SPOTLIGHT ON
Roger Allen
Group CEO – Resources for Leisure Assets
Roger and his team pioneered the concept of wellbeing
hospitality, working with hotel owners and investors
across four continents to better understand this
mega-trend influencing the hotel industry. He talks
about how wellbeing touchpoints need to be integrated
throughout the hotel experience and how owners and
investors need to determine the right balance of real
estate investment and activities for their target market
to generate a worthy ROI.
How are the wellbeing needs and
desires of hotel guests having an
impact on the hospitality industry?
The benefits of attaining a greater sense of wellbeing
are growing daily as society becomes more informed
and technically in-tuned with health consciousness and
increasing longevity expectations. Additionally, travel
and the new experiences it brings are more accessible
than ever before, which is further driving a higher
demand for attractions and service provisions that
meet a wide range of health and wellbeing needs within
hospitality destinations.
22 ILHA
Today’s hotel guest is interested in alternative wellbeing
experiences and personalized healthier options which
may not even be labeled ‘healthy’ or ‘wellness’. No
longer are guests exclusively looking for a place or
a dedicated space, per se (such as a spa or wellness
center). As a result, more developers recognize
that wellbeing is not just a trend but a tremendous
opportunity to innovate and differentiate their hotel
property and meet the needs of diverse consumer
demographics. From hi-tech millennials, to Gen X
to the baby boomers and the senior category, in
addition, gender preferences, guests are not uniform
and the evolution of the market will result in specific
expectations from different market segments. These
diverse categories of specialization require careful
market analysis to determine the “wellbeing” concept
and selection of amenities and services that will best
meet the needs of a hospitality group’s target markets.
Proactive organizations recognize they need to be
positioned to meet market expectations for wellbeing
programs and services that are reflected in every
department, not just in a spa or wellness center.