WITT Launches as Michelin Guide for Wellness Travel
Wellness in Travel & Tourism, filled with industry experts, will serve both consumers and hotels as wellness tourism continues to grow
A new initiative providing a wellness certification for the hospitality and tourism industry has been launched, assuring health-conscious travelers that their chosen hotel or resort has undergone a comprehensive wellness evaluation.
Leading the charge is Wellness in Travel & Tourism (WITT), founded by CEO Robin Ruiz, who describes WITT as the “Michelin Guide for wellness travel.”
Composed of hospitality, wellness and travel experts, WITT aims to assist travelers in selecting properties committed to wellness while giving hotels and resorts a competitive edge.
Considered the first-ever certification of its kind, WITT debuts at a time when wellness-focused travel has become a consumer priority and even airlines are capitalizing on the desire for well-being.
“The WITT Certified seal provides hotels and resorts with a significant advantage in attracting travelers by offering objective and rigorous audits of their wellness amenities and services,” Ruiz explained.
Areas such as healthy eating, holistic healing, nature, movement and local impact are all part of WIIT’s comprehensive evaluation. The certification brand will soon roll out a consumer-facing website for travelers to discover WITT-certified hotels. The site will feature content, including destination spotlights.
On the B2B side, WIIT offers consulting services and targeted marking support for hotels and resorts. The company says it has already certified over 100 early-adopter properties, which include Canyon Ranch Woodside, The Ranch at Malibu and Golden Door.
Wellness is certainly no longer confined to gyms and health spas — travelers are increasingly seeking hotels, resorts, properties and experiences with top-notch wellness amenities. By 2025, the wellness travel market is projected to reach $1.3 million, according to the Global Wellness Institute.
Longevity-Focused Resort Stays
Canyon Ranch’s Tucson property recently launched a lifespan-extending program dubbed Longevity 8. The four-day, four-night program, built on health and wellness pillars, begins in November. Guests who book Longevity 8 ($20,000 per person or $36,000 per couple) undergo a pre-stay consultation to discuss goals and current health status.
After checking into Canyon Ranch Tucson, they then partake in a rigorous health and wellness assessment, including a biomarker lab panel, a DEXA scan, an in-room overnight sleep screening, a vascular ultrasound and more. Individual sessions with mental health and wellness therapists are also available.
The Ranch at Malibu – one of WIIT’s early adopter properties and retreat that has a celebrity fan base — added a presence on the East Coast right outside of New York City earlier this year.
Guests at the lakefront health retreat are offered up to six hours of daily, low-impact exercise with daily guided hikes, strength training, core-focused classes and yoga or meditation. Massages are available daily, along with BodPod body composition analysis and more. The Ranch also offers popular holistic wellness treatments such as infrared sauna, cold plunges, colon hydrotherapy, IV therapy and energy healing.
