Dusit launches new wellness concept
The new wellness solution is inspired by traditional Thai healing wisdom, the spirit of Buddhist wellness principles, and Dusit’s unique brand of Thai-inspired gracious hospitality. The concept aims to enhance the physical and mental well-being of guests by inviting them to take time to slow down, enjoy the chance to prioritise their health, and explore new wellness experiences beyond Dusit’s traditional hotel spa offerings.
Taking its name from the Thai-Sanskrit word for “a garden in heaven,” and blending ancient Thai healing practices with innovative wellness concepts, Devarana Wellness has been specially created to deliver holistic wellness experiences via a deceleration methodology based on three key principles. These include ‘Pause’ (comprising yoga, meditation, breathwork, Thai herbal medicine, and activities that enhance emotional resilience); ‘Focus’ (comprising personalised food menus and fitness and movement activities for physical vitality); and ‘Growth’ (comprising workshops focused on sustainability, community outreach programmes, and special retreats for families, couples, and business and leisure travellers).
These activities, and other ‘wellness micro-moments’ such as the offer of essential oils on arrival, the provision of premium beauty/grooming kits in guest bathrooms, and the screening of in-room video clips showing meditative sleep rituals, are now being rolled out at Dusit Hotels and Resorts worldwide, with offerings tailored to suit the specifics of each location and property. Each property will focus on guests’ most shared concerns – including destressing, detoxifying, and enjoying a deep restorative sleep.
Alongside providing added value for guests, Devarana Wellness also serves as a vehicle to drive additional revenue to Dusit Hotels and Resorts by tapping into rapidly rising global demand for wellness experiences.
According to the Global Wellness Institute, global wellness tourism has increased from a $563 billion market in 2015 to $639 billion in 2017, or 6.5% annually. Following the Covid-19 pandemic, holistic health experiences are only expected to be in even higher demand. In Dusit’s home base of Thailand, the Tourism Authority of Thailand (TAT) has set a goal for the country to become the ‘Medical and Wellness Resort of the World’ by 2024.
“With the fast pace of modern life and ongoing impact of the global pandemic leading to unease, unrest, stress and anxiety, the chance to pause and slow down is more important than ever,” said Paul Hawco, Corporate Director of Wellness, Dusit International. “With this in mind, wellness at Dusit is not about a singular interaction or service; it is seamlessly integrated across the entire stay experience to bring added value to all of our guests, ensure we have a meaningful impact on their well-being, and pave the way for sustained healing even when they are not at our properties. Ultimately, we want our hotels to be places our guests can achieve healthier and happier lives through crafted experiences that provide purposeful restoration. Our unique ‘Pause, Focus, and Growth’ approach also gives us a fantastic opportunity to reposition some of our longest-running properties in Thailand, such as the 30-year-old Dusit Thani Hua Hin, and ensure they meet the shifting wellness needs of our guests and provide a platform for long-term revenue generation.”
Hawco, who joined Dusit International in May 2020, has previously developed wellness concepts for renowned luxury brands such as Rosewood, Jumeirah and Fairmont. He believes Dusit’s new holistic approach to wellness will broaden the appeal of its properties among business and leisure travellers, and lead to more MICE business too.
“By offering smaller, bespoke, and wellness-focused meetings and events that provide all the safety measures of the new normal, our resorts will be well-positioned to meet the needs of organisations seeking highly flexible offerings while ensuring attendees enjoy utmost peace of mind,” said Hawco. “As part of Devarana Wellness, our ‘Meet Well at Dusit’ initiative is just one of our proactive approaches to meeting the demands of companies in the new normal. From breakout sessions with breathwork and stretching exercises, to nutrition-based menus and supplementary wellness activities such as yoga and sound bath therapies, we have a wide range of facilities and services in place to deliver meetings that support optimal performance.
“Ultimately, we are confident that the holistic approach of Devarana Wellness will bring sustainable value to all of our properties and, alongside our award-winning spas, deliver heightened well-being experiences in each of our destinations.”