Two organizations in the wellness tourism sector have joined forces to combat the rising trend of “wellness-washing” in the hotel industry.
The Wellness in Travel & Tourism (WITT) and the Wellness Tourism Association have introduced the Core Wellness Standards for Hotels. This new initiative outlines 12 essential benchmarks that hospitality establishments must follow to be recognized as genuinely wellness-oriented.
The Core Wellness Standards focus on five crucial dimensions: healthy eating, holistic healing, integration with nature, opportunities for movement, and local impact. Some of the key criteria include the provision of nutritious, dietary-inclusive meals, creating environments conducive to restful sleep, ensuring access to green spaces, offering activities for physical movement, and celebrating local culture.
These standards aim to enable hotels to attract wellness-conscious travelers while ensuring that visitors can trust in independently verified criteria for their wellness experiences.
According to Oxana Spivey, WITT’s vice president of wellness standards and development, “Wellness travel is no longer a niche—it’s a priority for millions of travelers worldwide. These standards provide hotels with a clear, credible path to creating experiences that genuinely support well-being.”
This initiative comes on the heels of the Wellness Tourism Association’s recent relaunch as a for-profit entity, a move led by Robin Ruiz, who is also the founder and CEO of WITT.
The partnership between these two organizations represents a significant step forward in ensuring that travelers receive authentic wellness experiences, free from the misleading practices often dubbed “wellness-washing.” By clearly defining what it means to be a wellness-focused hotel, they are setting a new standard in the hospitality industry.
For those interested in exploring more about wellness tourism, the WITT and the Wellness Tourism Association provide a wealth of information and resources.
