Reimagining the Customer Experience and KPIs: the role of Touchless Wellness in Hospitality

At the Touchless Wellness Association, we often talk about something one of our partners, Nigel Franklyn, often talks about – and that is a seismic shift in the way we are now moving to deliver product and services. Touchless Wellness is right at the epicenter of this shift!

How is this shift playing out in the Hospitality industry and how is it shaping the way we perceive and calculate value – and ultimately how does this impact yield and ROI?

Let’s look at what’s happening:

Today’s Hospitality Wellness offering goes beyond the transactional. It is about the experiential and delivering intrinsic value to add quality of life to the quantity of years. It is about delighting the guests on his/her stay - supporting them with real take-home value. At its core, the most successful formula for wellness is simple: eat well, sleep well, move often, manage stress, build positive relationships – and create meaningful and enriching experiences where the hybrid spa and wellness experience (touch and touchless) is central to the Guest Journey.

Yet, wellness is non-prescriptive because behaviour functions this way also. For it to work it needs to be personalized to the individual, and Touchless is set-up to do just this.

Hospitality is now challenged to focus on selling personalized experiences and ancillary services because guests seek unique activities and equally unique ways to deliver these experiences.

Hotels are adapting by leveraging data analytics and AI to understand individual preferences, offering multi-functional spaces and diverse amenities beyond rooms, and including loyalty activities.

This shift prioritizes total revenue per available room (TRevPAR) - rather than occupancy rate. Touchless Wellness is primed for this new thinking to be part of seamless wellness journey that generate revenue by the quality or time spent in the experience – and time is the new luxury for which guests, when offered a superior one, are willing to pay more.

The new wellness business models need to be architected as hybrid business models where KPIs are being redefined alongside the experience reshaping how yield is generated and how ROI is changing from brick-and-mortar to the programming value that happens within this space. Touchless Wellness solutions are helping us to amplify and accelerate outcome-based health and wellness benefits providing easy plug-and-play options creating flexibility in space use and aligning with most concepts and their USP – and most importantly, to arrive at fulfilling the needs and wants of the most important stakeholder, the emerging Wellness seeker.