July 24, 2025
As the hospitality industry adapts to a new era of traveler expectations, one truth has become clear: wellness is no longer a luxury, it is a business imperative. Today’s guests seek more than comfort. They want restoration, recovery, and scientifically grounded support for their health, especially when it comes to sleep. In response, forward-thinking hotel brands are reimagining the in-room experience through the lens of guest well-being. And it’s not just good for guests- it’s good for business.
A Global Shift: The Wellness Tourism Boom
The Global Wellness Institute reports that wellness tourism surpassed $900 billion in 2024, with growth continuing to outpace general tourism [1]. Travelers increasingly prioritize authentic, science-backed wellness offerings over fleeting trends or influencer-driven fads.
As Emlyn Brown, Global SVP of Wellbeing at Accor, states: “The future of health is defined by a blend of technology, trust, and transparency” [2]. Brands that embrace this philosophy are already seeing measurable returns.
Why Sleep Sells
Multiple studies confirm that sleep quality is one of the top drivers of guest satisfaction, loyalty, and repeat business. A Cornell University study found that hotels offering wellness-enhanced rooms, such as those with sleep-friendly environments- reported 18 to 20 percent higher average daily rates (ADR) compared to similar properties without such offerings [3].
Other key impacts include:
- Higher guest satisfaction scores → stronger online reviews → enhanced brand reputation
- Increased demand → improved occupancy rates
- Market differentiation → standing out in a crowded field
- Wellness is no longer a niche. It is a core business strategy.
Who’s Leading the Wellness Charge?
Several major hotel brands are embracing wellness as a brand-defining initiative:
- Hyatt has integrated mental, physical, and emotional well-being programs throughout its global portfolio.
- Westin has long positioned sleep and movement as core to its brand, with programs such as Heavenly® Beds and RunWESTIN™.
- IHG’s EVEN Hotels are purpose-built with in-room fitness zones, healthy dining options, and a calming sleep environment.
- Accor has published its 2025 Wellness Trends, which emphasize personalization, cognitive health, and nature-inspired retreats across Pullman, Fairmont, and MGallery properties [2].
- Hilton, through its 2025 Trends Report, is scaling wellness across its 25 global brands, including initiatives like upgraded bedding, soundproofing, and partnerships with Calm and Peloton [4].
Wellness is being redefined as scalable (not just for luxury) across all segments of hospitality
The Financial Upside of Wellness Integration
Investing in wellness delivers tangible results across both guest satisfaction and revenue performance:
- Hotels with strong wellness programs report more than double the Total Revenue per Available Room (TRevPAR) compared to properties without such offerings [5].
- Wellness-oriented hotels regularly outperform in occupancy and can command higher ADRs due to their elevated perceived value.
- Additional non-room revenue opportunities arise through spa services, wellness-focused retail, and extended-stay offerings.
Brandstand’s Innovations
At Brandstand, we understand the evolving needs of hotel guests. That’s why we’re developing Better Sleep Technology-a suite of bedside innovations designed to support deeper, more restorative sleep using science-backed principles. Our upcoming products align with the wellness trends shaping the future of hospitality. Thoughtful design, intuitive functionality, and guest-centered technology converge to help hotels improve satisfaction, increase repeat business, and elevate the guest experience, all without sacrificing operational efficiency.
Final Thought: Wellness as a Revenue Driver
In today’s competitive hospitality landscape, wellness is not just a differentiator, it is a performance driver. By addressing the foundational need for quality sleep, hotels can:
- Charge premium nightly rates
- Improve guest satisfaction and reviews
- Enhance occupancy and brand reputation
- Generate stronger loyalty and repeat bookings
Wellness-focused rooms deliver better rest, better reviews, and better revenue proving that when hotels prioritize well-being, the payoff extends far beyond a single night's sleep.
References
- Global Wellness Institute. “Global Wellness Tourism Economy.” 2024.
- Accor. “Wellness Trends 2025.” group.accor.com, Dec 2024.
- Cornell University Center for Hospitality Research. “Wellness Amenities and Their Impact on Hotel Performance.” 2023.
- Eisen, David. “Hilton’s Wellness Leader on What Travelers Want.” HOTELS Magazine, May 8, 2025.
- RLA Global. “Wellness Real Estate and Hospitality Report.” CLADglobal, 2024.
