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With a large portion of the global population under lockdown, wellness hospitality brands are leveraging digital platforms to forge new connections with guests and followers. Notably, the vast majority of these brands are uploading free online content, including meditation sessions on Facebook, live-streamed cooking classes and an Instagram tutorial on pranayama breathing exercises. According to Beth McGroarty, vice president of research at the Global Wellness Institute, the trend is taking off as demand for online wellness programming skyrockets amid the COVID-19 pandemic. “People are very focused on wellness right now,” McGroarty said. “They’re stuck at home, they have time, and they’re worried about their immune systems and trying to keep as healthy as possible. The internet and all these streaming platforms are becoming a lifeline for people.” By providing complimentary content during the crisis, McGroarty added, brands can also engender strong feelings of goodwill. “One of the biggest criticisms of the wellness industry is that it’s too exclusive, so putting expertise online and becoming more democratic is a smart move, especially now,” she said. “One of the first things that Six Senses did [in response to COVID-19] is have Anna Bjurstam, who’s in charge of their well-being program, do a meditation on Facebook Live from her own home. I mean, how much closer to a brand can you get?” Bjurstam, who serves as Six Senses’ wellness pioneer, has spearheaded the development of the luxury brand’s new At Home With Six Senses online platform, which offers free videos, tutorials and advice across Six Senses’ social media channels, newsletters and website. According to Bjurstam, the brand has seen e-newsletter subscriptions jump 800% since the launch of At Home With Six Senses in late March. |
