Wellness is no longer just a trend—it’s a movement reshaping industries, and the hospitality sector is no exception. Accor has revolutionized the way that hospitality leaders care for their guests in an era when sustainable self-care, mental health, and other aspects of well-being are at center stage. This isn’t about spas retreats. This is a paradigm shift which integrates well-being in every aspect of the customer experience.
“We’ve always been about supporting the well-being of our guests—it’s historically what we do. Emlyn brown, Accor Global Senior Vice-President of Well-Being explains, “Extending this to a modern context via nutrition, spas. movement, fitness. mindfulness, and sleeping is a logical progression.”
Accor’s well-being approach dismantles traditional views of hotel spas being standalone luxuries. Wellness is integrated into all touchpoints of the guest experience. Whether it’s through thoughtful design or nourishing meals to restorative sleeping solutions or immersive nature experiences. Wellness at Accor takes a holistic approach.
Four out of every five of our guests are looking for ways to improve their health or well-being. Brown highlights that this priority increases as you move higher up the luxury spectrum.
Redefining Wellness Beyond the Spa
Accor’s innovative strategy is built on six foundational pillars. It is not a side-project, but a core part of the business. Each one is a reflection of Accor’s commitment to help guests leave happier and healthier than they arrived.
Brown says, “These pillars offer a flexible yet universal structure.” The well-being expert says that this allows brands to be unique while still delivering a coherent narrative that meets the human need to live longer and better.
Take a look at how these pillars are created:
- Active Nutrition: Raffles London’s Pillar Kitchen offers specially curated menus to reflect the latest trends in health, including dishes created by nutritionists.
- Holistic Design Raffles Meradhoo blends nature and architecture seamlessly, creating spaces for relaxation and rejuvenation.
- Moving and Fit: Guests can stay fit indoors and outdoors with programs like Fairmont Fit or Pullman’s Power Fit.
- Spa: Accor Spa Services are designed at the intersection of technology and spa to provide more personalized, effective results for people’s health.
- Sleep, mindfulness and recovery: The use of mindfulness and sleep programs by brands helps to reduce stress.
- Digital Balance Accor explores innovative ways to connect and sync with guests in order to create bespoke wellbeing experiences that integrate spas, nutrition, fitness and sleep experiences into a digitalized world.
The Business of Wellness
“Wellness-oriented guests Spend more than your fellow travelers, choose longer stays and higher-tier accommodation. Brown says that it’s good for the business, and also great for brand loyalty. Integration of wellness isn’t an addition; it’s a requirement for the future-proofing of hospitality.
Check it out EHL Insights: Hospitality Outlook 2025EHL experts and members of the faculty discuss how to help travelers and customers recharge their mind, body, and soul.
Wellness meets Sustainability
Accor’s commitment to well-being includes planetary health. This aligns with the socially conscious traveler of today. The company has made bold decisions, from reducing food waste and embracing plant-forward eating to cutting down on food waste. Sustainability and well-being are non-negotiables for younger generations, Millennials in particular and Gen Z. Brown stresses that “we have a responsibility” to meet their needs and expectations.
The Intersection of Luxury, Well-Being and Sustainability
The intersection of Accor’s transformational wave and the intersection of well-being and sustainable luxuryThe modern hospitality industry is redefining itself with the introduction of. The group, which has over 560 lifestyle and luxury hotels in the world, is uniquely positioned for inspiring a global change towards healthier, happier lives.
“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 is a journey and we are just getting started.”
What better way to create a memorable experience than delicious and nutritious food. Active nutrition is an important pillar in Accors’ well-being strategy and wellness.
From nutrient dense snacks to mindfully chosen drinks, consumers are looking for meals which not only satisfy their palates but also match their health and life goals.
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.
In the hospitality sector, this trend is becoming more popular as it focuses on combining healthy and delicious food with a nutritious and tasty experience.
Visit our site to learn more about the movement for food health and safety. Food and Well-being ReportAccor will be joined by other industry leaders to reveal the insights and innovations behind its mission of reimagining wellness.
Bianca Lüthy – Corporate Content Manager at EHL Hospitality Business School. Bianca Luthy is on Facebook. LinkedIn.
The original version of this article appeared on EHL Insights.
