Most hotels believe they are offering wellness.
But if you look closely, most guests never actually feel it.
I see this all the time in hospitality.
Beautiful spas. Thoughtfully designed spaces. Strong concepts on paper.
And yet…
They’re sitting empty, are underperforming or uninviting.
And the assumption is usually:
“Guests don’t value wellness.”
“There isn’t enough demand.”
But that’s not what’s happening.
Because the intention is there.
The investment is there.
The quality is there.
And still, it doesn’t land.
The problem isn’t that hotels don’t invest in wellness.
The problem is they design it from their own lens, and assume it works for everyone.
And when that happens, you end up with beautiful spaces, strong concepts, but low utilisation.
Guests don’t reject it.
They simply don’t engage with it.
Because just like people don’t feel care in the same way, people don’t experience wellbeing in the same way either.
And yet, most hotels only design for one version of it.
One style.
One entry point.
One interpretation of what wellness should look like.
So if a guest doesn’t connect with that version, they don’t adapt.
Instead, they disengage.
Today, I want to explore 3 things:
1.- Why most wellness offerings don’t translate into real guest experience.
2.- The idea of “languages of wellbeing” and how guests actually experience wellness.
3.- What needs to shift if you want wellness to become something people truly engage with.
By the end of this episode, you’ll start to see that your wellness offering isn’t the problem, it’s how it’s being expressed.
