Brand shifting targets spa and wellness


We live in a hectic world whose frantic rhythm is affecting the lives of millions of people all over the globe. From stress-related problems to childhood obesity, our current environment seems to be out of control. However, the good news is that there is an increasing awareness among people regarding the need to improve their lifestyles.

Thanks to such awareness, the spa and wellness industries have been redefining their service offering. Not only by stressing the preventive approach and health benefits our treatments and therapies can offer but also by forging different partnerships with different actors within the healthcare industry.

Similarly, different brands across the world are jumping into the spa and wellness wagon to meet the needs of our hectic world and transform the increasing demands for healthier lifestyles into profitable business opportunities. In the following lines, we would like to discuss brand shifting and the positive impact it has in our field.


Brand shifting on the rise

Contrary to what several marketing gurus have been predicting, “strong brands are now even stronger,” states Alexandra Plessier in a recent article published on The Weekender, the official blog for the Global Spa & Wellness Summit. This consolidation of brands is mainly the result of smart brand shifting, one of today’s hottest trend in marketing.

Early pioneers of brand shifting include fashion design companies such as Armani, Bulgari and Missoni, which have been using their already popular brands to open hotels all over the world. Likewise, brand shifting has been recently used by companies like IKEA and Virgin Airlines to forge partnerships with well-known hotel chains across the globe.


Whole Foods

Brand shifting is also targeting the demands for healthier lifestyles. Just recently, the American supermarket chain Whole Foods announced it is planning to open a health resort/destination spa at its headquarters in Austin, Texas. The new resort, a place “where people could eat healthy and learn about healthier lifestyles,” will be built in partnership with a hotel chain.

This initiative goes in line with Whole Foods’ own corporate mission, which is committed to natural, organic food and social responsibility. According to Carolyn Gregoire from The Huffington Post, this is a promising move if one considers “the increasing number of travelers heading to destinations spas around the globe, many of which now offer healthy lifestyle counseling, as well as yoga and meditation classes.” Similar projects, targeting healthier lifestyles, include NBC’s plan to open a new resort inspired on the popular TV program The Biggest Loser.


Business opportunity

Brand shifting targeting healthier lifestyles is a promising business opportunity for the spa and wellness industries. Besides consolidating the mainstream appeal of our field, brand shifting will continue to bring more players and competition, which “can be good for the industry, if we take this opportunity to forge new partnerships and learn from companies who bring new ideas and new resources.”


We believe brand shifting focusing on spas and wellness is a great business opportunity for our field today. Apart from the synergies we are currently building with the healthcare industry, we can play an important role in the initiatives that different brands are designing to meet customer demands for healthier lifestyles. All things considered, we can’t be in a better position to improve our business while making a positive impact in the world around us.

By Sonal

Sonal Uberoi creates and delivers smarter spas around the world. Spas and hotel groups hire Sonal to help them design, set up and manage their wellness businesses. Her finance background and worldwide operations experience in the spa, wellness and hospitality sectors make Sonal the go-to expert for business optimisation solutions. Connect with Sonal on LinkedIn

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