Features

The New age of corporate wellness

5 Feb 2019 by Nisha Shroff

Mumbai-based restauranteur and entrepreneur Bunty Arora often takes business trips. When he is travelling to cities within India such as Pune and Delhi, he ensures that he chooses a business hotel that is fully equipped with a functional gym. He says, “Around 30 to 40 minutes of cardio workout before my meetings is important for me. This is because business travel may look exciting on the outside, but it is actually extremely tiring. The feeling of  being tired and fatigued is normal and therefore, I feel a short cardio workout once you checkin not only energises you but also makes you fresher for the day ahead. Following a workout, I always take a steam and sauna for 10 to 15 minutes and this completely recharges the body.”

Gone are the days of men with a lazy attitude towards personal care. Like Arora there are many business travellers who today prefer to stay active and give great importance to wellness.

As the sphere of wellness is growing, it is no longer only about a massage, a jacuzzi in the hotel or the gym, but the focus now is on the overall rejuvenation of mind, body and soul. Globally, as well as in India, business travellers are looking for such holistic facilities.

In the past few years, the demand of guests has evolved with an increased emphasis on overall well-being. This holds true for both, leisure as well as business travellers from domestic and international markets.

India that is greatly known as the land of Ayurveda, yoga, and alternative medicines, attracts many international travellers. Siddharth Varma, Director of Rooms, Shangri-La’s – Eros Hotel, New Delhi, says, “Wellness tourism is gaining popularity and many global travellers visit India to experience this.”

Rahul Yadav, Director of Spa, Pullman and Novotel New Delhi Aerocity says, “Luxury hotels are innovating with their services according to the latest  trends prevalent in the market. Business travellers want the hotel to provide them with exclusive treatments that are not only less time consuming, but also help them rejuvenate and relax. “

WELLNESS MARKET IN INDIA

The wellness and fitness market in India has grown significantly due to increased awareness and changing lifestyles. According to a recent KPMG report, India’s beauty and wellness market is estimated to be INR 80,370 crore and clocking a CAGR of 18 per cent. Also, as per last year’s report by FICCI and EY, the industry has the potential to achieve about INR 1.5 trillion by FY20.

Experts from the big giant hospitality brands such as The Oberoi Group of Hotels and Resorts, The Leela Group of Hotels, Marriott International, AccorHotels, jüSTa Hotels & Resorts and ITC Hotels indeed believe that the wellness industry in India
is flourishing.

Brands like The Leela Group of Hotels discover that the awareness among guests is not restricted to the odd ‘sugarfree’ diet requests anymore. The brand sees more and more corporate travellers showing awareness of their unique diet, fitness and mental well-being requirements and want to incorporate the same into their routines while travelling for work.

Ritu Joshi, Rooms Division Manager, Fairmont Jaipur, says, “ The wellness industry is growing at a swift pace, and there has been a four per cent year on year growth in beauty products and wellness segments.”

India’s spa market is still considered a niche market with great opportunities for investments. Manoj Chauhan, Spa Manager, Sofitel Mumbai BKC, says, “With the wellness industry valued globally at over USD3.7 trillion, India is considered a rising entity for opportunities within this segment. Our market is growing twice as fast as markets in the United States and Europe making it the largest consumer market in the world according to an industrial survey. Not to forget, the segment is expected to triple in the next five years.”

According to Anupam Dasgupta, General Manager, The Oberoi, Mumbai, “Today visiting a spa is not just about the therapies on offer but an entire experience. It would be apt to say that guests today definitely choose hotels based on their signature experiences and the spa facilities are sure an add-on hard to ignore.”

Sharad Datta, General Manager, The Westin Mumbai Garden City believes that the market has perhaps for a while been rather unstructured, and that is changing rapidly. There is a clear indication that this market has the potential to achieve double digit growth every year for the near future.

Not only high-end hotels, but standalone wellness centres like Atmantan Wellness Centre, Ananda in the Himalayas, and Vana Malsi Estate in Uttarakhand are taking luxury spas and holistic approach to another level. Nikhil Kapur, Founder and Managing Director at Atmantan Wellness Centre, says, “India is the second fastest growing economy of wellness travellers. India has moved up to 12th rank on the list of top countries for wellness. And, this is a great achievement.”

THE SPA JOURNEY

To stay ahead in today’s leisure market as a five-star hotel property, it is essential to offer their discerning guests a professionally run spa and a fitness centre to compete with this growing trend in leading a healthy lifestyle – stressed and overworked travellers are heading for ‘spa-cations’ and spa therapies along with their work trips. Hotels are tapping into this growing segment, which also includes jet-lagged corporate travellers, besides the holiday and leisure guests.

According to Vijay Wanchoo, Sr. Executive Vice President & GM, The Imperial New Delhi, “Guests in our hotel have high expectations of what a luxury hotel should provide. Interestingly,  a stress-reducing spa environment can influence at least 20 per cent of the hotel’s business potential.”

In terms of offerings, Sofitel Mumbai BKC started the first 24-hour spa in the Mumbai and introduced special pre and post jet lag treatments for the frequent traveller. Arif Patel, Vice President – Sales, Marketing, Distribution and Loyalty, AccorHotels India, says our popular treatment for business travellers is the ‘Travellers Bliss’ that focusses on the sheer pleasure of deep compressions that helps ease tense muscles, banishes fatigue and sluggishness associated with jet lag.”

Fortunately it’s easier than ever to get a small dose of spa, particularly at spas in business city centres and hotels, capture this segment of stressed and time-pressed customers with speedy treatments. Joshi says, “Spas have re-engineered their menus to offer 30-minute-or-less treatment options to attract business travellers. About 75 per cent of the spas surveyed by The International Spa Association last year said they offer express treatments at 30 minutes or less.”

Mid-scale brands like Novotel Hyderabad Airport’s spa, is where guests can avail special treatments that help curing their jet lag, and Novotel Ahmedabad offers a Jet Lag Recovery Package and Relaxation services which help reduce effects of long duration travel. Many ‘Express Services’ and Jet Lag recovery massages are offered at Novotel Guwahati as well.

While jüSTa Hotels & Resorts’ Spa & Wellness Centre offer some short duration de-stressing services, the Spa by JW has a concept which revolves around “wellness on the go”. Here a spa is recommended to guests based on how they prefer to feel at the end of the treatment. Neha Chhabra, Director of Operations, JW Marriott Mumbai Sahar, says that 90 per cent of guests utilising the spa are all business travellers, and the spa is open until 4am.

At The Westin Hyderabad Mindspace, Abbas Painattu, Spa Manager says, “Around 20 to 25 per cent of guests visit The Heavenly Spa by The Westin offering signature treatments which reduce the effects of stress, be it work or environmental.”

BEYOND SPA

Since the last few years, apart from spas, high-end hotels in India are developing a healthy regime among the business traveller and promoting fitness in a big way. Experts say that activities such as yoga, dance fitness and combat training are some of the interesting and popular fitness regimes guests’ demand for.

For instance, at The Leela Hotels and Resorts, yoga and meditation classes are offered to start and close a busy day, Sofitel Mumbai BKC has fitness programmes including SoYoga with group yoga sessions and Aqua Spinning at the poolside. Also workout sessions like pilates, abs toning and meditation are a constant feature at the hotel for offices in the BKC area; Westin Hotels & Resorts have curated corporate packages for gym and pool memberships; Fairmont Jaipur has created in-room wellness programming designed to target what it calls the “Four Bodies”—physical, mental, spiritual, and emotional, and ITC Grand Bharat, Gurgaon has a Visiting Masters programme, series of healers, experts in different fields of wellness such as reiki, hypnotherapy, past life regression and chakra balancing to name a few.

The Oberoi, Mumbai offers a curated range of unwinding and cultural immersive experiences such as heritage and art walks, and spice trails.

jüSTa Hotels & Resort’s Vohra says, “In our Sajjangarh resort, we are introducing a concept of the open-air gymnasium. Also, guests can enjoy a stroll around the property and jog at our sprawling lawn of over twenty-two thousand square feet overlooking the mighty Sajjangarh Fort.”

Soon, AccorHotels’ guest rooms will have a gym next to the bed. Joshi explains, “On a sound-proof, wood-laminate floor, there will be a large metal “bay” that holds sandbags, weight balls, a yoga mat, foam roller, TRX training system and various other small pieces of workout paraphernalia.”

Pullman New Delhi Aerocity hotel is planning to come up with fitness classes such as Yoga and Pilates, tai chi, kickboxing, zumba, etc. This will help prevent serious illness, decrease the risk of diseases, help in stress management, improve physical strength, stamina and contribute to the complete  health and wellness of an employee.

‘TAKE CARE’ is one of the initiatives of Marriott International which focusses on well being of its employees.

At Atmantan Wellness Centre, programmes such as The Sleep Sanctuary are set to improve musclo-skeleton health, mood and recovery; Cardio-vascular health focusses on parametres such as muscular strength, balance and flexibility; Clean Eating and De-stress programmes will help guests connect deeper with themselves to help them resolve these issues. Other highlights include workshops on managing stress, posture assessment, diagnostics like body composition, among others.

Holistic offering is the need of the hour. Husnavaz Dastur, Director of Spa, Iridium Spa, The St. Regis Mumbai, says, “Alignment of body and mind where Reiki Healing and other holistic therapies like crystal healing enchance the guests experience.”

GLOBAL TRENDS

Business travellers are getting more aware of their wellness requirements than ever before globally. Dasgupta says, “The blending of the old and new is a
big trend. More and more ancient practices that have withstood the test of time will enter mainstream consciousness, and business travellers are hoping this return to simplicity sparks a connection that’s real and timeless in all of us.”

Global wellness trends are rapidly increasing among business travellers. Varma says, “From in-room fitness equipment and videos; healthy, organic local food, wonderful dining experiences to exotic spa services and gymnasiums with state of the facilities provided to guests, these trends are here to stay.”

Chhabra says, “The trends that has picked up tremendously are the biking groups and marathons.”

In certain seasons like winter, hot stone therapy and Hot herbal poultice treatments and detox therapies are high in demand at The St. Regis Mumbai’s Iridium Spa.

Dipak Haksar, Chief Executive, ITC Hotels & WelcomHotels, says “There is a growing trend of personalised nutrition among the urban crowd. This is specified for each individual based on their lifestyle pattern and other factors.”

Eye treatments are also very much in demand lists Wanchoo. He adds. “Men tend to hold a lot of stress around the eyes. Therefore Eye Therapy using elements like ice, crystals, cooling gel mask are required to do the job and satisfy men’s idea of how they can look and feel smooth and in control.”

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