When it comes to health care, people often think of going to a place with beautiful mountains and rivers to recuperate and rest. Nowadays, with the rise of high-end medical and elderly care products, people's perception of health care is also changing. From the demand side, regardless of the level of consumption, pleasing oneself and caring for one's family has become a hot spot of current consumption. From the perspective of the supply side, in addition to traditional convalescent institutions and private health care centers, some vacation products and hotel products with health care as the main selling point have also formed their own characteristic product system with the label of wellness, and have gained the attention of consumers.
The concept of wellness in high-end hotelsof integration
Domestic high-end wellness hotels are the main ones:
a.Hot springs, located in a beautiful natural environment, make use of local hot spring resources, and implant the concept of traditional Chinese medicine health preservation around hot springs and local herbs and plants to create a health care experience;
b.Emphasizing the need to rely on food, work, Ayurveda, meditation and other means, combined with changes in lifestyle habits, to create a healthier lifestyle;
c.A small number will also introduce high-end private medical resources, combined with physical examination services, traditional Chinese medicine consultation, etc., but it does not involve related ** projects. This kind of consultation service is generally based on **.
However, compared with ordinary resort hotels, health and wellness hotels often need more initial product investment and labor cost investment during operation to provide high-end health and wellness experience. This will in turn lead people to think, is it only high-end and provides the best can be called wellness?
We believe that at the moment of the concept of pan-wellness, how to further stratify wellness, emphasizing more experience rather than the concept of wellness, and finally bringing different products to mass consumers, is another way to create a unique selling point for resorts in the future.
First, the concept of health care integrated into the hotel is needed nowPan health careto emphasize the impact of small changes on people's physical and mental health.
Pan-health care refers to not emphasizing the concept of wellness alone, but highlighting health, health and other wellness-related words, creating products from the details, and emphasizing the physical and mental changes that small products can provide to people. For example, the concept of eating from time to time is a kind of health concept, and home-cooked food with less oil and less salt is also closely related to health.
Therefore, in addition to promoting the hotel's existing health and wellness-related products, such as hot springs, meditation, nature hikes, outdoor tai chi, etc., it is also necessary to emphasize the small changes that the hotel's subtle products, such as pillows, healthy meals, and even bedtime drinks can bring to guests' physical and mental health, and the impact on guests' health over time. Through detailed products, key words such as health care and health are strengthened in the hearts of guests, so as to generate an impression of the concept of hotel + health care.
Second, the integrated concept of health care should be "understood, touched, and spoken".
In the past, the more lofty the concept of health care, customers often "couldn't understand", so that the complex ** and products formed a certain knowledge threshold to ensure the high-end of wellness. Hotels with wellness as the selling point often create a quiet and luxurious environment, and at the same time match a variety of domestic and foreign ** and concepts to attract high-spending customers.
However, with the further expansion of China's mid-range consumer group, people have gradually begun to increase their interest in diversified, new and higher-level life enjoyment, hoping to experience a more high-end lifestyle at a lower cost. Therefore, for the hotel with the concept of pan-health care, the concept should be able to be understood and spoken by guests, and this kind of health care products should be more universally acceptable, and guests should know exactly what products they have obtained in the first place they have paid, and what aspects of health adjustments should be corresponding to this type of product, and can depict the experience to create an accessible and understandable high-end experience, which is more suitable for mass consumers to emphasize the consumption concept of "cost performance".
3. Amplify the core product and form a series of experiences around it.
However, in hotels that are integrated into the pan-health care industry, they are often not recognized as health care products by guests because the products are not distinctive enough in the eyes of guests and are not strong wellness labels. Therefore, for this type of hotel, what is needed is to connect the products into a line, create an experience chain, and continuously strengthen a certain concept related to health and wellness in the products in each link of the experience chain, such as sleep, relaxation, etc.
If you have a core product, you can also form a series of experiences around the product. For example, there is a walking trail around the mountain near the hotel, and the forest is rich in negative oxygen ions. If the hotel wants to create a healthy concept of sports and health by focusing on hiking nature, then at breakfast, it can provide a suitable diet and provide special healthy drinks that can be carried with you. After the hike, there are stretching sites and guidance maps, as well as meditation activities focusing on the healing of large negative oxygen ions, so that guests can form a series of experiences throughout the day or even multi-day, so that guests can recognize the concept of health and nature in the hotel.
With the continuous promotion of people's attention to health, self-care, and the concept of health in the whole society, hotels should also keep up with the current consumption hotspots, start from the subtleties, and rely on the integration of the concept of pan-health care into the products to create a continuous experience, so that the health care products are more segmented and multi-level, so as to meet the needs of customers with different budgets.