Wellness in hotels can be cost effective, says Accor’s global VP of Wellbeing

emlyn brown

At a recent event focussing on wellness in hospitality, hosted by Peloton Commercial, Emlyn Brown, global VP of wellbeing at Accor, argued that wellness can pay its way in hotels, providing the concept is truly authentic.

Brown’s focus is to enhance Accor’s wellness offerings and implement holistic wellness standards globally. The company’s research shows wellness travellers consistently spend more – 45-65% more than the standard leisure traveller during their stay. Plus, the guests who refer most frequently all experienced wellness in some way; those who were delighted by their stay – and told people about it – had mostly experienced spa or fitness.

Speaking at the event, Brown said: “At Accor we took a very deep dive into wellness to try and understand the return; what’s in it for us from an owner’s perspective? Wellness has incredible market penetration, yet capitalising on this financially requires a genuine wellness offer, one that works just as well for a millennial as a Baby Boomer. The younger generation especially are far savvier about wellness and, as a result, will only accept authenticity.”

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To create that authenticity within budget, Brown’s advice for hoteliers was to move away from one-size-fits-all wellness – personalising your offer will create sustainable, future-proof profitability.

Providing personalised wellness for every guest sounds expensive but, Brown argued, it doesn’t need to be. “There’s no reason why guests can’t experience wellness in-room; with small, dedicated, digital-driven experiences like a Peloton Bike. Even a few square metres can have a significant impact on wellbeing. We partner with Peloton to bring personalised wellness experiences to our guests because making your execution of wellbeing different, offering them wellness their way, is going to become ever more vital.”

Peloton research suggest 90% of Peloton members surveyed are more likely to stay at a hotel if it has a Peloton Bike*. Brown suggested moving away from one definition of wellness and instead offering self-guided, democratised wellbeing. “We’re all everyday athletes now; people want fitness and wellness anywhere, anytime,” he said. “There has been a significant shift in how people think about wellbeing – the professionalisation of a workout experience and the penetration of that, from 17-70 year-olds, is quite dramatic.

“Our partnership with Peloton allows us to offer in-room digital experiences via the App or the Bike. If you can differentiate slightly and offer a boutique wellness experience that’s unique to every guest, you will have significant diversity from the rest of the competition. And if that can drive an additional two, three or four [pounds] per room, plus achieve better Trip Advisor scoring (because your Trip Advisor scoring in the wellness segment is really important) you’ll be driving that reputational element, which leads to better profitability.

“It’s a really exciting time for wellness,” Brown concluded. “We’ve come out of a very challenging period and those who are brave with personalised wellness can look forward to some very successful years to come. The only barriers will be keeping up with it and satisfying demand.”

*Based on a survey of approx. 800 currently subscribed Peloton Members who travel three+ times per year, conducted by Peloton in August 2022

Tags : Accorwellness
Eamonn Crowe

The author Eamonn Crowe

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