Hospitality leaders explore experiential, wellness trends at BLLA Symposium
Hospitality leaders gathered at the 3rd annual BLLA Boutique Lifestyle Leadership Symposium have been speaking about the latest trends and innovation in the boutique, lifestyle and luxury hospitality market.
A three-day event held at the SLS Hotel & Casino in Las Vegas, keynote speeches and panel discussions discussed the move to more experiential offerings at independent hotels and the growing appeal among travelers for health and wellness-focused amenities.
Hotels are rapidly rebranding to meet the wellness needs of more independently-minded travelers and small hospitality operators are in the best position to benefit, according to Polly Johnson, CEO of SpaEquip, a global spa company.
"Spas allows for the opportunity for human to human connection that allows hotels to create a personal relationship – it’s what the big chains can’t do," Johnson said.
"You want the experience to be about humanity, it’s not always about technology," she added.
Rafat Ali, CEO of travel intelligence company Skift, noted the rise in popularity of alternative hospitality spaces that are providing more immersive experiences.
"Accommodations are acting more and more like community portals by introducing guests to popular local experiences, turning them into living exhibits," Ali said.
Organized by Boutique & Lifestyle Lodging Association (BLLA), an awards ceremony crowned The Castle Hotel Orlando – a Kessler Collection property, as BLLA Boutique Hotel of the Year and Doyle Graham Jr., Founder, President & CEO of The Valencia Group, as the BLLA Hotelier of the Year.
BLLA is the only industry association specifically representing independently operated boutique, lifestyle and small brand hotels.
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