Spa & wellness
pandemic, and we are drawn towards brands with a similar ethos. Hotels are responding in kind. At the most basic,
this involves being savvy about energy and water use – for instance using LED lightbulbs and even placing solar panels on the roof. In the F&B space, it means thinking harder about the provenance of their food, minimising food waste, and in some cases pivoting to plant-based menus. The big sticking point here is plastic waste, which
Guests’ expectations of contactless services have accelerated during the pandemic.
The pandemic, however, has dealt a blow to
brands that prided themselves on the human touch. Contactless services are now perceived first and foremost as a safety issue, rather than a matter of brand positioning, and no-touch operations are the norm. Brands are adopting digital keys, in-room dining with QR code menus, self-service kiosks and creative means of delivering contactless housekeeping. It’s hard to say how much of this will be retained
in a post-Covid era, but with the technological infrastructure in place, brands will at least have the option of going contactless throughout the guest stay.
$12.1bn
US spa revenue fell to this fi gure in 2020 – down from $19.1bn in 2019.
1/2
The amount global spa revenue fell within the hotel sector in 2020.
Well Spa 360 56
Hands-off spas Spa services suffered greatly in the early days of the pandemic. In the US alone, revenues fell from $19.1bn in 2019 to just $12.1bn in 2020 – and within the hotel sector specifically, revenues dropped by nearly half. Even once spas reopened, guests were cagey about returning. Spas responded by stepping up their cleaning and sanitation regimes, offering private sessions in the wet areas, removing high-touch items and enforcing social distancing. Hands-on treatments like massages and facials
became less attractive to some, although others were reassured by the presence of face masks and other protective clothing. Meanwhile, hands-off treatments began to make an appearance on spa menus. Resorts have started offering the likes of cryotherapy sessions, flotation tanks and shamanic sound healing, with a view to helping people relax in a Covid-safe way.
Eco-conscious travel For many people, the pandemic has functioned as a moment of reset, and a chance to think about what matters most. Research suggests that, as a collective, we are more concerned about sustainability, climate change, and ethical consumption than we were pre-
dramatically increased as the result of the pandemic. Single-use plastics, previously on a steep downward trajectory, were suddenly everywhere in the form of packaging and disposable utensils. Moving forward, hotels will need to rethink this approach and consider what can be done to cut plastic use even while assuring optimal hygiene. For their part, brands have expressed a willingness
to get back on track. Marriott, which for the past few years has looking to swap single-use toiletries with large bottles, has said it is still “committed to reaching its goal”, while Mandarin Oriental hopes to eliminate single-use plastic by the end of Q1 2022.
Back to nature Guests are becoming more interested in nature and the great outdoors, and not only because viral transmission is lower outside. Since the start of the pandemic, many people have turned to nature for solace, while developing a new appreciation for activities like gardening, hiking and wildlife watching. Hotels that have outdoor spaces have been making
the most of them, to the point of creating outdoor meeting rooms. Many others are bringing greenery into the lobby and implementing elements of biophilic design. Meanwhile, location is more of a selling point than
ever before. The figures suggest that hotels located in national parks, or other areas of natural beauty, have weathered the pandemic better than most. Hotels are also stepping up their provision of
outdoor activities, which could include everything from kayaking to guided birdwatching to ‘forest bathing’. Even inner-city hotels have started to include outdoor fitness classes in their programming, while highlighting nearby parks and hiking trails in their marketing materials.
Digital wellness Since the start of the pandemic, even the most tech- resistant of us has needed to get used to digital forms of interaction. If something can be done via a screen, chances are it has been done via a screen – and although the likes of Zoom aren’t universally beloved, they have certainly played an important role during an era of physical distancing requirements.
Hotel Management International /
www.hmi-online.com
Gorodenkoff/
Shutterstock.com
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