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What’s the ROI on wellness?

I am being deluged by wellness news – from predictable promotions to flat-out brand immersion into healthy lifestyles. If you don’t have a yoga class, you are out of touch. I am curious, though, if you are losing business without healthy menus, state-of-the-art gyms and meditation breakouts for your meetings business.

Just Tuesday, within 15 minutes I received news about the JW Marriott Chicago launching a wellbeing-focused in-room dining menu as part of a new brand initiative; The Chatwal in New York adding a partnership with renowned yoga  instructor and digital broadcast network Healthwirefm guiding in-room yoga and pranayama sessions through in-room iPads; and luxury resort operator Soneva announcing that it will bring two immersive yoga retreats to its remote jungle resort, Soneva Kiri, on the Thai island of Koh Kood, available as both a seven-night retreat and a 28-night intensive yoga teacher training. I could go on and on about spa and gym renovations and Pilates studio expansions.

Then yesterday, Hyatt launched a new wellbeing experiences platform, providing eligible World of Hyatt members an extended way to earn and redeem points. Its Find program offers more than 100 experiences focused on enhancing the mind, body and spirit, both during and outside of hotel stays.

Beside the lobby social phenomenon, the wellness movement has to be the biggest trend going. It is definitely a great-to-have amenity, but how strong is the take-up? Where does it work (destination resort versus city center business hotel) and where is it more consumer lip service where people say one thing but do another? I want to know from you if it is profitable, and if so, how?

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