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.

Thomas  Klein
Thomas Klein
Former President/COO at Canyon Ranch

Wellness, however one defines it, continues to be front of mind for many of us as we navigate through this uncertain period of the pandemic. On a positive note, we are all becoming more aware of our personal wellness needs, whether this is spiritual, emotional, physical, or any other area of self-care. With continued demand for wellness services in what has historically been a 'high touch' area, we are now forced to practice our profession in a way that is low touch and high connection. We are continually stretching beyond the norm to best deliver on this in an authentic and sustainable way.

These times call for strong leaders that are able to have a paradigm shift from their past practices and be far more empathetic to colleagues and guests alike as we deliver on the new normal. Communication with colleagues and guests is evolving as we re-assure them of our 'zero tolerance' for compromise of sanitization standards, and our commitment to service protocols including touchless technology, increased outdoor/open-air experiences where possible, experiential activities, mindfulness initiatives, and rapid testing for colleagues. We all must embrace the philosophy of living younger, longer! Health & Wellness focus will continue to be part of the guest journey and the industry must remain sensitive to the consumer through EQ. This will ensure that we deliver on the promise that transformation can be fun, safe, and personally rewarding.  

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