In the wake of COVID-19, the spa & wellness industry has experienced a boom across the world, fuelled by the sudden need for consumers to protect themselves from the pandemic through preventative methods and immune-boosting techniques. In China, this boom has manifested itself in new ways, creating a prime opportunity for hotels and resorts to invest in genuine, detailed wellness facilities and offerings and gain a competitive advantage within their market.
The term “wellness” is an amalgamation of two words: “wellbeing” and “fitness”, and was coined in the United States sometime in the 1930s. Combining concepts of ancient healing, healthy living and self-betterment, it fast became a household term that translates to the constant and conscious pursuit of maintaining good health through active goals and lifestyle choices.
In China, the term “wellness” doesn’t resonate in the same way that it does in the West. However, elements widely understood as being in the wellness realm, such as fitness, nutrition, and traditional medicine, have been growing in popularity over the last half-century. As the pandemic became a worldwide event, Chinese health and wellbeing consumer markets exploded in popularity.
A 2019 survey by Agility Research & Strategy found that living a healthy lifestyle was listed as the number one key life priority for both millennial and Gen-Z Chinese consumers, and 76% of affluent millennial Chinese consumers said that they placed more emphasis on wellness and wellbeing than their parents.
In line with the rest of the world, Chinese consumers have been forced to turn to at-home wellness in the form of healthy eating, mindfulness and fitness. As a result, during the lockdown period of Q1, and into Q2, China saw a 237% surge in the sale of weight training machines and a 141% surge in yoga mats when compared to last year. In addition, 70% of Chinese internet users have increased their consumption of health products during the pandemic, and the sales of health foods purchased online through Alibaba increased by 16% in the first quarter of 2020. Immunity-related supplement brands are also reporting significant sales increases in China since the outbreak.
GOCO Hospitality has invested in Space Cycle and Space Yoga, two fast-growing, innovative fitness brands which provide urban sanctuaries dedicated to yoga and full-body workouts in state-of-the-art facilities featuring high-end technological systems. To date, over 300 celebrities have attended or led Space Cycle classes, including top actors, singers, models, and athletes, focusing even more attention on the future of cutting-edge fitness. In the wake of COVID-19, the two brands have further enhanced their digital offering, providing regular online sessions and offering various resources for their followers to practice at home during the lockdown.
GOCO Hospitality已经投资了Space Cycle和Space Yoga，这是两个迅猛发展的创新型健身品牌，提供专注于瑜伽和全身锻炼的都市圣地，配有一流的设施并以高端的技术系统为特色。迄今为止，已有300多个名人参加或引领了Space Cycle的训练课程，包含顶级演员、歌手、模特和运动员，更多地关注于尖端健身的未来。在新冠疫情之后，这两个品牌增强了其数字化产品，提供定期的线上课程，并为其追随者们提供各种不同的资源，以方便他们在封城期间在家练习。
China is clearly not exempt from the global wellness revolution, and awareness of personal health and immunity is steadily on the rise. However, the COVID-19 pandemic did not introduce the concept of personal wellbeing to China – that has been around for millennia. Traditional Chinese Medicine, mineral bathing and spa experiences have dominated the scene for generations, but COVID-19 is changing consumer behaviour, and now is the time to embrace this shift and get ahead of the demand code.
很显然中国并没有免受全球性健康革命的影响，对于个人健康和免疫的意识正在稳步增长。然而，个人健康的概念并不是由新冠疫情大流行引进中国的 – 在此之前已经存在了几千年。传统中医、矿物温泉和spa体验已经主宰了世世代代的炎黄子孙，不过新冠疫情正在改变消费者的行为，而现在是时候接受这一转变并抢占需求代码的先机了。
As lockdown’s lift, people are looking for a lot more than simple fixes and relaxing spa treatments to satisfy their wellness need. In addition to personal fitness regimes and health-boosting diets, residents and tourists alike are giving priority to hospitality companies that dedicate their service offering to the creation of wellness solutions.
For this reason, it has never been more essential for Chinese hotel developers to pay great attention to the planning, design and construction of their facilities. Incorporating dedicated wellness and spa offerings as part of a core service platform is now a necessity, not a luxury.
“There are numerous benefits to bringing in specialists for both spa development and ongoing operations,” said Ingo Schweder in a recent webinar on Hotelintel.co. “Proper feasibility studies will ensure you have the right facilities to meet the needs of your guests. It helps you avoid either over or under-investing, which is vital for whether you make profits, later on, once operating. As for design, most interior designers can give you an impressive looking spa, but most don’t know how to create one that will be operationally effective.”
In the post-pandemic world, wellness-focused facilities are expected to flood the market in response to huge consumer demand. By getting ahead of the curve, hotels and resorts can be ready to respond immediately without a delay caused by altered plans or forced re-developments.
Spas are often not given the attention they deserve or require. For hotels and resorts already in operation, engaging spa specialists to revamp operations is a great way to access a much wider network of expertise and potentially fully unlocking an untapped revenue source.
Drawing on a wealth of design, development and management expertise, GOCO Hospitality delivers turnkey solutions for spa and wellness projects in China and across the world. Our services range from market research & feasibility to concept development, design & technical services, pre-opening, training, and management.
GOCO Hospitality is a one-stop shop for any Chinese hotel & resort owners and developers looking to invest in wellness as a key service offering.
To find out how you can make the most of this pandemic’s wellness revolution and bring wellness to the forefront of China’s growing spa and wellness industry, contact us today.