Wellness Washing is Real.

Tired of seeing hotels claim they offer wellness when, in truth, they don’t even come close?
A massage menu and a steam room do not equal a wellness offering. Slapping the word wellness on your website without a thoughtful, integrated approach is not just misleading — it’s wellness washing.

🧼 What is Wellness Washing?
It’s the act of using the word “wellness” as a marketing buzzword, without offering any meaningful or holistic wellness experience for guests or employees.

It’s saying “we offer wellness” when what you really offer is surface-level services with no depth, no intention, and no long-term benefit to the guest.

🎭 Let’s talk about what’s really happening in many hotels:

1. Spa menus that are identical everywhere: same treatments, same prices, no soul, no story, no creativity.

2. Some small and boutique hotels copying "the big ones" — but without the budgets, strategy, or understanding of what wellness even means or how they add value to the hotel. Trust me i´ve seen my menu and services copied word by word......

3. General Managers making decisions about spas with zero background in wellness, operations, or guest psychology — leading to underperforming, disconnected spa departments.(......after all in my experience 99% of GM´s do not have a background in wellness).

True wellness in hospitality is intentional.

It requires:
✔️ Trained and passionate teams - requieres daily motivation & leadership.
✔️ Thoughtfully curated programs - begin with the end in mind.
✔️ A deep understanding of physical, mental, emotional, and even social wellbeing.
✔️ Leadership that understands wellness is not a side dish — it’s part of the main course.

* Let’s stop diluting the word wellness.
* Let’s stop copying and pasting.
* Let’s start innovating, educating, and creating genuine wellness experiences.

If you're a hotelier, spa professional, or wellness consultant who’s ready to change the narrative — let’s connect. I’d love to hear your thoughts, experiences, or even frustrations around this topic.

It's time we raise the bar together.