Shining the Spotlight on Wellness Real Estate

The wellness zeitgeist has been permeating our culture during the past decade. People run around the world in search of wellness practices. At home, they spend spend thousands of dollars a year on SoulCycle and smoothies. Yet, what has been largely overlooked as the movement has exploded is the wellness of one's physical home and the neighborhood that surrounds it.

As most of us have been spending 24/7 inside for the last few months, the realization that home is where the health is has become a reality. Suddenly, there is an understanding that the home environment itself should be healthy and healing, from the quality of the air to the availability of sunlight to the materials used in construction. And, as we take short jaunts around our neighborhoods, we are increasingly appreciating the lure of outdoor features like tree canopy, green spaces, water and walking trails.

A running trail in Emilia-Romagna's Wellness Valley
Courtesy: Technogym

It's not surprising, then, that many experts predict that this pandemic will change the way people choose to live. Even before COVID, there were studies indicating that lifestyle and environmental factors account for nearly 85 percent of one's health outcomes. It's not a coincidence that during the lockdown, there’s been almost a primordial urge to return to arcadia, in the form of countryside, coastline or mountains.  At the same time, though, in isolation, people are realizing the importance of IRL connection and community.

That is why wellness real estate is set to experience its moment. The wellness real estate sector was already in a nascent state pre-COVID. But post-pandemic, the trend toward buying healthy homes and real estate in wellness communities will grow as more people take into consideration how their living environments support their physical, mental and emotional state of being. 

The Global Wellness Institute has been watching this trend develop over the past decade. According to Build Well to Live Well: Wellness Lifestyle Real Estate and Communities, wellness real estate was a $134 billion worldwide industry in 2017, and, at the time of the report, was expected to grow to $180 billion in 2022. Given that pandemic, expect that number to top $200 billion.

There are several important features of the communities that are actually walking the wellness walk. They include the use of natural and no-VOC materials in construction; the incorporation of biophilic elements in design, and an abundance of unprogrammed outdoor spaces (that means no golf courses and concrete-covered playground areas). A focus on community-building and social connection is another vital element of a true wellness neighborhood, one that is often overlooked by companies that are trying to glom on to the trend without really understanding the importance and the nuances of a holistic approach. This could result, for example, in larger front porches, smaller front yards and more communal spaces.

Over a series of blog posts, I will be exploring the key ingredients that every wellness community worth its salt must sport. Stay tuned.

Rethinking Hotel Design to Connect Guests to Nature

I wrote this article for Skift in October, 2019. If I do say so for myself, it's rather prescient. Given all of the events that have taken place to date in 2020, there is no doubt that travelers will be seeking out hotels incorporating wellness elements and green spaces inside and out.

As luxury hotels strive to incorporate wellness into their offerings, they would be wise to attend to the principles of biophilic design.

Any student of etymology should easily be able to define the word “biophilia.” It stems from the Greek words for life and love. As defined in English, biophilia suggests man’s innate biological connection with nature. It’s why a walk in the woods is soothing and why light is stimulating. Basically, it’s why nature makes us feel better.

But how does one apply the principles of biophilia to indoor spaces, which are separated from nature? That’s where biophilic design comes into the equation.

terramai.com

Much of today’s built environment lacks natural light, organic materials, and other nods to nature. Yes, the presence of plants can be therapeutic, but true biophilic environments are not achieved by way of add-on features, like a plant in every room. Instead, biophilic design means incorporating nature in every aspect of design.

It’s the use of natural materials whenever possible. It’s incorporating the curvy patterns (or fractals) found in nature into the design of carpets and furnishings. It’s imagining how people move through the space. It’s creating areas of refuge, where guests can feel protected. In all, there are at least 14 key elements of biophilic design. These are outlined in a brief bible of biophilic design produced by Terrapin Bright Green, an environmental consultancy.

terrapinbrightgreen.com

“Biophilic design can be very powerful in the hospitality industry,” according to Lorraine Francis, design principal for Cadiz Collaboration. She said it can be “a cost-effective way to enhance the guest experience while improving well-being and health. (Use of biophilic) principles enable us to not only create a more engaging design experience but also trigger a deeper affinity to certain brands.”

According to Bill Browning, founding partner of Terrapin Bright Green, there’s room in the market for a hotel brand to own biophilic design. “Hospitality is one of the few places where designers tend to pay attention to all five senses. And since experiences are more intense when multiple senses are engaged simultaneously,” this bodes well for brand differentiation. Browning painted the picture: “The feel of the textiles; the scents of flowers, candles and food; crackling of logs in a fireplace; the splash of water in a fountain; the texture of wood grain and stone in furnishings; and birds singing in a lobby are ways of creating more memorable spaces.”

A hotel lobby with several biophilic design features
terramai.com

The key in biophilic design, though, is to not overdo it. Browning said the idea of focusing on one or two elements is the way to go: “Hoteliers should decide what they want guests to experience from the space and then provide complementary biophilic design. But they shouldn’t go crazy.” Otherwise, the cacophony of features might prove overwhelming.

WESTIN LOOKS TO NATURE

Westin’s claim to fame within the Marriott batch of brands is wellness. While the brand came from Starwood with some biophilic elements built in, the design was neither consistent nor ubiquitous, either throughout an individual hotel or throughout the brand. That’s why David Kepron, vice president of Marriott’s Global Design Strategy Group, thought the brand was ripe for a biophilic design makeover.

A Westin model room shows  the use of light in biophilic design, with light fixtures casting shadows and shapes found in nature. Photo: Westin Hotels & Resorts

“Because of a better understanding of neuro-physiology, the mind-body connection to experiencing space,” said Kepron, “the design team is working on better ways to create ‘cognitive handshakes’ throughout Westin — designing rooms and public spaces that respond to an individual’s neurobiological needs.”

While biophilic design is being considered holistically, the main element that Westin is focusing on is light. Kepron illuminated, “Westin plans to own light. We look at it in three ways. There’s the aesthetic quality. Both the light fixtures and the quality of light emanating from them need to be beautiful. We will use lighting that casts shadows or that allows for diffused light (an example would be a frosted glass wall between the bathroom and the bedroom, allowing natural light to filter in). Finally, we want light to respond to human biorhythms,” which may ultimately help guests use lighting as a tool for better sleep.

Westin will also be adding more natural elements to its rooms. In lieu of framed art of pastoral settings, Westin is adding three-dimensional sculptural elements made from organic materials or depicting natural themes. A major feature in each room will be the wall behind the headboard, which will incorporate natural colors and materials that are reflective of the location.

LUSH LIVING WALLS MEAN GREEN — IN MORE WAYS THAN ONE

An Orbitz study of millennials found that nearly one-fourth would pay $50 to $100 more for a room filled with plants. Along those lines, biophilic design can incorporate living walls. The Thompson Chicago, for example, sports a two-story-high wall of foliage behind its lobby bar. In Singapore, cab drivers call the PARKROYAL on Pickering the “jungle hotel.” That’s because it’s designed as a high-rise garden, with plants cascading from exterior and interior walls.

A Green Wall cascades behind the lobby bar at The Thompson, Chicago

What’s the payoff for incorporating Mother Nature in hotel design? Guests will likely feel better while hotels will make more money. Terrapin, Interface, and Gensler collaborated on a study to observe pricing trends for hotel rooms with and without a view at hotels. The study found that rooms with a view to nature, particularly to water, are consistently priced higher than rooms without one. For resort hotels there was an 18 percent difference while a natural view from a city hotel could be priced up to 12 percent more.

But for Kepron, biophilic design is not just about the money. “Margin is in the mood,” he said. “There’s something to be said for considering the ROI of magic and memory.”

Glamping Elevated: The New Wave of Eco-Resorts

What makes an eco-resort, well, “eco”? It’s complicated.

Just because a property is located in a pristine environment, engages in sustainable practices, or buys carbon offsets to compensate for its environmental impact, that doesn’t automatically put it in this increasingly sought-after category. The definition of an eco-resort is a bit more nuanced than that. Europe is leading the charge in the space, not only by showing the world what exactly it can entail, but also in creating lots of properties that fit within its parameters.

One possible definition comes from Steph Curtis-Raleigh, whose Upgrade Publishing company produces International Glamping Business Magazine, along with glamping and eco-resort trade shows. “Eco-resorts are largely outdoorsy hotels where there is an environmental ethos,” she said. “It can be any type of accommodation — tents, individual structures, hotel  —but it’s down to the way it’s run; it’s a hotel with a conscience.” David Levanthal, founder of Regenerative Resorts, agreed that the definition starts with intention. “It goes down to the values of the people behind the resort,” said Levanthal. “How they got to where they are and their concern for the wellness of the entire environment.”

The Treehouse Suite at Playa Maya, Mexico

In this way, the eco-resort movement has much in common with the transformational travel trend, which Skift has been reporting on. The common threads are consciousness and concern about environmental and societal impacts.

Good old-fashioned marketing matters, too, according to Siniša Topalović, managing partner at Horwath HTL. “There are those resorts which are eco-friendly in terms of sustainability efforts and energy efficiency, but those initiatives are not always marketed to guests,” he said. In other words, if an environmentally conscious resort does not promote itself as such, it may not end up in the specific category of eco-resorts.

Often, eco-resorts are in the upscale and luxury tiers, he added. That’s because delivering seamless service in a calm environment often requires a place to be “individualized and small scale” — hence, toward the luxury end of the spectrum. “It’s not easy to do a three-star eco-resort,” said Topalović.

A NEW MONIKER FOR AN OLD CONCEPT

The idea of a resort located in nature and focused on sustainability started in northern Europe. It’s a particularly strong phenomenon in Scandinavia, according to Topalović, which many consider Europe’s most environmentally focused region. But that comes with a catch. Because Scandinavia is ahead of the curve, properties like Norway’s Juvet Landscape Hotel or PAN Treetop may not classify as eco-resorts, said Curtis-Raleigh. For the Scandinavians, “these properties are just something set in nature — it doesn’t have to be classified, not marketed in that way.”

Juvet Landscape Hotel, Norway

In places like the Netherlands, France, and Greece, according to Curtis-Raleigh, many traditional tented camping and glamping sites are now upgrading themselves into eco-resorts, which “are more ambitious projects” often involving built structures, like cabins, treehouses, or containers. In the vast majority of cases, those projects “are accommodations providing eco- and nature-related experiences to guests, which allow guests to connect and immerse in nature,” said Levanthal. “The experience is in direct connection with nature and the environment around you.”

Both Slovenia and Croatia are leaning into the concept in a big way. These countries lost out on a lot of tourism during the war of the 1990s. When the fighting ended, “they had to get back into the game and quickly,” noted Curtis-Raleigh. “Because they had a chance to look at what was happening in the world at the time, they were able to embrace new ways of getting into the game with low environmental impact,” she said.

Growth of eco-resorts in these countries has also followed government policy, Topalović said. Slovenia’s national tourism office has gone all in for nature tourism, and the result has been an increase in specialized eco-resorts. In Croatia, the development of eco-resorts in rural areas is part of the solution to the overtourism problem along the country’s coast. For example, inland in Lovinac, the highly anticipated T-Nest eco-resort is set to open this fall. It incorporates 70 wooden villas in a scenic forest landscape. Green credentials include a natural pool with a self-cleaning system, an elevated tree canopy trail, and organic gardens and greenhouses supplying the on-site restaurants.

Olimia Adria Village Eco-Resort, Slovenia

WHAT’S COMING DOWN THE PIPELINE

Your Nature, situated in 700 acres of preserved forestland in western Belgium, is scheduled to open later this year. The eco-resort is designed to preserve the area’s biodiversity and natural resources. It will consist of hundreds of small lodges built from sustainable materials. There will be multiple dining and nightlife concepts and a range of recreational facilities. What’s more, the carbon footprint for getting there will be small. Your Nature is a short train ride from London, Paris, and Brussels.

While the resort is owned by Edouard de Ligne, a member of the Belgian nobility, it’s going to be branded and managed by a notable hotel company: Dream Hotel Group, which recently signed on as the property’s management company. CEO Jay Stein said that even though Dream Hotels hadn’t originally planned to start an eco-resort, a chance encounter with a green-leaning real estate developer offered reason enough to give it a shot. Since the world is heading this way, and the concept fit into de Ligne’s desire to be “progressive and sustainable,” the partnership made sense.

Your Nature, which will be branded under Dream’s Unscripted label, will be a pilot project, according to Stein. “We are trying to get fully immersed in the concept and are learning as we go,” said Stein. “We aren’t bringing a playbook and dropping it in there. That said, we are hoping to bring in elements from existing brands, and vice versa.”

Will other hotel companies follow Dream Hotels in the eco-resort movement? According to Topalović, “While eco-resorts are becoming increasingly popular, they are not mainstream. They are still perceived by investors as niche/boutique,” which, he said, may not be of interest to bigger companies — yet.

But Curtis-Raleigh sees eco-resorts as products that will appeal both to investors specializing in social responsibility and to large hotel companies. That’s because the desire “to seek out experiential travel and discover modern, unique accommodations doesn’t seem to be going away.” Just look at AutoCamp, UnderCanvas, and Getaway, all of which have raised millions of dollars in recent years from venture capital funds, private equity firms, and major hospitality companies.

An Autocamp Resort in California

As big money comes into the picture, however, there is a danger that the concept could end up getting misappropriated. There is certainly potential for greenwashing, which is when an organization falsely presents itself as environmentally responsible. According to Curtis-Raleigh, the industry “would like to come up with some standards as to what an eco-resort is to avoid greenwashing.” That said, “We don’t want to impose these standards, but we do want to ensure that eco-resorts always serve to improve the lives of the people who live around them and the environment.”

This article also appeared in Skift in February.

 

Where Americans Can't Go This Summer

Americans are pariahs, even in their own country. While the much-whined-about EU travel ban on Americans has been in the headlines recently, lesser known is the fact that U.S. residents from states 1 through 48 (based on entry to the Union) are also personae non gratae in states 49 and 50.

For several months, Hawaii has been requiring Americans from the mainland to quarantine for 14 days upon arrival. That is set to change on August 1, when all travelers arriving in Hawaii will be required to get a valid COVID-19 test within 72 hours of their trip, and to show proof of a negative test result at the airport, to avoid the 14-day quarantine. The FDA-approved PCR test from a certified laboratory will need to be done prior to arrival. No testing will be provided at the airport. 

Alaska currently has similar rules in place. Americans arriving from the Lower 48 have to quarantine 14 days upon arrival in the state unless, according to the State of Alaska website, "They have proof of a negative molecular-based COVID-19 test result obtained 72 hours before arriving in Alaska. Travelers with a negative test within five days of arriving in Alaska will be retested at the airport and should minimize interactions with others until the results of the second test are available."

Of course, several states on the mainland are enforcing their own 14-day quarantine rules against travelers from states with high rates of COVID-19 infection. However, those quarantines are more challenging to enforce than those of Hawaii and Alaska, because people can cross continental state lines undetected when traveling by car, bike or foot.

So, where can Americans go this summer if they want to get out of Dodge? Most Caribbean islands are welcoming U.S. citizens, just in time for hurricane season. Many islands, however, do require negative COVID tests or testing upon arrival. 

The Caribbean beckons

Some fly-to destinations in Mexico, like Cancun and Los Cabos, are welcoming Americans, but not all tourism facilities in those areas are open. Americans can also fly to Dubai. For those who want a Europe fix, Serbia is currently welcoming Americans without restrictions. England and Ireland say Americans can come, but they have to quarantine for 14 days. Other European Union countries, plus non-members Switzerland, Norway and Iceland, are putting American inbound travel on ice for the foreseeable future.

Norway is among the European countries saying
no way to Americans this summer

Summer Travel Tips: Packing for Your Covid Era Road Trip

Hope you caught my appearance on The Jam on May 27. If you missed it, click here or read on for more information.

Packing for a road trip, especially with kids in tow, is always an annual summer ordeal. But this year, things are made more complicated by the need to bring along extra cleaning supplies. 

For many of us, you can never be too germ-phobic these days. Especially on a road trip, during which you may need to stop at places that may not have extensive cleaning protocols (like gas stations and roadside cafes), you need to take the burden of cleaning on yourself.

  

So, develop a special packing list this summer, designed especially to the COVID-19 situation. Of course, bring along the usual suspects, including hand sanitizer and disinfectant wipes. For pumping gas, pack plastic gloves, cover your hand with a plastic bag, or use your winter mittens!

Remember to bring along an ample supply of face masks, as you need to wash them after a single use. 

Don't forget the microbes that are accumulating on your phone. Clean your phone regularly, and swap out screen protectors frequently.

A couple of other items that might not seem so obvious are a thermometer and a battery-operated UV light sanitizing wand. The science is still out on how well these work on viruses, but a light swipe as an add-on to other cleaning protocols likely can’t hurt. 

The jury is still out on sterilizing with
UV light, but it can't hurt as an extra precaution.

Pack a small cleaning kit for everyone in the car. Try to store kits away from the sun, in part to avoid extra-runny hand sanitizer. To dispense with the need for multiple stops, bring along your own food and beverage. Not only will you not have to stop for nibbles, but you won’t have to worry about germ-laden packaging. Additionally, you can also select food items that, even if dropped, won’t create a mess in the car (carrot sticks, pretzels versus sticky stuff).

Summer Travel Tips

If you are planning to take a summer vacation this year, expect your to-do list to expand exponentially. With so many safety concerns, the smart traveler needs to self-educate before hitting the road.

It is likely that the traveler will be hitting the road, and not the sky. The summer travel forecast calls for a large bump in local and regional travel, with most trips taking place within easy driving distance of home.

It's important to remember that summer travel is supposed to be about fun. If you think you are going to be stressed out on the road, maybe it's best to "vacation" at home. For those who do travel, it is certainly important to stay vigilant, but try not to be paranoid.

Here's a tip list to help you travel safer.

1. Check state and local guidelines for the place you plan to visit. Local restrictions and openings are likely to vary widely this summer.

2. When selecting a destination, look to nature and wide open spaces. Avoid destinations likely to sport large crowds. 

3. If you are driving, consider the stops you will have to make along the way. Gas stations, roadside restaurants and bathrooms could pose risks. Bring disposable gloves for pumping gas; bring disinfectant wipes for the bathroom; and consider bringing your own food and drink so you don't have to dine out along the way.

4. If your road trip involves an overnight stay before you get to your destination, try to make the reservation in advance. After all, you want to be sure you choose a hotel that has established hygiene protocols, which will likely be listed on the property or brand website.

5. Whether staying at a hotel or a vacation rental, consider the high-tech areas and wipe them down with the disinfectant wipes you brought along (or a portable sanitizing UV wand).

Think about switches and electronic controls, including the thermostat. Remote controls, doorknobs, in-room safes, irons and coffeemakers can all harbor microbes. Also wipe down the handle to the minibar and high-touch spots around the bathroom.

6. If you are only staying for a couple of nights, waive the housekeeping.

7. If you are flying, wear a mask, follow all recommended safety protocols and bring along hand sanitizer. This blog post outlines some areas on the plane to be wary of.

8. At the airport, be aware of your surroundings. Don't bury your head in your cell phone, especially when walking around. Situational awareness will be particularly important this summer.

9. Wash your hands frequently, bring a few masks (you should wash between wearing) and social distance.

10. Remember to chill, have fun and most importantly, don't be a....

When Can We Travel Again?

There is little doubt that the travel industry has been one of the hardest-hit sectors of the global economy during the COVID-19 crisis. Tourism revenues worldwide have tanked, millions of jobs have been lost, and many small and medium-sized travel companies will end up going out of business.

I will be appearing on WGN Radio from time to time to discuss the implications of the crisis for the travel industry.  This is what I discussed in the most recent segment, which aired on April 19.

I should mention that Chicago's hotel industry in particular has been very proactive during the crisis. Working with Mayor Lori Lightfoot, the industry was the first in the nation to offer free rooms to first responders, medical staff, and citizens suffering from mild symptoms in need of a place to quarantine. Other cities quickly announced similar programs.

This has allowed some hotels to keep on workers. However, with the cancellation of all festivals for the rest of the year, and the likelihood that conventioneers won't be returning to Chicago anytime soon, things will continue to be dicey for the city's hotel industry through next spring (as winter in the Windy City is generally a very low season for hotel occupancy).

The Good'ish News

But let's consider some good news. When stay-in-place orders are lifted, there will be pent-up demand for traveling. However, in order to feel safe, with a modicum of control, people throughout the world will likely travel close to home for the foreseeable future. Expect plenty of road tripping, with visits to family and friends top of mind. 

Visits to nearby state and national parks, and to rural areas, will also be of interest. Trips to crowded big cities and overseas destinations will be slower to come back. And the cruise industry....forget about it. The cruise industry will be the last sector to recover....with a caveat. I am talking about ships that carry hundreds if not thousands of passengers. River cruising and expedition cruising may recover more quickly. 

The Jet Set

It's going to be awhile before travelers feel comfortable hopping on a crowded plane. The first groups that might be willing to take the risk are wellness seekers and luxury travelers. Certainly, the craving for wellness vacations during this age of uncertainty is going to be high. Travelers will not only be seeking vacations to boost their physical health, but to regain their mental health as well. Meanwhile, high net worth travelers will still have the money they need to afford luxuries like private jets and access to exclusive getaways and high-end accommodations that will allow them to get away from crowds.

There's no doubt that the next two years are going to be a slog for the travel industry.  But there is opportunity for smaller players to attract a large pool of travelers by focusing on the regional market. Additionally, those destinations that can develop effective messaging and hone practices needed to inspire confidence in travelers may find themselves ahead of the comeback curve.