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Amanda Al-Masri: Modern wellness travellers prioritise nature, sense of place and 360° wellness touchpoints
By Megan Whitby 22 Aug 2023
Al-Masri says spiritual traditions can play a big part in spa offerings Credit: Hilton
Hilton’s 2023 Trends Report reveals travellers are focusing on more engaging experiences and enhanced wellness offerings.

In the 2023 Spa Business Handbook, Hilton’s vice president of wellness Amanda Al-Masri outlines how wellness professionals can prepare to meet these evolving needs.

1. Deliver wellness across the stay experience
With a growing number of wellness-minded travellers and an ever-expanding definition of “wellness”, there is a rich opportunity for hotel teams to develop holistic offerings that meet guests where they are in their wellness journey and that allow them to continue their routines while on the road.

For most guests on most days, wellness is defined as a collection of the small decisions they make or actions they take, such as sleep, movement, mindfulness and nutrition. Think about the ways that you can enhance these small moments through various touchpoints throughout their stay experience – both in non-traditional areas, like the guest room or lobby, as well as in more traditional venues, such as spas and fitness centres.

One of our newest brands, Tempo by Hilton, for example, thoughtfully designs its guestrooms in zones, including a Get Ready zone – featuring a spacious bathroom with Bluetooth speakers and bath amenities by Apotheke – and provides Power Down amenities designed to help guests get a restful night’s sleep.

2. Connect travellers with the destination
As more people crave connection with each other and the world around them, today’s wellness experiences should evolve to reflect this mindset.

For example, in Bali, guests can celebrate the Purnama full moon every 28 days at Conrad Bali, which offers both a spiritual and physical experience.

During the full moon, guests participate in a meditation session on the beach with a Melukat spiritual purification, just as the Balinese have done for nearly 5,000 years. This communal Balinese cleansing ritual connects guests with locals while purifying their bodies to allow for luck and happiness to enter.

By featuring special programmes like these, operators can fully captivate their clients with local customs and products and provide the connections they are seeking.

3. Facilitate guest engagement with nature
Nothing is more transformative than time spent in nature and Hiton’s survey findings uncovered travellers’ increasing desire to connect with the outdoors.

Wellness offerings often have the opportunity to incorporate nature into programming in various ways. This can be part of the built environment – such as spaces that seamlessly transition between indoors and outdoors.

However, this can also include services and offerings that engage directly with nature.

For example, the Tierra Luna Spa & Sol Garden at Arizona Biltmore, a Waldorf Astoria Resort, provides spaces dedicated to Earth’s four elements in its indoor and outdoor relaxation spaces and treatment rooms.

The spa also employs an astrologist to provide readings during services and source local botanicals, indigenous muds, native scents and healing crystals.

As consumer preferences continue to shift, spa professionals must rise to the challenge to deliver on evolving guest expectations. By continuing to keep a pulse on what guests are looking for and creating immersive, unique and community-connecting treatments and services, guests from around the world will feel right at home.

Check out the 2023 Spa Business Handbook for more thought leadership from leading industry figures such as Emlyn Brown (Accor), Robbie Hammond (Therme Group), Jeremy McCarthy (Mandarin Oriental Hotel Group) and Marina Efraimoglou (Euphoria Retreat).


News
1 to 12 of 8766 news stories
23 Jul 2024
Bavarian destination spa and hotel Schloss Elmau is looking to celebrate the joy of dance by becoming the first wellness destination in the world to offer retreats focused on the Gaga intuitive movement practice. Gaga, ... More
23 Jul 2024
Fitness-focused hospitality brand and management company Equinox Hotels has announced plans to open a modern new resort on the coast of the Gulf of Aqaba in northwest Saudi Arabia. The venture is part of the ... More
22 Jul 2024
Plans have been unveiled for La Maviglia, a new luxury resort and expansive medi-spa set to open in Italy's Puglia region, renowned for its Primitivo wine, in 2027. Spanning 202 hectares of lush olive orchard ... More
19 Jul 2024
Auberge Resorts Collection will launch its first UK property and destination spa in Mayfair, London, in 2025, following a deal with UK-based global private investment group Reuben Brothers. The 102-room hotel – called Cambridge House, ... More
19 Jul 2024
A large new mineral springs destination has launched in Texas, inspired by some of the world’s most famous hot springs – such as Jordan’s Dead Sea, Iceland’s Blue Lagoon and Mexico’s Grutas Tolantongo. Located at ... More
18 Jul 2024
A thought-provoking, US national probability study, The WELLSurvey™, has revealed that the majority of Americans now include several health and wellness practices in their everyday lives. They also view the concepts of 'wellness' and 'wellbeing' ... More
18 Jul 2024
US integrative wellness brand The Well has named Ariella Willoughby as its new VP of operations, aiming to drive significant growth and operational success across its current and future locations worldwide. The Well, which launched ... More
16 Jul 2024
Middleton Enterprises, a UK-based family investment office, has committed £1.6 million (US$2.1 million, €1.9 million) in funding to the Light Centre – a network of medical, therapeutic and wellbeing centres with four locations in London. ... More
15 Jul 2024
Rianna Riego, a seasoned professional in the wellness and spa industry, has been appointed director of global business development at Seed to Skin Tuscany, a premier Italian botanical skincare and spa brand. Riego brings more ... More
11 Jul 2024
Rugby legend, Jonny Wilkinson has been announced as a keynote speaker for the HCM Summit on 24 October in London. In an upcoming interview with HCM in preparation for his appearance at the summit, Wilkinson ... More
10 Jul 2024
The Woodland Spa, a premier UK day spa located in Burnley, Lancashire, is set to unveil the results of its £16 million (US$20.5 million, €18.9 million) transformation this August. As part of the Crow Wood ... More
08 Jul 2024
Global wellbeing organisation Therme Group is on a mission to make wellness accessible to all and is expanding globally, bringing its social spas to the US, Canada, the UK and now South Korea. Its existing ... More
     
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SpaSoft by Jonas Hospitality
SpaSoft by Jonas Hospitality
SpaSoft by Jonas Hospitality
SpaSoft by Jonas Hospitality
News   Products   Magazine
NEWS
Amanda Al-Masri: Modern wellness travellers prioritise nature, sense of place and 360° wellness touchpoints
POSTED 22 Aug 2023 . BY Megan Whitby
Al-Masri says spiritual traditions can play a big part in spa offerings Credit: Hilton
Credit: Hilton
As more people crave connection with each other and the world around them, today’s wellness experiences should evolve to reflect this mindset
– Amanda Al-Masri
Hilton’s 2023 Trends Report reveals travellers are focusing on more engaging experiences and enhanced wellness offerings.

In the 2023 Spa Business Handbook, Hilton’s vice president of wellness Amanda Al-Masri outlines how wellness professionals can prepare to meet these evolving needs.

1. Deliver wellness across the stay experience
With a growing number of wellness-minded travellers and an ever-expanding definition of “wellness”, there is a rich opportunity for hotel teams to develop holistic offerings that meet guests where they are in their wellness journey and that allow them to continue their routines while on the road.

For most guests on most days, wellness is defined as a collection of the small decisions they make or actions they take, such as sleep, movement, mindfulness and nutrition. Think about the ways that you can enhance these small moments through various touchpoints throughout their stay experience – both in non-traditional areas, like the guest room or lobby, as well as in more traditional venues, such as spas and fitness centres.

One of our newest brands, Tempo by Hilton, for example, thoughtfully designs its guestrooms in zones, including a Get Ready zone – featuring a spacious bathroom with Bluetooth speakers and bath amenities by Apotheke – and provides Power Down amenities designed to help guests get a restful night’s sleep.

2. Connect travellers with the destination
As more people crave connection with each other and the world around them, today’s wellness experiences should evolve to reflect this mindset.

For example, in Bali, guests can celebrate the Purnama full moon every 28 days at Conrad Bali, which offers both a spiritual and physical experience.

During the full moon, guests participate in a meditation session on the beach with a Melukat spiritual purification, just as the Balinese have done for nearly 5,000 years. This communal Balinese cleansing ritual connects guests with locals while purifying their bodies to allow for luck and happiness to enter.

By featuring special programmes like these, operators can fully captivate their clients with local customs and products and provide the connections they are seeking.

3. Facilitate guest engagement with nature
Nothing is more transformative than time spent in nature and Hiton’s survey findings uncovered travellers’ increasing desire to connect with the outdoors.

Wellness offerings often have the opportunity to incorporate nature into programming in various ways. This can be part of the built environment – such as spaces that seamlessly transition between indoors and outdoors.

However, this can also include services and offerings that engage directly with nature.

For example, the Tierra Luna Spa & Sol Garden at Arizona Biltmore, a Waldorf Astoria Resort, provides spaces dedicated to Earth’s four elements in its indoor and outdoor relaxation spaces and treatment rooms.

The spa also employs an astrologist to provide readings during services and source local botanicals, indigenous muds, native scents and healing crystals.

As consumer preferences continue to shift, spa professionals must rise to the challenge to deliver on evolving guest expectations. By continuing to keep a pulse on what guests are looking for and creating immersive, unique and community-connecting treatments and services, guests from around the world will feel right at home.

Check out the 2023 Spa Business Handbook for more thought leadership from leading industry figures such as Emlyn Brown (Accor), Robbie Hammond (Therme Group), Jeremy McCarthy (Mandarin Oriental Hotel Group) and Marina Efraimoglou (Euphoria Retreat).
Credit: Hilton
Credit: Adam Bruzzone/Hilton
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Equinox Hotels to launch futuristic wellbeing resort in Neom's luxury coastal region
Fitness-focused hospitality brand and management company Equinox Hotels has announced plans to open a modern new resort on the coast of the Gulf of Aqaba in northwest Saudi Arabia. The venture is part of the ambitious US$500 billion (€462.7 billion, £396 billion) Neom* giga- project.
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Plans have been unveiled for La Maviglia, a new luxury resort and expansive medi-spa set to open in Italy's Puglia region, renowned for its Primitivo wine, in 2027.
Auberge Resorts to land in London in 2025 with two-floor spa inspired by Roman bathing
Auberge Resorts Collection will launch its first UK property and destination spa in Mayfair, London, in 2025, following a deal with UK-based global private investment group Reuben Brothers.
Texas welcomes WorldSprings: a new 46-pool social bathing hot spot and spa
A large new mineral springs destination has launched in Texas, inspired by some of the world’s most famous hot springs – such as Jordan’s Dead Sea, Iceland’s Blue Lagoon and Mexico’s Grutas Tolantongo.
New study uncovers hidden wellness market segments
A thought-provoking, US national probability study, The WELLSurvey™, has revealed that the majority of Americans now include several health and wellness practices in their everyday lives. They also view the concepts of 'wellness' and 'wellbeing' differently.
+ More news   
 
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The technical advice offered by bbspa is delivered via four specialist departments which offer turn [more...]
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28-29 Jul 2024

Les Nouvelles Esthetiques Spa Conference 2024

Southern Sun Rosebank, Johannesburg, South Africa
03-05 Sep 2024

ASEAN Patio Pool Spa Expo

IMPACT Exhibition Center, Bangkok, Thailand
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