Wellness Washing is Real.
Consumers are becoming more wellness-aware, but that also means they’re getting better at spotting brands that only look healthy, sustainable, or mindful on the surface. Wellness washing happens when hotels, spas, and wellness brands use trendy language — “holistic,” “biohacking,” “self-care,” “natural,” or “wellness-focused” — without backing it up through real operational practices, measurable outcomes, or authentic guest experiences. The result is growing skepticism, weaker brand trust, and a widening gap between marketing promises and reality. To stand out in a crowded wellness market, brands need to move beyond aesthetics and trends and build wellness offerings that are credible, evidence-based, and genuinely integrated into the customer experience.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.