Wellness experience
Right: The entrance to the Fairmont Spa.
Below: Wellness still has a place for saunas but should focus on mindfulness as well.
Wellness on the road
A sophisticated blend of sensory design, aesthetics, technology and intention is crucial, creating a particularly restful experience. Hotels can leverage circadian lighting and soundscapes in rooms and smart room controls that personalise relaxing environments, ensuring a balance between technology and tranquillity to avoid digital fatigue. Some hotels also offer digital detox rooms and activities or slow-living-inspired itineraries, with staff training on emotional sensitivity and trauma-aware service to combat this. “We help guests discover wellness in nature, whether hiking in the Canadian Rockies, sailing in the Caribbean, or cycling through the California vineyards,” Darby says. “We are also fortunate to have spectacular spas and wellness facilities in both resort and city centre hotels, around the globe, making it easier to prioritise wellness on the road.”
A personal touch
The ability for customers to personalise the wellness experience during their hotel stay has become critical, from itineraries to lighting options in their rooms. Still, some hotel groups are taking a step further to make guests feel truly well-treated on a personal level. “One of our most popular programmes, Fairmont Fit, delivers fitness apparel and running shoes directly to the room for elite members of our booking platform and loyalty programme, ALL Accor, so that travellers don’t have to take up suitcase space with the right gear to work out or explore,” says Darby. “Our hotel teams are amazing at taking the time to understand the unique needs of our guests and helping them achieve the vision for their stay in a meaningful and memorable way.”
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Supporting guests’ wellness journeys As the increasingly complex demands of modern life make it more difficult to find mindfulness and relaxation, customer demand for a more holistic wellness experience will continue to evolve. Hotel groups ought to remain adaptable and able to pivot to different needs and demographics across geographies to remain competitive and stay in favour of guests. “Wellness won’t be siloed into spa menus or yoga schedules; it will live throughout the guest journey, from how we design arrival moments to how we support rest, nourishment and even connection with others,” says Darby. “We also think mindfulness and emotional wellness will only grow in importance over time, so giving our guests tools not just to relax, but to reflect, reset and reconnect with themselves will be a critical success factor. That’s where hotels can move from being a place to stay, to a place that genuinely supports transformation.” ●
Accor/Fairmont Hotel Group
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