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Wellness-minded travelers are not like they were 10 years ago. They don’t want to sit on a stationary bicycle and watch cable TV news in a converted guestroom. “Wellness” doesn’t necessarily mean “fitness,” so even investing in an inspiring exercise room may not be enough. Guests focused on wellness today are seeking a more holistic approach involving physical, mental and emotional dimensions.
One brand that’s appealing to those consumers and helping them stay on track is EVEN Hotels, a brand launched in 2014 by InterContinental Hotels Group (IHG). And for good reason: According to the Global Wellness Institute, international and domestic wellness tourism totaled US$639 million in 2017, a figure that’s up about 8 percent from US$563 million in 2015. Wellness travel—including everything from spa vacations, hiking trips and people just trying to maintain their healthy routines while they’re on more routine travel—represents about 17 percent of total tourism expenditures.
Catering to wellness travelers
For EVEN Hotels, the effort began at the development stages with identifying what wellness-minded travelers really wanted. IHG found that many travelers fall off their routine when they’re on the road, especially when traveling for business, when they need to be at their best. These travelers want to be productive and strive for balance while on the road. Healthy living to them includes prioritizing their wellness and eating right, but also having me-time and well-deserved indulgences.
Taking consumer demands and expert input into account, the EVEN Hotels brand recognized that wellness means different things to different people. The brand intentionally designed every aspect of the hotel experience to empower guests to maintain their wellness routines on the road, built around four pillars: keep active, eat well, rest easy and accomplish more.
Every EVEN Hotels property features the Athletic Studio, a gym three times the size of a standard hotel gym, with bright, natural light and best-in-class fitness equipment. Providing an engaging, energizing open space is forethought, not an afterthought, for the brand. In guest rooms, travelers can take advantage of a wall-mounted in-room trainer, yoga equipment, resistance bands and fitness videos, or simply use the open space and cork floor for their own workout routine or meditation. If they prefer to be outside, guests can work out on the patio, unwind with some playful courtyard games or grab a neighborhood running map.
To eat well, EVEN offers Cork & Kale, a cafe featuring healthy grab-and-go and customizable dine-in meals, as well as some indulgent items. Because routines are so varied, the marketplace is available 24 hours a day. A full bar enables guests to unwind, socialize or enjoy their favorite drink before dinner. Because hydration is so important to wellness, EVEN Hotels encourages guests to drink well throughout the day by offering infused filtered water in the lobby upon arrival and at water stations that are available throughout the hotel. Reusable water bottles are provided in each guest room so guests can stay hydrated wherever they go, and soothing tea is brewed in the evening.
EVEN Hotels understands how important a great night’s sleep is to providing and maintaining wellness and balance. For this brand, sleep is more than just a bed; it’s a purposefully designed experience that begins with the evening tea. A refreshing, clutter-free guest room with plush bedding, ergonomic furniture and adjustable LED lighting creates a calming and relaxing environment. Guests appreciate the flexible work space in the guest rooms that includes a white board, standup desk, sit down desk and a headboard with back support, all with easy access to power. There are also comfortable places to work (or relax) in the lobby and outdoor patio, with free Wi-Fi throughout to stay connected.
Beyond the property
EVEN Hotels is working to establish itself as a wellness provider even outside of its four walls. It maintains a consumer website, wellwellwell.com, with health and wellness tips and information, categorized by the same four pillars. If a guest enjoyed a guided workout in their hotel room, he or she can add it to their everyday routine.
With an active social media following, EVEN Hotels has introduced a series of videos that feature guests experiencing the hotel. In one, a woman checks in to get away from her family while she finishes her book. In another, a cyclist starts a cross-country ride from this wellness-focused hotel.
Evolving with the customer
EVEN Hotels has nine hotels open and has plans to add another 16 over the next three to five years. The chain also has international inspirations, with developments under way in China, Australia and New Zealand.
Just as studying wellness-minded travelers drove the creation of the EVEN Hotels brand, IHG continues to take the pulse of its target audience to ensure it stays ahead of their needs.
Stacy Bedsole, head of global brand experience and design, EVEN Hotels, says that anticipating guest needs starts at the hotel. “Our hotel team members do this by connecting with our guests and providing recommendations on ways they can achieve their wellness goals while they stay with us,” she says. “We stay connected to what our guests need and lean into our terrific hotel teams who truly bring the brand experience to life each and every day.”