[BU Experts] Wellness in Hospitality: The Increasing Need for Education

Leora Lanz, Executive Director of the Online Program and Associate Professor of Marketing at BU’s School of Hospitality Administration, explores how wellness is becoming a core component of hospitality marketing. Drawing from her experience teaching advanced experiential marketing, Lanz illustrates the importance of incorporating wellness into brand positioning, guest experiences, and marketing strategies. Her students’ hands-on projects demonstrate how hospitality businesses can develop authentic wellness offerings that resonate with today’s travelers.

The article discusses the insights from the 2024 Global Wellness Summit, where industry leaders highlighted the surging value of the global wellness economy. Lanz discusses how hotels, restaurants, and destination marketers can meaningfully integrate wellness into their brands, moving beyond traditional spa services to embrace holistic well-being. From biophilic design to social and community-driven wellness experiences, the piece examines the evolving landscape of wellness in hospitality and the strategies that will shape its future.

Link to article

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