Special RepoRt : Spa and wellneSS
World Wellness
FrOM SpA And FiTnESS OFFEringS TO dETOxiFying MEnuS And MEdiTATiOn , HOTELS ArE AiMing TO cASH in On THE grOwing wELLnESS MOvEMEnT .
by Ann BAgEL STOrck , MAnAging EdiTOr
At Four Seasons Safari Lodge Serengeti in Tanzania , guests can watch the sunset over the Serengeti plains before undertaking a guided meditation session with the hotel ’ s yogi .
Once upon a time , it might have been easy to dismiss the idea of “ wellness ” as a soft concept without a lot of potential ROI , but today , there are numbers to support the fact that wellness travel is a large and growing phenomenon . According to SRI International , the non-profit research partner behind the Global Spa & Wellness Summit , wellness tourism is a US $ 494 billion industry representing more than one in seven travel dollars spent worldwide . Plus , wellness tourism revenues rose 12.5 % from 2012 to 2013 , outpacing SRI ’ s original growth forecast of 9 %.
“ There ’ s a broader understanding of wellness ,” says Susie Ellis , chairman and
CEO of the Global Wellness Institute . “ It isn ’ t just physical wellness . There ’ s mental wellness and emotional wellness . It ’ s a movement — not just a trend .”
That movement is impacting hotels in a number of ways — and it ’ s not just about spa offerings . “ Almost any aspect of a hotel can be evaluated through a filter of wellness , and the consumer is really appreciating that ,” Ellis notes . “ The entire hotel can think about how it can help people ’ s lifestyles .”
Meditation , menus and more At Four Seasons Safari Lodge Serengeti in Tanzania , wellness is taking the form of new yoga and meditation experiences such as the Sunset Kopje Nature Walk and Meditation . Guests hike uphill led by a Maasai warrior to reach a spectacular sunset viewpoint overlooking the Serengeti plains before undertaking a guided meditation session with the hotel ’ s yogi .
Getting guests outside the property also is a goal at Borgo Egnazia on the Adriatic Coast of Puglia , Italy . For about a year , the resort has offered wellness program Fu ’ re , which means “ outside ” in the local Apulian dialect . Fu ’ re includes fitness activities inspired by local dance and boot-camp training that often take place by the sea or among nearby olive trees . The program also encompasses music therapy and massages as well as meals
22 HOTELS May 2015 www . hotelsmag . com