Why Wellness is the Future of Hospitality
Over the last few years, wellness has moved from being a niche offering to a non-negotiable expectation in the hospitality industry. Today’s travelers are not just booking rooms, they’re booking experiences that support their physical and mental wellbeing.
Whether it’s meditation, breathwork, or cold plunges, these practices have become essential for travelers seeking balance, clarity, and better health. As a result, wellness-focused travel is no longer a trend, it’s a movement reshaping the priorities of the hospitality sector [1].
Hotels that understand this shift are reimagining their spaces and services accordingly. Wellness spaces and amenities, such as quality spas, fitness centers, and relaxation areas, are no longer optional. They’re critical to attracting and retaining guests in an increasingly competitive market.
“There is huge growth potential in the wellness industry, especially as it relates to hotels and guest experiences,” says Kim Carmichael, Spa Director at the Willow Stream Spa at Vancouver’s Fairmont Pacific Rim [2]. This sentiment is echoed across the industry as more properties recognize the importance of integrating holistic wellness into the core guest experience.
Marriott International has taken a leadership role in this transformation. Suzanne Holbrook, Global Leader of Spa, Fitness, and Wellness Operations for Marriott explains, “The days of viewing spas as mere amenities or outlets are behind us. Today, 75% of travelers consider wellness offerings when choosing a property, and 43% specifically look for a quality spa or wellness facility” [3]. In fact, nearly 50% of travelers now seek quality spas when deciding on accommodations [4].
This demand is backed by hard numbers. According to Spa Business Magazine, “wellness is no longer a niche amenity but a key revenue and profit driver – and it’s redefining hospitality asset performance in both established and emerging markets.” The same report found that hotels with significant wellness components reported more than double the total revenue per available room compared to properties with no wellness income in 2024 [5].
Cold plunging and contrast therapy are prime examples of high-impact wellness experiences that are gaining traction in hotels and resorts worldwide. Not only are these modalities linked to benefits such as reduced inflammation, improved circulation, mental clarity, and stress reduction, but they also offer a practical advantage for operators: these modalities are self-guided, they don’t require dedicated staff like massages or facials do. Guests can use cold plunge pools, saunas, and contrast circuits on their own schedule, making them scalable, cost-effective amenities that deliver strong ROI.
It’s no surprise that the global wellness industry is expected to skyrocket from $5.5 trillion in 2022 to $8.5 trillion by 2027, growing at a rate of 8.6% annually [1]. Hotels, this represents not just an opportunity, but a call to action.
Wellness is not a trend – it’s the new baseline. Hospitality brands that embrace this evolution will not only elevate guest satisfaction but also secure a lasting competitive edge in the market.
Sources:
1. https://hospitalityinsights.ehl.edu/wellness-travel-market
2. https://www.hoteliermagazine.com/canadian-hotels-are-responding-to-the-wellness-trend/
3. https://www.spabusiness.com/wellness-news/Marriott-International-to-enrich-its-properties-with-wellness-according-to-Suzanne-Holbrook/356363
4. https://www.spabusiness.com/spa-business-magazine/Interview-Suzanne-Holbrook/37868&buttonref=TP
5. https://www.spabusiness.com/spa-business-magazine/News-report-Double-vision/37865
