Traveling these days often means navigating a gauntlet of flight delays, security checkpoints, overcrowded planes, lost luggage and unfamiliar streets. It’s enough to set travelers’ stress levels soaring.
So it’s no surprise that hoteliers are looking for ways to nurture a sense of well-being among their frazzled guests. Many hotels have started offering everything from soothing massages and yoga classes to guided meditation to restore travelers’ lost equilibrium.
Other hotels take it even further, touting their entire guest experience as a holistic respite from the tumult of life. These facilities offer everything from spa treatments to uber-healthy cuisine, state-of-the-art workout facilities and an invigorating atmosphere designed to help guests attain an optimal sense of wellness.
But does this approach make good business sense? Or is it just another warm and fuzzy fad?
Taking care of guests’ well-being can lead to a healthier balance sheet if hotels do it right. That’s because there’s a strong link between guests’ feelings of well-being and customer engagement, according to Gallup’s 2014 Hospitality Industry study. Among guests who strongly agree that the hotel they visit most frequently takes care of their well-being, 79% are fully engaged, compared with 20% who are indifferent and 1% who are actively disengaged. Among those who strongly disagree with this statement, a mere 6% are fully engaged.