Hilton Surveys Find Guests Define Wellness More Broadly After Pandemic

Since the pandemic, many visitors have taken a more holistic approach to their health. According to polls conducted in seven countries by Hilton Hotels and published on November 14, 2022, half of the respondents said their vacations needed to promote their mental or physical health, while 26% said they would prioritize access to fitness services such as gyms and yoga classes while traveling in the next year.

“Coming out of the pandemic, how travelers think about wellness in their life has changed, and they expect the brands that they know and love to meet them where they are in their wellness journey,” said Lara Hernandez, senior vice president of global brand strategy, planning, and innovation at Hilton, at a press conference.

Hilton wanted the polls to promote its brands and business strategies. However, the findings may still be valuable for the industry, considering that many other hotel firms cannot finance worldwide surveys and wellness-focused tourists are open to any brand. Hilton commissioned a survey by Material in August of approximately 1,000 travelers in each of the following countries: Australia, Britain, China, Germany, Japan, Mexico, and the United States. It then supplemented the survey with a Wakefield Research study of an additional 1,000 U.S. travelers, weighted to reflect the average demographics of U.S. travelers.

According to the results of the questionnaires, well-being signified various things to different travelers:

For other business travelers, wellness means having easy access to exercise alternatives so that their fitness regimens are not disrupted by travel. Hilton stated last month that it will put at least one Peloton cycle in every gym at its 5,400 U.S. hotels by the end of the year and that it would add bikes to select rooms, such as its new The Tempo by Hilton branded suites at locations like Canopy by Hilton Washington DC Bethesda North. Other tourists just want to avoid fast food.

In response to the study, 41% of respondents said they would seek out healthier meals on vacations in the next year. In preparation, Hilton this year pushed out healthy-appearing goods such as dried fruit, kombucha, and organic frozen dinners at several of its hotels. However, some visitors are committed to their well-being and are eager to attend long retreats. The poll revealed that 35% of passengers want to “address” their emotional and physical health while traveling.

As a result, the newly-opened Royal Palm Galapagos, Curio Collection by Hilton provides one-month sabbaticals with access to the Galapagos Islands. On the island of Santa Cruz, the resort offers hiking, tortoise spotting, midnight bird viewing, lava cave tours, and exercises with brand-new Technogym equipment.

As usual, the fresh statistics highlighted a few obstacles for hotel operators. In the aftermath of the pandemic, hotels must provide wellness-themed offerings if they want to attract these client categories. However, they must also successfully advertise their goods to assist visitors in linking that their homes would suit their demands. This must be accomplished without discouraging guests who are not interested in the well-being or charging a premium for a facility with wellness features.