Why Wellness Programs are Investment Worthy and Add Value
— 6 experts shared their view
As spa development and wellness momentum continue to thrive, understanding the nuances associated with advancing this new growth is acute to evolving meaningful and successful investment choices. This viewpoint asks panel experts to share why these programs are worthy of investment and how they add value to hospitality experiences. Various challenges related to COVID-19 have accelerated prevalent needs for new operational, and technological changes. Whereas the ripples of 2020 are expected to reverberate for a few years. This viewpoint also shares thoughts on how companies, stakeholders, and developers can enhance existing businesses and make tactical investments for 2021 and beyond.
Group Director of Spa & Wellness at Mandarin Oriental Hotel Group
It is difficult to measure the ROI of wellness programming because much of it is intangible, but I believe they are a strong investment and that they do add value holistically. By “holistically” I mean they add value in a number of ways that transcend the departmental profit of the programs themselves. A brand's wellness offerings show customers that they care, inspire employees to join and stay with the brand, and appeal to the consumers' highest values. Said another way, these programs bring energy to the brand that attracts customers, employees, and the media.
Because this value is difficult to measure, wellness programming tends to be undervalued by the market, which makes wellness programming an even better investment as it is easy for brands that believe in wellness to set themselves apart from their competitors in this arena, creating greater goodwill with consumers and colleagues.