Accor Unveils New Hotel Well-Being Philosophy in Latest White Paper

Accor today announced the publication of a new white paper that aims to redefine the hospitality industry of tomorrow through a new approach to designing hotel spas and wellness centers. Entitled Making Waves: Reinventing the spa and wellness industry to meet today’s expectations , the document lists Accor’s key priorities in terms of well-being and how the Group is innovating around this theme across its exceptional portfolio of international brands.

Drawing on the insights, forecasts and analyses gathered during a symposium organized by Accor’s Well-being, Strategy, Design and Development team, this detailed report brings together the perspectives of Group specialists and international experts in the sector. The Making Waves white paper examines the future of well-being, its main developments and its major trends. 

“Well-being has become a real growth driver and differentiator for Accor, particularly in luxury and lifestyle. Exciting from a design and layout perspective, well-being is capable, more than any other aspect of the hotel experience, of being a source of emotion and fulfillment for our guests,” says Anne Becker Olins, General Manager Design & Technical Services — Ultra-Luxury and Luxury, Accor . “With Making Waves , our ambition is to inform and inspire hoteliers, and to innovate in terms of design and layout related to well-being.” 

A study conducted by Accor among 7,500 guests in six countries found that wellness is a priority for 79% of them. This number echoes the findings of industry experts, including Skift’s 2023 Luxury Traveler Study , which found that 80% of respondents said wellness influences their travel decisions. Additionally, according to ISPA’s 2024 Spa User Survey  , “The rise in spa memberships is a strong trend across the wellness and hospitality industries, as self-care, relaxation, and holistic well-being have become a societal phenomenon.” 

One of the themes explored in Making Waves is the evolution of hotel spas and fitness centers into membership-based options open to all. A shift supported by Accor’s desire to be at the forefront of wellness by opening its properties not only to travelers, but also to locals in its destinations .   

“The same approach applies to our spas, which are now also designed for people who live or work nearby. We offer clubs, thermal suites and wellness and fitness centres that are of a quality that is equal to or better than the city’s gyms. The spaces provided within our hotels are the ideal place for locals to exercise, meet up and recharge,” says Emlyn Brown, CEO, Wellness, Strategy, Design and Development, Accor.  

Making Waves explores how thermal wellness (such as the highly anticipated BASIN Glacial Waters , a unique spa set to open in summer 2025 at Fairmont Château Lake Louise) and wellness-related socializing are reinventing the spa & fitness offering in the hospitality sector. The growing popularity of balneotherapy reflects consumers’ growing interest in holistic wellness and natural therapies, which can be found in Accor concepts such as The Purist . At the same time, a new generation of spa-goers are choosing experiences that combine wellness and socializing, such as socializing with friends, saunas and other hydrotherapy offerings, which they consider healthier than hitting the bars or clubs. 

The white paper also covers topics such as: 

• The hotel’s swimming pool, which has been a must-have for decades and has been suitable for all purposes, needs to be redesigned; 
• Some spa services (hair salon and beauty salon) are best entrusted to locally renowned professionals; 
• New exclusive spa experiences must be created for adults, while at the same time offering entertainment and services adapted to children. 

“Hoteliers around the world are evolving their wellness strategies to align with their brand and their guests,” adds Emlyn Brown. “We hope the insights and learnings in Making Waves will provide them with food for thought and help them work with us to create wellness spaces that truly meet their guests’ needs.”