Specialist wellness resorts beat buffet brands

Modern “menu everything” wellness resorts struggle to deliver deep outcomes. Specialists with a clear philosophy, tight protocols, and measurable results earn pricing power and loyalty. For owners and investors, focus beats variety. Pick one outcome, build 3 signature protocols, train for ritual quality, and measure results end to end.

Key facts:

• The global wellness economy hit $6.3T in 2023 and is projected to reach $9.0T by 2028, signaling strong tailwinds for focused concepts (Global Wellness Institute, 2024). Global Wellness Institute

• Wellness tourism spend reached about $830B in 2023 and was projected to cross $1T in 2024, outpacing broader tourism growth (Global Wellness Institute, Nov-2023).

• Wellness real estate reached $438B in 2023 and is forecast at $913B by 2028, among the fastest-growing wellness sectors (Global Wellness Institute, May-2024). Global Wellness Institute

• Younger travelers are prioritizing experiences over things, with 52% of Gen Z splurging on experiences vs 29% of boomers (McKinsey, Sep-2024). McKinsey & Company

• Some high-priced “longevity vacation” treatments carry medical caveats, which increases the value of rigorous, evidence-led programs (Wall Street Journal, Apr-2024). The Wall Street Journal

If your spa menu reads like a phone book, guests will shop it like a phone book. In a noisy market, the properties that win are not the ones with the longest list of treatments, but the ones that keep a promise and prove it. Breadth creates confusion, not transformation. Resorts that try to be everything to everyone dilute their philosophy, strain teams, and reduce perceived value. A specialist model flips the script: choose one outcome, design 3 signature protocols that ladder to that promise, and measure before-and-after results. This approach aligns spaces, staffing, training, pricing, and marketing around a single identity. It also taps clear demand. The wellness economy reached $6.3T in 2023 with strong growth ahead, while wellness tourism nears the trillion-dollar mark, signaling room for focused concepts that deliver results guests can feel and share.

Mini case example:

A 48-room coastal retreat pivots from a 45-item spa menu to one promise: “Sleep better in 7 nights.” They built three protocols: Circadian Reset, Breath and Body, and Evening Nutrition. They add dark-room cues, wind-down classes, and data-light measurement with validated sleep questionnaires. In 6 months, they cut SKUs by 60%, raised ADR by 12%, and lifted repeat stay intent to 41% in post-stay surveys. The numbers are illustrative, but the pattern mirrors what experience-led travel data suggests: guests are willing to spend on meaningful experiences.

Contrary take:

Breadth is not always bad. Urban flagships may need variety for mixed demand, pre-arrival gifting, and local day-guest revenue. The unlock is still curation. If variety is required, group offerings under one clear philosophy and retire low-impact SKUs quarterly.

Checklist you can apply today:

• Pick one transformation to own: sleep, stress mastery, metabolic health, or mobility.

• Define 3 protocols that deliver it. Name them simply.

• Map spaces to the protocols. Remove furniture and equipment that do not serve them.

• Train staff on ritual quality, pacing, and language.

• Set success metrics: pre/post questionnaires, simple HRV, or step count where appropriate.

• Prune the menu by 50% in 90 days.

• Align pricing to the outcome, not minutes on the table.

• Publish your promise and the proof guests can expect.

Try this in 5 minutes:

1. Delete five menu items that do not serve your chosen outcome.

2. Rename your top protocol with a benefit name guests repeat to friends.

3. Write a before-and-after sentence you will measure, for example, “Guests report a 30% drop in perceived stress in 7 days.”

Common mistakes and fixes:

• Mistake: Chasing every trend. Fix: Quarterly SKU audit with a strict keep/kill rule.

• Mistake: Minutes-based pricing. Fix: Outcome-based bundles with clear inclusions.

• Mistake: Data overload. Fix: One simple metric per protocol.

• Mistake: Inconsistent staff delivery. Fix: Script key moments and coach to ritual.

• Mistake: Room design fights the program. Fix: Lighting, acoustics, and sleep cues aligned to the promise.

FAQ's

Q1: Why do “buffet” wellness menus underperform?
A: Too much choice blurs identity and weakens execution. A focused promise simplifies operations and builds pricing power through perceived expertise.

Q2: Is there enough demand for specialists?
A: Yes. The wellness economy is large and growing, and wellness tourism spend continues to expand, which supports targeted, high-value concepts (GWI, 2023-2024).

Q3: How do I pick an outcome to own?
A: Match guests' needs with your site advantage. If your location is quiet and dark, own sleep. If trails are at your door, own mobility and the outdoors. Validate with pre-arrival surveys.

Q4: Does evidence matter if guests “feel” better anyway?
A: It does. Some longevity and IV treatments come with medical caveats. Evidence-led, lower-risk protocols build trust and repeat business (WSJ, Apr-2024).

Q5: Can a city hotel be a specialist?
A: Yes. Curate variety under one philosophy, such as “stress mastery for busy travelers,” and structure all services, lighting, and recovery cues to that promise.

Q6: What metrics should we track first?
A: Start simple: pre/post stress or sleep quality surveys tied to your protocols. Add ADR and RevPAR trend lines to see pricing and occupancy impact.

Q7: How does design support specialization?
A: Remove conflicting cues and add sensory anchors. For sleep: blackout layers, circadian lighting, quiet HVAC, and a wind-down path from gym to room.

Q8: Where can I find market data to brief my investors?
A: Use Global Wellness Institute for macro numbers and wellness tourism, and McKinsey for traveler experience behavior and wellness consumption trends.

Do you require specialist assistance with a new wellness project, or seeking to improve the operation of your existing space? Book a free strategy call and let our team help you design experiences that transform members into advocates.

By Daryn Berriman. Last Updated 2025.10.02.

Further reading on our blog: 'Boutique Fitness vs Big-Box Gyms.'

• Explore our Spa & Wellness Consultancy to scope project phases and services.
• See how we structure Fitness and Leisure concepts before you commit to equipment.
• Developers and luxury homeowners can review Home Wellness Spaces for private suites and villas.
• Learn why Luxe Wellness Spaces blends design, operations, and growth under one roof.
• View a Concept-to-Launch case study that hit break-even in 90 days.