World Panel
Viewpoint27 April 2020

Top Strategies for Post-Crisis Planning in Urgent Times of Wellbeing and Health

Wellness, Lifestyle and Spa

— 8 experts shared their view

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Top Strategies for Post-Crisis Planning in Urgent Times of Wellbeing and Health
This viewpoint was created by
Mia Mackman, Managing Director HVS and Principal Spa and Wellness Consulting
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Laszlo Puczko
CEO & Co-Founder of Heath Tourism Worldwide

This is time to revisit what the hospitality industry called wellness and how it marketed and operated it. Glorified spas re-branded as 'wellness centers', low calorie ice cubes sold on line, etc. We have to stop wellness-washing and need to come up with proper value propositioning. Not USP but UVP. Not UX but WX as in wellness experience. Brands as well as individual providers can all apply this approach and (re-)define what they stand for in term of improving the wellness of their guests/customers. Some may think that welltertainment, e.g. beer yoga is a cheap option and should be avoided. That can be true. But can also be wrong. Large number of prospective customers who would not consider services if those we called 'wellness'. But happily would try them if they were called something they actually can associate value to. This may seem to be a paradox. I do not think it is. Instead, the industry needs to think of ways in which it can introduce wellness-improving services but not labeling them as wellness.

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