 'Lodgical' ThoughtsMegan Sullivan Managing Editor, Lodging Lodging Managing Editor Megan Sullivan knew it was important to think logically, but hotels star... |
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Bridging the Gap Between Luxury Hospitality and Health Care
2/15/2013 | 'Lodgical' Thoughts |
 The emerging wellness industry has an estimated annual global value of a staggering $1.7 trillion. To give hoteliers a new way to tap into this lucrative market, a spa development and management company has introduced a customized wellness program for the hospitality industry.
Trilogy Wellness LLC launched the first location of its new brand, Well & Being Intentional Living, at the Fairmont Scottsdale Princess Jan. 11. Trilogy intends to open three additional locations in the U.S. this year, with a goal of reaching 25 to 30 locations in the next seven years.
Richard Dusseau, president of Trilogy Spa Ventures/Well & Being, says a lot of large luxury resorts have incredible spa facilities but they are often fairly underutilized. Well & Being aims to provide destination spa-style programming in a luxury resort environment. In addition to the traditional spa and beauty treatments one would expect, like massages and facials, Well & Being also offers consultations with medical physicians, nutritionists, personal trainers, and skin care experts; fitness and training programs; mind and body classes; and cooking demos. Chief medical director Tieraona Low Dog leads the program, along with other industry experts.
“We’re combining consumer spending power of all these various solutions that people might have in terms of beginning or maintaining a healthy lifestyle,” Dusseau says.
Health care remains a hot button issue in our nation—Dusseau says about 70 percent of the adult population is overweight, with more than 30 percent classified as obese. The majority of health care dollars are spent on treating diseases and other illnesses, he adds, with only a minimal amount going toward preventive measures. “The reality of it is, for such a wealthy nation, we’re incredibly unhealthy,” Dusseau says.
That’s why preventive health care is a fundamental element of the program. Through a partnership with Hello Health, Well & Being offers diagnostic services, such as bloodwork, and has a full-time phlebotomist on staff. Guests will receive a superbill, which they can submit to their insurance companies for potential reimbursement. “This gives hotels the opportunity to access insurance dollars,” he says.
Dusseau sees a big opportunity for Well & Being to attract couples and families, and has received a positive response from meeting planners who are looking for unique team building activities, such as fun group workouts and educational demos. “I think there’s a real value proposition for meeting markets,” he says.
Each location will also offer a series of immersive retreats that are tailored to guests’ needs, from weight loss and stress reduction to performance training for athletes. These all-inclusive programs are available in multi-day guestroom packages, and can help drive incremental room nights during the shoulder season. The packages can be promoted through traditional travel channels, as well as health information sites like WebMD and Everyday Health. “It gives hotels the opportunity to leverage and take advantage of excess inventory,” Dusseau says.
All guests have continued access to Well & Being's experts through a socially-interactive tailored e-magazine, featuring a team of wellness professionals, spa resources, and personalized customer service. That means hotels can stay connected with guests long after they’ve left the property, advancing their customer relationship management initiatives. And that’s healthy for business too.
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