Dusit's new ‘Pause, Focus, and Growth’ approach taps into the growing wellness travel segment, which corporate director of wellness, Paul Hawco, believes will provide a platform for long-term revenue generation.
With corporate wellness on the rise, Dusit International has introduced a group-wide concept refresh, Devarana Wellness, focused on travellers' holistic wellbeing, which the brand is confident "will bring sustainable value to all of our properties".
“With the fast pace of modern life and ongoing impact of the global pandemic leading to unease, unrest, stress and anxiety, the chance to pause and slow down is more important than ever,” said Paul Hawco, corporate director of wellness, Dusit International.
“With this in mind, wellness at Dusit is not about a singular interaction or service; it is seamlessly integrated across the entire stay experience to bring added value to all of our guests, ensure we have a meaningful impact on their wellbeing, and pave the way for sustained healing even when they are not at our properties."
Devarana takes its name from the Thai-Sanskrit word for “a garden in heaven” and is inspired by traditional Thai healing wisdom and Buddhist wellness principles.
On top of Dusit’s existing spa offerings, this new wellness mantra urges one to take time to slow down and to prioritise health, via a deceleration methodology based on three key principles: 'Pause', comprising yoga, meditation, breath work, Thai herbal medicine, and activities that enhance emotional resilience; ‘Focus’, comprising personalised food menus and fitness activities; and ‘Growth’, comprising workshops focused on sustainability, community outreach programmes, and special retreats.
Throughout the stay, other micro wellness elements include essential oils on arrival, beauty slash grooming kits in guest bathrooms, and the screening of in-room video clips showing meditative sleep rituals, now being rolled out at Dusit Hotels and Resorts worldwide.
"Our unique ‘Pause, Focus, and Growth’ approach also 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 Hawco.
Dusit believes in the new normal of smaller, bespoke, and wellness-focused meetings and events, including breakout sessions like these.Wellness for the new normal
Each property's offerings will differ according to location and guest concerns such as detoxifying and deep restorative sleep.
Dusit Thani Maldives for instance, 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.
On home ground in Thailand, Dusit Thani Hua Hin's kitchen now offers healthy meals using ingredients from its own organic farm, the resort now hosting regular ‘Local Feast’ events designed to bring value to the local community and create intentional habits that pave the way for sustained healing.
The new Dusit Thani Laguna Singapore, which opened within the grounds of the Laguna National Golf & Country Club in December 2020, has several spaces dedicated to hosting wellness-focused classes and workshops. Like Dusit Thani Hua Hin, the resort also offers nutritious ‘power foods’ made using vegetables harvested from an on-site organic farm.
Not just a wellness value-add, Dusit Hotels and Resorts is also looking to Devarana Wellness as an additional revenue driver, in line with Thailand's goal to become the ‘Medical and Wellness Resort of the World’ by 2024. In fact, demand for global wellness tourism started years ago even before the pandemic — jumping from US$563 billion in 2015 to US$639 billion in 2017.
Hawco, who has developed wellness concepts for luxury brands such as Rosewood, Jumeirah and Fairmont, believes taking the holistic approach to wellness will broaden the appeal of its properties among business and leisure travellers, and lead to more MICE business too.
“By offering smaller, bespoke, and wellness-focused meetings and events that provide all the safety measures of the new normal, our resorts will be well-positioned to meet the needs of organisations seeking highly flexible offerings while ensuring attendees enjoy utmost peace of mind.
“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, 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 and, alongside our award-winning spas, deliver heightened wellbeing experiences in each of our destinations.”