How to Successfully Personalize Wellness in Hospitality in 2024
In today’s competitive hospitality market, guests are looking for more than just a place to stay—they seek experiences that resonate with their personal needs, values, and aspirations. Nowhere is this shift more evident than in the wellness sector, where personalization has become the key to unlocking higher guest satisfaction, loyalty, and revenue. By delivering tailored wellness programs, hospitality brands can not only stand out but also elevate the guest experience to a truly transformative journey.
Personalization in wellness taps into an essential human desire—the need to feel seen, heard, and understood.
Research shows that consumers increasingly expect brands to deliver experiences customized to their preferences. According to a study by Accenture, 91% of consumers say they are more likely to shop with brands that provide relevant offers and recommendations based on their personal needs. In the wellness space, this means offering programs that align with guests' unique wellness goals, lifestyle, and current health status.
Personalized wellness services create memorable experiences that encourage repeat visits, glowing reviews, and word-of-mouth marketing. Furthermore, guests are more willing to pay a premium for a bespoke wellness experience, driving higher revenue for the business.
The Key Elements of a Personalized Wellness Journey
1. Understanding Your Guest
How do you know what your guest needs? Will you simply ask them? Sometimes that's enough, but if you aim to go deeper, additional assessments that go beyond what the guest believes they need—and into what their physiology reveals—can provide greater precision and added value. These assessments can range from simple questionnaires to detailed blood tests, depending on the relevance to your offer and concept. The level of time and detail dedicated to the assessment should align with the depth of the overall experience. For example, at The Longevity Hub by Clinique La Prairie, we have launched a Longevity Index Assessment as step one of all and every guest journey.
2. Tailored Experience
Personalization goes beyond offering a wide range of services; it’s about aligning those services with an individual guest’s specific wellness goals and needs. Many of our clients focus on including as many wellness options as possible, but they often miss the key point: an offering is only as beneficial as it is relevant to the guest. As human beings, we seek to feel seen. When we’re advised that a particular treatment—no matter how simple—is best suited for us first thing in the morning, on an empty stomach, in sunlight (for example), we not only recognize its value but actually experience a deeper sense of wellbeing. A personalized recommendation has a higher perceived value than the same treatment offered generically. For example, at TreeHouse Villas, we have launched a 3 and 5-day Wellness Program where the vast variety of wellness service offerings can be streamlined into a coherent schedule customized to the guest’s unique needs.
3. Personalized Nutrition
We know that there is no one-size-fits-all diet. Being able to accommodate to the nutritional preferences and needs of your guests is the most basic version of offering personalized nutrition, one which should be an industry standard at this point. A much more interesting way to do it, is to link the nutritional recommendations to the initial assessment in step 1. For example, with our client’s NEBU resort brand, we will be able to offer tailored nutritional recommendations that will link seamlessly to the F&B outlets on-site, based on the results of personalized assessments with out on-site nutritionist.
4. Leverage Technology
As we speak about the importance of personalization, a very key concern arises. How does this work in a labor-intensive industry like hospitality—especially with current labor shortages? It seems that the answers has appeared just as the concern has presented itself. The growth of AI-driven services, wearables and tracking devices and Apps may be the solution we’re seeking. For example, with our client’s NEBU resort brand, we will be leveraging a proprietary App to guide our guests to make to most of their stay and delve deeper into their personal Wellness journey.
At Teiah Hospitality, personalization is at the heart of everything we do. Our expert team collaborates with hotels, resorts, property developers and visionaries to design tailored wellness experiences that cater to each guest’s unique needs and goals. By leveraging advanced technologies and insights from wellness experts, we help transform properties into leading wellness destinations that offer bespoke services.