Beyond traditional wellness

Four Science-Backed Opportunities for Hotels

Tasha Golden, PhD

The Differentiation Challenge:

Wellness is now central to hospitality. Guests increasingly seek wellbeing-focused experiences, and properties are responding—with spas, fitness centers, meditation apps, and recovery programs.

The challenge: When everyone offers similar amenities, how do you create experiences that actually stand out?

The answer lies in understanding what wellness actually encompasses. The WHO defines health as "complete physical, mental, and social wellbeing"—yet most wellness programs focus entirely on physical health and stress management.

This creates vast opportunity. Properties that grasp the full scope of wellbeing can offer guest experiences that competitors aren't even considering.

This guide introduces four research-backed pathways to guest wellbeing that extend beyond traditional wellness programming—each offering practical approaches to meaningful differentiation.

What’s Included:

Strategic Guide (11 pages)

  • Framework: Four overlooked pathways to guest wellbeing, grounded in behavioral science

  • Research foundation for each opportunity

  • Discovery questions to identify existing wellbeing moments at your property

  • Implementation starting points

Implementation Workbook

  • Audit tool to assess current guest experiences

  • Planning templates for each pathway

  • Experimentation framework

  • Action steps for creating signature offerings

Who This Guide Serves

Hotel executives & wellness directors seeking differentiation • Guest experience designers • Property developers planning wellness-focused amenities • Hospitality consultants advising on innovation

What You'll Gain:

A research-backed framework for moving beyond commoditized wellness programming to create distinctive guest experiences that enhance both wellbeing and competitive positioning.

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