Should wellness outlets be as important as F&B outlets in hotels?

By Binu Mathews , CEO at IDS Next

In recent years, wellness tourism has emerged as a powerhouse in the global travel industry with the market expected to reach a staggering USD 2.1 trillion by 2030.  The experiences during the pandemic only stressed the value of wellness, as the world underwent an era of grief, trauma, and anxiety. In response, travel habits post-lockdown has leaned more towards seeking destinations that support physical and psychological health, fitness, and spiritual activities. Within the next decade, the wellness tourism market is expected to grow by over 12% each year.  

As a result, around the globe, renowned hotel brands are considering wellness as a key element in their offerings. Insights shared by Skift about the Wellness Real Estate Report 2023, released by RLA Global, cites multiple brands including Hilton and IHG are expanding their services into the realm of wellness. Hotels that generate wellness and leisure revenue over $1 million and/or at least 10% of their total revenues in 2022 generated $273 a night in total revenue per available room.  

As the industry experiences this change, the question is whether wellness is paramount for hospitality establishments to move forward. For today’s hotels and resorts, are wellness services such as spas becoming just as crucial as a restaurant or a bar? The shift in consumer preferences towards holistic well-being and self-care has compelled hotels and resorts to invest in wellness amenities to meet these new demands to gain a competitive edge in the market. Does this, however, take away the core focus of a hotel's operation or add to it?  

With wellness being a priority of modern travelers, the question is, should wellness outlets be as important as F&B outlets in hotels?