{"id":8305,"date":"2021-01-18T08:13:09","date_gmt":"2021-01-18T08:13:09","guid":{"rendered":"https:\/\/www.gocohospitality.com\/?p=8305"},"modified":"2021-09-07T06:13:19","modified_gmt":"2021-09-07T06:13:19","slug":"why-wellness-programmes-are-worth-investment-in-2021","status":"publish","type":"post","link":"https:\/\/www.gocohospitality.com\/zh-hans\/why-wellness-programmes-are-worth-investment-in-2021\/","title":{"rendered":"Why Wellness Programmes are Worth Investment in 2021"},"content":{"rendered":"\n

The hospitality industry has faced\nsignificant changes over the last year. From the panic and uncertainty that\nCOVID-19 presented, our attention to wellness faltered as we focused on\nsurvival. Once the initial shock of the situation subsided, a passion for\nphysical and mental wellbeing surfaced, awakened by a new understanding of\nimmunity and personal wellbeing.<\/p>\n\n\n\n

As a result, the comfort once found in\nusual travel and hospitality structures has fallen away, with people seeking\nnew, health-focused directions on how to improve and better their lives.<\/p>\n\n\n\n

Current trends<\/a> and predictions show a shift away from material luxuries and pleasurable experiences, focusing more on health and wellbeing as a personal journey. However, with a desire to seek out more tangible, inner experiences, it can be difficult for developers and operators to set identifiable KPIs and measure the cost-effectiveness of personal wellbeing.<\/p>\n\n\n\n

Compared to a regular resort, wellness\nresorts have some key characteristics worth noting. Most significantly,\nwellness resorts sell wellness programmes instead of rooms. The programme\u2019s\ncost usually includes food and beverage, room rates, and all wellness offerings\nassociated with the package. Stays below three nights are discouraged, and\nthere are typically several rules or guidelines that govern the guest stay.<\/p>\n\n\n\n

Whether you\u2019re looking to switch to a full-wellness model, or simply incorporate more wellness into your resort offering (find out the difference by reading our industry report on wellness-themed vs. wellness hospitality<\/a>), adding wellness can bring a wealth of positive results that affect everything from brand image to return of investment.  <\/p>\n\n\n\n

Loyal Guests and Longer Stays<\/strong><\/h2>\n\n\n\n

A resort\u2019s wellness offering talks directly\nto their guests, showing they care, understand and appeal to their needs and\nvalues. Due to the nature of wellness resorts, extended average stays are more\ncommon, and with that comes a more loyal guest segment. <\/p>\n\n\n\n

Wellness resorts transform the spa from a\nsales token to a key service platform, with it\u2019s offering driving the main\nreason for booking. Wellness resorts see an average of 30% to 50% repeat\nvisitors annually, with guests staying a minimum of three days but more usually\ncloser to seven or 14 days.<\/p>\n\n\n\n

By offering longer wellness packages,\nguests are also encouraged to spend more time achieving the results they are\nlooking for. With higher ADRs, extended health and wellness packages that include\nmeals and other services are preferred, and it is common for wellness\ntravellers to book additional treatments on an a la carte basis, further\nimproving revenue.<\/p>\n\n\n\n

From a marketing perspective, impressive\nwellness programming can help set a brand apart from its competitors and create\ngenuine connections to their guest market. By incorporating wellness\nprogramming, guest return rates can increase significantly.<\/p>\n\n\n\n

Improved ROI<\/strong><\/h2>\n\n\n\n

For a resort to be genuinely\n\u201cwellness-centric\u201d it needs to bring wellness out of the spa and incorporate it\nacross all services. From healthy food and beverages in all outlets to in-room\nwellness features such as circadian lighting, a boost in revenue can be\nachieved by keeping the guest engaged and focused on improving their wellbeing\nat every touchpoint. <\/p>\n\n\n\n

Statistically, wellness resorts show 35% to\n450% higher RevPAR compared to traditional resorts with similar facility\nstandards and services. <\/p>\n\n\n\n

By adding dedicated wellness packages that utilise multiple spaces throughout the resort, operators can create a higher average daily spend while, at the same time, offering a more sustainable return of investment. <\/p>\n\n\n\n

READ MORE: <\/strong>UNDERSTANDING THE ROI OF WELLNESS<\/strong><\/a><\/p>\n\n\n\n

Seasonality-Proof Destinations<\/strong><\/h2>\n\n\n\n

Because wellness can be enjoyed year-round,\nwellness resorts are less affected by seasonal changes of a destination,\nmaintaining stable occupancies throughout the year. In Thailand, where GOCO\nHospitality\u2019s main office is located, wellness resorts saw occupancy as high as\n90-100% during the low season April to May in pre-COVID times. By comparison,\n4- and 5-star hotels and resorts in the same locations experienced less than\n50% occupancy on average during the same time.<\/p>\n\n\n\n

Further Investment Opportunities<\/strong><\/h2>\n\n\n\n

In addition to creating an opportunity to\nincrease the length of the stay and generate more revenue from traditionally\n\u201cnon-wellness\u201d services and facilities, incorporating a wellness element to all\non-site developments can open up even more revenue streams and significantly improve\nROI. <\/p>\n\n\n\n

For example, when incorporating wellness elements into real estate development, such as long-term rentals or lease-back rental properties within a resort, the property\u2019s value can be increased. Buyers and travellers alike are looking for experiences that allow them to effectively embrace the wellness lifestyle, extending away from resort spas and towards daily living on all levels.<\/p>\n\n\n\n

INDUSTRY REPORT: THE WELLNESS REAL ESTATE DEVELOPMENT PROCESS EXPLAINED<\/a><\/strong>
<\/p>\n","protected":false},"excerpt":{"rendered":"

The hospitality industry has faced significant changes […]<\/p>\n","protected":false},"author":1,"featured_media":8307,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[98],"tags":[117,115,112,108,92],"class_list":["post-8305","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-operational-tips","tag-goco-hospitality","tag-industry-report","tag-trends","tag-health","tag-wellness"],"acf":[],"yoast_head":"\nWhy Wellness Programmes are Worth Investment in 2021 - GOCO<\/title>\n<meta name=\"description\" content=\"Wellness resorts show 35% to 450% higher RevPAR compared to traditional resorts with similar facility standards and services. 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