3 minute read
Travelling with purpose
European Spa spoke to Healing Hotels of the World CEO and co-founder Anne Biging (above left) to find out more about its new healing certification offer
As guests begin to return to hospitality venues, Healing Hotels of the World has launched a new Healing Certification for its member properties to cater for the growing demand for healing experiences in a credible way.
Available to both Resort and Urban Healing Hotels of the World, the new certification aims to give guests added peace of mind that Healing Certified hotels have demonstrated their commitment to high standards of safety and holistic treatment. As well as fulfilling Covid safety measures relevant to their region, hotels will provide a range of holistic lifestyle experiences – from caring for staff to innovative cuisine and spiritual growth opportunities.
We spoke to the global hospitality brand’s CEO and co-founder Anne Biging to find out more.
How have you adapted your offer since the pandemic began?
The pandemic became a time for Healing Hotels of the World to expand in many new areas. First, we provided a platform for conversations between our member hotels on Zoom. From all over the world they shared new ideas, information and encouragement. This valuable exchange helped everyone on a practical and emotional level.
In addition to providing a space to share, we offered our member hotels new perspectives on how to shift their healing programmes and retreats to support guests using travel to heal after the global pandemic. We also staged staff wellbeing workshops to support and motivate team members. There has been a lot of stress and trauma that needs to be healed in all of us, including those who are caring for the guests.
Why did you create the new Healing Certification?
In the wake of Covid-19, healing is in high demand. With borders reopening and travel resuming, people want to feel secure that hotels not only adhere to the strictest safety measures, but can also credibly cater to the growing need for healing experiences.
Euphoria Retreat in Greece is a member of Healing Hotels of the World
As we are known for our healing excellence, being under the Healing Hotels of the World umbrella provides instant credibility in a confused market. Healing Hotels of the World Certification is a tool that can be used to effectively communicate a healing advantage. It showcases hotels’ commitment to healing on both safety and holistic levels, and elevates the conversation to focus on how travel experiences in their many forms can be used to help guests heal and restore.
How can spas meet new demand for wellness experiences?
Getting to know their guests is now more important than ever. In the past, guests often favoured a ‘quick fix’’ but now travel demands for health and wellbeing experiences have transformed and guests want a deeply rooted purpose in their travel.
To address these needs, standard and anonymous offerings do not work anymore. Holistic programmes and treatments, which are customised to an individual’s personal circumstances and goals, are vital in helping further their healing journey. Experiences that go deeply into transformation are the ones with lasting long-term benefits.
What are the biggest wellness opportunities as travel resumes?
In the future, healing and wellbeing will be the most important factors in choosing a travel destination. People will also reflect more on why and where they travel. This means it is important for hotels to have credible healing and wellbeing offerings that are specialised and personalised.
OCÉANO Health Spa Hotel in Spain is part of Healing Hotels of the World
In order to meet guests’ needs, a fully holistic approach must be adopted. Meeting excellence standards, not only for the healing centre but for the whole property, is crucial.
Hotels with existing holistic and customised offerings can now use their established knowledge as an advantage in delivering service excellence on all levels.
What are the biggest challenges post-pandemic?
One of the biggest challenges is the insecurity and fear in guests. Although people are eager to travel again, many uncertainties and concerns exist as a natural consequence of the pandemic.
Germany’s Ayurveda Parkschlösschen is a Healing Hotel
Also, while we are now adjusting to the so-called ‘new normal’, our preferences have changed. People want to feel secure that hotels and spas adhere to the strictest safety measures. They are also looking for places that can also credibly cater to the growing need for a healing experience. Therefore choosing the perfect place to stay has become more important than ever before and Healing Certification is an invaluable way of demonstrating this to prospective guests.
