The traditional hotel gym - a windowless basement afterthought with minimal equipment - is becoming extinct. In my conversation with Emlyn Brown, Global SVP of Well-being at Accor, he revealed how the world's fifth-largest hospitality group is fundamentally reimagining wellness within their 5,600+ properties.
The Shift from Sleeping to Living
"Hotels are being built for living, not just sleeping," Brown explains. This philosophical shift is transforming how properties are designed and operated. Previously, development meetings focused on maximizing room count, with wellness facilities treated as checkbox amenities. Today, wellness spaces are moving center stage.
The Numbers Behind the Change:
80% of guests taking daily wellness actions
Wellness guests spend 55-60% more than standard leisure guests
Higher propensity for booking suites
Longer average stays
Higher recommendation rates
The Club Model Evolution
Rather than scattered amenities (spa on floor 6, gym on floor 3, pool elsewhere), Accor is consolidating wellness spaces into comprehensive clubs. These facilities, often 17,000+ square feet, are designed to serve both hotel guests and local members.
This approach delivers multiple benefits:
Predictable revenue through memberships
Enhanced community engagement
Increased F&B spending
Higher property utilization
Improved facility investment justification
The Social Bathing Renaissance
Brown is particularly excited about the resurgence of thermal bathing experiences. Drawing from ancient traditions (Nordic sauna, Korean jjimjilbang, Japanese onsen), Accor is creating modern interpretations that combine:
Multiple sauna experiences
Cold plunge pools
Aquatonic pools
Mindfulness spaces
Social areas
Their upcoming Lake Louise Fairmont property exemplifies this vision, promising one of the most ambitious thermal bathing projects globally with UNESCO World Heritage site views.
Democratizing Wellness
"Wellness has always been seen as a bit of a 1% thing - you have to be wealthy to be well," Brown notes. He sees this changing through:
Accessible thermal experiences
Integration of technology
Focus on fundamental movement
Improved nutrition education
Community-based approaches
2025 Outlook
Looking ahead, Brown anticipates several key trends:
Return to fitness fundamentals over fads
Growing accessibility of Pilates through tech integration
Consumer pushback against information overload
Continued growth in social wellness experiences
Enhanced technology integration while maintaining human connection
For Industry Professionals
Accor actively seeks partnerships in:
Wellness technology solutions
Boutique fitness concepts
Recovery innovations
Digital integration platforms
The Future of Hotel Wellness
The transformation of hotel wellness from amenity to experience center reflects broader societal shifts around health and community. As younger generations prioritize wellness in their travel decisions and spending, hotels that successfully integrate these elements will likely see continued growth in both occupancy and revenue.
Brown's vision suggests that the future of hospitality will increasingly blur the lines between hotel, wellness center, and community hub. This evolution promises to benefit both operators and guests while making wellness more accessible to broader populations.