Westin Hotels & Resorts continues to up the wellness ante with the launch of its $15 million brand-wide campaign dubbed the Westin Well-being Movement. The year-long initiative will roll out a series of partnerships throughout the year that will enhance the hotel company’s six brand pillars: Feel Well, Work Well, Move Well, Eat Well, Sleep Well and Play Well. The March launch addressed the Feel Well element via its partnership with Headspace, a meditation app, by instigating several meditative flash mobs across the U.S. Participants wore headphones and took a meditative moment by listening to one of the seven custom 10-minute meditations Headspace created for the hotel brand.
Prevue spoke with Brian Povinelli, Westin Hotel’s global brand leader, about how the well-being program can be incorporated into meetings at Westin hotels and why Westin is considered one of the leaders in the wellness movement.
How can the well-being program be incorporated into meetings at the hotel?
Povinelli: There are four new partnerships and programs that are rolling out this year as part of the Westin Well-being Movement that groups and meeting attendees can take advantage of during their stay that range from new nutritious dining menus to exercise offerings. The first program announced is Westin’s partnership with the meditation app, Headspace. Groups will have access to Westin’s signature meditation programs that are perfect for kicking off the day or as a nice break in between meetings to re-center.
Will there be any specific wellness activities available to groups?
In addition to the meditation amenities offered onsite, groups can also take advantage of Westin’s running program, RunWESTIN. Many Westin properties have onsite running concierges that can lead guided group runs throughout the city. It is the perfect group activity either before or after a day of meetings. Groups can also indulge in Westin’s SuperFoodsRx Meetings Break Package, which is a SuperFoods-packed (salmon, spinach and oranges, for example) snack that is designed to rejuvenate attendees mid-day.
How is the well-being program different from other hotel brands’ programs?
Westin has invested $15 million in The Well-being Movement, solidifying its position as the hotel brand for wellness-minded travelers. Headspace, the first program announced as part of the Movement, makes Westin the first hotel brand that is focusing on mindful meditation. Additionally, Westin has created a Well-being Hub that offers consumers, not only guests, access to an incredible amount of well-being content and information that ranges from a sample of the Headspace meditation programs to training tips on running a 5K or a marathon. The brand is also forming a Well-being Council that so far includes the founder of Headspace and former Buddhist monk, Andy Puddicombe, and media mogul Arianna Huffington. These council members will contribute content (guides and studies on how to live a wellness-focused life) on the hub for users to consume.
What is the program’s benefit to the on-the-go meeting attendee?
Every program and amenity that Westin properties offer is beneficial to an on-the-go meeting attendee. The SuperFoods in-room dining menu includes healthful dishes that can be delivered directly to a guest’s door, eliminating the need to waste time wandering outside the hotel to find nutritious food offerings under time constraints. For meeting attendees that are traveling from city to city, living out of a suitcase, Westin offers its New Balance gear-lending program so that the guest doesn’t need to pack workout gear. For just $5, guests can borrow top-of-the-line New Balance gear with everything from tops, bottoms, socks and sneakers with new in-soles. Westin’s revamped business center, Tangent, includes state-of-the-art technology and is designed to be a convertible, collaborative workspace that can be booked by the hour at a moment’s notice. All of these programs makes Westin the ultimate location for business travelers on-the-go.