Unleashing Wellness Market Potential

The wellness market is increasing, from $4.9 trillion in 2019 to $5.6 trillion in 2022. As consumer preferences shift towards holistic health and rejuvenation, hotel owners can take advantage of this trend. By incorporating wellness-focused amenities and services into their properties, owners can improve guest experiences and loyalty, distinguish themselves in a competitive market, and drive substantial revenue growth.

Capturing Value from Wellness: A Strategic Business Asset to Diversify Revenue

By incorporating wellness offerings in hotels, hotel owners enhance guest satisfaction and generate new revenue streams beyond the traditional room business, optimizing revenue per square foot. Wellness is no longer a trend - it is a profitable business model that adds value for hotel owners and guests.

By incorporating wellness initiatives, property owners can access a rapidly expanding market, increase revenue, and establish a distinct selling point for their property. Accor's wellness expertise assists owners in creating customized and profitable wellness concepts that contribute to long-term success. Integrating wellness is a winning strategy for owners seeking to maintain competitiveness and safeguard their investments for the future.

Investing in wellness experiences throughout the customer journeys directly contributes to revenue growth through repeat bookings and loyalty, enhanced referrals, and expanded social media presence, contributing to sustainable business improvement that will only continue to accelerate. Accor is at the forefront of this wellness movement. -Emlyn Brown, Global Senior Vice President, Well-Being, Accor

General Manager Insights: Business Cases from the Field

Our guests lead busy, high-stress lives and deeply value fitness and recovery. At The OWO, we invested in a 27,000-square-foot wellness centre spanning four floors, partnering with renowned brands like Guerlain and Pillar Wellbeing. This investment has elevated the guest experience with one of the best wellness offerings for the local London market and created a new revenue stream that significantly contributes to our bottom line. Wellness drives hotel occupancy and Average Daily Rate (ADR), ensuring sustained financial growth. -Philippe Leboeuf, General Manager, Raffles London at The OWO

Following the pandemic, we’ve seen a shift in customer behaviour, with heightened demand for wellness offerings. At Novotel Singapore On Stevens, we’re moving beyond the traditional city hotel model to create a ‘Resort in the City’ with expansive wellness amenities, including two pools, a gym, tennis courts, and spa facilities. This appeals to our guests and supports long-term business growth by offering unique experiences that attract local and international travellers. -Piotr Kupiec, General Manager, Novotel Singapore On Stevens

Maximizing Wellness Opportunities: 8 Keys to Unlocking Your Business Growth

Here are a few keys to embracing the wellness trend and maximizing these business opportunities as hotel owners:

1. Acknowledge the ROI potential of Wellness: Recognize wellness features' return on investment potential to enhance business opportunities and create new revenue streams.
   
   
2. Integrate wellness across all touchpoints: Incorporate wellness elements throughout the guest journey - from healthy dining options, in-room wellness amenities, and mindful design to wellness-focused events and activities.
   
   
3. Leverage relevant partnerships: Collaborate with well-known wellness partners to enhance credibility, attract a broader clientele, and improve guest experience.
   
   
4. Offer personalization and customization: Utilize guest data to offer tailored wellness packages, treatments, and activities that cater to individual needs, preferences, and health goals, thereby enhancing guest satisfaction and loyalty.
   
   
5. Focus on sustainability and local experiences: To attract conscious travellers, incorporate eco-friendly practices and locally inspired wellness offerings that promote authenticity, such as using local ingredients in spa treatments or offering nature-based activities.
   
   
6. Create dedicated wellness spaces: Allocate spaces specifically for wellness activities, such as meditation rooms, fitness areas, and outdoor relaxation zones.
   
   
7. Diversify wellness programs for different segments: Design wellness programs that cater to different guest demographics, such as business travellers, families, solo travellers, and groups.
   
   
8. Maximize digital marketing: Use digital tools and platforms to promote wellness offerings, enhance the guest experience, and drive engagement. Develop targeted digital marketing campaigns highlighting wellness features and using mobile apps for seamless booking and personalized recommendations.