In an increasingly competitive hotel market, differentiation is becoming a strategic imperative. One of today's most powerful levers for capturing the attention of demanding customers while optimising revenues is the integration of a wellness offer. More than just a trend, wellness has become a real driver of growth, with a potential for profitability that is often underestimated. When well developed and fully integrated into the hotel experience, a spa or wellness offer can generate significant revenues, even surpassing other traditional sectors such as F&B.
The third and final instalment in this series on the development of well-being in the hotel industry. After looking at the major trends in the current landscape and the rise of better-wellness, we now turn to the economic benefits that wellness can bring to the hotel sector.
Well-being, a powerful but underestimated lever
An element of differentiation
In an increasingly competitive accommodation market, with the proliferation of hotel operators and the boom in holiday rentals, it is becoming more and more difficult to stand out from the crowd. Having a strong brand is no longer enough, and hoteliers must now redouble their efforts and imagination to attract and retain customers.
Focusing on their guests' well-being is becoming a new lever of attraction at a time when well-being is a priority for 79% of travellers, according to Accor. The French group has also dedicated a white paper to this theme, entitled ‘Making Wave: Rethinking Spa and Wellness Design for a Modern Area’.
"Wellness has become a key driver and differentiator for us, particularly in the luxury and lifestyle sectors. It is also an exciting area of design that touches the hearts and lifts the spirits of our guests more deeply than any other aspect of the hotel experience." - Anne Becker Olins, Global Chief Design & Technical Services Officer - Ultra Luxury and Luxury, Accor
And as explained earlier in this analysis, the modern wellness offer must no longer be limited to the walls of a spa, but must be found throughout the hotel. Accor has integrated this into the heart of its strategy by defining 6 fundamental pillars, including holistic design, nutrition and digital well-being.
"These pillars provide a structure that is both universal and flexible. It allows our brands to play their own part, while offering a coherent...
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