Since we started our blog, we have extensively talked about how the spa industry is moving away from the idea of luxury and comfort in favour of a new business strategy focused on wellness and health. This week, we would like to further discuss this idea by taking a look at some of the latest developments carried out by the hotel industry in regards to in-room fitness, hotel spas and the changing nature of the luxury traveller. Let’s take a look.
Desde que comenzamos nuestro blog, hemos hablado ampliamente sobre el modo en que la industria del spa se ha ido alejando de la idea de lujo y confort para favorecer una nueva estrategia de negocio basada en el bienestar y la salud. Esta semana, nos gustaría discutir más a fondo esta idea dándole un vistazo a algunos de los últimos pasos tomados por la industria hotelera en materia de ejercisios físicos en habitaciones, spas de hoteles y la cambiante naturaleza del viajero de lujo. Míremos esto más de cerca.
A global trend
The spa industry is not the only one trying to incorporate wellness and health into its business strategy. The hotel industry is doing exactly the same. As stated by Patrick Mayock in a recent article (Hotel spas shift focus in new normal) published on HotelNewsNow.com, “hoteliers are placing more emphasis on health and well-being as opposed to self-indulgence in the post-recessionary environment.”
The financial crisis and the arrival of travellers who want to stay healthy during their trips have had a significant impact on this trend. Innovation and smart business thinking have defined several of the initiatives the hotel industry has used to cope with this new environment. To minimise costs, for example, some resorts have incorporated treatments that are approved and covered by health insurance companies.
In-room fitness
In order to satisfy the needs of busy travellers who want to stay in shape during their trips, different hotels are using state-of-the-art technology to answer that call. For instance, InterContinental has launched EVEN Hotels, a brand targeting the needs of health-conscious travellers.
Similarly, the Four Seasons Hotel in Los Angeles has teamed up with Blue Clay Fitness, a leading health and fitness training company in California, to provide their guests with the world’s first digital, customized in-room fitness programme.
Hotel spas
With the increasing focus on wellness and health, hotel spas have become an important added-value to hotel operations, both in terms of direct departmental revenue and also indirect revenue to the rest of the hotel. As stated by Todd Hewitt, senior spa director for the Four Seasons Hotel Toronto, ” A 4- or 5-star hotel or resort without a spa would be conspicuous in that absence.”
In the current competitive environment, a hotel spa provides the hotel with the possibility to reposition its services and enhance its overall appeal. Besides this, a hotel spa is an ideal channel that hoteliers can use to target their wellness and health-related goals.
Redefining luxury
Parallel to all the things we have mentioned above, it is interesting to see how the whole concept of luxury is changing today. The new luxury traveller is all about personalised experiences, ethical and sustainable business practices and lifestyle. Today’s luxury brands are focusing more on lifestyle than wealth.
As stated by C. Scott Rohm, President of SH Group (Starwood Capital), in a luxury-related article on HotelNewsNow.com, “The model of having beautiful rooms and nice staff that treats everyone in the same manner is dead in the true luxury space. It’s all about the individual’s wants and needs.”
We believe that these new developments within the hotel industry will help our industry to move closer to the wellness and health goals we are currently pursuing. If we are able to build innovative treatment menus and holistic services, we will be in a very good position to fulfil a new way of living defined by a wellness-orientated customer who is looking for personalised experiences. It can’t get any better for us.
Una tendencia global
La industria del spa no es la única que quiere incorporar el bienestar y la salud dentro de su estrategia de negocio. La industria hotelera está haciendo exactamente lo mismo. Como lo afirma Patrick Mayock en un artículo reciente (Hotel spas shift focus in new normal) publicado en HotelNewsNow.com, “en el entorno posterior a la recesión, los hoteleros están poniendo más énfasis en la salud y el bienestar que en la auto-indulgencia.”
La crisis financiera y la llegada de viajeros que desean cuidar de su salud durante sus viajes, han tenido un impacto significativo en esta tendencia. La innovación y un pensamiento constructivo de negocios han definido varias de las iniciativas que la industria hotelera ha utilizado para hacer frente a este nuevo entorno. Para minimizar los costes, por ejemplo, algunos resorts han incorporado tratamientos que han sido aprobados y están cubiertos por compañías de seguros de salud.
Ejercicios físicos en la habitación
Con el fin de satisfacer las necesidades de aquellos viajeros agobiados de trabajo que quieren mantenerse en forma durante sus viajes, varios hoteles están utilizando tecnología de última generación para responder a dicha llamada. Por ejemplo, InterContinental ha lanzado los hoteles EVEN, una marca dirigida a las necesidades de los viajeros que cuidan de su salud.
Asimismo, el hotel Four Seasons de Los Angeles se ha asociado con Blue Clay Fitness, una compañía californiana líder en salud y actividad física, para ofrecer a sus huéspedes el primer programa digital al mundo de actividad física personalizada.
Spas de hoteles
Con el creciente interés en el wellness y la salud, los spas de hoteles se han convertido en un importante valor añadido a las operaciones del hotel en términos de ingresos departamentales directos e ingresos indirectos para el resto del hotel. Tal y como lo afirma Todd Hewitt, Director Senior de Spa para el Four Seasons Hotel de Toronto, “la ausencia de un spa en un hotel o resort de 4 o 5 estrellas sería visible.”
En el entorno competitivo actual, un spa de hotel le ofrece al hotel la posibilidad de reposicionar sus servicios y mejorar su atractivo general. Además de esto, un spa de hotel es un canal ideal que los hoteleros pueden utilizar para encaminar sus objetivos de wellness y salud.
Redefiniendo el lujo
Paralelamente a todas las cosas que hemos mencionado antes, es interesante ver cómo el concepto de lujo está cambiando en la actualidad. El nuevo viajero de lujo gira entorno a experiencias personalizadas, prácticas comerciales éticas y sostenibles y estilo de vida. Las marcas de lujo de hoy en día se centran más en el estilo de vida que en la riqueza.
De acuerdo con lo expresado por C. Scott Rohm, Presidente del Grupo SH (Starwood Capital), en un artículo relacionado con el lujo publicado por HotelNewsNow.com, “el modelo de tener hermosas habitaciones y personal agradable que trata a todos de la misma manera ha muerto en el verdadero espacio de lujo. Se trata, por encima de todo, de los deseos y necesidades de la persona”.
Creemos que todas estas novedades dentro de la industria hotelera ayudarán a nuestra sector a acercarse a las metas de salud y wellness que estamos tratando de alcanzar. Si somos capaces de crear cartas de tratamiento innovadoras y servicios integrales, estaremos en una buena posición para encajar dentro de esta nueva forma de vivir definida por un cliente orientado hacia el wellness que busca experiencias personalizadas. No podemos pedir algo mejor.
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