Stop Wellness Washing: How to Turn Superficial Amenities into Revenue-Generating Assets

The global wellness economy is booming. In response, many hotels are scrambling to add "wellness" to their offering. They place a yoga mat in the closet, add a green juice to the breakfast menu, or renovate a basement room into a gym and call it a "Wellness Suite."

This is Wellness Washing.

For the guest, it is a disappointment. For the hotel owner and asset manager, it is a financial leak.

At Luxe Wellness Spaces, we see this disconnect constantly. Operators struggle to balance high-end guest expectations with operational efficiency. The result is often a beautiful space that sits empty, or a service menu that confuses guests and burns out staff.

Real value, both for the guest and the P&L, comes from deep integration, not superficial add-ons. Here is how to identify if your property is "wellness washing" and the 5 strategic fixes to drive tangible commercial returns.

The Cost of Superficiality

Wellness washing occurs when a property markets a wellness experience that the operational reality cannot support.

It damages brand reputation, but more importantly, it represents stranded asset value. A spa that looks good but flows poorly increases staffing costs. A gym tucked away without a view reduces length of stay. To unlock the "Asset Uplift" we promise our clients, you must move beyond aesthetics and focus on performance.

Fix #1: Strategy Before Design

Most failed projects start with an architect, not a strategist. The design team creates a stunning visual, but nobody asks: Who is the user? What is the staffing model? How does this integrate with F&B?

The Fix: Adopt an "Integrated Strategy" approach. Before a single wall is moved, we must define the user journey and the commercial model.

• Don't: Build a generic spa and hope people come.

• Do: Conduct a market analysis to identify opportunity gaps. Build a facility that solves a specific problem for your specific guest demographic.

Fix #2: Operational Flow is the "Quiet Luxury"

We believe that wellness environments should feel effortless and timeless. However, "effortless" requires rigorous operational planning.

If a guest has to sign three forms, wait in a bright hallway, and then walk past a noisy laundry room to get to their massage, the luxury is broken. This friction kills the "immersive user experience" essential for premium pricing.

The Fix: Engineering the workflow. We design back-of-house flows that are invisible to the guest but highly efficient for staff. When operations run smoothly, staff can focus on guest delight rather than putting out fires.

Fix #3: Break the Silos (Hotel-Wide Integration)

In many resorts, the spa is an island. It has no connection to the restaurant, the concierge, or the rooms division. This limits revenue capture.

The Fix: Implement "Hotel-Wide Wellness Integration".

• Cross-Department Coordination: The F&B team should know if a guest has booked a detox package.

• The Guest Journey: Wellness shouldn't stop at the spa door. It should be woven into the room amenities, the lighting design, and the outdoor recreation options.

Fix #4: Authenticity Over "Cookie-Cutter"

A high-end traveler in the Caribbean does not want the same treatment menu as a traveler in Dubai. Yet, many consultancies offer off-the-shelf concepts that feel generic.

The Fix: Bespoke & Holistic development. We tailor every solution to the site and the brand. This means sourcing local ingredients for treatments, designing around the specific natural light of the location, and recruiting practitioners who reflect the local culture. Authenticity drives higher Average Daily Rate (ADR).

Fix #5: Measure What Matters (Data-Driven Wellness)

How do you measure the success of your wellness space? If you are only looking at "guest satisfaction scores," you are missing the commercial picture.

The Fix: We employ commercial modelling and KPI tracking from the start.

• Yield Management: Are you pricing dynamically based on demand?

• Capture Rate: What percentage of hotel guests are utilizing the facility?

• Retail Conversion: Are therapists trained to sell retail products effectively?

The "Luxe Spaces 360" Approach

Avoiding wellness washing requires more than good intentions; it requires end-to-end stewardship.

At Luxe Wellness Spaces, we don't just hand you a concept and walk away. We partner with you from the initial vision through to recruitment, training, and operational handover. We ensure that the space looks good, performs financially, and delivers the "Quiet Luxury" your guests demand.

Is Your Wellness Strategy Performing?

If you have a beautiful facility that isn't delivering a return, it’s time to audit your operations.

Do you require specialist assistance with a new wellness project, or seeking to improve the operation of your existing space? Book a free strategy call and let our team help you design experiences that transform your guest experience and business performance.

Further reading on our blog: 'Specialist wellness resorts beat buffet brands.'

• Explore our Spa & Wellness Consultancy to scope project phases and services.
• See how we structure Fitness and Leisure concepts before you commit to equipment.
• View our Projects and Case Studies.

FAQ's

Q: What is wellness washing in the hospitality industry?

A: Wellness washing is the practice of marketing superficial wellness amenities (like a basic gym or generic menu) without the operational strategy or quality to support the promise. It leads to guest disappointment and fails to generate significant ROI.

Q: How can hotels increase spa revenue?

A: Hotels can drive revenue by integrating wellness across the entire property (not just the spa), implementing yield management pricing strategies, and designing operational workflows that maximize therapist utilization and retail conversion.

Q: Why is operational design important for luxury spas?

A: Operational design ensures "invisible service." By optimizing back-of-house flows and staffing models, you eliminate friction for the guest, allowing for a seamless, high-end experience that justifies premium pricing while controlling labor costs.

About The Author

Daryn Berriman is the Founder and Principal Consultant of Luxe Wellness Spaces, a consulting-led studio blending operational expertise and design excellence to create wellness businesses that perform, and spaces that guests love.