True Wellness: Circular, Local and Purpose-Driven

“One of the challenges we face is learning that the overwhelming majority of the hospitality and wellness brands opt to partner with producers with controversial practices just to save a few hundred dollars. Dollars that are often invested in expensive 'green' marketing.” - Christine Moghadam

It is said that it is in moments of extreme crisis, moments where our entire world and system as we know it crumbles, that we re-evaluate what is important to us, what matters to us, why we are here and what are we doing with our time here on earth in this life.

The 2020 pandemic was such a moment, where as humanity, we lived a marked before and after. There was a turning point. Just as people in the hospitality and wellness industries did their soul-searching, so did other professionals from other sectors. And while we have seen a mass ‘exodus’ of great talent leave our industry (directly or indirectly), we have also seen an influx of another wave of equally wonderful talent come to our industry with the hope to find that purpose and meaning they are looking for.  

Next in my Wellness in Hospitality series, I have had the privilege of speaking to one of these great people, Christine Moghadam . Christine, another what I call ‘citizen of the world’ who has immense experience in both the corporate and entrepreneurial worlds, share her story of her journey getting into the industry as a supplier. This got me thinking, do we, as an industry, genuinely walk the talk? Thought-provoking insights.

Interview Highlights:

1. Your story is very interesting, from a family business dedicated to wellness, then the corporate world and now regenerating trees. What drew you to this way of doing business?

As a child of immigrants, I watched my parents work diligently to build their own business. My parents were both medical biotechnologists and entrepreneurs who helped shape the health industry with food allergy testing. For me this was business school at its best, real-life entrepreneurial experience.

Many of my summers were spent working at their laboratory, watching and learning, inspired by their ability to fall, get back up, grow and manage a successful business. I learned from a young age that anything’s possible when you follow your dreams, work hard, and show compassion for others.

Motivated by their strong work ethics, empathy and resilience, these values have become a part of my leadership style in my personal and professional life. I was raised in Seattle, known as the Emerald city. Surrounded by lush evergreen trees and lush landscapes, I developed an admiration and appreciation for trees and how they contribute to our health and the air we breathe.

As a multi-cultural family, travel has become the centerpiece of our life. So naturally I fell in love with a country that was filled with beautiful tradition and culture that matched my own and was inspired by their pathway towards sustainability and hospitality. I found my calling there and with many hours of due diligence, I knew it was time to create a business within a country that supports an industry that is rooted in a legacy of sustainable and ethical business practices.

At the end of the day, what is important to me is that I am making a positive impact in the environment, in our local communities, providing jobs and making a difference in a person’s mental and physical well-being.

2. As a supplier to the hospitality and wellness businesses, what challenges do you face?

When I first began my company in 2018, I imagined we would be the partner of choice of all wellness brands who invest millions on advertising as eco-friendly and truly sustainable. Fast forward until present, one of the challenges we face is learning that the overwhelming majority of the hospitality and wellness brands opt to partner with producers with controversial practices just to save a few hundred dollars. Dollars that are often invested in expensive "green" marketing.

It is difficult to find those that are genuinely interested in learning more about an alternative choice that will not only add value to their guests’ experience but is also committed to sustainable practices.

3. Where do you think wellness in hospitality’s opportunities lie?

The needs of guests are constantly evolving, individuals are focused more on health and well-being. There are higher expectations now for cleanliness, comfort and personalised care. From healthy eating options, fitness programs to nature experiences and promoting positive engagement with the local culture, there are endless innovative ways to introduce guests to the benefits of wellness. Hospitality units have the opportunity to integrate all the pillars of well-being in their complementing existing programs with more holistic initiatives. Wellness isn’t only about going to the spa or having the option of eating a vegan meal, it’s important for the hospitality industry to value the significance of how wellness is linked to the overall foundation of health.

4. Looking into the hospitality sector, what areas do you see they struggle with?

Guest experience and personalised care seem to be difficult to maintain in a world that is going touch-free with the new era of technology. There lies the challenge of keeping the human touch especially when hospitality is about people.

Additionally inconsistent cleaning practices seem to also be an issue, perhaps one reason may be contributed to the challenge of retaining staff. Guests have higher standards now and hotels are depending on guests’ reviews and their return.

5. What global trends are you seeing in general around the globe in terms of circular economy

Some trends I have seen include  switching from single use plastic water bottles to offering refillable glass bottles and water stations around the property.

In addition, reducing greenhouse gas emissions by providing carbon reduction solutions through third party partners. 

I have also seen more effort in supporting the local vendors to provide cultural experiences. An example is changing from single-use packaging to reusable packaging by partnering with suppliers that are committed to improving the pathway towards bettering the environment.

If you want to continue the conversation, join me in the LinkedIn Live session on Thursday 16th March at 10h Central European Time as I chat with Christine Moghadam to hear the opinion of how we show up in the eyes of the influx of great talent from other industries to ours.