WHAT ’ S HOT
S A L E S & M A R K E T I N G
WHAT ’ S HOT
S A L E S & M A R K E T I N G
A real
DEFINITION of
WELLNESS
“ Not that there is anything wrong with a wellness model that evidently pleases most people most of the time ,” writes luxury brand consultant Piers Schmidt , “ but I suggest change is afoot and it ’ s being driven by the changing demands of the luxury traveling consumer .” Schmidt continues : “ Experiences have reached a ubiquity that is breeding what we call the ‘ been there , done that ’ syndrome . Facing this new threat , what can the luxury hotel or resort operator offer the never-satisfied luxe guest ? A person who has experienced everything is desperately seeking something more .
“ Transformations are the most elevated form of experience and may be described as the ultimate luxury because it ’ s only when people can meet all of their basic needs that they are free to search for satisfaction and fulfilment on a higher level , not just physically but spiritually and emotionally . For this reason , in a postmaterialist world , wellness is fast becoming the new luxury and , whereas in the experience economy the producer ’ s role was as a stage manager ( and don ’ t hotels make excellent stages ?), in the transformation economy the stage manager transforms to a guide , a much more proactive and complex responsibility .
“ As may be expected at this rarefied height , the most valuable economic offering is the most difficult to define and deliver . Change is a highly personal business for which there is no one-sizefits-all solution .
“ Experiences are essentially outside in endeavors , bringing the glory of the world to the attention of the client , while transformations are just the opposite . They are inside out , bringing the client closer to the best version of themselves .
“ And that ’ s where things get technical , complicated and certainly outside the core competence of most hoteliers . Promising a transformation of any kind requires the provider to engage in an entirely more intimate and potentially risky relationship with the customer . Mess up a bespoke experience and there ’ s little damage that a comp or a boost to the points balance won ’ t fix . Mismanage an act of personal transformation and you may hear from the client ’ s attorney .
“ Amongst ultra high net worth consumers , we are starting to see a redefinition of luxury , where the prize with the greatest value is to live life longer , well . It seems we finally have an answer to that old conundrum of what you buy the person who has everything for their birthday . More birthdays , of course .
“ Says Fflur Roberts , head of global luxury goods at Euromonitor , wellness is a status thing : ‘ People want to show that they care about their bodies and selfpreservation .’ Are the extra years going to be productive and enjoyable ? As they hit middle age , most high achievers feel that there is still so much more to do but fear that they won ’ t have the time to do it . For smart hoteliers , therein lies your biggest opportunity .”— C . R .
22 hotelsmag . com June 2019