nutrition practices .
• Spa and wellness centers as hotels integrate luxurious spa facilities that offer a wide range of treatments , from massages to facials , to fulfill the growing demand for relaxation and rejuvenation .
• Fitness and recreation facilities , such as state-of-the-art fitness centers , yoga studios , and swimming pools with fitness classes , personal training sessions and wellness activities that cater to guests seeking better fitness and create a compelling wellness experience for guests .
• Mindfulness and wellness programs in dedicated spaces for medication and mindfulness training , stress-reduction workshops , and wellness seminars to promote better mental wellbeing .
THE WHITE SPACE FOR EXPLORATION Although there has been progress in integrating wellness into the hospitality industry , there are still untapped opportunities for businesses to further explore and capitalize on the expanding trends of wellness tourism , wellness real estate and wellness technology .
Charlotte Kang , national practice leader for Hotels & Hospitality at JLL Valuation & Advisory
WELLNESS TOURISM Wellness tourism is a rapidly expanding sector within the industry . The GWI reported that wellness tourism revenue reached $ 639.4 billion in 2019 , representing a 6.5 % annual growth rate from 2015 to 2019 . This category includes various wellness-focused travel experiences , including retreats , spas , wellness resorts and immersive wellness programs . Hospitality providers can proactively tap into the wellness tourism market by expanding their offerings to cater specifically to wellness-focused travelers . This can involve partnering with wellness retreats , spa and wellness centers or even creating their own immersive wellness programs and experiences . By offering curated wellness packages , specialized retreats and tailored activities , hotels can attract and cater to guests seeking dedicated wellness experiences .
WELLNESS REAL ESTATE Wellness real estate refers to properties that are intentionally designed and built with a focus on enhancing the overall wellbeing of the occupants . These properties go beyond traditional real estate offerings by incorporating various features , amenities and design elements that promote physical health , mental well-being , environmental sustainability and a sense of community .
The demand for wellness-focused living spaces has led to the emergence of wellness real estate projects . The GWI estimates that the wellness real estate market was valued at $ 225 billion in 2019 and saw an explosive growth during the pandemic reaching $ 275 billion in 2020 , representing 2.4 % of global annual construction output in 2020 . The hospitality sector can embrace wellness real estate by incorporating features such as fitness centers , wellness spas , yoga and meditation studios , outdoor recreational areas , walking trails , organic gardens and healthy dining options . They may also integrate natural elements like ample green spaces , access to clean air , natural lighting , and views of nature to foster a connection with the environment . It is important to note that the concept of wellness real estate is evolving , lacking a universal standard . Organizations like the International WELL Building Institute introduce frameworks and certifications for wellness-centered spaces . It represents a shift in real estate towards holistic living spaces prioritizing guest well-being and health in design and development .
WELLNESS TECHNOLOGY Hospitality providers can enhance guest experiences by incorporating personalized wellness programs through data analysis and technology . By understanding individual preferences , hotels can curate tailored experiences that optimize guests ’ overall well-being . Integrating wellness technology , such as wearable fitness trackers and wellness apps , allows guests to monitor and enhance their wellness journeys . Additionally , hotels can offer techenabled wellness spaces , such as virtual fitness classes and guided meditation apps to further support guests ’ wellness goals .
The convergence of the wellness and hospitality industries offers an opportunity for establishments to cater to the growing consumer demand for better personal wellbeing . By embracing wellness-oriented offerings , personalized experiences and technology integration , hospitality owners and operators can exceed guest expectations and create immersive experiences . Adapting to this paradigm shift positions them at the forefront of the evolving consumer journey towards a healthier lifestyle , ensuring long-term success in the thriving wellness market .
Charlotte Kang is national practice leader for Hotels & Hospitality at JLL Valuation & Advisory .
October 2023 hotelsmag . com 35