Starwood Hotels & Resorts Worldwide on Thursday announced the global launch of the Westin Well-being Movement for its Westin Hotels & Resorts brand, a US$15 million campaign designed to enhance the well-being of guests and associates.
The year-long initiative will introduce a string of partnerships and programs across Westin’s six brand pillars: Sleep Well, Eat Well, Move Well, Feel Well, Work Well and Play Well. The launch coincides with the International day of Happiness and Well-being and the Spring Equinox – traditionally recognized as the season of renewal.
To celebrate, Westin hotels around the world will open their doors for a well-being open house, where guests, associates and consumers can experience the brand’s signature programs. For the next week nearly 200 hotels and resorts will hold wellness events and programs open to the public including scenic guided 5K runs, Heavenly Spa mini-appointments, SuperfoodsRx Juice Bars, group yoga sessions and more.
The Westin Well-being Movement will launch in partnership with Headspace, a meditation expert with the aim of helping Westin guests “feel well.” Headspace Founder Andy Puddicombe will become the first appointee to the Westin Well-being Council – a diverse advisory board composed of thought leaders, each of whom aligns with a specific wellness brand pillar. This council will be the cornerstone to the Movement and will guide and inspire new initiatives, leveraging proprietary research to inform and introduce new programs throughout the year.
The council will be featured on the brand’s new well-being digital hub – an online portal that will serve as a catalyst for a global exchange of new ideas and interpretations of well-being, and bring the movement’s initiatives to life. Additional council members will be announced throughout the year, featuring a mix of industry innovators, high-profile executives and renowned professionals dedicated to the global pursuit of wellness.
The new partnership with Headspace will encourage guests and associates to look after the health of their minds, with simple guided meditation exercises that help them smile more, listen more, worry less and sleep better. Headspace will provide guests with customized content through a dedicated space on Westin.com, including videos and audio files. The program is designed to address the needs of both leisure and business travelers, pre and post-stay and includes programs to help guests get ready for their onward journey. Westin will also introduce Headspace modules to help promote wellness in the workplace.
On Thursday, as part of the global launch, Puddicombe will lead a mass mindfulness moment in New York City’s Flatiron district. In addition, Westin and Headspace will encourage those in New York City to “Tweet It If You Need It” – simply tweet if you are in need of some Headspace and a meditation team will deliver all the necessary goods to provide a 10 minute mediation reprieve.
Locals can tweet @Westin using the hashtag #WestinWellbeing and a select few will be chosen to receive an in-person meditation moment. Outside of the New York area on Thursday, Westin is encouraging consumers around the world to commit to taking 10 minutes for some Headspace. Consumers can tweet their commitment to the @Westin handle including the hashtag #WestinWellbeing.