Skip to content

Search

Latest Stories

Report: Hotels reposition into the wellness-hospitality sector

The COVID-19 pandemic has emphasized the importance of health to travelers

THE COVID-19 PANDEMIC has driven the interest in health and wellness to an all-time high, said consulting firm HVS. Along with offering healthy and organic F&B options, jogging concierge services, and cooking classes, more hotel brands and properties are making workout alternatives more accessible to travelers who wish to maintain their training routines while on the road.

Hotels and operators are reimagining their various fitness programs to include a more flexible and technological approach to standard offerings, said an article titled ‘A deep dive into wellness hospitality’ jointly written by HVS experts Mia Mackman, Stacey Zhu and Daniel Voellm.


“New spa-and-wellness businesses and innovative performance models will be required to reposition services and meet these changing needs. Creating successful spa-and-wellness propositions and new business models requires a delicate balance of understanding the spa-and-wellness market and the social and economic ecosystems in which it lives,” Zhu and Voellm said. “In the current climate of travel and tourism, well-being propositions are at the forefront. With transient leisure and recreational components being primary focal points, this further drives demand and interest in the primary wellness category.”

While most urban wellness centers have catered to the high-end market but are now reaching out to a broader set of consumers. Based on HVS’s research, wellness properties in the U.S., India, Thailand, and Europe register average lengths of stay ranging from seven to ten nights. Some of the long-established and leading destination spas located worldwide include a diverse range of properties with varying levels of targeted well-being, such as Rancho La Puerta, Canyon Ranch, Miraval, Lanserhof, SHA, Ananda, Chiva-Som, and Kamalaya.

It is common to observe around 30 percent to 40 percent of the operating revenues coming from the spa and wellness center, much higher than traditional luxury hotels and resorts. This percentage can go up to as high as 50 percent if most of the programs offered are results-driven, highly specialized, and customized, said HVS.

Based on the 2019 HVS annual Spa Department Performance Report, luxury hotel spas generate approximately 7.4 percent of total revenue on average across the U.S.

In January 2020, the Four Seasons Hotel Silicon Valley partnered with the gym technology company Tonal to offer select fitness-oriented guestrooms that feature an intelligent fitness system and personal trainer, integrating expert coaching and innovative equipment for various guided workouts, including yoga, cardio, and strength training.

Fitness-and-wellness-focused brand Westin teamed up with the fitness equipment and media company Peloton in 2017 to put its cardio bicycles in the fitness centers and select guestrooms of U.S. hotels. Hilton also launched its “Five Feet to Fitness” guestroom concept with the installation of over eleven different pieces of workout equipment and accessory options, as well as 25 in-room fitness tutorials. Though only available in select Hilton locations, these features increase the ADR for these rooms by around $45 nightly.

In 2012, InterContinental Hotels Group launched the EVEN Hotels brand aimed at the wellness market. IHG also acquired Six Senses, a brand focused on wellness and sustainability, in 2019. Now, IHG has 15 operating EVEN Hotel properties with 28 more in the development pipeline globally. Additionally, the hotel group plans to expand the Six Senses brand to 60 properties from the existing 18 within the next ten years.

In 2017, Hyatt Hotels Corporation acquired two wellness brands—Miraval Group and Exhale—with plans to incorporate their offerings into the Hyatt guest experience. Miraval Group is a New York-based wellness resort and spa operator best known for its flagship wellness destination property in Tucson, Arizona. Miraval has recently expanded its portfolio in the U.S. to include new locations in Austin, Texas, and Lenox, Massachusetts.

Exhale is a chain of lifestyle fitness centers that provides boutique fitness classes and spa services. Another wellness pioneer is Canyon Ranch. Canyon Ranch also has a flagship property located in Tucson, Arizona, and recently expanded in the U.S. by adding a new location in Woodside, California.

Wellness real estate was a $134 billion global industry in 2017. In North America, it is worth $55 billion with a CAGR of 7percent. There are eight in North America of which five are in the U.S. They are Mii Amo, Miraval Arizona, Golden Door, Canyon Ranch Tucson, Cal-a-Vie Health Spa.

In 2018, a CBRE Hotels Research survey found U.S. hotels reported a higher spa revenue than room revenue and total operating revenue.

More for you

Trump’s One Big Beautiful Bill Act Pass Senate in 51–50 Vote

Trump’s “Big, Beautiful Bill” passes Senate

Summary:

  • U.S. Senate narrowly passes “One, Big, Beautiful Bill Act.”
  • AAHOA thanks lawmakers, cites tax certainty and flexibility for small business owners.
  • Bill faces tougher path in House amid divisions within Trump’s party.

THE U.S. SENATE on Tuesday narrowly passed President Donald Trump’s flagship legislation, the ‘One Big Beautiful Bill Act’ (H.R. 1), which includes tax breaks and spending cuts the administration says will benefit U.S. citizens. AAHOA backed its final passage in both chambers of Congress, although concerns remain about the inclusion of a remittance tax that could impact Indian Americans.

Keep ReadingShow less
Red Roof partners with FreedomPay to streamline payments in 700+ U.S. hotels
Photo credit: Red Roof

Red Roof taps FreedomPay for 700+ hotels

Summary:

  • Red Roof is contracting with FreedomPay to provide payments across its 700+ U.S. hotels.
  • The company will gain an integrated solution, improved service, cost savings and efficiency.
  • The company is investing in people and technology to advance the brand, president Zack Gharib told Asian Hospitality.

RED ROOF IS contracting with FreedomPay to provide payments across its portfolio of more than 700 hotels in the U.S. The company will receive an integrated payment solution, upgraded service, cost savings and operational efficiency, according to a statement.

Keep ReadingShow less
Gen Z Shifts Hotel Shopping: Tech, Experiences & Values

Survey: Gen Z redefines hotel shopping

Summary:

  • Younger consumers are redefining hotel discovery through platform-hopping and peer input, according to SOCi.
  • Fragmented search and discovery are reshaping how trust is built.
  • About one-third of consumers aged 18–34 report less brand loyalty than a year ago.

GEN Z IS RESHAPING hotel shopping through multiple platforms, peer input and real-time research, according to SOCi, a marketing platform for multi-location businesses. Unlike previous generations who relied on a single search engine or map app, the younger consumer moves through a series of smaller decisions - starting on TikTok, checking Reddit or Yelp and ending with a Google Maps search.

Keep ReadingShow less
Hotel Tech Advances; Outpaces Operational Readiness

Report: Tech outpaces readiness in hotels

  • A gap is growing between technological potential and operational readiness, with many hotel teams still early in AI use.
  • Distribution teams are evolving with limited resources and uneven investment in talent and automation.
  • The report outlines how commercial teams in hospitality are managing transformation.

THERE IS A widening gap between technological potential and operational readiness, with many hotel staff still early in using AI effectively, according to “The State of Distribution 2025” report. Despite the availability of technology, training, systems and workflows remain in development.

The second edition of the industry benchmark report—published by NYU SPS Jonathan M. Tisch Center of Hospitality and its Hospitality Innovation Hub, in collaboration with RateGain Travel Technologies and HEDNA—noted that as traveler expectations rise, aligning people, processes and platforms is becoming a driver of performance.

Keep ReadingShow less
Peachtree Group's Residence Inn by Marriott under construction in downtown San Antonio, topping out milestone reached, June 2025

Peachtree tops out San Antonio Residence Inn

Peachtree Hotel to Open in Summer 2026 with 117 Extended-Stay Rooms

PEACHTREE GROUP HELD a “topping out” for its Residence Inn by Marriott in downtown San Antonio, Texas, marking completion of the structural phase of the 10-story, 117-room hotel. The property, co-developed with Austin-based Merritt Development Group, is scheduled to open in summer 2026.

The extended-stay hotel will be owned by Peachtree and managed by its hospitality management division, the company said in a statement.

Keep ReadingShow less