‘Wellness’ Is Changing The Face Of Luxury, Says AccorHotels
经过Anne Dimon/
AccorHotels’ appointment of spa and wellness visionary Andrew Gibson to the position of “vice-president of well-being, luxury brands” signals a new era for the pairing of wellness and luxury. It also underscores the growing importance of “wellness” in the luxury market—where the widespread introduction of wellness amenities, services and activities may, in fact, be redefining luxury.
Gibson, most recently vice president of spa and wellness for FRHI Hotels & Resorts, brings more than 30 years of international experience to the role. He will be responsible for driving the development and execution of the overall wellness strategies for AccorHotels’ Luxury Brands, including areas of design and concepts, and the implementation of wellness standards globally. The appointment, he says, “indicates a shift in the parameter of services that Accor luxury brands will provide.”
Accor新创建的奢侈品部门(包括抽奖活动,费尔蒙,索菲特尔,Mgallery,Pullman和Swissôtel品牌)在72多个县中融合了450多家酒店。Accorhotels集团是世界上最大的酒店和生活方式公司之一,包括4,000家酒店,度假村和住宅,遍布所有领域(奢侈品,中期和经济),以及全球2500个私人住宅。
Recent and future wellness initiatives
In the context of the new wellness initiative, Gibson defines the term “well-being” as “the state we all want to be in,” and “wellness” as “the services and journeys people can take to get to the state of well-being.” So wellness includes spa as well as healthy food options, nutritional advice, innovative and social fitness services, circadian lighting, clean air, and spaces expressly designed and designated for relaxation.
The new VP hopes to create throughout all of Accor’s luxury brands something he calls “imperceptible wellness—the concept of leaving a hotel feeling better than when you arrived, without consciously being aware of why this is.”
有助于阐明新Accorhotels健康策略方向的最新举措包括:
活力室最近在瑞士苏黎世启动。一个基于整体的环境建立在睡眠,工作和健康的基石上,并围绕该品牌范围的活力计划而设计。目前处于测试模式的原型室有望在未来几年内将其纳入其他瑞士酒店。
普尔曼迪拜市中心将于3月底启动一项完整的健康计划,并计划将其推广到圣保罗,巴黎,伦敦,马拉喀什,普吉岛和奥克兰等的其他普尔曼酒店。
迪拜的费尔蒙(Fairmont)安装了一个互动厨房,专注于健康饮食和“超级食品”,引入了各种运动选择,并与外部健康专业人员合作,使用冥想和运动提供减少压力的会话。吉布森说,该酒店为客人和当地社区提供了室内和室外的机会,以探索健康的所有不同方面,“是一个很好的例子,说明了不同的健康计划如何结合起来提供幸福酒店。”
他还指出,他的首要任务之一是Sofitel的新睡眠,Eat,Sport&Spa计划,该计划已经融入了新的品牌准则。卡塔赫纳(Cartagena),里约热内卢(Rio),马拉喀什(Marrakech),迪拜,毛里求斯(Mauritius)和曼谷(Mankok)的Sofitel Hotels计划在2017年底为客人提供这种健康体验。
New agent reward program in the works
Accorhotels Global Brand Marketing高级副总裁Rick Harvey Lam说:“随着公司的重组,奢侈品牌部门的推出以及新的关注健康的关注,我们正在审查,改进和重新发布我们的奖励计划,以获取我们的奖励计划,以进行奖励计划奢侈品代理商和机构。”
He says the AccorHotels luxury sales organization will be actively soliciting best practice options to incorporate into the new program from the agency community.
Chris Cahill, AccorHotels’ new CEO of Luxury Brands, says his goal is to establish the company as the leader in the luxury segment, and to do this, “we need innovators with proven expertise to drive our key business areas, like the increasingly important wellness sector.” He says with Gibson’s experienced guidance, AccorHotels can “look forward to exceeding the expectations of our discerning guests seeking well-being experiences.”
安妮·戴蒙(Anne Dimbeplay客服on)是旅行市场报告的健康旅行专栏作家和创始人/编辑www.traveltowellness.com。在@annedimon的Twitter上关注她。