The concept of “wellness” as part of travel has grown from indulging in a spa to a full-blown movement incorporating F&B, textiles, bathroom amenities, fitness programs—and, yes, spas. To that end, Marriott’s Westin Hotels & Resorts brand is working to position itself as a leader in wellness tourism, and has launched its first global brand campaign in more than five years.
The new “Let’s Rise” campaign—which will include a range of wellness-themed programs and partnerships—will appear in broadcast, digital, radio and out-of-home channels, with print placements to follow later this year. The new campaign focuses on what the company calls their “Six Pillars of Well-being”: Sleep Well, Eat Well, Move Well, Feel Well, Work Well, and Play Well.
Brian Povinelli, global brand leader of Westin Hotels & Resorts, said "Let's Rise" will promote the “pursuit of empowerment, the potential of the morning, and will be a call to action.”
Wellness by the Numbers
There’s a good reason for the focus: According to Povinelli, wellness tourism has grown by 14 percent over the last two years alone, and global wellness growth as a niche is set to grow by another 17 percent in the next five years.
Furthermore, he said, a full 60 percent of millennials—that in-demand demographic—say that their health is most important thing in their lives, while 41 percent of people in Generation Z—which Povinelli defined as people born after 1998—have said that they would pay a premium for healthier products and experiences in their lifestyle.
Globally, the number of travelers who will plan adventure excursions in the next 12 months has doubled in the last three years, and the number has tripled in Mexico. More than 50 percent of respondents to a global survey said that they plan to seek “mindfulness opportunities” to clear their minds and center themselves during the chaos of travel—a strong indication of a growing need for improved programming for activities like yoga, or even opportunities for quiet contemplation and meditation.
“People are looking for active experiences,” Povinelli said, noting that wellness helps travelers keep control, fosters sense of community To that end, Westin hotels are offering activities like yoga and jogging (the brand even has dedicated “run concierges” to plot ideal jogging courses and accompany runners), healthier meal options (baked chicken fingers breaded with corn flakes) and updated amenities in guestrooms (the popular White Tea bath and body products have been updated with new packaging and ingredients).
Westin hotels will get updates to the brand’s signature WestinWorkout fitness studios to incorporate more stretching, strength and core equipment. The brand will expand its “Gear Lending” partnership with New Balance (letting guests borrow workout gear on-site), giving guests access to workout gear without the hassle of packing it, and will add more run concierges.
Westin already touts its bed as “heavenly,” and while the company has no plans to update its bedding, it will be launching a complimentary Sleep Well Lavender Balm bedside amenity with essential oils of lavender and chamomile to promote quality sleep. The brand’s signature White Tea Aloe Bath & Body products, meanwhile, have been reformulated and redesigned to be PABA-free, paraben-free, and dye-free.
Westin is planning to open 50 hotels over the next five years, with a focus on emerging destinations like Indonesia, Jordan, Malaysia, the Philippines, Taiwan and Vietnam, following growth in established markets including Hamburg, Dubai and Denver.
“Looking ahead, we’re also seeing increased intention to explore smaller cities,” Povinelli said. Openings are planned for Milwaukee, Chicago, Sarasota and Cozumel on the horizon.