Global hotel operator, Accor, has published a paper dedicated to wellness across its portfolio of brands, which include Raffles, Fairmont and Sofitel.
It’s a Wellness World: The Global Shift Shaking Up Our Business gives insights into Accor's strategy for delivering wellness interventions to hotel guests in all areas, including those beyond the walls of hotel spas and gyms.
Emlyn Brown, Accor’s global VP of wellbeing, luxury and premium brands, said: “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.”
“Accor is making wellbeing a company-wide imperative," said Brown, "looking at things such as how much the company invests in wellness, how we integrate 'feeling better' into the entire customer journey so our guests can stick to their healthy habits while they're away from home, and how we provide spaces for them to discover new ones.
"It’s an exciting time as we look to shore up our future business health."
The paper highlights the opportunities the wellness movement provides for hoteliers, and some of the ways Accor brands will deepen their commitments in this area throughout 2020 and beyond.
Examples are given of how Accor’s leading hotel brands are evolving with the wellness movement. For example, Raffles Hotels and Resorts employ Feng Shui and Biophilia techniques to bring peace and balance to its interior spaces, while its menus are designed to enhance sleep, counter jet lag and promote digestive health. Raffles also offers guests sleep rituals with aromatherapy and luxury sleep masks.
“Our hotel brands are embracing the challenge of continuously surprising our guests with new ways to achieve health and wellbeing during their travels, inspiring them to choose our hotels again and again,” said Brown.
“By investing in holistic wellness experiences that help our guests feel good throughout the customer journey, we’re establishing a model for strong revenue growth through return bookings, word-of-mouth referrals, and a positive social media presence, contributing to a steady and sustainable business for years to come."
Anne Dimon, CEO and president of the Wellness Tourism Association said: “The mindset of wellness has evolved beyond spas and workout spaces, challenging the hospitality industry to consider how it integrates other health considerations into its daily operations.”
The paper reveals that 77 per cent of consumers “take steps in their daily lives to stay healthy and active, make informed food choices and manage stress”, while 56 per cent of affluent travellers place a top priority on the statement, “I’m striving to become healthier in the coming year”.
The paper also explores the economic and social factors driving the rise of wellness around the world, such as the ageing population. This is affecting some parts of the industry, as rising healthcare costs – in the US, for example – are driving an increased focus on prevention through lifestyle changes to promote wellbeing into old age.
Accor claims the paper will act as a catalyst to help energise the company’s wellness teams globally, while also informing and enhancing the five key pillars that guide its overall approach to wellbeing – active nutrition, holistic design, bodies in movement, leveraging spa and embracing mindfulness.
"It’s time to reassess the value of wellness," said Brown, "its role within our operations, our group’s image and, most importantly, how we calculate the ROI of our investment in wellness activities."
