Abstract gradient blue background with the Avendra International logo

Wellness Revenue Hiding in Your Existing Guest Journey: Three Touchpoints Hotels Miss

Key Takeaways

The most effective wellness revenue opportunities often exist within the current guest journey and can be implemented without building a full spa program.
Pre-arrival communications are a high-impact upselling channel, as guests are actively planning their stay and are more likely to book wellness services, amenities, and experiences before arriving.
Personalized wellness recommendations at check-in and in-room wellness products, content, and retail offerings can increase ancillary revenue while enhancing the overall guest experience.

Hotels are being intentional with spend right now, looking for creative low-lift revenue solutions. Wellness offers that opportunity. The revenue lives in moments that already exist between arrival and departure.

These three touchpoints work whether you have a full spa or not.

Pre-Arrival Communication

Guests spend the 48 hours before arrival in a particular state of mind. They’re wondering if they’ll sleep well, thinking about jet lag, mentally mapping their days. A luxury property I advised shifted what they included in their “prepare for your stay” email. They added enticing descriptions of their signature spa service and a wellness activity with direct booking links. As a result, pre-arrival bookings increased 34% over 30 days, according to my on-site research.

This works the same way hotels offer guests the option to add daily breakfast to their reservation. The nightly aromatherapy turndown became an easy yes because it arrived while guests were already planning. Price these between $45-$95 depending on the elements included.

Check-In

Front desk has a few minutes with each guest. A well-designed card does most of the work here.

A guest mentions a long flight. Hand them a card featuring the restorative massage or sleep enhancement package with a QR code for effortless booking. The card is also available digitally. Someone’s here for a conference. Same card, different verbal framing about express treatments available between sessions. Traveling with family means highlighting the stocked in-room wellness amenities that don’t require anyone to leave.

In-Room

The honor bar stocks vodka and cashews at markup. One property added magnesium drink mixes, adaptogen sachets, and premium sleep supplements to the same setup.

A card on the pillow arrives with a small lavender pillow mist: “For restful sleep, use this mist and scan for our signature sleep meditation, available exclusively to our guests.” Work with a vendor partner to create the meditation content.

For guests seeking more, the in-room dining system already handles orders. Stock and list wellness products the way you list champagne and caviar: enhanced aromatherapy turndown service, weighted eye mask set, sleep tea ritual kit, tension-relief bath soak.

Start with one touchpoint. What you measure will tell you where to go next.

Explore more expert insights in the Spring/Summer 2026 edition of Edge Magazine – North America. Download your copy here.

We get it, and we can help.

WELLNESS REVENUE HIDING IN YOUR EXISTING GUEST JOURNEY: THREE TOUCHPOINTS HOTELS MISS

FAQs

How can hotels generate wellness revenue without investing in a full spa?

Hotels can monetize wellness through existing guest touchpoints by offering services, products, and experiences during pre-arrival communications, at check-in, and through in-room amenities and retail programs.

Why are pre-arrival emails an effective wellness marketing tool?

Guests are often planning and anticipating their stay before arrival, making them more receptive to booking wellness treatments, sleep-focused amenities, and other add-on experiences through direct booking links.

What types of wellness products can be offered in guest rooms?

Hotels can offer items such as aromatherapy turndown services, sleep teas, weighted eye masks, bath soaks, magnesium drink mixes, adaptogen supplements, and guided meditation content that guests can easily purchase or access during their stay.