TAPPING THE HEALTHY MARKET

Hospitality News explores the rise of imaginative, healthful options, offered by hotels, to cater to health and wellness tourists

A research report conducted by SRI International for the Global Spa & Wellness Summit (taking place in Mexico City in November) concluded that wellness tourism already represents a USD 439 billion market, or 14 percent of world tourism expenditure, and the growing demand for healthier travel means this category will grow nine percent annually through 2017; fifty percent faster than "regular" tourism. Hotels are rolling out healthy programing or even luring visitors, not simply as hotels that offer spas, but as wellness centers that offer hotel services.

"Today the segment of health-conscious travelers is growing. They increasingly want to enhance their wellbeing throughout their stay, not only by using the traditional spa and fitness facilities, but also by other means. To stay relevant in the hospitality market and cater to this need, it is essential that hotels offer their guests healthy options – in the rooms, in their F&B outlets as well as in the meetings rooms,” according to Nathalie Abi Khalil, spa creator/founder of Spabulous.

In January of this year, Intercontinental Hotels Group (IHG) partnered with Teresa Cutter, one of Australia’s leading authorities on healthy cooking, with the aim to develop a range of fresh and healthy menu options exclusively for the MICE market in Crowne Plaza Hotels and Resorts meetings’ menus across Asia, Middle East and Africa (AMEA).

“This new healthy eating program for Crowne Plaza will further enhance what we offer to today’s high achieving travelers, in order to ensure they stay at the top of their game,” said Phil Broad, vice president food & beverage, IHG AMEA. “This year, we’ve launched the Intercontinental Planet Trekkers Children’s Menu developed by celebrity chef Theo Randall and leading children’s food expert Annabel Karmel. And we most recently announced the partnership with Nutrition Australia to develop a kids' menu for Holiday Inn.”

“Healthy eating is becoming a way of life and we have more and more guests asking for a healthier alternative and a balanced diet," said Erik Vedsegaard, complex general manager Four Points by Sheraton Sheikh Zayed Road and Four Points by Sheraton Downtown Dubai. "Our menu makes it easier for travelers and guests to eat healthy while on the road – All menu items feature fruits and vegetables, to ensure all meals represent the perfect dietary balance.”