Written by Sonal Uberoi, author of The Wellness Asset
The pandemic ensured that we put a focus on our health. It is no surprise that people are now nurturing their physical and mental health and being more responsible in their lifestyle choices. This is reflected in the expectations they now have regarding the hotels they stay in.
Terms such as ‘wellness’ and ‘wellbeing are often used in a confusing way. Simply put wellness is the tool and wellbeing the goal.
Wellness tools include therapies, alternative medicine, fitness activities, meditation and mindfulness, a balanced diet and other services. They can help us achieve our mental, physical, emotional and spiritual wellbeing goals.
By incorporating wellness into your hotel’s product ecosystem, you can help your guests on their way to achieving their wellbeing goals and gain loyal, repeat customers.
Wellness and your hotel
Too many in the hospitality industry view wellness as an amenity or niche product, and in the current climate are reluctant to invest in wellness. It’s seen as an add on service, often centred on the hotel spa or pool with activities such as sunrise yoga, signature massages etc.
These are great, but not enough to attract new/returning customers, or position wellness at the heart of the hotel’s offering.
With a true wellness approach hoteliers can guide their guests to achieve a state of wellbeing, by offering them wellness in every aspect of their experience, from breakfast until they go to sleep at night.
The basics must be right
The wellness experience starts with the way guests are greeted on arrival. When treated with respect and kindness they’ll immediately feel comfortable and look forward to their stay. If their rooms are quiet, with the correct temperature and air quality, guests will sleep well; the foundation for a great experience.
Dining should not be about the latest trends or showing off your chefs’ talents. Guests should, for example, be able to have any dietary requirements or wants adhered to without fuss, so they feel personally, and physically nurtured.
Deliver what your guests are looking for
Your team should get to know what guests are looking forward to from their stay and guide them in achieving their best experience A great experience, whatever their desires, is always an experience that ultimately looks after their mental wellbeing.
That guest will then be pleasantly surprised when everything works together to provide the memorable experience they seek. They will feel the effects of their stay long after they leave and will look forward to reliving the experience again and sharing it with loved ones.
Future-proof your hotel
Consider these findings from the Global Wellness Institute: In 2018, wellness expenditures were more than half of all health expenditures, coming in at $4.3 trillion. Of the ten markets analysed between 2015-2017, revenue growth leaders were, wellness tourism (6.5%) and wellness real estate (6.4%), mental wellness and workplace wellness. All three have already been adapted into hospitality in some ways, but more needs to be done if hotels are to reap the biggest benefits of this trend towards wellness.
Hoteliers need to catch this tide, or their hotels will become out of date. They’ll lose market share to those who have embraced wellness and can see the business benefits of doing so.
So, if you want to benefit from the increasing desire for wellness when travelling, there are two major components to look at when implementing your wellness strategy; your guests and your staff:
Your Guests
Listen to your guests and implement your new offerings thoughtfully. Every hotel is different, so make sure your offerings are appropriate to your clientele. While you need to manage your budget, don’t be tempted by cost-cutting and streamlining. This may be effective in the short term but comes at a long-term cost! Instead invest, respond to market conditions and the needs and wants of your customers. But don’t rush! A strong and robust system takes time to implement and requires the right expertise.
Your Team
The wellbeing of your team is vital to the success of your wellness offering.
During the pandemic, many staff were laid off or had salaries reduced. These unfortunate circumstances mean that hotels risk losing their top talent. By including holistic wellness in employee packages, this talent can be retained/attracted back.
When staff can achieve a good work-life balance, overall wellbeing increases. This creates a happier and more motivated team, which can only benefit your guests.
For your hotel’s long-term future it is time to put wellness firmly at the core of your hotel’s ecosystem.
ABOUT THE AUTHOR
Sonal Uberoi is a global wellness expert and founder of Spa Balance, a boutique consultancy working specifically with hotels to help them tap into the full potential of their wellness offering. Sonal has worked with major hotels across the world enabling them to attract a more discerning guest, build a loyal and committed customer base, attract and retain quality talent and increase profitability, without breaking budget.
Web: www.spa-balance.com
LinkedIn: https://www.linkedin.com/in/sonaluberoi/