In in a revealing study Accor's Emlyn Brown explains how exceptional wellness experiences are good for guests, business and the hospitality industry
When stepping into a hotel these days, one cannot help but notice a growing wave of smoothie bowls, yoga poses, and mindfulness seminars. For many years, Accor has been at the forefront of the wellbeing movement, leading the way to integrate health and wellness into all aspects of the guest experience.
In a new white paper, "It's a Wellness World: The Global Shift Shaking up Our Business,"
Accor explores the fundamental societal shift currently underway as the lifestyle goal of feeling healthier has moved out from beyond the walls of the spas and gyms and entered the mainstream. The report goes on to discuss the opportunities the wellness movement provides for hoteliers, and some of the unique ways that Accor brands will deepen their commitments in this vital area throughout 2020 and beyond.
"At Accor, our goal is to have guests experience a sense of wellbeing during their stay and that they leave feeling better than when they arrived; better rested, more nourished and in a happier state of mind," said Emlyn Brown, Global Vice-President, Wellbeing, Luxury & Premium Brands, Accor. "A delighted guest is naturally more inspired to return. Therefore, by investing in holistic wellness experiences that help our guests feel good throughout the customer journey, we are establishing a model for strong revenue growth through return bookings, word-of-mouth referrals, and positive social media presence, contributing to a steady and sustainable business for years to come."
The white paper sheds light on the 77 percent of consumers that take steps in their daily lives to stay healthy, make informed food choices, stay active and manage stress. It found that some 56 percent of affluent travelers place a top priority on the statement, "I'm striving to become healthier in the coming year." The report also explores numerous economic and social factors that are driving the rise of wellness around the world.
Accor's well-being white paper emphasizes five key pillars that guide Accor's overall approach to wellbeing: Active Nutrition, Holistic Design, Bodies in Movement, Leveraging Spa, and Embracing Mindfulness. These focuses have been adapted and adopted by the company's hotel brands based on a number of important factors including guest preference, demographic, brand positioning, culture and location.
The report also delves deeper into this tailored approach and showcases several examples of how some of Accor's leading hotel brands are uniquely evolving with the wellness movement. For example:
•Raffles Hotels & Resorts creates bespoke experiences to enhance guests' emotional wellbeing, allowing them the opportunity to experience serenity, harmony and pleasure. The brand is employing Feng Shui and Biophilia techniques to bring peace and balance to its interior spaces; menus designed to enhance sleep, counter jet lag and promote digestive health; and sleep rituals include aromatherapy and luxury sleep masks.
• Fairmont Hotels & Resorts is a gateway to hundreds of wellbeing experiences, from heart-racing workouts to heartfelt moments of peace and tranquility. The brand's apparel and gear-lending program ensures guests are ready for fitness anytime; green spaces connect guests to nature; a sustainable drinking water program and high-quality organic and local food employ an environmentally respectful approach.
• SO/ Hotels & Resorts' approach to wellness aims to bring balance to those who live fast and play hard. The brand's Glow Bar offering provides the latest in skin and beauty treatments, while Deep Beats Yoga brings the power of sound to enrich the physical and mental experience of en masse yoga.
• MGallery Hotel Collection seeks to nourish the soul and empower guests with a balanced lifestyle among thoughtfully designed spaces. In-room amenities are curated for self-care, while signature treatments, healthful menus and positively affirming mantras inspire guests to feel their best, inside and out.
• Pullman Hotels & Resorts delivers Power Fitness to guests who want to achieve peak physical performance, in between working and having fun. The hotels feature energetic power fitness zones; video on demand exercise classes; Power Up food and beverage menus for optimal nutrition; and a global ambassador fitness program to keep workouts fresh and inspired.
• Swissôtel Hotels & Resorts continues to expand its Vitality Room concept. These customized suites include circadian lighting technology; in-room yoga stations; wellness walls with fitness training modules; black-out blinds; air purification systems; shower lighting and scent customization; and high vitality snack and superfoods bars.
"Feeling healthy is a universal, emotionally-charged, and frequent concern for all demographics of guests and cuts across all areas of life, from daily routines to exceptional, transformative travel experiences,” added Brown.