With dedication to health and wellness skyrocketing as we spend more time taking care of our bodies and minds, the hospitality industry is expanding its offerings to cater to its audience’s new demands. We sat down with Amanda Al-Masri, Vice President of Wellness at Hilton, to talk about the meaning of wellness, holistic hospitality experiences and sleep-centred amenities.

Tell us about your role as VP of Wellness at Hilton?

In my role as the Vice President of Wellness at Hilton, I serve as the wellness strategist at the global level, with the goal of enhancing our enterprise wellness programs and offerings while also working to develop new, scalable solutions that meet evolving consumer expectations.

Throughout the last 20 years, I’ve gained experience across branding, strategy, development, design, pre-opening and ongoing operational management with top wellness brands and have translated this skillset into my new position. I’m so excited about the important and category-shifting work we’re doing—with a core objective of democratising and demystifying wellness across our portfolio, we have an incredible opportunity to touch so many of our guests’ lives by meeting them wherever they are in their wellness journey. I feel honoured to be helping lead the charge in bringing this new wellness strategy to life.

How does Hilton define wellness?

Wellness has been important to our guests for some time, and the pandemic not only shifted consumer expectations and preferences but also influenced an expanded definition of ‘wellness’. A decade ago, wellness in hospitality consisted of a fitness centre and spa services, but those are now table stakes. Today’s travellers are looking at brands to meet them where they are with more impactful and immersive services that support their personal wellness journey, whatever that may be.

This cultural shift has catalysed an increased focus on wellness at Hilton, and we strive to define wellness holistically, integrating wellness touchpoints from check-in to check-out to ensure all of our guests can find solutions that fit their unique needs. For some, this may mean a delicious meal with local and all-natural ingredients. For others, a great night’s sleep, a luxurious shower experience or a chance to reconnect with the world around them is of great importance. We continue to innovate the guest wellness experience through regionally relevant, reliable and friendly programs and strategic partnerships, such as an enterprise partnership with Aesop.

What does a holistic hotel wellness experience look like? 

We understand that guests’ preferences can change from trip to trip or even day to day. At times, this could mean time spent in a spa, maintaining a workout regimen on the road or more intentional meal choices. At other times, it may be as simple as a comfortable bed or a relaxing beach day. Understanding that, it’s important to us that we meet guests where they are and avoid pushing a certain ‘wellness point-of-view’ onto them. Rather, we work to make their time with us as comfortable as possible. There is a conscious effort to build our hotels, programming and service experiences to allow our guests to live their best, most healthy and fulfilling lives, spanning areas including food and beverage, hotel design and sleep, among others.

For instance, there has been a growing connection between wellness and food and beverage as many guests seek out better-for-you menu items while on the road. In fact, Hilton’s 2023 global Trends Report found that more than two in five (41%) travellers, globally, will be looking for healthier options to eat and drink as they travel this year, and 32% will prioritise locally sourced food and beverage products. We’ve found that food and beverage play a significant role in people’s travel plans, and we are continuing to introduce more plant-based, sober-conscious options at our hotels to address this need.

Additionally, we’ve also leaned into hotel design as an opportunity to champion wellness holistically. Our hotels are incorporating elements scientifically designed to create feelings of warmth and relaxation as well as renewed energy and focus. Green walls, plants, sounds of or view of water, natural light and nature-focused artwork all address the increasingly popular trend of biophilia, or the desire to bring the feel of the outside in – our properties such as Hilton Cleveland Downtown champion this philosophy in their design.

Why is it so important to integrate wellness into hotel offerings?

We’re in the business of people serving people, and our job is to meet our guests’ specific and individualised needs. While not every guest has the same wellness preferences, consumers are increasingly viewing travel as an essential part of their wellness routine. Because of that, it is vital that we answer that call. As travellers pay more attention to their well-being, they will look for insights and solutions that improve their physical and emotional health while on the road. We will continue to innovate, building initiatives on the brand and property level to create programs and wellness touchpoints that resonate with varying traveller needs.

Why do you think hotels are increasingly paying attention to sleep-centred experiences and amenities?

Alongside areas of mindfulness and nutrition, sleep has emerged as a strong point of interest for guests, and Hilton hotels around the world have responded by prioritising experiences centred around getting that much-needed rest and relaxation – whether that’s offering specific sleep amenities or entire stays focused on sleep. By empowering our travellers to embark on a variety of sleep experiences, from staying at one of our brands with an enhanced sleep-focused guestroom, to partaking in a targeted spa experience to provoke a restful night’s sleep, we’re providing a solution for this evolving consumer need and ensuring that our guests’ stay experience is the best it can be.

Tell us about how Hilton is working to improve guests’ sleep quality whilst they travel?

Laddering up to Hilton’s unified wellness goals, we continue to prioritise all aspects of our guest’s wellness experience, including sleep. Throughout Hilton’s global portfolio, many brands and properties have rolled out innovative sleep-centred offerings and experiences both inside and outside of the spa – from vegan pillow menus to anti-stress programs that treat the nervous system and ease anxiety and sleep disorders.

We’ve seen several examples on a brand level, such as Canopy by Hilton’s rooms offering exclusive bedding created just for the brand, including a mattress outfitted with support and temperature control and Canopy slipper socks for extra comfort. Motto by Hilton’s rooms are equipped with top-notch mattresses and sound-absorbing surroundings and smart technology through the Hilton Honors app for guests to easily activate white noise for a peaceful sleep. The Tempo by Hilton brand will strongly emphasise wellbeing, with the brand’s first hotel opening in Times Square in New York City later this year. Tempo by Hilton’s guestrooms are designed with three zones for function and comfort, including an enveloping sleep environment to help guests unwind, featuring Power Down amenities designed to help guests get a restful night’s sleep.

Beyond that, we’ve also seen some excellent examples of sleep-centred experiences and amenities at our properties worldwide. Hilton London Bankside’s vegan suite offers a vegan experience throughout, including a vegan pillow menu with various anti-bacterial, non-allergenic and environmentally sourced materials. Waldorf Astoria Maldives Ithaafushi’s Aqua Wellness Centre features an outdoor Hydrotherapy Pool designed in zones, using varying levels of intensity and water temperature that aim to ease muscle tension, boost the immune system, increase blood circulation, speed up metabolism and improve deep sleep quality. Also, Conrad Chia Laguna Sardinia’s anti-stress program fosters a deep sense of physical and mental well-being by treating the nervous system and easing anxiety and sleep disorders through holistic treatments, such as Aroma Touch, yoga therapy with meditation and the Tibetan Singing Bowl Massage. 

Overall, we’ve received great feedback from our guests on these programs and look forward to expanding to further benefit our guests’ sleep experiences.