Wellness is no longer something that people only focus on when they have time to make it to the gym or pamper themselves with spa days. Over four out of five (82%) US consumers are prioritizing wellness in their daily lives, and they're doing it at home, at work, and even on the road.
For these travelers, doing a few sit-ups in a cramped hotel room just won't cut it. They want amenities that help them take care of every aspect of their health, especially when it comes to recovery. Wellness hospitality caters to this demand by offering services that help people relax and take care of their health. Hotels, for instance, may offer spas and even yoga classes for guests.
Step Inside the Wellness Room
The Global Wellness Institute (GWI) predicts that consumers will spend $1.35 billion on wellness tourism in 2028. By investing in wellness hospitality, your business can help people feel their best and fit recovery into their health and fitness routines.
What Is Wellness Hospitality?
Wellness hospitality focuses on helping guests improve their overall well-being and recover — or at least get a temporary reprieve — from their daily stress. It combines fitness, self-care, and traditional hospitality offerings.
In the past, this industry mainly catered to well-to-do people with exclusive (and often expensive) amenities. If you're picturing wealthy people lounging in hot springs and getting $800 facial treatments, you're on the right track.
But recovery isn't a luxury anymore. People from all walks of life are focusing on relaxation and self-care. About half of consumers have purchased fitness wearables to track their physical and mental health. Meditation is also popular, with around 50% of Americans saying they've been exposed to it. Even employers are getting in on the action with corporate wellness retreats and activities.
With wellness hospitality, enthusiasts can practice healthy habits anywhere, whether they're at home or on vacation.
Why Recovery Amenities Are in Demand
The rapid growth of the wellness industry is part of a larger push for holistic well-being. GWI reports that there's an "exploding marketplace for mental wellness" offerings, including coaching, meditation, and self-help books.
In the wake of the pandemic, many people are also prioritizing stress relief and resilience. In 2025, 64% of Americans practiced self-care through a variety of activities, including:
- Sleeping (70%)
- Being in nature (45%)
- Exercising (45)
- Practicing mindfulness, meditation, and relaxation (36%)
- Engaging in creative hobbies (34%)
- Visiting salons, spas, and aromatherapy facilities (20%)
Companies are recognizing the benefits of employee wellness, too. Hospitality companies now offer wellness retreats, conferences, and other activities to support employee well-being. If a business notices that its employees feel burned out, it might bring them together for a relaxing retreat at a luxury resort or local hotel. Even a two- or three-day getaway could have a lasting impact on workers' mental wellness and stress levels.
Offering team-oriented activities like group yoga and art sessions can make these services even more appealing. Companies can encourage values like collaboration while helping their employees practice self-care.
Examples of Wellness Hospitality in Action
Holistic health is a huge umbrella, so wellness services can take many forms. Customers don't even have to travel for most of them.
Many fitness centers have branched out from classic workout equipment by offering gym recovery zones. Sure, you'll still find the usual treadmills and free weights, but saunas and cold plunges are also popular. Some gyms even offer more specialized amenities, such as red-light therapy and massage chairs. These offerings help members feel more refreshed after intense workouts. They might still be hobbling home with sore muscles some days, but they'll feel more rested than they would without any recovery at all.
Hotels and resorts are investing in more immersive wellness experiences, too. Want to reconnect with nature for the weekend? Book at a remote resort with on-site hiking trails or scenic gardens. For people who need to de-stress, plenty of hotels offer weekend yoga retreats and on-site spas. These services let guests pamper their bodies and minds — a win-win.
Some rooms also come with wellness kits filled with aromatherapy oils or healthy snacks. Little touches like these can have a huge impact on mental wellness.
Benefits for Gyms and Property Managers
Wellness hospitality may seem like something that only matters in tourism hot spots, but that's not true. Here are a few reasons why fitness centers should invest in lifestyle-focused amenities:
Increases member satisfaction
As interest in holistic well-being grows, more people are searching for services that will help them look and feel their best. They would probably feel delighted to be able to access some of those amenities right outside their front door or at their favorite gym.
Improves retention and loyalty
When you make it easy for clients to care for every part of their health, they're more likely to stick around. Someone who loves using your cold plunge, for instance, may keep coming back for that amenity — especially if you're the only nearby gym that has one.
Helps your business stand out
While wellness hospitality is undeniably trendy, it hasn't caught on everywhere yet. Catering to people who are focused on their overall well-being will separate you from more traditional competitors. Think about it from a client's standpoint: Would you sign up for a gym that only has basic fitness equipment — or one with weekly meditation sessions, a sauna, and massage guns? The choice is obvious.
Future Trends in Wellness Hospitality
While standard gym equipment and classes can certainly help people get in shape, they don't necessarily improve the rest of their health. For a more holistic experience, look for opportunities to combine fitness and recovery.
A gym, for instance, could build a wellness lounge next to the workout area. Members can drop by after a hard session to get IV therapy or follow a low-key cooldown video. Similarly, hotels might offer in-person fitness classes, followed by a couples massage.
Personalized programming is another major wellness trend. Guests can use mobile apps or smartwatches to track their health diagnostics and activity level. Use this data to offer custom fitness and nutrition plans. Or recommend virtual classes that will encourage each individual to push their limits without overdoing it. A senior guest may love Zumba classes, while an avid runner could appreciate an invitation to your most vigorous cycling sessions.
Plus, health data helps guests recover more effectively. Someone who tracks their sleep with a smartwatch may realize that they're only getting three hours of quality sleep a night. Suddenly, their five-coffee-a-day habit makes perfect sense. Based on this information, a hotel could provide blackout curtains or recommend an aromatherapy session before bed.
How Technology Powers Wellness Hospitality
You don't need to hire a full-time yoga instructor or build a spa to offer wellness amenities. Digital tools will help you expand your services and support mental and physical health.
Start by providing on-demand fitness and recovery content. A huge library of virtual classes gives people more freedom to personalize their wellness regimens. Plus, they can access this content whenever they want instead of trying to get up early for a sunrise yoga session.
Use digital signage to post your class schedule and share fun events. You can also use a mobile app to communicate with clients and even track their workouts.
Frequently Asked Questions About Wellness Hospitality
What is wellness hospitality?
Wellness hospitality offers a range of experiences and amenities to support each guest's well-being. It's traditionally associated with travel, but gyms can also embrace this approach.
What amenities are included in wellness hospitality spaces?
These locations typically offer a mixture of experiences that support physical and mental health. These may include group classes, steam rooms, nap pods, wellness coaching, acupuncture, and countless other amenities.
How does wellness hospitality benefit gyms and communities?
Wellness hospitality attracts new, health-conscious clients and encourages existing ones to stick around.
How does wellness hospitality differ from traditional amenities?
This type of hospitality goes above and beyond conventional services by focusing on complete health. Instead of a few pieces of fitness equipment, a wellness-focused resort may offer everything from one-on-one personal training to sound machines and meditation gardens.
How can gyms and multifamily housing integrate wellness hospitality?
Begin by adding affordable amenities that support rest and relaxation. A fitness center, for instance, may offer a sauna with freshly laundered robes or an on-site smoothie bar to cure the after-workout munchies.
Implementing Wellness Hospitality with Fitness On Demand
You don't need to turn your business into a luxury retreat to join the wellness hospitality industry. Focus on amenities that will help your clients de-stress and indulge in much-needed self-care.
Fitness On Demand can help you meet this demand without breaking the bank. Our Group Studio has over 1,200 virtual classes, so there's truly something for everyone. After a satisfying session, members can wind down with our self-service Recovery Touchscreens.
Schedule a free demo to learn more about how we can help you become a leader in wellness hospitality.
Author
Luke Miska
Luke Miska is a results-driven business management visionary with a stellar record developing operationalizing strategies, experiences and measurable results that engage teams and customers to lead healthier lives. He leverages his passion for customer-centric strategies and aligns goals between customer needs and organizational priorities, catalyzing business success.
