8 WELLNESS TRENDS FOR 2023: A HOSPITALITY HANDBOOK
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8 WELLNESS TRENDS FOR 2023: A HOSPITALITY HANDBOOK
TABLE OF CONTENTS
PAGE 3
MENOPAUSE
PAGE 4
KETAMINE
PAGE 5
NEXT LEVEL It seems cliche to say we can’t believe it’s almost 2023,
IMMERSIVE EXPERIENCES but it’s true! Where does the time go? It seems like only
yesterday we were predicting wellness trends for 2022
(predicting wellness trends is one of our favorite activities
PAGE 6 around here) and now it’s time to look at what will be
SOBRIETY catching on and capturing interest next year.
It’s no secret that consumer interest in wellness continues
PAGE 7 to grow at a rate that amazes even those of us in the
WELLNESS TOURISM industry. Or that the hospitality industry continues to find
new and innovative ways to incorporate wellness into the
guest experience.
PAGE 8
PERSONALIZED NUTRITION Last year, we saw an increase of interest in sustainability,
adaptogens, and employee wellness. This year we’re seeing
PAGE 9 a range of developments both innovative and back to roots.
From ketamine drips and the metaverse to sober curiosity
THE COLD PLUNGE
and women’s health, we believe 2023 will truly be the year
of something for everyone.
PAGE 10
HYPER PERSONALIZATION Here are eight wellness trends for 2023.
MENOPAUSE people – many of them women –
are waking up to the potential
Australian actress Naomi Watts has
also launched a a “menopausal
revenue in the menopause and wellness brand” called Stripes, in
Half of the global population will
perimenopause market. partnershipwith Amyris.
go through menopause during their
lives. And yet, until recently, nobody
Stacy London, former host of TLC’s Empowered and emboldened by
talked about it, a mind blowing
What Not to Wear and current CEO
reality, considering the debilitating numbers, social media, and celebrity
of State of Menopause, a company
and confusing symptoms that can voices, women have started to talk and
to help people “feel their best during
accompany these life changing
menopause,” recently hosted the look for answers. Moreover, people –
events. Women have been suffering in
first Menopause CEO Summit in New many of them women – are waking up to
virtual silence as the only recognition
York City on World Menopause Day the potential revenue in the menopause
menopause got, until recently, was
(October 18).
either as a source of humor or in and perimenopause market.
whispered tones accompanied by
Forbes reported that conference
winks or eye rolls (there’s a good Los
speakers were leaders in “the up-and-
Angeles Times article about all this
coming field of menopause health.”
here). We were too embarrassed
Companies helmed by these execs all
to ask questions and seek relief for
offer some kind of menopause wellness
a variety of reasons that include
solution, like Womaness, which offers
shame over getting older and men’s
solutions for symptoms like dry skin,
discomfort with the topic.
low libido, and hot flashes. And Evernow,
a start-up offering prescriptions
Well, the tides have changed.
and science-backed solutions for
Empowered and emboldened by
menopausal and perimenopausal
numbers, social media, and celebrity
women. Investors include Drew
voices, women have started to talk
Barrymore and Cameron Diaz.
and look for answers. Moreover,
3 | 8 WELLNESS TRENDS FOR 2023: A HOSPITALITY HANDBOOK
KETAMINE according to the Los Angeles Times.
Johns Hopkins University psychiatrist,
Ketamine, to occasion an ego-
dissolving inner exploration.”
Paul Nestadt, says that about
We’ve talked in the past about the
three-quarters of “very treatment- On top of treatment-resistant
mainstreaming of psychedelics, like
resistant patients” show significant depression, ketamine has been
psilocybin, the compound found in
improvement in depressive symptoms. found in studies to be a potentially
more than 200 species of mushrooms,
promising treatment for migraines,
and DMT (N,N-Dimethyltryptamine)
Meanwhile, a new study at the generalized anxiety disorder, social
the chemical substance known as the
University of Pittsburgh found that anxiety disorder, post-traumatic stress
“spirit molecule,” used in ayahuasca, as
ketamine paired with looking at disorder, anorexia nervosa, and alcohol
potential treatments and preventatives
images of smiling faces to build and cocaine abuse.
for depression, anxiety, Alzheimer’s,
positive associations holds “promise”
and addiction, among other things.
for helping people with treatment- Researchers are cautious, as
More recently, another player has
resistant depression. ketamine is an addictive substance
entered the game: ketamine.
and associated with serious health
In cities including Toronto, New risks. But, as wellness, medicine, and
Developed in 1962 and later approved
York, Miami, and Seattle you’ll find mental health supports continue to
as an anesthetic, ketamine has
clinics offering ketamine IV drips. overlap, we expect that we might see
gained notoriety as a recreational
Manhattan’s Jeff Ditzell Psychiatry more normalization of psychedelic
drug. Studies into its potential as a
clinic, for example, provides a drip treatments, including ketamine, in the
treatment for depression by targeting
accompanied by theta brain waves coming years.
the neurotransmitter glutamate
and psychotherapy for people with
started in 2000. A more potent
debilitating depression who have
version, esketamine, was approved as
already tried other treatment options.
a treatment for depression in 2019,
And the Nushama Psychedelic
though clinics began administering
Wellness Clinic, also in NYC,
intravenous treatments without
offers “sub-anesthetic doses of
approval about 10 years ago,
4 | 8 WELLNESS TRENDS FOR 2023: A HOSPITALITY HANDBOOK
NEXT LEVEL that the Metaverse will include virtual
and augmented reality experiences,
Doctors will prescribe VR games
to treat conditions like attention
IMMERSIVE haptics, smell technology, and more. deficit hyperactivity disorder
EXPERIENCES People are expected to be able to visit
(ADHD), depression and post-
traumatic stress disorder (PTSD).
spa destinations, purchase products,
The Global Wellness Institute tagged
and attend classes in the metaverse. The best spa operators have always
the Metaverse as a trend to watch in
Predictions are that: aimed to engage all five senses with
2022 and this has been a little slow
their experiences. The metaverse
to roll out, but proponents are still
Workouts will be enhanced promises to take this several steps
banking on it.
with AR projections into your further, into truly immersive territory
environment. where scent, sound, touch, taste,
In futurism and science fiction, the
and sight interact and intertwine on
Metaverse is “a hypothetical iteration
Technology will transform how unprecedented levels.
of the Internet as a single, universal
consumers find and learn about
and immersive virtual world that is
wellness destinations with virtual
facilitated by the use of virtual reality
3D tours and digital avatars,
and augmented reality headsets.
allowing for an immersive
In colloquial use, a metaverse is a
experience in the space and
network of 3D virtual worlds focused
making guest decisions easy.
on social connection.” Or a 3D version
of the internet. This immersive world
Digital solutions that include AR,
will presumably expand to encompass
VR, scent, and haptics will replace
wellness and, as we reported earlier
pharmaceuticals as treatments
in 2022, the spa is coming to the
for pain, stress, PTSD, and other
metaverse with technologies that will
mental health conditions.
allow us to travel, interact, smell, and
feel touch. Educated guesses suggest
5 | 8 WELLNESS TRENDS FOR 2023: A HOSPITALITY HANDBOOK
SOBRIETY grain of salt, as this generation has
yet to experience the stresses and
Celebrities are hopping on the
bandwagon. Pop star Katy Perry
difficulties of life that often lead to a recently teamed with Morgan
According to Sarasota Magazine,
cocktail. Still, there is ample evidence McLachlan, master distiller and
the sobriety, or “sober curious,” fad
that something sober is happening. founder of AMASS Dry Gin (an
started in 2014 with a challenge called
alcoholic gin) to launch De Soi, a a
“Dry January,” trademarked by the UK
A younger generation is saying no to range of non-alcoholic aperitifs made
charity Alcohol Concern. You’ve surely
booze and yes to sobriety. Millennials, with natural adaptogens, Blake Lively
heard about this challenge, sometimes
launched a line of non-alcoholic
stylized as “drynuary,” in which now aged around 26 to 41, are
sparkling mixers called Betty Buzz.
participants take a month-long break sometimes referred to as “generation
from alcohol.
sober” because of their non-drinking The hospitality industry, however,
culture. And Gen Z, aged approximately has not been quick to follow suit.
Since then, sobriety has gained
And some people are saying they’re
further traction, partly in response to 10-25, reportedly drink seven less.
tired of seeing a lack of non-alcoholic
the opposite fad of people turning
options on drinks menus. Body + Soul
to alcohol as a coping mechanism Dame Magazine reports that mocktail
Australia recently asked the question,
during the height of the pandemic bars, and nonalcoholic wine and
“Why is the hospitality industry so far
years. A younger generation is saying beverage stores are opening in
behind the sober trend?” musing that
no to booze and yes to sobriety. cities around the world. Some have
maybe, “bars and restaurants largely
Millennials, now aged around 26 to attributed the growing sobriety
missed the memo on this movement.”
41, are sometimes referred to as movement to a greater wellness
“generation sober” because of their movement and it’s been noted that
Though they could just be biding their
non-drinking culture. And Gen Z, aged young people are choosing cannabis
time to see if the trend continues
approximately 10-25, reportedly drinks and psychedelics over booze, which is
before investing in change.
even less. The fact that the youngest in keeping with the other trends we’ve
of them is 10 years old suggests noted over the years and this year
this research should be taken with a as well.
6 | 8 WELLNESS TRENDS FOR 2023: A HOSPITALITY HANDBOOK
WELLNESS or wellness retreat in early 2023,
and 21% of millennials have booked
Forbes also recently reported that
wellness tourism is growing at a
TOURISM a wellness retreat. The survey of 50% faster rate than conventional
more than 11,000 consumers in 16 tourism, with no signs of slowing
Defined by the Global Wellness countries found that health and well- down. Savvy hospitality leaders are
institute as “travel associated being are considered “essential,” and making wellness programs a priority,
with the pursuit of maintaining or 33% of respondents said they’re more which looks different from destination
enhancing one’s personal wellbeing” focused on self-care than they were a to destination but includes spa,
wellness tourism continues to gain in year ago. wellness activities, mental wellness
popularity. In a hospitalitynet article, focused design, and sleep wellness,
consultant Mariana Palmeiro writes And a recent article in Hotel Business which is growing a reputation all its
that she gets “more calls from hotels calls wellness travel “a major trend own – CNN recently reported that an
looking to reposition into health and that hoteliers need to address,” and increasing amount of sleep-focused
wellness tourism than any other trend,” quotes Kenneth Ryan, VP, global stays are popping up at hotels and
adding, “no wonder – this market is wellness, spa & fitness operations, resorts around the world and that
booming.” This has been true for some Marriott International, saying: “interest has skyrocketed since the
time – according to a GWI report, the pandemic,” with a number of high
wellness tourism sector accounted “We’ve heard that wellness is now at profile establishments focusing their
for $436 billion of the $4.4 trillion in the forefront of everybody’s mind and attention on those suffering from
revenue generated by the wellness self-care rituals are really important sleep-deprivation, including Park Hyatt
economy in 2020 – and seems even to everybody – and they’re taking that and Rosewood.
more so now that people are free to with them when they travel. This has
travel the world again. had a profound shift in what’s going Forbes recently reported that wellness
on and driving powerful growth. We’re
tourism is growing at a 50% faster rate
An Accenture survey found that seeing high demand in our spas and
39% of high-income consumers the best revenues ever – well over than conventional tourism, with no signs
have already booked a luxury trip 2019 – and really strong rates.” of slowing down.
7 | 8 WELLNESS TRENDS FOR 2023: A HOSPITALITY HANDBOOK
PERSONALIZED nutrition guidance beyond general
health recommendations. “Precision
pretty much every industry; while
growth areas include tech-enabled,
NUTRITION nutrition evaluates one’s DNA, hyper-specific recommendations
microbiome, and metabolic response and solutions
for a range of specific
According to Harvard School of Public to specific foods or dietary patterns to needs and consumer segments and
Health, personalized nutrition, also determine the most effective eating personalized diagnostic services.
referred to as precision nutrition, plan to prevent or treat disease.”
focuses on the individual rather Hospitality companies may one
than groups of people. This means Consumers are reportedly seeking day find themselves offering highly
customizing diets based on individual out personalized eating approaches personalized food and beverage to
factors like microbiome, metabolism, tailored to their unique needs driven in every guest.
genetics, physical activity, and more. part by awareness of the microbiome’s
connection to mental wellbeing Consumers are reportedly seeking
Harvard explains that studies focusing andimmune function.
out personalized eating approaches
on individual responses to food have
found “substantial variations in blood tailored to their unique needs driven in
An obvious and common example
responses of glucose and triglycerides is the allergen-free diet or one part by awareness of the microbiome’s
even if individuals are eating identical designed to remove triggers like connection to mental wellbeing
meals. The person’s microbiome was gluten free or low FODMAP, while and immune function.
found to cause variations in blood people have more recently become
triglycerides after a meal. Non-food interested in expanding applications
factors like sleep, physical activity, of these personalized designs.
and time of meals also played a role Challenges reportedly include data
in causing variations in blood levels of and methodological issues. Collecting
glucose and triglycerides after meals.” and analyzing data, for example,
This suggests that individuals may see is a complex task, though one that
benefits from following personalized people are working on every day in
8 | 8 WELLNESS TRENDS FOR 2023: A HOSPITALITY HANDBOOK
THE COLD PLUNGE cold shower, but some people have
adopted a more active version. The
Some examples of wellness
experiences that involved cold therapy,
Cold water has actually been used to New York Times reported in February cold plunges, or contrast therapy
promote health for hundreds of years 2022 that Mental Health Swims, a include the Lakeside Immersion
but Dutch fitness influencer, Wim “The nonprofit that organizes cold-water experience at Mohonk Mountain
Iceman” Hof, can largely be credited swimming throughout the UK, had House in New Paltz, New York. This
with popularizing cold water bathing grown from one meet-up group to promises “the benefits of cold therapy,
since he came to public attention more than 80 over three years. providing endorphin release, blood
more than a decade ago. Thanks to flow stimulation, joint and muscle pain
Hof, who invented his own method Google Trends shows that the term relief, and an immediate energy boost.”
using breathwork, meditation, and cold “cold plunge” has surged in popularity And the menu at Remedy Place, a
exposure, which he says are the secret social wellness center with clubs
since 2020.
to physical and mental health, the in Los Angeles and New York City,
cold plunge has been on the wellness features Ice Bath Classes, cryotherapy,
Cryotherapy is another well-known
trend radar for a few years now, but in and a private contrast suite with
way of immersing oneself in the
the last year or so it appears to have infrared sauna and double Ice Baths.
cold, also popularized by athletes
tipped into mainstream popularity. and influencers. And another option
is contrast bath therapy, which
It feels like every day, people are involves alternating hot and cold
sharing social media posts about water treatments. Switching between
jumping (or stepping gingerly) into cold and hot water is said to cause
cold water, and Google Trends shows alternating vasoconstriction and
that the term “cold plunge” has surged vasodilation and changes in heart
in popularity since 2020. rate, which may aid healing from
injury, reduce inflammation, and
The Wim Hof method typically decrease fatigue.
involves soaking in an ice bath or a
9 | 8 WELLNESS TRENDS FOR 2023: A HOSPITALITY HANDBOOK
HYPER and provide the best possible service
offerings moment by moment.
a special package prepared to surprise
the guest at checkout. These tidbits
PERSONALIZATION can also keep the conversation flowing
A spa is now expected to know a when the guest returns to the spa.
Back to personalization, it’s getting customer’s name, contact information,
serious. Basic personalization and relevant health information before Features like Book4Time’s Shopping
has become a standard customer that person arrives for a treatment Cart allow your service providers
expectation. People expect a certain or service. They are also expected to to communicate treatment notes
level of recognition and don’t want collect purchase history and preference and suggested retail items directly
to see irrelevant product and service information about each person – like with the front desk through a mobile
offerings marketed or communicated slipper and robe size, and preferred device, placing the items in a virtual
to them throughout their hospitality products, snacks and beverages – cart, so desk staff can continue with
journey. They want to see items specific and to log this into a system that the recommendation for suggested
to them and not the same things you’re makes the data shareable across retail purchases at checkout. This
showing everyone else. multiple properties. streamlines the experience and keeps
communication flow between team
Now, in the past few years, brands have It’s standard for service providers to members open to create that hyper
moved towards “hyper personalization,” note special and relevant information, personalized experience.
which is the customization of offerings, like important dates and conversation
content, and the customer experience topics, for service enhancements, In the past few years, brands
at the individual level and in real time. like giving the guest a birthday gift. have moved towards
The process requires a combination of Or, taking things a step further, if a
“hyper personalization,” which is the
historical and real-time data covering guest shares with a massage therapist
purchase history, behavior, and that it’s their anniversary or that they customization of offerings, content,
preferences across the entire customer just got engaged, for example, the and the customer experience at the
journey. A company can then create information can be shared with the individual level and in real time.
the most personalized experience front desk through a mobile device, and
10 | 8 WELLNESS TRENDS FOR 2023: A HOSPITALITY HANDBOOKARE YOU PASSIONATE ABOUT THE
SPA & WELLNESS INDUSTRY & DO
YOU LOVE TECHNOLOGY?
INSPIRING INNOVATION
COME WORK FOR US.
Book4Time is the global leader in spa, wellness, and leisure activity management
software for the hospitality market, operating in more than 85 countries.
Book4Time is experiencing rapid growth and hiring experienced professionals in a
number of key roles. We offer:
• 100% employer-paid premium benefits
• Wellness/fitness membership program
• Company match group RRSP program
• 18 days of paid time off plus corporate holidays
• Remote-First work environment (Office location: Markham, ON)
• Free underground parking
• Budgeted professional development
• Wellness Stipend
• Discounts at our customer locations
Browse open positions here
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