Marketing and selling to wellness groups requires a fundamentally different approach compared to other segments like government, family, or corporate groups.

In the dynamic landscape of wellness tourism, understanding the nuances of how to attract these specific groups is crucial for hotels. This blog post highlights the importance of crafting a Unique Selling Proposition (USP), creating tailored offers, and developing specialized marketing copy to effectively reach wellness groups.

“With the wellness tourism market potential to reach USD 2.1 trillion by 2030, hotels that effectively cater to this segment can tap into a rapidly growing and lucrative market. The distinct needs and preferences of wellness tourists require a specialized approach, emphasizing the need for expertise in wellness tourism marketing and sales”

1. Understanding the Wellness Tourism Market

Wellness tourism is not just about selling a destination or a room; it's about selling experiences and transformations. Unlike government or corporate groups that may prioritize practical aspects like location, facilities, and cost-effectiveness, wellness groups seek environments that promote health, tranquility, and rejuvenation. This market is driven by factors like authenticity, holistic health, and personalized experiences.

2. Crafting a Unique Selling Proposition (USP)

Creating a USP for wellness groups involves understanding what sets your hotel apart in terms of wellness offerings. Is it your location, exclusive wellness programs, renowned instructors, or unique therapeutic treatments? Your USP should resonate with the ethos of wellness travelers who are looking for more than just a place to stay; they seek a sanctuary that aligns with their wellness goals.

3. Tailoring Offers and Packages

The packages and offers for wellness groups should be designed to cater to their specific needs. This might include wellness retreat packages, holistic health programs, detox diets, yoga and meditation workshops, and more. Unlike family or business travelers, wellness tourists are looking for a transformative experience. Therefore, the packages should be curated to reflect a journey towards rejuvenation and health.

4. Specialized Marketing Copy

The language and imagery used in marketing to wellness groups should reflect the essence of tranquility, health, and wellbeing. The copy should evoke emotions and paint a picture of the serene and restorative experience that awaits them. It’s not just about the features of the hotel but about the overall experience and the benefits that the wellness traveler will gain.

5. The Importance of Expertise

Given the uniqueness of this market segment, it’s beneficial to work with someone who understands wellness tourism and has a proven track record of guiding hotels in marketing and selling to wellness groups. An expert in wellness tourism marketing can provide invaluable insights into the preferences and behaviors of wellness travelers, helping to craft a strategy that resonates with this audience.

Marketing to wellness groups is an art.

Marketing to wellness groups requires a nuanced approach that understands their unique preferences and motivations. By focusing on creating a strong USP, tailoring offers, and using specialized marketing techniques, hotels can effectively attract and retain this lucrative market segment. If you’re looking to tap into wellness tourism but need expert guidance, consider reaching out for a complimentary consultation. We’ll show you how to add an extra $1 Million + in hotel revenue from wellness groups. Experts in this field can show you how to effectively market and sell to wellness groups, potentially adding significant revenue to your hotel’s bottom line.

“Wellness Tourism Will Cross the $1 Trillion Mark in 2024
The GWI forecasts that the wellness tourism market will more than double from 2022 to 2027, with dramatic spending jumps from 2022 ($651 billion) to 2023 ($868 billion) to 2024 ($1 trillion) to 2027 (1.4 trillion).
”

— Global Wellness Institute

Imagine it’s Monday morning, you look at your calendar and see some slow months ahead where you’re not hitting group revenue goals.

You meet with sales and marketing to come up with a game plan, but you find yourself going down all the same roads - government, corporate, family reunions. You think, “there must be another market to tap into.”

Now imagine a different scenario where you’re looking at a full calendar of group events. You’re hitting and exceeding monthly goals and have added an extra $1 Million + to your group revenue profits all because you learned how to attract and sell wellness retreats to retreat leaders. What would an extra $1 Million or $10 Million do for your hotel?

How can your hotel, even you’ve never pursued this market before, become a sought-after destination for wellness retreats?

“The first steps are rolling out the red carpet for wellness groups. It’s time to make retreat leaders feel welcome at your property.”

— Ashley Steinmetz, CMO at Coconut Creative Agency

Retreat Ready - How To Start Attracting Wellness Group Bookings At Your Hotel

Actionable steps to transform your hotel into a retreat-ready haven, perfect for attracting wellness groups.

1. What To Put On Your Website

Showcase Wellness-Friendly Facilities: Update your website to highlight any wellness-friendly amenities you have, like spas, quiet gardens, or health-conscious cuisine. Even if your offerings are limited, emphasize tranquility and relaxation.
Create a Dedicated Wellness Section: Add a specific section for wellness retreats on your website. Include detailed information about the spaces, services, and experiences you can offer to wellness groups.
Use Engaging Visuals: Incorporate high-quality images and videos that showcase your hotel as a serene, wellness-supportive environment. Virtual tours can be particularly effective.

2. What To Post On Social Media

Leverage Visual Storytelling: Regularly post images and stories that depict a wellness-oriented atmosphere. Think serene settings, yoga sessions at sunset, or guests enjoying healthy cuisine.
Engage with Wellness Influencers: Collaborate with wellness influencers to showcase your hotel’s potential for hosting retreats. This can significantly increase your visibility within the wellness community.
Create Wellness-Centric Content: Share tips on wellness, stress reduction, and healthy living. This positions your hotel as a thought leader in the wellness space.

3. How To Prepare Hotel Employees

Train Staff in Wellness Hospitality: Offer training sessions to help your staff understand the unique needs of wellness groups. Focus on mindfulness, customer service, and knowledge about wellness activities.
Create Wellness Ambassadors: Designate or hire staff members who are passionate about wellness to act as Wellness Ambassadors. They can assist in planning and ensuring that wellness groups have a memorable experience.
Gather Feedback and Adapt: Regularly seek feedback from both staff and guests on how to improve your hotel’s wellness offerings. Being adaptable and responsive to feedback is key.

Transforming your hotel to attract wellness group bookings doesn't require a complete overhaul. By strategically enhancing your website, utilizing social media effectively, and training your staff in wellness hospitality, you can make your hotel an attractive option for wellness retreat leaders. Implement these steps to roll out the red carpet for wellness groups and watch as your group revenue grows.

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