Special RepoRt : Spa and wellneSS
Detox Weeks at The Charles Hotel in Munich even give afternoon tea a healthy spin — the low-calorie “ Tea- Tox ” features items such as sandwiches on spelt bread and cakes topped with yogurt or made without flour .
Brand hallmark
Given the growth of the wellness industry , some hotel brands are making wellness the centerpiece of many of their offerings .
Last fall , Anantara Hotels , Resorts & Spas launched Balance , a flexible wellness concept designed to encompass cuisine , cooking classes , spa treatments and private consultations with various “ wellness practitioners .” By 2016 , Balance will be available at every Anantara property worldwide .
“ Guests don ’ t have to choose between taking care of their health and enjoying a holiday ,” explains Kathryn Moore , group director of spa – Asia , for MSpa International , which manages Anantara ’ s spa offerings . “ The Balance offering includes a variety of pillars from holistic treatments and body and mind exercises to healthy cooking classes and lifestyle wear .”
Similarly , earlier this year Westin Hotels & Resorts debuted The Westin Well-Being Movement , a year-long global initiative to enhance wellness for both guests and associates . Focusing on well-being “ pillars ” such as sleeping , eating and working , the brand also recently rolled out a series of Wellness Escapes — workshops , classes and panel discussions led by experts in various wellness fields .
“ The Westin Wellness Escapes series is designed to motivate and educate those seeking to achieve or sustain a healthy lifestyle while still exploring the world ,” says Brian Povinelli , global brand leader for Westin .
“ If hotels wish to compete , they do not have any option but to respond to guest demand , which includes the growing lifestyle trends of healthy food and beverages , spa and wellness experiences and fitness practices ,” Moore adds . made with local , seasonal ingredients .
“ Fu ’ re is grounded in the principles of balancing life and the natural elements , reminiscent of childhood , when we would find the time to play outside in any weather ,” explains Patrizia Bartolin , spa director at Borgo Egnazia . “ Fu ’ re looks to spontaneous and natural movement focusing on sensuality and grace . This is good for the heart , the head and the soul .”
Of course , distinctive natural surroundings are not a prerequisite for integrating wellness concepts into multiple areas of the hotel . Munich ’ s The Charles Hotel , for one , kicked off 2015 with a Detox Weeks initiative encompassing healthy menu items , spa treatments and in-room amenities such as personal yoga tips and detoxifying household remedies .
“ The awareness of nutrition and wellbeing has become a very important part of a modern lifestyle ,” says The Charles Hotel ’ s General Manager Frank Heller . “ Enhanced by the growth of social media and the evolution of technical gimmicks , it is much easier to implement a healthier way of life into our daily routine . Even our mobile phones remind us to improve our diet and give us motivation to exercise more .”
Even the idea of what a spa treatment should be about has evolved to take a more holistic turn . Instead of just pampering , guests are seeking a more comprehensive wellness experience . “ It ’ s all about what I call ‘ purposeful wellness ’ — nutrition , mind-body therapies , yoga , acupuncture , meditation ,” says David Stoup , chairman of Tempe , Arizona-based spa-management company Trilogy Spa Holdings . “ We ’ ve morphed into a more health-focused , all-inclusive experience .”
And the momentum behind wellness tourism may only be beginning — especially if the hotel industry can work with governmental agencies and other organizations to promote it , Ellis says . “ There are still so many people not aware of wellness tourism ,” she adds . “ That is a huge opportunity .”
www . hotelsmag . com May 2015 HOTELS 23