Wellness is not a reserved luxury, its a shared right.

Designing inclusive experiences is not a trend, it’s a responsibility.

For years, wellness has been a prominent word on stage, in magazine headlines, and on spa menus. But as its popularity grew, so did the risk of distorting its essence: turning it into something exclusive, accessible only to those who could afford it, understand it, or “fit” the narrative.

Yet wellness should never speak the language of privilege, it must speak the language of humanity. And that means embracing a shared responsibility: to make wellness accessible, coherent, and real for everyone who needs it, not just those who can demand it.

Here are three pillars that I believe can shift wellness from aspirational rhetoric to real, measurable change:

1. Wellness starts from within

Before transforming the guest experience, we must take care of the human ecosystem delivering it.

No one can offer wellness if they’ve never experienced it themselves.

Hotel and wellness teams deserve environments that support their physical, mental, and emotional health. Internal programs, active breaks, emotional check-ins, and access to self-care tools are just as important as your sales strategy. A team that flourishes doesn’t just deliver more, it delivers better.

2. Education is transformation

Wellness is not sold. It’s understood. And once it’s understood, it’s chosen.

That’s why education is one of the most powerful tools to democratize wellness.

When we educate, we don’t just inform. We empower. We shift awareness. We invite action.

This includes training for staff and guests: workshops, content, guided experiences. It’s not about forcing a belief. It’s about creating the space for each person to integrate wellness into their life, because what you understand, you live. And what you live, you seek again.

3. Belong, don’t just operate

Wellness cannot thrive in disconnection from its surroundings. It gains strength when rooted in place, people, and culture.

That means:

• Integrating ancestral and local healing practices
• Designing in harmony with nature’s cycles
• Involving local communities and economies
• Reclaiming rituals, ingredients, and wisdom unique to the destination

True luxury is found in what cannot be replicated.
Wellness born from the land, community, and cultural memory has deeper roots, and greater impact. It transforms not just the guest, but the destination and its people.

A new success metric

Today, wellness isn’t a product or amenity, it’s a mindset and a mission.
Designing for inclusion is not a marketing angle. It’s a design ethic.
It’s long-term thinking.
It’s choosing purpose over trends.

Wellness is no longer just an experience.
It’s a stance. A shared language.
And most of all, the new starting point for any brand, destination, or leader ready to leave a meaningful legacy.