Dusit International, Bangkok, has introduced its new group-wide wellness concept, Devarana Wellness, to weave well-being elements throughout the entire stay experience at Dusit Hotels and Resorts worldwide.
The concept is inspired by traditional Thai healing wisdom, the spirit of Buddhist wellness principles and Dusit’s Thai-inspired hospitality. The concept wants to invite guests to take time to slow down, enjoy the chance to prioritize their health, and explore new wellness experiences beyond Dusit’s traditional hotel spa offerings. Today, Dusit has more than 300 hotels, resorts and luxury villas operating under six brands across 15 countries.
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 personalized food menus and fitness and movement activities for physical vitality);
- Growth (comprising workshops focused on sustainability, community outreach programs and special retreats for families, couples and business and leisure travelers).
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. Offers are tailored to suit the specifics of each location and property. Each property will focus on guests’ most shared concerns, including destressing, detoxifying and deep restorative sleep.
Dusit Thani Maldives, for example, has rebranded its Devarana Spa as Devarana Wellness. Alongside massage therapies and treatments, it now offers a comprehensive range of wellness activities such as yoga, meditation and sound bath sessions.
Dusit Thani Hua Hin has begun offering healthy dishes made using ingredients from its own organic farm. It now hosts regular ‘Local Feast’ events designed to bring value to the local community and create intentional habits that pave the way for sustained healing.
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 US$563 billion market in 2015 to US$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.
“Our unique ‘Pause, Focus, and Growth’ approach 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,” said Paul Hawco, corporate director of Wellness, Dusit International.
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 travelers, and lead to more MICE business too.
Hawco added, “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.”