Hotel Business Magazine

Wellness ROI: Define the target guest, differentiate your hotel

It’s true: Guests define wellness differently, which can be challenging for brands developing wellness programs for their properties. Understanding who the target guest is can set properties on the right track.

“Simply put, to each his or her own in wellness,” said Adam Glickman, principal at Parallax Hospitality, a consultancy that builds guest experiences through lifestyle branding, emotionally charged service cultures and wellness platforms. “I think of wellness as a set of touchpoints, with well-being as a ‘state’ we want to get to.”

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