The global wellness economy is enormous, projected to reach nine trillion dollars by 2028 (Global Wellness Institute, 2024). Wellness tourism is one of the largest segments within the wellness economy, and North America boasts the largest wellness tourism market in the world. However, there is a lack of consensus among customers and hoteliers as to what is considered a wellness hotel and how to measure the wellness level of a hotel. There is also a lack of understanding about wellness-seeking customers. What drives them to select a wellness hotel? What are their expectations of wellness services and amenities? How can we segment them to better satisfy their needs? The insights are derived from our theory-driven and empirically tested research among 3,000 customers in North America.

What You Will Learn:

What is a wellness hotel and what does a wellness hotel encompass?

How to measure the degree of wellness of a hotel? What wellness services and amenities are expected by customers?

What are some existing wellness hotel certifications?

What factors motivate or inhibit customers from choosing a wellness hotel?

How wellness-seeking customers’ motivation influences their needs for different types of wellness services and amenities?

How can customers be clustered into different segments based on their wellness-seeking motivation?