Throughout history, different cultures have had different interests in ‘wellness’. To some, it was the antithesis of illness and the warding off of disease. To others, it was the tenet that would help define their approach to life, from Hippocrates and the Ancient Greeks to the 5,000-year old tradition of Ayurveda.
During the 1990s, wellness became something of a mainstream fad, characterised by pseudo-science and overpriced retreats. But not anymore.
Today, travellers care much more about their wellbeing. What was once considered a vague concept on the fringes of hospitality has become an absolute must-have, and hotel brands and travel companies who don’t embrace and prioritise it might well lose out in the long run.
For many of us, our constantly-connected world involves staring at endless screens and relentless online communication. The inability to disconnect is sending stress levels soaring, but at the same time having social media and the world’s global knowledge at our fingertips has conversely increased awareness of the significance of physical and mental health.
So, what constitutes ‘wellness’ now in the high-end travel industry? And why is it so important?
Once upon a time, half a grapefruit at breakfast and a sauna would have constituted a wellness programme, but travellers today expect brands to be at the cutting-edge of wellness trends. Innovation is key, and the proof is in the pudding, with wellness tourism’s annual value estimated to be $639 billion.
Wellness still includes access to spa treatments, relaxation areas, gyms and adding superfoods to menus—but it’s no longer limited to it. In order to meet clients’ wellness needs, hotels must ensure they have considered every aspect of a traveller’s stay.
Wellness is giving guests a pillow menu, because one size does not fit all, and allergies won’t lead to a restful night’s sleep. It is offering biodynamic wines, plant-based menu choices and organic ingredients to avoid chemicals and uphold an eco-friendly lifestyle. It’s ensuring classes and treatments are personalised to individual body, skin and character types, so guests feel they’re being considered all the way through their stay.
Of course, it’s not news that an important part of excellent service is making a client believe the brand has their best interests at heart—but wellness is fast becoming the key to doing so. Investment in wellness is an investment in customers, and it’s one that will pay off.
Vivacious, glamorous, powerful. Few figures encapsulate the effortless grandeur of the Belle Époque quite like Donna Franca, our Sicilian muse. Famed for her petite frame, thick dark hair and an exquisite fashion sense that has endured for over a century, Franca was the epitome of an era that placed beauty and high fashion at its forefront.
The festive season brings its own kind of sparkle - a flurry of celebrations, feasts, and time with those who matter most. To make gifting simple, we’ve curated a selection of bespoke experiences to delight everyone on your list. From candlelit dinners and Italian wine tastings to tranquil spa escapes and moments devoted to yourself, each experience thoughtfully crafted to offer moments of joy.
In a time when beauty shaped every facet of life — from the curve of a staircase to the vivid bloom of a painted iris — Italy’s Stile Liberty captured the optimism of a new century. Across Europe in the late 19th century, the Belle Époque blurred the line between art and the everyday, celebrating craftsmanship, elegance, and expressive freedom. Now, a new cultural itinerary, From Mucha to Florio, traces that movement between Hotel de la Ville in Rome and Villa Igiea in Palermo, two different cities, two glorious expressions of the same artistic impulse.
