My past was filled with hotel inspections and resort tryouts. These last few years, however, have seen a more subdued me, focused on the pros and cons of overnight stays in urban and tropical destinations.
Yet, the urge to check out a new property persists. My hospitality network is still holding strong and when seeing a new property arise, I can't always stand the temptation of joining a sales friend on their preferred route.
I recently entered a Bangkok property that hit my radar. Opulence abounded from the entrance to the exit; I immediately checked out the hotel’s wellness centre.
"What kind of wellness offers do you have?" I asked her. Her memorised lines followed. She stated the hotel had a clear strategy for setting the benchmark of what wellness entailed.
As expected, the unique selling points were the spa, the fitness centre, the swimming pool, and special menus for clients eager to rejuvenate. The property was also extremely proud of offering a variety of pillows for guests with allergies.
"And what else?" I asked.
That was it. She was confident this 5-star property ticked all the wellness boxes. All health and safety aspects, intended to prevent guests from catching any lingering strains of stress from home, were signed off and documented. She expressed great pride in this accomplishment.
Wait. For groups, the hotel would hire a yoga teacher for a morning Sun Salutation. Mats and towels included. Refreshing drinks come with the complements of the house.
Hotel inspections and overnight stays were my standard operating procedure before I even considered selling a property. Knowing the resort is essential before I add it to my preferred list.
How can I accurately sell what I do not know?
After all, every hotel operator says their property is 'stunning,' 'exceeds expectations,' and 'offers exceptional service standards.'
If operators do not truly understand wellness, and sales teams are only briefed on a limited strategy, the term becomes like all the other marketing fluff resorts throw at you.
The hospitality industry may have integrated wellness into its daily operations, but does it only know, show, or market the tip of the iceberg?
Walking out of the lobby, I felt sympathy for the sales manager. She followed company policy and did her best.
The hotel looks great, but it merely skims the surface of wellness.
