Achieving a Holistic Hospitality Experience
The future predictions for mental health issues will be a hot topic that the travel and meetings industry cannot ignore. There are already considerations for wellness destinations to include neuroscientists and psychologists in their future programs. Meditation is becoming mainstream, and workouts will shift from 100% focus on the body to part-mind/part-body workouts.
Hospitality Network reported in an article published in June 2021, the prioritization of wellness saw an increase of 27-65% across global markets. This global trend has simply been amplified with the recent health crisis.
National medical services for mental health illnesses were lacking prior to the pandemic. Post pandemic statistics show an even greater need for attention on mental health-related illnesses.
2020 statistics in mental health are mind blowing.
- June 2020: 40% of U.S. adults reported mental health issues
- Treatment for depression costs the nation approximately $210.5 billion annually
- Suicide is the leading cause of death among people aged 10-34 and the 10th leading cause of death in the U.S.
- Mental illnesses tend to concur with substance abuse and/or anxiety disorders
Predictions are that following the last two to three years of the pandemic, these stats will continue to increase.
Meeting planners and hospitality professionals that place these issues as an opportunity in the top 5 considerations when planning or hosting an event will likely increase survey scores, and for hotels, bookings.
The interesting part is that the experiences around these well-being opportunities come a lot lower cost than some other activities or meeting breaks planners may have selected in the past. It costs very little to provide breathing and meditation breaks. Nature walks usually come at no charge. It is really about creating an environment inclusive of mindfulness around mental balance.
The first two definitions for sanctuary from Oxford Languages are:
- a place of refuge or safety
- a nature reserve
The objective for meeting planners and hotels should be to identify opportunities to introduce a “sanctuary” in the guest’s journey specific to the needs of business travelers, leisure guests and meeting attendees.
Guests are not the only audience hoteliers will need to be mindful of. The internal clients’ (AKA associates’) well-being will also need to be addressed. Having programming that addresses mind and body well-being will not overcome or replace lack of service. Keeping associates mentally fit will be a must to ensure staffing levels and execution meet the expectations of the decision makers and guests.
McKinsey & Co. reported in 2019 (pre-pandemic) that 24 in 100 associates required mental-wellness support and have moderate needs such as counseling or psychotherapy. Based on the increase in mental health issues, the case could be made that these statistics have increased dramatically.
Key Takeaways
The Power of the Sanctuary
- Bring awareness to the current trend of mental health issues
- Create an environment to promote mind, body & spiritual balance
- Develop a “sanctuary” in the guest’s journey
- Minimize the new stress triggers related to travel
- Achieve guest satisfaction by assuring associate well-being