Fitness and wellness have long been part of the hospitality conversation, but in recent years, that conversation has evolved into action. What began as spa offerings and fitness rooms has accelerated into full-fledged wellness ecosystems. Five-star hotels are leading the charge, not just in terms of volume, but also in vision. And it’s not limited to global chains; independent properties are equally attuned to what today’s traveler truly wants, which is the ability to continue their exercise, recovery and well-being routines seamlessly while away from home.
This shift is not cosmetic. It reflects a deeper understanding that the modern guest doesn’t press pause on their health goals when they travel. In fact, they’re seeking environments that support them physically, mentally and emotionally. Hotels that recognize this are quietly unlocking a new level of value.
Guests want to wake up better
Today’s travelers carry more than just their bags and gadgets; they also bring along stress, sleep deprivation and a strong desire for equilibrium. They want to break free from their daily routine and find opportunities for rejuvenation. As a result, guests now focus on their lodging not just for luxury features such as thread count, but for how effectively the hotel supports better sleep, physical activity, nutrition and mental wellness.
In today's evolving landscape, fitness extends beyond mere treadmill workouts; it focuses on transformation. Wellness goes beyond just massages; it emphasizes the significance of purpose. Longevity is not simply measured by age, but by enabling guests to take control of their well-being, even if only for a weekend. Good operators help their guests carry this forward into their daily routines and habits.
The results are evident. Properties that have meaningfully incorporated wellness into their core are experiencing longer stays, increased per-guest spending and repeat bookings motivated not by discounts, but by guests' feelings.
The numbers don’t lie: Wellness delivers ROI
According to the Global Wellness Institute, wellness tourism is expected to grow by more than 9% annually, reaching nearly $1.4 trillion by 2027. This isn’t a wellness bubble; it’s a wellness backbone.
Hotels that genuinely integrate fitness and wellness, not merely offering spa options, but providing comprehensive physical and mental guest experiences, are achieving up to a 30% increase in revenue per available room. Additionally, they are experiencing improved direct booking rates, particularly from high-value travelers who value experience over cost.
But perhaps most critically, they’re future-proofing. These offerings are 24/7/365. They aren’t trend-bound. They build recurring, resilient revenue from guests who want to feel good.
One property that did it right: Siro by Kerzner
For a preview of the industry's future, consider Siro by Kerzner, a groundbreaking hospitality concept centered on fitness, recovery and human performance. This hotel brand is fundamentally designed around optimal body and mind function.
From in-room recovery tools and sleep optimization features to performance-led training spaces and daily programming designed by elite coaches and wellness practitioners, every square meter of Siro is purpose-built. It speaks to the new traveler, who is seeking indulgence in fitness, body and mind alignment, clarity, and energy.
And the results? Siro is attracting a generation of health-conscious, high-performing guests who want to belong. The brand is carving out a new category: not fitness hotel, not wellness retreat, but longevity-led hospitality. The kind that fosters community, brand loyalty and long-term asset strength.
The future of hotels is to enhance human vitality.
Wellness is becoming the infrastructure, not the add-on
In the past, fitness centers were built in the basement. Today, the smartest hotels are building gyms with sunlight, recovery lounges with views and rooms designed for circadian health. Guests are offered infrared therapy, breathwork classes, meditation apps, and menus that support gut health and sleep quality. Guests ask for extravagance built on care, clarity and coherence.
Even mid-market brands are responding with subtle, thoughtful integrations, including better lighting, improved air quality, shower filtration and fitness spaces designed to be more than just boxes of machines or wall-to-wall installations by a single vendor. Consultants with a background in the fitness industry often take charge of creating these spaces to suit the brand’s target customers better.
This is not trend-driven. It is need-driven, rooted in biology, shaped by emotion and rapidly becoming non-negotiable.
Looking ahead: A new era of hospitality
In the next five years, wellness won’t be a differentiator. It will be a baseline expectation. Guests will no longer ask if your hotel has a gym; they’ll ask what kind of sleep support you offer. They’ll notice if your food is inflammatory. They’ll come back if your staff knows how to make them feel well, not just welcome.
The winners will be those who invest now, stay away from gimmicks and focus on experiences that help people live better lives.
As the wellness economy converges with the hospitality sector, we’re seeing a shift from amenities to ecosystems, from perks to purpose. And purpose, as any investor knows, is sticky. It builds loyalty. It builds brand. It builds value.
The ROI that can’t be ignored
We are entering a golden age for hotel brands brave enough to reimagine what “return on investment” means.
The return is no longer measured solely in revenue per square meter, but in the energy each guest gains, the vitality each stay restores and the resilience the brand builds over time.
Not wellness for show, but wellness for substance. And it may be the most powerful investment strategy the hotel industry has seen in decades.
Yves Preissler is founder and CEO of Yves Preissler Business Consulting, a hospitality consultancy business based in the Middle East.
This column is part of ISHC Global Insights, a partnership between CoStar News and the International Society of Hospitality Consultants.
The opinions expressed in this column do not necessarily reflect the opinions of CoStar News or CoStar Group and its affiliated companies. Bloggers published on this site are given the freedom to express views that may be controversial, but our goal is to provoke thought and constructive discussion within our reader community. Please feel free to contact an editor with any questions or concern.