As the wellness tourism industry continues to flourish - expected to reach a value of $1.4 trillion by 2027, according to the Global Wellness Institute - high-end hotel chains are seeking to capitalize on this trend by developing cutting-edge wellness experiences to attract new clientele.
They're seeking experiences that transcend the ordinary spa, yoga retreat, or superficial quick fixes often found in many hotels.
In the past, health-conscious travelers would visit specialized wellness resorts such as Thailand's Chiva-Som or The Farm in the Philippines to experience the latest medical and wellness treatments. However, these resorts are now facing stiff competition from high-end hotels that offer 360-degree experiences, incorporating physical, holistic, and spiritual elements, along with world-class hospitality and luxurious accommodations.
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"Hotels are staying ahead of the curve by expanding their wellness offerings, but wellness resorts are also taking a cue from hotels to enhance guest experiences and customer journeys. As a result, these two industries are becoming increasingly intertwined," notes Cathy Feliciano-Chon, managing partner at marketing agency Finn Partners, which represents clients such as The Mandarin Oriental and Marriott International Luxury Brands.
"They're often teaming up with well-established wellness centers because it's the quickest and most effective way to provide wellness services. After all, hotels are primarily about providing hospitality. To get it right, they need to bring in the experts in the field," she says, pointing out examples like the partnership between Four Seasons Singapore and Chi Longevity, as well as the collaboration between Six Senses Ibiza and Rose Bar, led by renowned wellness expert Dr. Mark Hyman.
The current trend, however, sees hotels introducing their own wellness centers, which provide top-notch amenities, treatments, and staff to match. These centers often cater to both the local community and hotel guests. For instance, Surrenne, a London-based wellness and longevity members' club, was launched by Maybourne Hotels at The Emory, which opened in April last year. The 2,000-square-meter space is entirely focused on health and well-being, featuring the country's first studio from global fitness expert Tracy Anderson.
Soneva Soul, the wellness brand created by Sonu Shivdasani, the founder of Soneva Resorts, is another notable example. It combines traditional healing methods with modern technology to offer personalized wellness experiences that include physical movement, sleep, medical services, and innovative, regenerative treatments like stem cell therapies - all of which can be enjoyed during a vacation.
Making its debut last September, Layan Life has established itself at the Anantara Layan Phuket Resort. Situated within the resort's grounds, this wellness centre occupies a 1,767-square-metre building designed with biophilic principles in mind. Just a short stroll from the hotel's main pool and restaurant, this impressive space seamlessly integrates modern architecture with its natural surroundings, featuring floor-to-ceiling windows, warm neutral hues, airy rooms, and an abundance of natural light, making it a design magazine-worthy space.
A hyperbaric chamber and colonic hydrotherapy using the latest equipment and technologies.
The centre is also specialized in traditional Thai medicine, with options to see a registered practitioner, undergo unique treatments, and purchase personalized remedies from a Thai herbal pharmacy.
Our goal at Layan Life is to challenge the traditional concept of wellness retreats that can be limiting," says Bannister. "[We achieve this] by providing a welcoming approach that caters to guests of all ages and stages of life. They can come with loved ones or on their own, and this is what distinguishes us from other retreats. They can stay at our resort or locally, depending on their preferences.
Personalization and data-driven evidence are fundamental to Layan Life. Although pre-designed programs are available, guests are encouraged to take control of their health goals by undergoing a variety of diagnostic tests before selecting their treatments, including epigenetic tests in the form of hair and heavy metals testing, to skin and posture analyses and body scans.
You can experience all this while enjoying the comforts of a relaxing getaway, whether it's lounging by the pool or spending time with friends.
"Our guests are eager to be understood when it comes to their health and requirements, and for us to accommodate these needs while they are with us, providing a highly customized experience," says Bannister.
Interestingly, certain aspects of Layan Life are also incorporated into the hotel, including a specially designed wellness menu at the main restaurant and a complimentary daily activity program that features boxing, strength training, and stretching. Plans are also underway to introduce programs aimed at addressing common challenges like menopause and sleep issues.
"One of our key indicators of success is making sure our guests have the time and space to fully immerse themselves, be present, and not feel pressured to check off every item on their list and have a superficial experience," Bannister adds.
The coexistence of a wellness and daily resort environment gives the guest a feeling of normalcy.
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It is becoming more apparent, with a growing number of women feeling empowered to take control of their libido.
This technology is revolutionizing the way we analyze data, allowing us to tailor our wellness objectives and programs even more precisely.
-Strengthening one's connection to nature, from being grounded to forest bathing, has been demonstrated to have a positive impact on both mental and physical well-being.
With programs that integrate brain health training, physical mobility, and cognitive activities, this contributes to a longer and healthier lifespan.
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