel with the possibility to reposition its services and enhance its overall appeal. Besides this, a hotel spa is an ideal channel that hoteliers can use to target their wellness and health-related goals.
Parallel to all the things we have mentioned above, it is interesting to see how the whole concept of luxury is changing today. The new luxury traveller is all about personalised experiences, ethical and sustainable business practices and lifestyle. Today’s luxury brands are focusing more on lifestyle than wealth.
As stated by C. Scott Rohm, President of SH Group (Starwood Capital), in a luxury-related article on HotelNewsNow.com, “The model of having beautiful rooms and nice staff that treats everyone in the same manner is dead in the true luxury space. It’s all about the individual’s wants and needs.”
We believe that these new developments within the hotel industry will help our industry to move closer to the wellness and health goals we are currently pursuing. If we are able to build innovative treatment menus and holistic services, we will be in a very good position to fulfil a new way of living defined by a wellness-orientated customer who is looking for personalised experiences. It can’t get any better for us.