Wellness is no longer just a trend—it’s a movement reshaping industries, and the hospitality sector is no exception. In an era where sustainable self-care and mental health take center stage, global hospitality leader Accor is at the forefront, revolutionizing what it means to truly care for guests. This is not about spa retreats; it’s a paradigm shift that integrates well-being into every element of the guest experience.
We’ve always been about supporting the well-being of our guests—it’s historically what we do. Extending that in a modern context through nutrition, spas, movement, fitness, mindfulness, and sleep is a natural progression. Emlyn Brown, Accor’s Global Senior Vice President of Well-Being
Accor’s approach to well-being dismantles the traditional view of hotel spas as standalone luxuries. Instead, wellness is woven into every touchpoint of the guest journey. Whether through thoughtful design, nourishing meals, restorative sleep solutions, or immersive nature experiences, wellness at Accor is a holistic endeavor.
Four out of five of our guests are actively looking to improve or maintain their health and well-being. As you move up the luxury scale, that prioritization becomes even stronger,
Brown highlights.
Beyond the Spa: Redefining Wellness in Hospitality
Accor’s innovative strategy, which is placed within the core business and not a side project, is built around six foundational pillars. Each one reflects a commitment to helping guests leave healthier and happier than when they arrived.
These pillars provide a structure that’s universal yet flexible,
says Brown. It allows our brands to play their own unique tune while delivering a cohesive narrative that builds on the need of humans that nowadays they want to live better and longer,
the well-being expert explains.
Here’s a look into how these pillars come to life:
- Active Nutrition: Bespoke offerings like Raffles London’s Pillar Kitchen feature nutritionist-curated dishes that align with the latest health trends.
- Holistic Design: Properties such as Raffles Maldives Meradhoo seamlessly blend nature and architecture, creating spaces that foster relaxation and rejuvenation.
- Movement and Fitness: Programs like Fairmont Fit and Pullman’s Power Fit make it easy for guests to stay active, whether indoors or outdoors.
- Leveraging the Spa: At the interface of technology and spa, the spa services at Accor aim to create more effective, personalized results that truly move the dial on people’s health and wellness.
- Mindfulness, Sleep and Recovery: Sleep rituals and mindfulness programs across brands help reduce stress and promote recovery.
- Digital Balance: Accor is exploring innovative ways to sync and connect with their guests to create bespoke wellness experiences that integrate spa, nutrition, fitness, and sleep experiences in a digitalized modern world.
The Business of Wellness
Wellness-oriented guests spend more money than other travelers, book longer stays and choose higher-tier accommodations. It’s good for business and great for brand loyalty,
Brown notes. The integration of wellness isn’t just an enhancement; it’s a necessity for future-proofing the hospitality experience.
Check out the EHL Insights: Hospitality Outlook 2025, where EHL experts and faculty member talk about the rising demand for rejuvenating and well-being experiences and how hospitality can help customers and travelers to recharge on a mind, body and soul level.
Wellness Meets Sustainability
Accor’s dedication to well-being extends to planetary health, aligning with today’s socially conscious travelers. From reducing food waste to embracing plant-forward dining, the company is making bold moves. Younger generations, particularly Millennials and Gen Z, see sustainability and well-being as non-negotiables. We have a responsibility to cater to their values and expectations,
Brown emphasizes.
The Intersection of Well-Being, Luxury and Sustainability
As Accor leads this transformative wave, the intersection of well-being and sustainable luxury, is becoming a defining aspect of modern hospitality. With over 560 luxury and lifestyle hotels worldwide, the group is uniquely positioned to inspire a global shift toward healthier, happier living.
Being well-being-focused is not just about creating aspiration—it’s about touching the hearts and minds of our guests, building loyalty, and creating unforgettable experiences,
says Brown. It’s a journey, and we’re just getting started.
What better way to create an unforgettable experience than with delicious and nutritious food? Active nutrition is a key pillar of wellness and of Accors well-being strategy.
Consumers are seeking meals that not only satisfy their taste buds but also align with their health and lifestyle goals, from nutrient-dense snacks to mindful drinking choices.
For example, at Raffles London at The OWO, Pillar Kitchen & Juice Bar provides curated health-conscious meals designed by nutrition experts. In Cartagena, Colombia at the Sofitel Barú Calablanca Beach Resort they have a Food Truck serving fresh, light dishes inspired by local flavors.
This trend is getting more in demand across the hospitality industry, making the link between tasty and at the same time healthy and nutritious food experiences.
For more information on the food well-being and health movement in the industry, check out our Food and Well-being Report, where Accor and other industry key players unveil insights and innovations driving its mission to reimagine wellness.
