Why Wellness Is A Top Priority For Travel Brands
Wellness is a priority for today's travelers, and the industry is responding by finding ways to integrate healthy and mindful options into their services
Consumers are taking a more proactive and progressive approach to their health, focusing on not only physical measures like fitness and nutrition, but also on less tangible aspects like emotional states and stress. Considering the intensity of traveling in today’s world as well as people’s focus on staying well, offering ways for travelers to work out, relax and get a good night’s sleep is more important than ever.
In our Travel Debrief report survey, PSFK researchers found agreement among 82% of travel and innovation experts who said that helping guests maintain their wellness goals and routines will be a key requirement for travelers. To meet this demand, brands are integrating health-focused products and services into more aspects of the travel experience, empowering their customers to optimize their time away and positioning themselves as a valuable partner in the wellness endeavor.
People are not only looking for opportunities to relax while away, but actually planning entire trips focused around wellness. Jack Ezon, president of travel agency Ovation Vacation, emphasizes the importance of offering travelers a health-promoting stay. “Hotels seeking to differentiate themselves in the burgeoning wellness space are signing lucrative partnerships with leading wellness partners. People are starting to make decisions on where to stay based on their food and fitness options. The emergence of Fitcations are a phenomenon that grew about 15% in the past two years,” he stated.
Hotels are prioritizing wellness by facilitating guests’ maintenance of their fitness routines. Hilton Hotels & Resorts designed a new room category for its full-service brands that brings the fitness center into the guest room. Called Five Feet to Fitness, the new room type includes more than 11 pieces of fitness equipment and accessories that make it easier for travelers to work out privately in their own rooms.
It’s not just hotels that are integrating the wellness trend into their services: Air France is emphasizing relaxation by inviting customers traveling on a long-haul flight to discover the benefits of meditation via the Mind app. Each program, made up of an audio recording and a corresponding video, offers travelers exclusive content to familiarize themselves with the concept of mindfulness and feel in harmony with the environment of an aircraft cabin.
Sometimes, however, hotels and airlines fall short of meeting travelers’ needs, which is where products like Nightingale’s Sleep System come in. The device helps to optimize a traveler’s sleeping conditions so they can get a good night’s sleep while away from home. The plug-in wall units create a “sound blanket” of white noise throughout a room, playing more than a dozen different sound options, from nature noises (crickets, loons, rain) to white, black and brown noise, masking the most nerve-rattling sounds, such as construction and the babble of a busy hallway.
As the wellness industry as a whole continues to boom, brands in travel and hospitality will find success in incorporating healthy and mindful programs into their services.
Lead image: Hilton Hotels & Resorts via YouTube