Many travelers prefer to continue their good health habits when on the road. For that reason, an increasing number of hotels are providing flexible wellness options for guests to elevate their experiences, from in-room exercise equipment to healthy menu items to hydration stations, nearby outdoor activities, spa treatments and more. Though these amenities may be costly to implement initially, many hotel brands nevertheless embrace the expense up front, as the yield has the potential to outweigh the costs.
“There is a growing focus on guest well-being. Guests expect to be able to easily maintain their fitness routines on the road,” said Chris O’Donnell, chief operating officer with Atrium Hospitality, which oversees a portfolio of 79 hotels, representing many well-known brands.
In fact, wellness tourism will surpass the one trillion mark in 2024, according to the Global Wellness Institute. “Guest demand for more wellness and sustainable hospitality experiences continues to evolve, and hotel brands are listening and adapting accordingly,” added O’Donnell.
Air Quality
The pandemic placed air quality squarely in the center of the wellness conversation. Today, many hotels partner with such companies as Pure Wellness, a hotel in-room wellness company, to offer the Pure Rooms program, a turnkey service for hotels.
“We have a patented seven-step process we put the room through, mainly around improved air quality, the absence of bacteria, hypoallergenic bedding, and filtered shower water; all of that combine to create this wellness environment,” said Haley Payne, Pure Wellness’ head of commercial, adding that the program is in 300 hotels, representing 4,000 rooms. Partner hotels convert a percentage of inventory into wellness spaces and can charge a premium room upgrade, which Payne said is profitable for hotels.
Wellness Options
New Hilton brand Tempo was designed to capitalize on the rising consumer demand for wellness in travel. Geri Lombard, regional vice president of operations at Tempo by Hilton Louisville Downtown Nulu, said that the brand is designed to provide an uplifting experience, and a space to rest and recharge. For example, there is a complimentary hydration bar in the lobby for all guests. The brand also offers several ‘wellness rooms,’ — "a guestroom that allows the guest to exercise in the comfort and privacy of their own rooms and keep their routine and pace on their schedule,” said Lombard. Options include in-room Peleton bikes and other equipment such as workout mats, resistance bands and massage products.
Lombard said that Tempo has divided all the guestrooms into distinct zones, such as a power up zone and a power down zone, the latter of which is to help guests unwind and get to sleep faster.
“From an owner’s perspective, you have the ability to create this room in a standard guest room bay, so you’re not adding space to the guest room but you can get a premium rate for it, and customers are willing to pay for it,” said Lombard.
IHG’s EVEN Hotels all offer an in-room fitness experience along with complimentary access to on-demand classes. Guests can choose from standard rooms, standard-plus rooms or premium rooms, with fitness offerings varying depending on the room type.
“In addition to the in-room fitness experience, every EVEN Hotels property features a 24/7 athletic studio with best-in-class fitness equipment, including resistance bands, free weights, treadmills, spin bikes and water rowers,” said Raul Ortiz, vice president, global marketing and brand management, EVEN Hotels and Holiday Inn, IHG Hotels & Resorts.
Other options at EVEN hotels include a signature sleep experience with cooling sheets and dimmable lighting as well as healthy menu items. “EVEN supports the idea that travel shouldn’t disrupt wellness,” said Ortiz.
Return on Investment
O’Donnell said that, without question, many wellness amenities drive revenue and are worth offering in the long tun. “Investing in guest wellness, such as expanding hotel fitness centers, is the cost of doing business. The investment is worth it to stimulate guest demand. For some guests, the availability of wellness amenities can be the deciding factor in which hotels they book,” he said.
“The amenities offered at an EVEN Hotel are part of the brand standard, so the operating cost is initially accounted for. While the amenities are not necessarily driving direct revenue, we believe they influence stay and booking behavior,” added Ortiz.
Payne said that the Pure Room program is profitable for hotels, as it gives hotels a premium room-type. “Most of the time, we get approached by an ownership group because they are looking for something unique that generates revenue, and we fit that category,” said Payne, adding that loyalty guests are more apt to choose that room.
Staypineapple’s Unique Approach to Wellness
Even small boutique hotels are able to ride the wellness wave, despite a lack of space for exercise rooms or spas. Staypineapple, for example, operators of 10 boutique hotels around the U.S., all in gateway cities, has a three-pronged approach to wellness, focusing on hydration, sleep and movement.
All guests receive a complimentary, reusable aluminum bottle, which they can refill at a water bar in the lobby, which includes still, sparkling and hot water, President Dina Belon said. The hotel brand is also heavily focused on good sleep habits and offers what they call The Naked Experience, the company’s branded linens, which include individual duvets, lightweight robes and soft, oversized towels.
In addition, they offer complimentary use of bicycles as well as guides to delineated bike and walking paths. “We try to get guests out of the hotel, enjoying the city and getting a little exercise at the same time,” she said. “In the boutique space, once we get a guest, we want to hang on to them. Once they are in our system and book direct with us, we reduce our acquisition costs significantly. The more we can send guests home feeling healthy and rested, the more they will feel great about our hotels and our brand.”
This article was originally published in the September edition of Hotel Management magazine. Subscribe here.