The concept of "joyspan" - sustained joy over time - offers hotels a framework to create transformational experiences that build emotional loyalty beyond traditional metrics.
Wellness expert predicts that refined sugar, seed oils, ultra-processed foods, and various chemicals will be widely recognized as harmful by 2035.
Holbrook discusses Marriott's rollout of wellness technology across luxury properties, including red light therapy, cold plunges, and vibroacoustic treatments to boost spa revenue.
Using spa slipper selection as a case study, the article demonstrates how micro-decisions in wellness design reveal the critical balance between aesthetics, operations, and profitability.
The sleep tourism market, valued at $640.9 billion in 2023, positions rest as hotel infrastructure rather than amenity, addressing guest needs for recovery, clarity, and connection.
The wellness tourism sector approaches $1 trillion by 2025 while longevity markets reach $600 billion, requiring hotels to navigate economic disruptions and evolving guest expectations through strategic planning.
The analysis explores ten emerging wellness trends from sleep optimization to community building, providing specific hotel applications for each to boost ADR and guest satisfaction.
Sam Nazarian partners with Tony Robbins and Fountain Life to create The Estate, planning 15 longevity-focused resorts by 2030 with AI diagnostics and preventative medicine.
The analysis identifies ten emerging trends shaping ultra-luxury hospitality, from low-occupancy designs and agriluxury to integrated wellness stays and cognitive longevity programs.
The article explores how Lewis's Cultural Dimensions model (Linear-Active, Multi-Active, Reactive) can guide hotels in tailoring wellness services to match guests' cultural behavioral patterns and preferences.
Sleep tourism is a very real trend. Working closely with hotel owners and executives to help ideate and set up sleep programs at hotels, one of the most common challenges that we have to overcome is limiting capex and opex so that the sleep program is both turnkey and easy to operationalize as well as acceptable to the guest’s price elasticity. Luckily, there’s a principle in sleep science that hotels can leverage to aid in guest’s sleep purely by better utilizing existing merchandizing and inventory systems.
The worlds of health and hospitality have been converging over the past two decades, and this trend will only accelerate as now-popular modalities like red light therapy, ice plunges, fitness programs and nutritious F&B menus gain adoption across the chain scale. While the next section addresses how this opportunity intersects with IT, what’s most important now in 2025 to consider is how all these new types of activities and experiences can be loaded into a CRM or CDP then transformed into recurring rooms and ancillary revenues.
Wellness is no longer confined to the spa. Today’s travelers are seeking experiences that enhance sleep, reduce stress, and foster connection, which is shaping where they choose to stay and how much they spend. For boutique and independent hotels, this represents both an opportunity and a challenge: how to define their wellness identity authentically and profitably, without heavy capital investment.
Wellness is reshaping hospitality and real estate. It is no longer a luxury; it is a global economic force and a core business strategy. The global wellness economy reached $6.3 trillion in 2023 and is projected to hit $9 trillion by 2028, according to the Global Wellness Economy Monitor by the Global Wellness Institute (GWI). Of the 11 categories of wellness, the three (3) key growth areas include Wellness Real Estate, Wellness Tourism, and Mental Wellness, sectors now recognized as essential drivers in hospitality and real estate.
While it’s no secret that demand for wellness continues to increase across all sectors, today’s travelers are redefining what that means within the hospitality space, seeking experiences that extend well beyond the traditional spa treatments and fitness classes.
Hotels with strong wellness provisions tend to perform better. Wellness tourists spend more. Hotels are increasingly recognising the value of wellness as a key differentiator in the hospitality industry. How frequently have you encountered such statements in recent years?
Spas are an expected amenity for most luxury and ultra luxury hotels, and properties with savvy operators are benefiting greatly from luxury travelers increasingly willing to spend on spa. Spas are also mandatory under the brand standards for certain luxury and ultra-luxury brands, as well as a requirement to comply with Forbes Five Star Standards.
Wellness is a huge growth area for hotels. In hospitality, we can succinctly define this as products, services, amenities and other features that deliver guest wellbeing. Concurrently, longevity is the concept that humans can live longer while also living healthier within those new years afforded to them (‘healthspan’).
As advisors to upscale and luxury hotels, we’re always first looking holistically as to why a guest is choosing this specific hotel and why they are willing to pay substantially more per night for that experience. This is what we call the ‘reason to visit’ or R2V.
During the EHL Open Innovation Summit in Lausanne, we had the opportunity to sit down with Dr. Felicitas Morhart, Full Professor of Marketing at HEC Lausanne, to explore how the emerging field of longevity is starting to reshape luxury hospitality. Our conversation touched on the intersection of biotech wellness, status-driven self-optimization, and the evolving role of luxury as a space for beauty, presence, and what it means to remain human in an increasingly optimized world.