Stress or burn out, obesity and diabetes: the ravages of an active, sedentary lifestyle take their toll on both physical and mental well-being. Study after study has revealed the damaging effects of physical inactivity, while public authorities have been extolling the virtues of sport for health for many years. Even before the pandemic, this message had already been received by millions convert to runningIn the 2010s, the trend was towards yoga and meditation. A trend that has been further reinforced by the crisis in covid. In 2021, McKinsey surveyed 7,500 consumers in six major countries (Germany, Brazil, China, the United States, Japan and the United Kingdom), showing that 79% of people considered well-being to be an important criterion, or even "an absolute priority" for 42% of them.
So it's hardly surprising that wellness tourism has a bright future ahead of it, with expected growth of almost 10 % per year between now and 2027, according to a recent study by Industry Research. According to Hilton, and its "2023 Trends Report", almost 47 % of travellers plan to prioritise physical well-being and access to facilities or fitness activities in 2023. Among them, no doubt, will be many business travellers keen to combine the health of body and mind.
The American group has listened to their concerns by entering into a partnership with connected fitness platform Peloton in October 2022. Founded in the United States, this leader in high-tech sport has organised its offering around state-of-the-art bikes and treadmills, and digital coaching through thousands of live or on-demand sports or relaxation classes, all orchestrated by a subscription-based app.
With seven million members worldwide, Peloton has teamed up with Hilton to offer its services within the group's hotels, starting in the United States where all establishments have at least one Peloton bike in their fitness rooms. At the same time, members of the HHonors loyalty programme can try out the Peloton app free of charge for three months.
Betsy Webb, Global Vice President of Peloton Commercial, explained at the signing of this partnership that ". more than 1.6 million journeys had been made worldwide on Peloton bikes in hotels over the past year".. This number is set to grow even further, as new markets - Germany, Canada, the UK and Puerto Rico - will be added to the list by next summer, bringing the total number of Hilton hotels equipped with Peloton bikes to 5,400.
As for Marriott, its Westin brand has had wellness in its DNA for some time now, when it was still part of the Starwood group. This positioning is reflected in the WestinWORKOUT fitness studios, the Eat Well healthy meals menu and the Gear Lending programme. At the start of 2023, the brand decided to give new impetus to this latest programme, designed to help its customers maintain their training programme wherever they go, without weighing down their luggage with all their gear.
Deployed in more than 230 of the brand's outlets around the world since January, this revitalised Gear Lending programme consists of a library of state-of-the-art equipment kits. " Now that muscle training and recovery have become essential well-being ritualsWe've partnered with leading brands that help motivate and inspire customers to reach their full potential." said Jennifer Connell, head of the Westin brand worldwide.
Among these new offers, the Recover & Recharge kit includes massage and recovery products from the Hyperice brand, enabling you to relieve stiffness and tension caused by long journeys. The Gear Lending programme also includes another kit, 'Sculpt & Flow', designed in partnership with accessories brand Bala, which includes wrist weights, resistance bands, balance blocks and a yoga mat.
Now that almost every Westin hotel in the world has its own 'Run Concierge', offering maps to help sporty travellers with their jogging, the brand has continued its health drive by recently teaming up with the Abbott World Marathon Majors. Or six of the world's most famous marathons - those in Boston, Berlin, Chicago, London, New York and Tokyo - with which Westin has entered into a multi-year hospitality partnership. This will enable Westin to win over the growing number of globetrotting marathon runners by offering participants recovery and training kits or adapted menus in the days leading up to the race. But above all, Westin will be celebrating in its own way the Six Star Finishers, the closed circle of those who have completed all six races - just over 11,000 people to date - with dedicated events and benefits.
While the wellness tourism market is fragmented - its top 10 accounting for just 1.43 % of total revenue according to Industry Research - hoteliers are the major players, with Hilton and Marriott taking 0.24 % of market share in 2021, followed by Four Seasons (0.191 %), Accor (0.14 %), Hyatt (0.13 %), IHG (0.13 %), and Radisson (0.11 %). It's hardly surprising, then, that hotel groups are keen to take up this topical and societal issue, building on the wellness dimension of their establishments, which are conducive to relaxation. But that's not all... The idea today is togoing beyond spas and fitness centres made available to customers.
" While these disciplines will continue to be crucial elements of Hilton's wellbeing, the future requires us to think differently." said Amanda Al Masri, Hilton's Vice President of Wellness. In particular, by offering them establishments that allow them to maintain their healthy habits, but also to real experiences in well-being. For example, the Hilton Mexico City Reforma organises almost monthly "Ride in the Sky" cycling sessions at the very top of the hotel, on its heliport. Meanwhile, the Conrad Los Angeles spa has introduced an innovative relaxation concept with a recovery cabin offering a personalised selection of high-tech wellness therapies.
In a more 'new age' style, the Waldorf Astoria Tierra Luna resort in Arizona uses halotherapy sessions with its SALT room, equipped with Himalayan salt to boost immunity and improve mood, while the Waldorf Astoria Cancun and Conrad Tulum Riviera Maya have their own shaman to act as butler to the souls. More conventionally, the butlers at the Raffles in Singapore and Bali are the keystone of Retreat by Raffles, wellness breaks recently launched by the luxury brand. " A holistic concept combining active well-being, a relationship with one's own health and a connection with nature" says Emlyn Brown, Accor's International Wellness Director.
A SingaporeThe butlers are always on hand to look after their guests, organising a sunrise yoga session by the pool, a walk in the botanical gardens with a local nature specialist, or an afternoon tea with a local guide. gong healing experience in a Peranakan house museum. All accompanied by spa treatments and specially adapted menus in one or other of the legendary palace's nine restaurants.
Exclusive as they are, these Retreats by Raffles, which will be rolled out to other Raffles establishments, demonstrate the growing involvement of a French group that sees itself as a promoter of a new type of hospitality. a transformative culture of well-being. " Well-being is no longer a passing trend, but has become a deep-rooted movement that is now an integral part of our lifestyles." wrote Sébastien Bazin last year at the launch of the "Health to Wealth" podcast series, highlighting the importance of integrating well-being into all aspects of daily life and business, for industries and companies as well as individuals.
At the beginning of the year, the French group continued along this path by devoting a white paper to the subject, also entitled 'Health to Wealth', exploring a number of avenues for reflection, such as the link between mental and physical well-being, between health and wealth, and between health and wealth. personal well-being and that of the planetThese and other topics include the relationship between material comfort and financial stress, and the measurement of well-being as a prerequisite for improvement. Or how to steer businesses and society towards a future where human well-being and fulfilment are absolute priorities. A vast programme...
