Spa & wellness Spa & wellness
A whole new person
A healthier you, one staple that never leaves the spa and wellness industry. However, as guests search for new ways to relax and stay healthy, the industry has seen more demand for medical spa holidays. The rise of medspas that offer a combination of treatments covering medical procedures to holistic therapies indicates their popularity. Phoebe Galbraith speaks to Emlyn Brown, global vice-president well-being at Accor Hotels to fi nd out how the medspa industry has developed and what Accor is doing to help promote wellness.
ellness in hospitality is often embodied through the spa, offering beautiful spaces to encourage relaxation and well-being are a part of the guest experience. As spas continue to become a staple in hotels rather than a luxury, wellness offerings need to evolve to keep up with rising guest expectations and understanding of their well-being. “In the 1980s and 1990s, having a gym in your hotel was a differentiator,” explains Emlyn Brown, global vice-president well-being at Accor Hotels. “Then that changed, exercise became more relevant [and] having a gym became ubiquitous. And then in the mid to late 1990s and 2000s, the idea of spa came in to play. That’s how you differentiate your resort from somebody else, and then, by the mid- 2000s, that became ubiquitous and another standard.”
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As Brown explains, spas have become the standard luxury offering with expectations rising greatly for a specific product and experience offering: “Any hotel needs to be delivering those four or five elements [well-being, fitness, nutrition, movement, meditation] and modalities in a very specific, sophisticated way.” This adoption of wellness in the past few years, says Brown, is partly due to the Covid-19 pandemic and what he calls a “super acceleration of the adoption of wellness and well-being practice”. And while the concept of wellness is nothing new, as Brown explains, the pandemic built on the years of movement that was already building behind the scenes. “It’s been around for thousands of years, we’ve been trying to improve ourselves as human beings since the dawn
Hotel Management International /
www.hmi-online.com
Accor Hotels
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