Travelers across generations name the ability to “rest and recharge” their leading vacation priority in Hilton’s 2024 Trends Report. Enter today’s modern hotel spa, a means to deliver on those desires.
Around 71% of polled vacationers want to feel pampered, and more than half prefer to stay at the hotel their whole trip. Global travelers also want to explore their destination’s culture.
“The trend of incorporating local wellness practices into hotel spa programs is driven by a growing interest in authentic and meaningful experiences. Guests are seeking out wellness experiences that go beyond the typical spa treatments and offer a deeper connection within ourselves,” says Nestor Cruz, Waldorf Astoria Chicago’s Assistant Director of Spa and Wellness.
“People choose a destination for a reason, and they want the ambiance of that particular place. As wellness has grown in popularity, people have begun to explore the historical and cultural traditions that address health and well-being. This gradual change to hotel spas began in the 1990s, and much of it started in Hawaii, which sought out Lomi Lomi massage practitioners from the Polynesian community,” shares Kim S. Marshall, S’Well The Agency co-founder and host of Global Wellness Conversations Podcast.
Experiencing Ancient Hawaiian Wellness Traditions
More than 9 million people visit Hawaii annually, enjoying the island paradise and feeling its people’s warm, welcoming Aloha spirit. Guests at Maui’s Grand Wailea, a Waldorf Astoria Resort, don’t have to go far to participate in traditional daily wellness rituals.
Don’t miss their complimentary, guided “E Ala E” sunrise experience on the beach. Learn a Hawaiian cleansing chant and enter the ocean to wash away life’s stresses. As water flows, guides encourage participants to release whatever bothers them, letting the sea cleanse their bodies and minds. Guests can start their day renewed, with the weight of worries off their shoulders.
Visitors can continue to immerse themselves in Hawaiian wellness practices at Grand Wailea’s spa, named after ancient Hawaiian stargazers. Kilolanis looked to the skies to navigate daily life using the Hawaiian moon calendar that divides each month into phases. This destination spa, its amenities, and offerings are guided by moon cycles, rooting the entire Kilolani experience in a moment in time that is in tune with the energy and harmony of the natural world. The wellness offerings at Kilolani Spa evolve over the month in tandem with the moon cycle.
Additionally, no matter their chosen service, every spa guest pauses at The Portal after checking in. A staff member marks the beginning of the guestsʻ journey into Kilolani, initiating the removal of any negative influences that may be present. This ancient wellness ritual lasts less than a minute but is a simple practice that can taken home and easily incorporated into daily life.
“The Portal serves as a space designed to control energies and intentions for those entering and exiting. From a cultural perspective, the elements included in the space are a reimagined version of what we call Pīkai (cleansing with salt water). They include paʻakai (salt), ʻumeke (calabash), wai (water), and lāʻī (ti leaf). When combined and used properly alongside an oli (chant), they contribute to spiritual cleansing, blessing, protection, and rejuvenation. This pīkai process that our guests experience reconnects them with traditional practices of cleansing and purification that were integral to daily life,” explains Kalei ʻUwēko ʻolani, Cultural Programming Manager and Leadership Educator, Grand Wailea, A Waldorf Astoria Resort.
Go Beyond Mexico’s Beaches
Americans travel to Mexico more than any other country, with Cancun its top tourism destination. Drawn to the weather, soft white-sand beaches, turquoise waters, warm hospitality, and all-inclusive resorts, it is also an opportunity to learn about the Mayan culture.
Catering to visitors who prefer to stay on the property during their Mexico vacation, many resorts are integrating on-site cultural experiences. For instance, Hilton Cancun Mar Caribe All-Inclusive Resort created The Ancient Wisdom Ritual, inspired by the beloved Mayan Goddess IX CHEL, in collaboration with Cancun’s Mayan Holistic Institute.
“This experience is designed around the healing properties of Palo Santo and traditional herbs and seeds widely used in Mexican Herbalism for centuries. In this ritual, the spa treatment begins with an energy cleansing that harmonizes the body with the smoke of the Palo Santo,” outlines Oscar Castillo, Manager, The Spa at Hilton Cancun Mar Caribe All-Inclusive Resort. “Herbs and flowers are applied to the heart area to release and transmute negative emotions, followed by a massage that fills guests with peace, harmony, and renewal.
Thailand Continues to Pioneer
This affordable international island is known for its stunning beaches, bustling cities, and serene, relaxing resorts. The region is well-regarded for its world-class wellness offerings like Thai massage — now a beloved practice worldwide — but that’s only one of its traditional wellness practices.
Travelers worldwide regard Anantara, founded in Thailand over 20 years ago, as one of the best luxury hotel brands worldwide. Since 2001, they’ve connected travelers with places, their people, and their stories by embracing hotel surroundings and the destination’s culture. They’ve added Layan Life by Anantara, a new, world-class retreat at their family-friendly Layan Phuket Resort.
While some luxe wellness resorts are adults-only, families are warmly welcomed. Children stay busy on one of Anantara’s kid-centered adventures while parents can focus on wellness. Layan Life is grounded in Anantara’s Thai heritage and honors the four elements at the core of Thai Traditional Medicine: earth, water, wind, and fire. Treatments from respected specialists in this ancient healing practice include herbal remedies and hands-on therapies to aid in the balance of physical, mental, and spiritual well-being.
Travelers Become Explorers
Long gone is the same marble-columned, crystal-chandeliered, Renaissance statue-filled hotel, no matter the location. Now, hotel spas reflect regional cultures in both decor and offerings.
“As the wellness industry has grown exponentially in the past ten years, so has consumer curiosity and the desire to connect more deeply to the destinations they visit. We often find that when guests are on vacation and away from home, they are more open to trying treatments and experiences they wouldn’t normally select,” reveals Jessica Shea, Vice President, Wellness, Retail and Leisure Operations, Americas, Hilton.
“While we will always have the core, globally recognized spa offerings, such as Deep Tissue or Swedish Massage, the treatments offered at all of our spas are rooted in their destination.”
