Multimodal Wellness as a Revenue Growth Strategy with Examples of Success

The line between health and hospitality has blurred over the past two decades, and by 2025 the overlap is presenting some exciting and highly lucrative opportunities for hotels.

Guests no longer see hotels as simply a place to sleep; they increasingly expect wellness options ranging from ice baths and red-light therapy to nutritious menus and fitness programming. For operators, this isn’t just about lifestyle; it’s about loading new experiences into CRM (customer relationship management) or CDP (customer data platform) systems so that wellness becomes measurable, repeatable and revenue-driving.

Skeptics may say wellness has little relevance to their property. But it’s quickly becoming one of the most effective ways to stand out in a crowded market. When integrated properly, wellness increases demand, extends length of stay, and boosts TRevPAR (total revenue per available room) by encouraging guests to spend on more than just rooms. Even for those who don’t identify as ‘wellness resorts’, weaving these elements into the guest journey creates differentiation and long-term value.

It’s also wrong to view wellness as the sole responsibility of the spa team. With labor pressures mounting, spas and recreation outlets now rely heavily on technology to manage scheduling, payments, inventory, and merchandising. Moreover, ‘wellness’ is expanding far beyond facials or yoga. The rise of wellness technology – shortened to ‘welltech’ – is delivering high-impact treatments that don’t require the same staff intensity, enabling more throughput from the same square footage. IT leaders therefore play a central role: integrating platforms, unifying data and ensuring these new offerings can be booked, tracked and personalized.

Wellness can be a full-fledged reason someone chooses a hotel, or it can be woven subtly into other experiences, from conferences to in-room amenities. Either way, programming these enhancements at scale requires a CIO or CTO who can see wellness not as a side project but as a pillar of the commercial strategy. With the right systems, hotels can deliver multimodal experiences—where different treatments complement each other so the guest benefits more than they would from any single service.

Consider skincare as an example. Traditional spa approaches might involve oils, massage, teas, and calming environments. Layering in modern welltech—such as red-light therapy to stimulate collagen or contrast therapy using hot and cold immersion—creates deeper results. Add modalities like PEMF, vibroacoustics or targeted supplements, and a simple facial evolves into a half-day wellness itinerary. For hotels, this multiplies ancillary revenue while offering guests a memorable and rejuvenating outcome.

And that’s just one pathway. The same approach can target better sleep for event travelers, improved focus for business guests, or holistic retreats built around nutrition and fitness. The science is complex – collagen synthesis, autophagy activators, nootropics, adaptogens – but the principle is simple: multiple small interventions can combine to deliver life-enhancing results.

The challenge, then, lies in presentation. Hotels must consider how these offerings are communicated, at what stage of the guest journey they are introduced, and how seamless the booking and payment experience is. With proper IT integration, wellness products can be marketed, personalized, and sold as easily as a room night.

In short, wellness is no longer a niche amenity. It’s becoming a cornerstone of hospitality’s future growth, and technology leaders will be the ones who make it scalable.

Welltech Leaders Worldwide

The integration of traditional wellness with new age welltech is already happening, primarily in the luxury hotel category. As with most innovations in hospitality, though, it’s inevitable for this trend to seep into the upscale then the midscale in various ways as demand increases and guests of all segments and psychographics start to prioritize a ‘health is wealth’ lifestyle.

In alphabetical order, here are some examples to show the potential for this subcategory:

• BodyHoliday: “Give us your body for a week and we’ll give you back your mind,” is the mantra that the senior team at this Saint Lucian resort has cherished since the late 1980s to deliver weeklong, flexible guest itineraries with all-inclusive, organic cuisine, daily spa treatments and a plethora of group activities, so much so that many guests opt to return the same week each other with the resort as a gathering point for friends across continents.

• Canyon Ranch: Offering an exhaustive range of fitness, introspective and creative activities as part of the daily schedule, as well as advanced screenings like bone density and ultrasounds of blood flow to guide personalized treatments or training (no short description can really do it justice as to the full extent of services here).

• Carillion Miami Wellness Resort: A finely crafted menu of ‘wellness circuits’ that presents the quintessential example of multimodal experiences, with guests selecting a desired outcome (better sleep, muscle recovery or destressing, for instance) then each circuit bundles 4-6 touchless treatments to fit that goal.

• Chenot Palace: A Swiss bulwark since the 1970s whose latest line of signature programmes combines medical consultations, diagnostics, integrated treatments, personalized nutrition and lots of fun welltech (hypoxic exercise training, electrostimulation, neuroacoustics or others) over a one-week stay.

• Clinique La Prairie: Another Swiss brand that’s gone global – and has partnered with Sam Nazarian and Tony Robbins to help launch their preventative medicine hotel brand The Estate – itineraries here include patented nutritional menus, their own line of supplements and tons of integrated therapies.

• Equinox Hotel New York: In addition to a high-end gym with indoor and outdoor pools, as the premier hotel for this fitness brand the rooms are specially configured for sleep quality while the spa offers functional acupuncture and lymphatic drainage massages along with hi-tech light and plasma touchless therapies.

• Four Seasons Resort Maui at Wailea: This Hawaiian flagship property has collaborated with Next|Health to offer IV drip therapies as well as more advanced stem cell and exosome treatments, with the latter two at infarction-inducing prices (which ironically would necessitate the need for said treatments).

• Lanserhof: With three resort locations in Austria and Germany, this brand is the progenitor of the multi-night, supervised fasting and Energy Cuisine programs to safely detox the body, bringing together clean, organic, calorie-light meals with a host of tech-adjacent therapies and personal consultations. We talk about longevity resorts nowadays; Lanserhof has been doing this for decades.

• Lily of the Valley: An idyllic resort near Saint-Tropez that offers a selection of outcome-driven, four-, seven-, ten- and fourteen-night packages with prescribed itineraries that stagger luxury spa services like massage, facials and hammam with physiotherapy, cryotherapy and fantastic French food.

• SHA: A Spanish longevity resort brand that’s just launched its second location in Cancun, their integrated method offers a comprehensive manifest of biorhythm tests, tailored meals (and prescribed beverages in between said meals) and advanced treatments ranging from osteopathy to ozone therapy.

• SIRO: A fitness-focused brand from Kerzner International with its first property in Dubai and its second in Montenegro set to open this summer, in-room touchpoints like zero-gravity recovery chairs and boxing setups are fused with sports-themed group classes in the gym and a la carte welltech like percussive therapy in the spa.

• Six Senses Ibiza: An ultraluxury wellness list wouldn’t be complete without mention of this brand, and in focus here are the RoseBar longevity programs that blend functional diagnostics with biohacking therapies and alternative or Eastern therapies like energy medicine, breathwork and meditation.

• The Ranch: With outposts in Malibu and Hudson Valley, this retreat center doesn’t edge into the welltech domain but is nevertheless worth the mention because of how they program their results-oriented and seasonally adjusted itineraries with a bounty of customizable group classes, hikes, yoga and farm-to-table cuisine.