What's Happening?
Evermore Orlando Resort is pioneering a new relational wellness strategy aimed at strengthening human connection among guests, positioning it as a key pillar alongside traditional wellness offerings like spa and fitness. This initiative, developed in partnership
with social scientist Kasley Killam, author of “The Art and Science of Connection,” integrates social health principles into the resort’s guest experiences, employee culture, programming, and measurement. The resort's design, featuring communal homes, a central bay, group slides, and long tables, was already conducive to fostering togetherness. Now, every employee shift begins with a relational wellness challenge, and the employee survey includes questions about understanding and implementing relational wellness. The resort has also reviewed its 150+ guest activities to build in more opportunities for intentional connection and is developing a zine and field guide with tips for guests to maintain these rituals after their stay. Evermore intends to measure the impact of this strategy through pre- and post-stay surveys to track how connected guests feel and whether they continue new rituals at home.
Why It's Important?
This strategic shift by Evermore Orlando Resort is significant for the U.S. hospitality industry as it addresses the growing concern of loneliness and the increasing demand for meaningful experiences. By focusing on relational wellness, Evermore is tapping into a market segment that values social health and connection, potentially differentiating itself in a competitive landscape. This approach could influence other U.S. resorts and hotels to re-evaluate their offerings, moving beyond individualistic wellness to incorporate communal and relationship-building activities. The emphasis on measurable impact through surveys provides a framework for the industry to quantify the success of such initiatives, which could lead to broader adoption of similar strategies. For consumers, this means a potential evolution in travel experiences, where trips are designed not just for relaxation or adventure, but also for strengthening personal bonds. This could lead to a more holistic understanding of 'wellness travel' in the U.S., encompassing mental, physical, and social well-being.
What's Next?
Evermore Orlando Resort plans to continue measuring the effectiveness of its relational wellness strategy through monthly post-stay surveys and pre/post-stay research, aiming to understand how guest connections are strengthened and if new rituals are carried home. The resort is also developing a zine and field guide to provide guests with tools and inspiration for maintaining meaningful connections beyond their trip. This initiative could set a precedent for the U.S. hospitality industry, potentially leading to a wider adoption of relational wellness programs. Other resorts and hotels may begin to design their environments and activities with a greater focus on fostering human connection. We might see increased collaboration between social scientists and hospitality leaders to develop evidence-based strategies for enhancing guest relationships. The success of Evermore's approach could also influence how travel is marketed, shifting the focus from individual experiences to shared, relationship-enriching journeys.
Beyond the Headlines
The focus on relational wellness by Evermore Orlando Resort highlights a deeper societal trend: the increasing recognition of social health as a critical component of overall well-being, akin to mental and physical health. In an era dominated by digital interactions and a reported rise in loneliness, the hospitality industry is uniquely positioned to facilitate genuine human connection. This initiative challenges the traditional individual-centric model of wellness and encourages a more communal approach. The ethical implications involve ensuring that such programs genuinely foster connection rather than merely serving as a marketing ploy. Culturally, it reflects a yearning for authentic interactions and shared experiences, suggesting a potential shift in consumer values towards more meaningful engagements. This could lead to a long-term transformation in how public and private spaces are designed, prioritizing opportunities for social interaction and community building, and ultimately contributing to a more connected society.
