Latest
issue
GET HCM
magazine
Sign up for the FREE digital edition of HCM magazine and also get the HCM ezine and breaking news email alerts.
Not right now, thanksclose this window I've already subscribed!
SECA LTD
SECA LTD
SECA LTD
Follow Health Club Management on Twitter Like Health Club Management on Facebook Join the discussion with Health Club Management on LinkedIn Follow Health Club Management on Instagram
FITNESS, HEALTH, WELLNESS

Latest news

Emlyn Brown predicts crucial wellness travel trends for 2024

Accor's Emlyn Brown has shared his predictions for the most important wellness trends coming down the track in 2024
Athlete-inspired wellness is already building serious momentum – something Brown expects to continue next year, alongside an increased interest in active nutrition
Optimising sleep, ageing well and mindfulness enhanced by technology are also expected to become major trends
It’s quite common for luxury guests to arrive equipped like professional athletes nowadays
– Emlyn Brown
Credit: Emlyn Brown, Global Senior Vice President of Well-Being, Strategy, Design, Development, Accor

Athlete-inspired wellness, social wellbeing and active nutrition are three of the hottest trends set to shape the wellness sector in 2024, according to Emlyn Brown, Accor’s global senior vice president of wellbeing strategy, design and development.

Brown says it’s widely acknowledged among the global hospitality industry that a fundamental societal shift has taken place over the past few years. What was once called the ‘wellness trend’ has taken root as consumers and travellers worldwide are making long-term commitments toward their health and wellbeing.

As hotels and resorts adapt to these evolving guest preferences, Brown has shared a selection of trends he anticipates will come to the fore in wellness in 2024.

Social wellbeing

Brown believes the hospitality industry will see a significant shift towards social wellbeing in 2024. He feels travellers are seeking more 'we' based activities that foster connections and promote collective wellness.

From communal wellness projects to group-based activities like social bathing, hotels will embrace this trend to offer guests a sense of community and shared wellness.

"The concept of 'we over me' is at the forefront," he said. “Younger demographics, especially, are seeking out opportunities for communal bathing experiences and water-based therapies – areas in which Accor hotels bring an expertise.”

Athlete-inspired wellnessHotels and spa facilities are already responding to the growing demand for comprehensive sports recovery experiences and Brown believes this trend will gain even more momentum in 2024.

In his opinion, today's guests are no longer content with indulging in traditional spa treatments alone. Instead, they seek to emulate the regimens of professional athletes by incorporating cutting-edge recovery practices into their wellness routines.

Brown said: “It’s quite common for luxury guests to arrive equipped like professional athletes nowadays, with sophisticated gear and loaded with their own health data on wearable tech devices.

“They want to train, eat, nourish, hydrate, recover and rest.

“Accor is exploring innovative ways to sync and connect with these guests to create bespoke wellness experiences that integrate spa, nutrition, fitness and sleep experiences.

“Our rest, recovery and rejuvenation treatments must be on par with our guests’ highest levels of performance.”

Active nutrition

In line with the new emphasis on fitness and recovery in wellness, hotels are prioritising and focusing more on providing outstanding nutritional cuisine. Expected to boom in 2024, this shift is driven by growing awareness among guests about the importance of food sensitivities and maintaining a balanced diet.

"Nutrition is the cornerstone of wellness," stated Brown. “Diet-diverse menus are good for our guests, good for Accor and good for the planet.”

Optimising sleep for wellbeingSleep has been a consumer priority since the pandemic and Brown predicts the momentum behind the trend is only going to build in 2024.

“At Accor, we want to own sleep and be the best at creating sleep environments, it’s all about creating an entire wellbeing experience that will contribute to a solid night’s rest.

"Sleep is the biggest opportunity for us as a hotel company."

Now, guestrooms are being updated to address common sleep disruptors such as electromagnetic waves, unconducive bedding and noise, creating environments optimised for rest and rejuvenation.

Ageing well

With the global market for wellness tourism expected to surpass US$1 trillion in 2024 (GWI), hotels are increasingly trying to play a role in helping guests age gracefully by fusing technology with traditional wellness practices.

Services such as infrared saunas, IV therapy and technologically advanced treatments for face and body care are expected to become mainstream in 2024, along with nonsurgical aesthetic procedures, such as microneedling, lasers and oxygen jets.

“The interface of technology and spa is very exciting, creating more effective, personalised results that truly move the dial on people’s health and wellness,” adds Brown.

“The advances in medi-tech are incredible. I truly believe wellness technology will help people live better for longer – a wonderful goal to work towards.”

Mindfulness enhanced by technology“If we can teach or remind our guests to breathe well, we’re going to make a significant impact in their lives.

“The power of breath is a concept that our hotels are eager to explore further in unique, brand-authentic ways,” said Brown.

According to Booking.com research, 'meditation and mindfulness trips are ever popular' among 44 per cent of global travellers, while 42 per cent 'are keen to go on a health hiatus that focuses on mental health, transformative health or that helps with life milestones such as menopause or pregnancy'.

Brown and Accor expect this trend to continue in 2024, as the hotel environment is natural and ideal for supporting mental health and wellbeing – providing relaxation and time to oneself.

Athlete-inspired wellness, social wellbeing and active nutrition are a few of the hottest trends set to shape the wellness sector in 2024, according to Emlyn Brown, Accor’s global senior vice president of wellbeing strategy, design and development.
HAF,SAB,CPW,CAS,HHR,PHR
2023/THUMB352174_638913_475481.jpg
Latest News
Kerzner International has ushered in a new era of wellness-centric hospitality and unveiled its highly-anticipated ...
Latest News
Following a successful pilot, The Gym Group is rolling out a programme, delivered by The ...
Latest News
As Planet Fitness announces strong year-end results there are reports the company is planning a ...
Latest News
The ICO has ruled that eight leisure operators have been unlawfully processing the biometric data ...
Latest News
Xponential Fitness has told HCM it will vigorously defend itself against claims made in a ...
Latest News
“2024 is going to the be biggest year for Gymshark ever,” says CEO and founder, ...
Latest News
More consumers are realising meditation is beneficial, but many give up because it’s difficult to ...
Latest News
Les Mills has been through a senior management refresh following the recent departure of CEO ...
HCM promotional features
Sponsored
This collaboration underscores Ridgeway’s commitment to enhancing spaces, providing an unrivalled environment for gym enthusiasts and health club members
HCM promotional features
Sponsored
HCM promotional features
Sponsored profile: Technogym
The GM of The Club & Spa Bristol tells us about the cutting edge club refresh that showcases the Technogym Artis Line
HCM promotional features
Sponsored
Creating successful training environments requires a deep knowledge of functional design. Gregory Bradley, sales director at BLK BOX Fitness talks us through the company’s approach
HCM promotional features
Promotion
Using research that revealed three key pillars for cardio exercisers, Life Fitness has created its greatest-ever console: the Discover SE4
HCM promotional features
Promotion
Small group training is popular for its energy, but must evolve to retain popularity, says the director of training at Matrix Fitness
HCM promotional features
HCM magazine
Consumer expectations are rising all the time, but nowhere more than in relation to digital. UK Active’s Dave Gerrish explains how the industry is shaping up
HCM magazine
Kath Hudson talks to industry experts from around the world about their key takeaways from last year and their hopes for 2024
HCM magazine
HCM People

Chibs Okereke

Stress and burnout coach, Mettle
Almost 40 per cent of men have never spoken to anyone about their mental health. There's a lot of suffering in silence
HCM magazine
Fuel the debate about issues across the industry and share your ideas and experiences. We’d love to hear from you: [email protected]
HCM magazine
The right storage can transform the flow and feel of your training spaces and the user experience. Steph Eaves asks the experts for their most creative solutions
Featured supplier news
Featured supplier news: Panatta shares the secrets behind the Three Angles Biceps Machine
Panatta’s Three Angles Bicep Machine is designed for training the main elbow flexor muscles; the biceps brachii and brachialis.
Featured supplier news
Featured supplier news: seca TRU: Medical values for medical fitness
Developed for the world of medicine, tailored to the needs of modern fitness studios. The seca TRU seamlessly provides medical expertise for health-focused training with a clinically validated body composition analysis meeting the health and fitness industry's evolving demands.
Company profiles
Company profile: Core Health & Fitness
Founded in 2010, Core Health & Fitness is a growing house of the most iconic ...
Company profiles
Company profile: Proinsight Mystery Shopping
We take time at the outset to understand your unique customer journey. Then we work ...
Catalogue Gallery
Click on a catalogue to view it online
Featured press releases
Balanced Body press release: Celebrity favourite, Exhale Pilates, partners with Contrology® to pioneer classical pilates at new London site
Award-winning classical Pilates studio, Exhale Pilates, has opened a new site in the heart of Marylebone, London, furnished with Contrology® apparatus from Balanced Body, global provider of Pilates equipment and education with a trading history spanning more than 45 years.
Featured press releases
Greenwich Leisure Limited press release: GLL and Pickleball England launch leap year taster day
As part of a partnership with Better, the charitable social enterprise that operates leisure centres across the UK, Pickleball England has announced that they will be offering free pickleball taster sessions this February 29th, as part of a nationwide campaign to encourage the public to get active on the extra day of the year.
Directory
Snowroom
TechnoAlpin SpA: Snowroom
salt therapy products
Saltability: salt therapy products
Spa software
SpaBooker: Spa software
Lockers
Crown Sports Lockers: Lockers
Flooring
Total Vibration Solutions / TVS Sports Surfaces: Flooring
Cryotherapy
Art of Cryo: Cryotherapy
Property & Tenders
Loughton, IG10
Knight Frank
Property & Tenders
Grantham, Leicestershire
Belvoir Castle
Property & Tenders
Diary dates
11-14 Apr 2024
Exhibition Centre , Cologne, Germany
Diary dates
30 May - 02 Jun 2024
Rimini Exhibition Center, Rimini, Italy
Diary dates
08-08 Jun 2024
Worldwide, Various,
Diary dates
11-13 Jun 2024
Raffles City Convention Centre, Singapore, Singapore
Diary dates
22-25 Oct 2024
Messe Stuttgart, Germany
Diary dates
04-07 Nov 2024
In person, St Andrews, United Kingdom
Diary dates

Latest news

Emlyn Brown predicts crucial wellness travel trends for 2024

Accor's Emlyn Brown has shared his predictions for the most important wellness trends coming down the track in 2024
Athlete-inspired wellness is already building serious momentum – something Brown expects to continue next year, alongside an increased interest in active nutrition
Optimising sleep, ageing well and mindfulness enhanced by technology are also expected to become major trends
It’s quite common for luxury guests to arrive equipped like professional athletes nowadays
– Emlyn Brown
Credit: Emlyn Brown, Global Senior Vice President of Well-Being, Strategy, Design, Development, Accor

Athlete-inspired wellness, social wellbeing and active nutrition are three of the hottest trends set to shape the wellness sector in 2024, according to Emlyn Brown, Accor’s global senior vice president of wellbeing strategy, design and development.

Brown says it’s widely acknowledged among the global hospitality industry that a fundamental societal shift has taken place over the past few years. What was once called the ‘wellness trend’ has taken root as consumers and travellers worldwide are making long-term commitments toward their health and wellbeing.

As hotels and resorts adapt to these evolving guest preferences, Brown has shared a selection of trends he anticipates will come to the fore in wellness in 2024.

Social wellbeing

Brown believes the hospitality industry will see a significant shift towards social wellbeing in 2024. He feels travellers are seeking more 'we' based activities that foster connections and promote collective wellness.

From communal wellness projects to group-based activities like social bathing, hotels will embrace this trend to offer guests a sense of community and shared wellness.

"The concept of 'we over me' is at the forefront," he said. “Younger demographics, especially, are seeking out opportunities for communal bathing experiences and water-based therapies – areas in which Accor hotels bring an expertise.”

Athlete-inspired wellnessHotels and spa facilities are already responding to the growing demand for comprehensive sports recovery experiences and Brown believes this trend will gain even more momentum in 2024.

In his opinion, today's guests are no longer content with indulging in traditional spa treatments alone. Instead, they seek to emulate the regimens of professional athletes by incorporating cutting-edge recovery practices into their wellness routines.

Brown said: “It’s quite common for luxury guests to arrive equipped like professional athletes nowadays, with sophisticated gear and loaded with their own health data on wearable tech devices.

“They want to train, eat, nourish, hydrate, recover and rest.

“Accor is exploring innovative ways to sync and connect with these guests to create bespoke wellness experiences that integrate spa, nutrition, fitness and sleep experiences.

“Our rest, recovery and rejuvenation treatments must be on par with our guests’ highest levels of performance.”

Active nutrition

In line with the new emphasis on fitness and recovery in wellness, hotels are prioritising and focusing more on providing outstanding nutritional cuisine. Expected to boom in 2024, this shift is driven by growing awareness among guests about the importance of food sensitivities and maintaining a balanced diet.

"Nutrition is the cornerstone of wellness," stated Brown. “Diet-diverse menus are good for our guests, good for Accor and good for the planet.”

Optimising sleep for wellbeingSleep has been a consumer priority since the pandemic and Brown predicts the momentum behind the trend is only going to build in 2024.

“At Accor, we want to own sleep and be the best at creating sleep environments, it’s all about creating an entire wellbeing experience that will contribute to a solid night’s rest.

"Sleep is the biggest opportunity for us as a hotel company."

Now, guestrooms are being updated to address common sleep disruptors such as electromagnetic waves, unconducive bedding and noise, creating environments optimised for rest and rejuvenation.

Ageing well

With the global market for wellness tourism expected to surpass US$1 trillion in 2024 (GWI), hotels are increasingly trying to play a role in helping guests age gracefully by fusing technology with traditional wellness practices.

Services such as infrared saunas, IV therapy and technologically advanced treatments for face and body care are expected to become mainstream in 2024, along with nonsurgical aesthetic procedures, such as microneedling, lasers and oxygen jets.

“The interface of technology and spa is very exciting, creating more effective, personalised results that truly move the dial on people’s health and wellness,” adds Brown.

“The advances in medi-tech are incredible. I truly believe wellness technology will help people live better for longer – a wonderful goal to work towards.”

Mindfulness enhanced by technology“If we can teach or remind our guests to breathe well, we’re going to make a significant impact in their lives.

“The power of breath is a concept that our hotels are eager to explore further in unique, brand-authentic ways,” said Brown.

According to Booking.com research, 'meditation and mindfulness trips are ever popular' among 44 per cent of global travellers, while 42 per cent 'are keen to go on a health hiatus that focuses on mental health, transformative health or that helps with life milestones such as menopause or pregnancy'.

Brown and Accor expect this trend to continue in 2024, as the hotel environment is natural and ideal for supporting mental health and wellbeing – providing relaxation and time to oneself.

Athlete-inspired wellness, social wellbeing and active nutrition are a few of the hottest trends set to shape the wellness sector in 2024, according to Emlyn Brown, Accor’s global senior vice president of wellbeing strategy, design and development.
HAF,SAB,CPW,CAS,HHR,PHR
2023/THUMB352174_638913_475481.jpg

Latest news

Kerzner International has ushered in a new era of wellness-centric hospitality and unveiled its highly-anticipated
Following a successful pilot, The Gym Group is rolling out a programme, delivered by The
As Planet Fitness announces strong year-end results there are reports the company is planning a
The ICO has ruled that eight leisure operators have been unlawfully processing the biometric data
Xponential Fitness has told HCM it will vigorously defend itself against claims made in a
“2024 is going to the be biggest year for Gymshark ever,” says CEO and founder,
Elevate
Elevate
Developed for the world of medicine, tailored to the needs of modern fitness studios. The
More consumers are realising meditation is beneficial, but many give up because it’s difficult to
Les Mills has been through a senior management refresh following the recent departure of CEO
EuropeActive has appointed Kai Troll as its new CEO. He has a background in the
CIMSPA has published its 2024-2030 strategy Releasing the Power of Our Profession, which sets out
Mark Hewlett, founder of padel tennis operator Soul Padel has told HCM the company is
While strength training gives valuable muscular gains it doesn’t give the heart health benefits of
Global Wellness Summit
Global Wellness Summit
Panatta’s Three Angles Bicep Machine is designed for training the main elbow flexor muscles; the
Newcomer to the market, Lunar Health Clubs, is gearing up to open its first high-end
In a soft power exercise, politicians in the UK have been invited to take part
University of Washington researchers have created a wireless wearable in the form of a thermal
While life expectancy has increased, the extra years are often not spent in good health.
Xponential has passed ownership of Stride Fitness – the running brand it bought in January
Nike, is launching a one-day fitness, wellness and mindfulness festival in London next month, before
Alliance Leisure
Alliance Leisure
Industry insiders have confirmed to HCM that parts of the US health and fitness sector
Last year set a new standard for SATS with record-high revenues, less debt and more
1 - 20 of 12,300
HCM promotional features
Sponsored
This collaboration underscores Ridgeway’s commitment to enhancing spaces, providing an unrivalled environment for gym enthusiasts and health club members
HCM promotional features
Sponsored
HCM promotional features
Sponsored profile: Technogym
The GM of The Club & Spa Bristol tells us about the cutting edge club refresh that showcases the Technogym Artis Line
HCM promotional features
Sponsored
Creating successful training environments requires a deep knowledge of functional design. Gregory Bradley, sales director at BLK BOX Fitness talks us through the company’s approach
HCM promotional features
Promotion
Using research that revealed three key pillars for cardio exercisers, Life Fitness has created its greatest-ever console: the Discover SE4
HCM promotional features
Promotion
Small group training is popular for its energy, but must evolve to retain popularity, says the director of training at Matrix Fitness
HCM promotional features
HCM magazine
Consumer expectations are rising all the time, but nowhere more than in relation to digital. UK Active’s Dave Gerrish explains how the industry is shaping up
HCM magazine
Kath Hudson talks to industry experts from around the world about their key takeaways from last year and their hopes for 2024
HCM magazine
HCM People

Chibs Okereke

Stress and burnout coach, Mettle
Almost 40 per cent of men have never spoken to anyone about their mental health. There's a lot of suffering in silence
HCM magazine
Fuel the debate about issues across the industry and share your ideas and experiences. We’d love to hear from you: [email protected]
HCM magazine
The right storage can transform the flow and feel of your training spaces and the user experience. Steph Eaves asks the experts for their most creative solutions
HCM magazine
Brick recalls the terror of buying a failing club and how the lessons learned have propelled him through his career
HCM magazine
It's about health being everybody’s business and recognising that inclusion is everyone’s responsibility
HCM magazine
Delivering personally-designed workouts can create a placebo effect that yields better results, find researchers
HCM magazine
Consumers tell us they want support in leading longer, healthier lives and we’re the only industry sector with the capability of delivering on this, so we must ensure strategy is aligned with demand
HCM magazine
I’ve set up a ‘health supergroup’ to look at how best to embed health-related programming across the sector
HCM magazine
HCM People

Jamie Groves

MD, Denbighshire Leisure
Denbighshire Leisure’s turnover has increased by 25 per cent since 2021, so the developments have paid for themselves and more
HCM magazine
Featured supplier news
Featured supplier news: Panatta shares the secrets behind the Three Angles Biceps Machine
Panatta’s Three Angles Bicep Machine is designed for training the main elbow flexor muscles; the biceps brachii and brachialis.
Featured supplier news
Featured supplier news: seca TRU: Medical values for medical fitness
Developed for the world of medicine, tailored to the needs of modern fitness studios. The seca TRU seamlessly provides medical expertise for health-focused training with a clinically validated body composition analysis meeting the health and fitness industry's evolving demands.
Company profiles
Company profile: Core Health & Fitness
Founded in 2010, Core Health & Fitness is a growing house of the most iconic ...
Company profiles
Company profile: Proinsight Mystery Shopping
We take time at the outset to understand your unique customer journey. Then we work ...
Catalogue Gallery
Click on a catalogue to view it online
Featured press releases
Balanced Body press release: Celebrity favourite, Exhale Pilates, partners with Contrology® to pioneer classical pilates at new London site
Award-winning classical Pilates studio, Exhale Pilates, has opened a new site in the heart of Marylebone, London, furnished with Contrology® apparatus from Balanced Body, global provider of Pilates equipment and education with a trading history spanning more than 45 years.
Featured press releases
Greenwich Leisure Limited press release: GLL and Pickleball England launch leap year taster day
As part of a partnership with Better, the charitable social enterprise that operates leisure centres across the UK, Pickleball England has announced that they will be offering free pickleball taster sessions this February 29th, as part of a nationwide campaign to encourage the public to get active on the extra day of the year.
Directory
Snowroom
TechnoAlpin SpA: Snowroom
salt therapy products
Saltability: salt therapy products
Spa software
SpaBooker: Spa software
Lockers
Crown Sports Lockers: Lockers
Flooring
Total Vibration Solutions / TVS Sports Surfaces: Flooring
Cryotherapy
Art of Cryo: Cryotherapy
Property & Tenders
Loughton, IG10
Knight Frank
Property & Tenders
Grantham, Leicestershire
Belvoir Castle
Property & Tenders
Diary dates
11-14 Apr 2024
Exhibition Centre , Cologne, Germany
Diary dates
30 May - 02 Jun 2024
Rimini Exhibition Center, Rimini, Italy
Diary dates
08-08 Jun 2024
Worldwide, Various,
Diary dates
11-13 Jun 2024
Raffles City Convention Centre, Singapore, Singapore
Diary dates
22-25 Oct 2024
Messe Stuttgart, Germany
Diary dates
04-07 Nov 2024
In person, St Andrews, United Kingdom
Diary dates
Search news, features & products:
Find a supplier:
SECA LTD
SECA LTD
Partner sites