What's Happening?
Auberge Collection, a luxury hotel and resort company, has launched a new wellness initiative called 'The Joy of Wellbeing.' This program is designed to cater to the evolving needs of luxury travelers
who prioritize mental health, nature immersions, and cutting-edge technology in their wellness routines. The initiative is guided by four core principles: Awe, Connect, Excel, and Nurture, and aims to redefine wellness by integrating joy as a central component of health and longevity. The program includes collaborations with industry experts and offers tailored experiences across Auberge's global properties, such as Stanly Ranch in California and Collegio alla Querce in Florence. The initiative seeks to provide guests with emotionally resonant and scientifically validated wellness experiences.
Why It's Important?
The introduction of 'The Joy of Wellbeing' by Auberge Collection reflects a significant shift in the wellness tourism industry, which is valued at over $650 billion globally. As luxury travelers increasingly seek wellness offerings that integrate mental health support and nature immersions, Auberge's initiative positions the company to meet these demands. By focusing on joy as a pathway to health and longevity, Auberge aims to set a new benchmark in the industry, potentially influencing other hospitality providers to adopt similar approaches. This shift could lead to broader changes in how wellness is perceived and integrated into travel experiences, emphasizing emotional and holistic well-being.
