The hospitality industry is at the forefront of a wellness revolution, redefining how hotels serve their guests and communities with augmented hospitality. No longer confined to traditional amenities, hotels are becoming wellness hubs that cater to physical, mental, and emotional well-being.
Read more: Augmented Hospitality Shakes Up Hotel Fitness and WellnessThis transformation is especially evident in the innovative approach to fitness and wellness discussed in a recent interview with Emlyn Brown, Global Senior VP of Wellbeing at Accor. Accor’s bold and visionary wellness approach to hotel fitness innovation reaches far beyond the traditional hotel model, reimagining and continuously transforming hospitality to craft and unlock exceptional client experiences.
The Rise of Augmented Hospitality
Augmented hospitality is Accor’s forward-thinking approach to redefining hotels. Augmented Hospitality is a strategic approach that combines the use of technology, data analytics, and personalized services to create a more seamless and personalized guest experience.
“Four out of five of our guests are taking a step every day to improve their health and well-being. There is a need to meet the wellness aspirations of our consumers irrespective of brand.”
~ Emlyn Brown, Global Senior VP of Wellbeing at Accor ~
This concept challenges traditional notions of hospitality, transforming hotels into community-driven spaces. From designing vibrant social hubs to integrating wellness and digital tools, augmented hospitality prioritizes holistic guest experiences. Accor CEO Sébastien Bazin encapsulates this vision by emphasizing the need for hotels to cater to both guests and locals, making them integral parts of their communities.
The Six Pillars of Wellbeing in Augmented Hospitality
Accor’s wellness strategy revolves around the “Six Pillars of Wellbeing,” a comprehensive framework that addresses all aspects of a guest’s health:
- Design: Creating environments that inspire relaxation and functionality.
- Fitness and Movement: Encouraging physical activity as a central element of well-being.
- Digital Tools: Leveraging technology for personalized wellness experiences.
- Nutrition: Providing diverse, health-conscious dining options.
- Mindfulness Practices: Offering meditation and stress-reduction initiatives.
- Spa Experiences: Blending traditional and innovative treatments.
These pillars guide the tailored wellness experiences offered by Accor’s brands. For example, Pullman focuses on dynamic fitness innovations, while Raffles emphasizes mindfulness and longevity practices.
Hotel Fitness Innovation: A Community Anchor
One of the most significant trends in hospitality is the evolution of hotel fitness spaces into vibrant community hubs. Brown emphasized the importance of fitness and nutrition in creating inclusive, transformative experiences.
“If you want to reach the broadest consumer base within hospitality, I think you do it through fitness and you do it through nutrition.”
~ Emlyn Brown, Global Senior VP of Wellbeing at Accor ~
Accor is leading the charge in hotel fitness innovation by reimagining its gyms and wellness spaces. These areas now feature functional workout zones, recovery stations like saunas and cold plunges, and group activity spaces designed to foster connection. These innovations cater to both hotel guests and locals, transforming fitness spaces into community-driven hubs.
Paul Bowman further highlighted the role of digital tools in bridging gaps for less confident users. These tools play a crucial role in encouraging guests to transition from private in-room workouts to more communal fitness experiences.
“We found the people that use in-room solutions to be less than confident. They are not confident enough to step into the physical space yet. That’s where content makes sense.”
~ Paul Bowman, CEO of Wexer ~
Digital Fitness and AI in Wellness
The integration of technology, particularly artificial intelligence (AI), is revolutionizing hotel fitness innovation. Wearable devices and AI-driven tools allow guests to track their health metrics and receive tailored recommendations for fitness and recovery.
However, Brown noted a critical challenge: the over-reliance on social media for wellness advice. This underscores the need for hotels to offer science-backed, reliable wellness solutions that guests can trust.
Accor is addressing these challenges by focusing on personalized yet accurate digital wellness tools. From guided meditation apps to virtual fitness classes, these innovations enhance the guest experience while ensuring credibility and effectiveness.
Emerging Trends in Hospitality Wellness
Several emerging trends are shaping the future of wellness and fitness in hospitality:
- Resurgence of Communal Bathing: Younger travelers are embracing sauna culture and cold-plunge circuits. Accor is integrating these elements into urban and resort properties, offering immersive and social wellness experiences.
- Biohacking and Recovery: Innovations like infrared saunas, cryotherapy, and hyperbaric chambers are becoming key features of Accor’s wellness offerings, catering to guests seeking performance optimization.
- Cognitive Wellness: As mental clarity and brain health gain prominence, Accor is exploring long-term strategies to support cognitive well-being, ensuring a balanced approach to holistic health.
How Accor Stands Out in Hotel Fitness Innovation
Accor’s focus on hotel fitness innovation sets it apart from competitors. By partnering with brands like Les Mills for fitness activations and Calm for mindfulness practices, the company delivers cutting-edge wellness solutions tailored to diverse guest needs.
In urban locations, Accor is designing big-box fitness hubs that combine state-of-the-art equipment, recovery zones, and community spaces. These facilities not only enhance the guest experience but also attract local members, creating a mutually beneficial ecosystem.
The Role of Nutrition in Wellness
Nutrition is a cornerstone of wellness and a key area of hotel fitness innovation. Accor is adapting to shifting dietary preferences by offering health-conscious dining options that cater to diverse needs. Additionally, the decline in alcohol consumption among younger travelers presents opportunities for innovation, such as expanding non-alcoholic and low-alcohol beverage options.
These changes reflect the broader trend of guests seeking holistic wellness experiences that align with their health goals.
“We talk about stepping back from listening to social media-driven activations and ideas where we know that 2% of the information about nutrition online is valid. The rest is false. People are waking up to that.”
~ Emlyn Brown, Global Senior VP of Wellbeing at Accor ~
Key Takeaways for Hospitality Professionals
- Make Wellness Central: Position wellness as a core offering to meet evolving guest expectations.
- Focus on Community: Use fitness and wellness spaces to build connections between guests and locals.
- Leverage Technology Wisely: Incorporate digital tools that enhance personalization while maintaining scientific credibility.
- Anticipate Trends: Stay ahead by integrating communal bathing, biohacking, and cognitive health into wellness offerings.
“Augmented hospitality is about shaking up the thought process about how we think about hospitality and what consumers want.”
~ Emlyn Brown, Global Senior VP of Wellbeing at Accor ~
By embracing hotel fitness innovation, augmented hospitality, and emerging wellness trends, Accor is setting new standards for the industry.
For more insights into how to create an augmented hospitality experience with wellness and fitness innovation, email info@wexer.com.
Additional Resources:
Podcast 50