After one of the worst years ever bookings are picking up very slowly and the hospitality industry is struggling. Given this difficult situation how hotels can leverage their wellness assets to rebuild their business in the new normal?
The old business model is broken, and forward-thinking hoteliers know this. They also know they need to find new ways to attract a different group of customers if they are to thrive, not just survive.
To provide help I’ve put my experience into ‘The Wellness Asset’. This is a practical book, full of essential information for any hotel owner.
The aim is to show hoteliers, even the one who are sceptical, that wellness does make good business sense. And that even if your property is midscale or in the centre of a big city, incorporating wellness into it in a coherent and meaningful way will yield substantial dividends.
Traditionalists vs Hoteliers of the Future
Amongst traditional hoteliers ‘wellness’ is often considered an amenity, rather than an asset that can be the pivot your business needs to enable you to generate significant profit – across the entire hotel.
In the course of researching this book I met some truly inspirational hoteliers. 50 passionate men and women who are leading the way, seeing wellness as a core part of hospitality.
These hoteliers of the future are pivoting, adapting and thriving by building and leveraging their wellness asset to enhance their guests’ overall experience in their hotel.
And these passionate men and women know that the only way they can transform their guests’ wellbeing is through the wellbeing of their teams and surrounding community. They attract people who think alike, and they get their teams excited about their vision and the positive impact of their meaningful work. They create a growth environment where wellness is at its core.
These hoteliers of the future are forward-thinking, audacious and legacy-oriented, with a vision that stretches far beyond short-term profitability.
Leveraging the hotel’s wellness assets
Many leading hotels have been transformed by leveraging their wellness assets using the ‘ESSENCE’model I have developed, which takes you from assessing potential ideas to implementing and honing your offering to give your guests an experience so good they will do your marketing for you – in months, not years.
When we thoughtfully and meaningfully consider wellness within all our guest experiences, that is when the magic happens. The healthy breakfast tailored to the needs and tastes of each guest, the ergonomic pillow and mattress to ensure a good night’s sleep, the soothing scent to encourage relaxation, the surrounding vineyard to walk through or practice yoga, the lovely massage to release those tensions, that amazing glass of wine or that lazing around and doing absolutely nothing while your children are being entertained. Every one of these small details are part of our guests’ wellbeing. Each detail impacts them in ways that make them feel both energised and refreshed. And helps them to put their problems into perspective so they can live their lives in a more fulfilling way.
About Sonal Uberoi
Sonal Uberoi is a global wellness expert and founder of Spa Balance, a boutique consultancy working specifically with hotels to help them tap into the full potential of their wellness offering. Sonal has worked with major hotels across the world enabling them to attract a more discerning guest, build a loyal and committed customer base, attract and retain quality talent and increase profitability, without breaking budget.
Her book The Wellness Asset is now available.