As explored in our recent report Wandering Wellness, part of the Business of Wellbeing Macro Trend, hospitality brands and travel operators are baking wellbeing into the fabric of their products and services. In particular, key collaborations with likeminded wellness and fitness brands are creating powerful ‘health halos’.
Global hospitality brand Morgans Hotel Group is harnessing this collaborative approach by teaming up with UK-based creative studio Mindfulness Everywhere to offer the agency’s popular Buddhify app to hotel guests. The app features a selection of 80 downloadable meditations that encourage alertness and calm at various intervals throughout the day. These include options for making the most of everyday moments and challenges, such as ‘Being Online’, ‘Waiting Around’ and ‘Walking in City’.
Tapping into the mainstream trend for adult colouring-in books, the hotel operator is also offering visitors illustrative colouring-in books, featuring New York-based illustrator Peter Arkle’s depictions of iconic elements from Morgans’ hotel properties.
“Today's travellers are looking beyond fitness to include all aspects of one's wellbeing,” said Chadi Farhat, chief operating officer of Morgans Hotel Group. "Morgans' new wellness programming gives us an opportunity to tell a new story and attract a new generation of guests.”
For more on changing perceptions and approaches to health and wellness, see Rebranding Health, part of our New Food Frontiers Industry Trend. For more on strategic partnerships between hotel operators and like-minded brands, see The New Branded Hotel.