“Wellness-Washing.” Have you heard of it? A cousin of greenwashing, whose origin is in hospitality, wellness-washing suggests an attempt at dishonesty or exaggeration of the steps a hotel is taking to provide a healthy environment and wellness options for guests and employees.
According to WITT (Wellness in Travel & Tourism) and the Wellness Tourism Association (WTA), wellness-washing is common. That is one reason why the two organizations have partnered to launch the Core Wellness Standards for Hotels. And yes, it is another certification for hotel owners/operators to consider. See wittcertified.com.
The article posted on Green Lodging News this past week provides more details, but the Core Wellness Standards for Hotels fall under five categories: Healthy Eating, Holistic Healing, Nature, Movement, and Local Impact. Within the categories there are more than 100 criteria.
“The Core Wellness Standards for Hotels is a global framework developed by wellness and hospitality leaders to elevate wellness in travel and hospitality,” WITT says. “These essential standards guide hotels in integrating authentic, holistic, and high-quality wellness experiences throughout the guest experience.”
The benefits of meeting the standards:
- Enhanced Guest Experience: Authentic, high-quality wellness experiences that promote relaxation and well-being.
- Increased Market Appeal: Attract wellness-focused travelers and stand out in a growing market.
- Stronger Brand Reputation: Demonstrate commitment to wellness, sustainability, and responsible hospitality.
- Higher Revenue Potential: Tap into wellness tourism to boost occupancy and guest spending.
- Improved Guest Loyalty: Build lasting relationships with wellness-conscious guests.
- Operational Excellence: Streamline wellness initiatives for consistent quality.
- Positive Environmental & Social Impact: Support sustainability and local culture.
- Competitive Advantage: Stay ahead by adopting globally recognized standards.
- Employee Well-being & Retention: Foster a healthier, more engaged workforce.
- Pathway to WITT Certification: Lay the groundwork for earning WITT Certified seal.
The certification website includes a Wellness Hotel Guide with 153 properties listed. Most are in the United States but Canada, Mexico and six other countries are currently represented. Each property has passed an anonymous, in-person audit based on the more than 100 criteria.
WITT Certification is a three-year recognition. The process begins with a one-time $750 application fee, which includes a self-assessment, an essential first step in laying the groundwork for the audit. After this, participants pay an annual membership fee based on tier levels determined by room count, along with a first-year audit fee of $250. If a property does not meet certification requirements, consulting services are available through WITT. WITT offers a Wellness Foundations Course offering an in-depth exploration of the WITT Five Pillars of Wellness and the key certification criteria that set authentically wellness-focused properties apart.
WITT’s mission vision aligns with the 17 United Nations Sustainable Development Goals and WITT is a woman-founded and owned company.
Frequently asked questions, with answers, about the certification program can be found here.
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