Wellness and hospitality are no longer separate spheres. Over the past two decades, they’ve been converging; in 2025, that convergence is gearing up for longevity escape velocity. Red light therapy, cold plunges, functional fitness and nutritionally-driven menus are making their way into properties across the chain scale.
While the next phase of growth intersects heavily with IT systems, the real takeaway is this: wellness offerings need to be loaded into your CRM or CDP so they can become sources of repeat business, upsells and ancillary revenue.
For the disinterested, even if you don’t operate a destination spa, wellness is fast becoming a brand differentiator that helps increase length of stay, raise TRevPAR and create a stickier identity in the eyes of modern travelers. For GMs and asset managers, even partial engagement in the wellness space could mean the difference between a transactional stay and one that builds lifetime value.
For IT leaders, wellness is becoming a part of your lane; it’s a vernacular that you have to be familiar with in order to know how to merchandize it. Spas and wellness facilities are increasingly tech-dependent for scheduling, inventory, payments and yield optimization. Meanwhile, a growing sector of welltech is helping hotels deliver results-oriented treatments without significantly adding labor – think photobiomodulation, PEMF, and vibroacoustic therapy. Your infrastructure decisions are what make these scalable, trackable and revenue-positive.
Beyond tech, wellness expands the very definition of experience. It’s no longer limited to massages or yoga; it’s being woven into guest itineraries, event programs and even room categories. A modern CIO or CTO must think about how to layer wellness into different touchpoints of the guest journey, enabling upsell logic, payment rails and personalized recommendations in a way that aligns with the property’s brand promise.
Next to note is that multimodal wellness is where the future of profit margin are. Let’s say a guest books a facial. Add a pre-treatment red light therapy session, followed by a hot-cold immersion circuit. Offer a collagen supplement at check-out. Now the guest isn’t buying a service a la carte; they’re buying a curated, science-backed ritual. The same logic applies to sleep optimization, mental performance, immunity boosting or metabolic reset packages. Multimodal means combining disciplines – biology, chemistry, thermodynamics – into one high-margin itinerary.
The key is packaging and promotion. Are you presenting these experiences in prearrival emails? At check-in? During event planning? Is your system set up to bundle them? The ROI isn’t just in delivering the treatment, but in how seamlessly it’s offered and how well it fits into the broader narrative of the guest’s stay.
Wellness Leaders and What They’re Doing
The end goal of all this to make your guests feel better, and they will therein be willing to pay you more (in room rate or ancillaries) for that guarantee. Again, to dispel the naysayers and to give you inspiration, rest assured that this isn’t some futurist bloviation. There are some very real players in the market doing some incredibly beautiful things for their guests.
In alphabetical order, here are some examples to show the potential for this subcategory:
Canyon Ranch: Offering an exhaustive range of fitness, introspective and creative activities as part of the daily schedule, as well as advanced screenings like bone density and ultrasounds of blood flow to guide personalized treatments or training (no short description can really do it justice as to the full extent of services here].
Carillion Miami Wellness Resort: A finely crafted menu of ‘wellness circuits’ that presents the quintessential example of multimodal experiences, with guests selecting a desired outcome (better sleep, muscle recovery or destressing, for instance) then each circuit bundles 4-6 touchless treatments to fit that goal.
Chenot Palace: A Swiss bulwark since the 1970s whose latest line of signature programmes combines medical consultations, diagnostics, integrated treatments, personalized nutrition and lots of fun welltech [hypoxic exercise training, electrostimulation, neuroacoustics or others] over a one-week stay.
Clinique La Prairie: Another Swiss brand that’s gone global – and has partnered with Sam Nazarian and Tony Robbins to help launch their preventative medicine hotel brand The Estate – itineraries here include patented nutritional menus, their own line of supplements and tons of integrated therapies.
Equinox Hotel New York: In addition to a high-end gym with indoor and outdoor pools, as the premier hotel for this fitness brand the rooms are specially configured for sleep quality while the spa offers functional acupuncture and lymphatic drainage massages along with hi-tech light and plasma touchless therapies.
Four Seasons Resort Maui at Wailea: This Hawaiian flagship property has collaborated with Next|Health to offer IV drip therapies as well as more advanced stem cell and exosome treatments, with the latter two at infarction-inducing prices [which ironically would necessitate the need for said treatments].
Lanserhof: With three resort locations in Austria and Germany, this brand is the progenitor of the multi-night, supervised fasting program to safely detox the body, bringing together clean, organic, calorie-light meals with a host of tech-adjacent therapies and personal consultations.
Lily of the Valley: An idyllic resort near Saint-Tropez that offers a selection of outcome-driven, four-, seven-, ten- and fourteen-night packages with prescribed itineraries that stagger luxury spa services like massage, facials and hammam with physiotherapy, cryotherapy and fantastic French food.
SHA Wellness Clinic: A Spanish longevity resort brand that’s just launched its second location in Cancun, their integrated method offers a comprehensive manifest of biorhythm tests, tailored meals [and prescribed beverages in between said meals] and advanced treatments ranging from osteopathy to ozone therapy.
SIRO: A fitness-focused brand from Kerzner International with its first property in Dubai and its second in Montenegro set to open this summer, in-room touchpoints like zero-gravity recovery chairs and boxing setups are fused with sports-themed group classes in the gym and a la carte welltech like percussive therapy in the spa.
Six Senses Ibiza: An ultraluxury wellness list wouldn’t be complete without mention of this brand, and in focus here are the RoseBar longevity programs that blend functional diagnostics with biohacking therapies and alternative or Eastern therapies like energy medicine, breathwork and meditation.
The Ranch: With outposts in Malibu and Hudson Valley, this retreat center doesn’t edge into the welltech domain but is nevertheless worth the mention because of how they program their results-oriented and seasonally adjusted itineraries with a bounty of customizable group classes, hikes, yoga and farm-to-table cuisine.