EMLYN BROWN, ACCOR: Health to Wealth

Emlyn Brown, global vice president Well-Being at Accor, assesses key wellness trends for spas in 2022 and reveals the group’s new Health to Wealth series, which is set to launch in the spring

INTERVIEW BY MARK SMITH

Travel is back. Hospitality is back. Health and wellness, in a brand-new post-pandemic context, is definitely back. After two full years of restrictions, lockdowns and health system overloads, many for whom travel is an essential part of life are now emerging wiser, stronger, and more committed than ever to protecting their health and ability to move freely in the world again.

If there is one person qualified to shed light on how this development is affecting global hospitality offerings, it is Emlyn Brown, global vice president Well-Being at Accor, who has more than 25 years’ experience in the design, implementation and management of corporate wellness provision across Europe and Asia.

Emlyn Brown, global vice president Well-Being at Accor

In an exclusive interview with European Spa, he discusses how the international hospitality group’s soon-to-be-launched Health to Wealth concept aims to meet the evolving demands of its guests.

How has wellness provision changed for hotel operators since the pandemic?

As hoteliers and wellness providers, we are eager to respond to the pent-up global demand for travel and wellbeing experiences. Wellness has become a dominant global consumer value and an unmissable opportunity for us to truly touch the hearts and spirits of our guests.

The shift toward more holistic modes of wellness was a movement already well underway prior to the pandemic. Take Accor’s Swissôtel Vitality concept for example; it led the industry in infusing every part of the guest journey with wellbeing considerations – from fitness, menus and spa treatments to mindfulness, meetings, guestrooms and hotel design. Swissôtel was one of the first brands to bring exercise into guestrooms and introduced everything from circadian lighting to enhanced showers and ergonomic furniture.

Accor’s portfolio includes Fairmont Scottsdale Princess, US

However, the pandemic has served as a major accelerator and we are now experiencing a profound global push towards healthier living with a greater recognition than ever before that mental and physical fitness are essential to a higher quality of life.

Has the concept of wellness now expanded beyond the spa?

This idea that ‘health is wealth’ now underscores nearly all areas of business in hospitality, from operations to marketing, from design to food and beverage, and most certainly in our spa programming. In all areas, we consider how we can contribute to our guests’ and employees’ physical health, mental wellbeing, nutrition and immunity.

Raffles Maldives Meradhoo Resort is aprt of the Accor Group

The integration of wellness, once confined to the spa, is now imperative in our planning of the entire guest journey among all of Accor’s brands.

As hotels around the world jump on the wellness bandwagon, however, the key caveat is that programming must be authentic. Younger demographics are especially savvy. Having grown up amid immersive technologies and social media, they have a finely tuned sense of what is real and what is mere image. Authenticity requires us to be congruent with our brands.

At Accor, our brand portfolio is one of the most diverse in the world and our spa and wellness offerings reflect these distinctions. We may rely on the same six wellness pillars – nutrition, holistic design, movement, spa, mindfulness and digital presence – yet we deliver on these with tactics that are faithful to each brand experience.

Tell us about Accor’s upcoming Health to Wealth concept?

This spring, we will launch our new Health to Wealth series, which will explore the world’s state of wellbeing and some of the defining issues of our time. Expertly curated by our global wellbeing partner Well Intelligence, led by Anni Hood, the multi-faceted series will deep-dive into areas such as wellness, psychological and physiological health, societal structure and responsibility, global shifts, responses and predictions.

Mövenpick BDMS Wellness Resort, Bangkok, Thailand

How does this care extend to the group’s teams?

We truly believe that we cannot be leaders in wellness, without ensuring the wellbeing of our people. Accor’s promise to its team members, ‘Be Limitless’, embodies what it means to work at Accor: limitless development opportunities, an inclusive culture that is open to all, engaging experiences with an emphasis on physical and mental wellbeing.

This promise to our teams, whatever their brand, wherever they are, in headquarters or in hotels, is our number-one priority, particularly as we emerge together from one of the toughest periods in recent history.

How is Accor leveraging digital platforms to engage its guests?

Connectivity through social media and digital apps is now an essential part of the business strategy for our health, fitness and spa programmes. Social media and digital apps connect us with our guests in the planning of their journey, during their stay and even once they return home.

Guests hit the road for a Fairmont fitness class

We have established partnerships that amplify our digital capabilities, such as Pullman X Les Mills, where guests participate in challenging and fun fitness classes on and off-property.

We’ll also leverage partners to connect with guests, fans and followers through expert tutorials, live chats, music playlists and webinars, encouraging guests to continue their self-care rituals at home. This idea of extending the guest journey beyond the stay also appeals to locals, who can pop in for spa take-home kits and healthy food and beverage take-aways.

How else is wellbeing being elevated?

Drawing in local clientele with food and beverage as well as spa programming contributes to a mix of guests with great energy and experiential possibilities. This is where membership opportunities for spa and fitness are key. At the new Raffles London at The OWO, we’ll bring in an elite-level membership club to add that special mix of luxury brand collaboration.

In 2022 and beyond, our role as wellness leaders is vital. We will manage our teams to ensure that the wellness goals and expectations of our guests are not only met but exceeded. This is the truest measure of our company’s success – elevating the wellbeing of our guests – passionately, positively and consistently.

A fitness class at Sofitel Mexico City Reforma

FIVE WAYS TO IMPROVE YOUR SPA OFFERING

1. Find your tribe Create memberships to connect locals and returning guests

2. Partner up Collaborate with like-minded brands to broaden your reach and connect with new people

3. Extend the journey Offer playlists, take-home kits and F&B to go

4. Friend and follow Use social media to share expertise, tips and support and build the profile of your team’s expertise

5. Be well together Reward, celebrate and support your team with innovative wellness programmes