Two wellness tourism organizations have teamed up to crack down on "wellness-washing" in the hotel sector.
WITT (Wellness in Travel & Tourism) and the Wellness Tourism Association launched their Core Wellness Standards for Hotels, featuring 12 benchmarks that properties must meet to be considered authentically wellness-focused.
The standards address five key areas: healthy eating, holistic healing, nature integration, movement opportunities and local impact. The dozen requirements include offering nutritious and dietary-inclusive meals, fostering a restful sleep environment, facilitating access to green spaces, providing space and programming for physical activity, and celebrating local culture.
According to the two organizations, the standards are intended to "help hotels attract wellness-focused guests and give travelers confidence in independently verified criteria."
"Wellness travel is no longer a niche -- it's a priority for millions of travelers worldwide," said Oxana Spivey, WITT's vice president of wellness standards and development. "These standards give hotels a clear, credible path to creating experiences that truly support well-being."
The collaboration follows the Wellness Tourism Association's recent relaunch as a for-profit entity under the leadership of Robin Ruiz, who also serves as WITT's founder and CEO.