Accor/Fairmont Hotel Group


Wellness experience


The mind-first transformation


While traditional hospitality wellness centres on physical health, a shift is under way. Operators are beginning to prioritise the mind – not just through tranquil aesthetics or passive meditation options, but via purposeful design, mindful activity itineraries and digital innovation to reduce mental strain, improve sleep and enhance serenity. Lauren Hurrell discusses this with Emma Darby


he allure of a hotel stay never loses its charm. Relaxation starts with the swipe of a key card and setting bags on the floor. Life’s usual chores are replaced with attentive staff who, upon arrival, delight guests, eliminate stress and ensure visitors’ stays feel seamless, convenient and comfortable. From room service and spa treatments to guided hikes and fitness programmes, hotels compete with all the mod cons for customers to kick back and relax in whatever the purpose of the trip warrants, be it business or leisure. According to McKinsey research, consumers are spending more on wellness than ever before, contributing to an estimated $1.5trn global market, but the focus has until now mostly prioritised


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physical wellness. Guests’ demands are shifting towards holistic experiences that place the guest’s inner world at the heart of it. Indeed, the same research highlighted sleep and mindfulness as two of the top wellness categories for customers. In an increasingly connected world, aspects of living become inextricably linked, where switching off becomes increasingly tricky. Hotel groups like Fairmont Hotels & Resorts, a global hospitality company and Accor subsidiary, are responding to this shift. The brand’s global vice-president of spa & wellness, Emma Darby, understands the importance of prioritising guests’ mental well-being. “We want our guests to experience a sense of well-being during their stay, and they should leave


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