Leisure marketing at the intersection of healthy lifestyle and business travel
Here’s an example of leisure marketers creating new customer value – as hospitality brands roll out new and more varied options for health and fitness on-the-go. For both guest and hotel, it’s a win-win proposition. For business travelers, it fills a need to re-energize in the midst of high-pressure road trips. For hoteliers, it’s a way to create more value and boost guest satisfaction at what can be low incremental cost.
Multiple hotel brands (e.g. Kimpton, Affinia, Peninsula, etc.) are centering their “healthier” offering around the increasing popularity of yoga, as noted earlier this month in the NYTimes.com article A Moment of Zen, on the Go. Acccording to a recent study released by Yoga Journal, Americans practicing yoga jumped 29%, to 20.4 million — or 8.7% of American adults — since the previous study in 2008, when 15.8 million practiced.
The newest “healthy travel” hotel is International Hotels Group Even, which is scheduled to open its first hotel this year, with a target of 100 hotels in five years. Designed to make wellness a natural part of travel, amenities will include fitness that extends beyond the best-in-class gym to in-room workout spaces with exercise equipment available for checkout, spa-like showers, hypoallergenic linens, healthier food options, signature flavored and filtered drinking water, among others.
We see this same health trend in two of the verticals in which we specialize. For our healthcare marketing clients, consumer interest in pursuing healthier lifestyles and a higher quality of wellbeing is leading them toward “well care vs. sick care” strategies. And in the world of beauty marketing, health benefits are even finding their way into nails and nail care.
There’s a common thread here of consumers increasingly seeking health and wellness (quality of life) through the way they live, shop and use brands. As such, we see a strong opportunity for marketers to integrate a health and wellness idea and to drive growth by executing programs and tailoring messages that relate to the type of health and wellness-seeking consumer their brand speaks to.