New benchmarking for healthy venues
Greenwashing you know. And you know how to avoid half-hearted or even false claims of eco-friendliness when choosing venues—look for green certifications. Ideally backed by third-party verification, these “seals of approval” have become widespread within the meetings-sphere for hotels and convention centers.
But have you heard of “wellwashing”? As a term, it first came into use to describe workplaces that claimed to care about the physical, mental and emotional health of their employees—maybe they promoted perks like meditation breaks or free healthy snacks—but in reality had toxic work cultures.
Read More: A Healthy Focus on Wellness
Now, with wellness tourism in the United States estimated at $300.6 billion in 2024 and projected to continue trending upward, particularly among Gen Z-ers and Millennials, it’s no surprise the hospitality industry is eagerly capitalizing on the demand.
But does having a spa or a good gym make for a true wellness destination? If wellness offerings are on your checklist, what avoids “wellwashing” and defines a genuine wellness hotel experience?
Enter the Core Wellness Standards for Hotels
New global benchmarking criteria developed by WITT (Wellness in Travel & Tourism) and the Wellness Tourism Association (WTA) are described as “a first-of-its-kind global initiative designed to help hotels integrate authentic, holistic and high-quality wellness into every guest touchpoint.”
“Does having a spa or a good gym make for a true wellness destination?”
Its roadmap for hotels is based on five milestones you can seek out yourself as you select the right venues:
- Healthy eating: In addition to nutritious and dietary-inclusive choices from their own kitchens, these properties suggest local dining options that do the same. And they provide clean, filtered drinking water.
- Holistic healing: Their overall environment promotes personalized wellness experiences, and they foster restful sleep.
- Nature: They integrate biophilic design into indoor spaces and offer easy access to outdoor green spaces and natural landscapes for inspiration and relaxation.
- Movement: They support guest well-being with opportunities for a balanced and active lifestyle, including a menu of fitness options, throughout their stay.
- Local impact: They protect and support local communities and the environment through the celebration of local culture, sustainable practices and responsible sourcing.
“It’s about creating a consistent, transparent definition of wellness in hospitality—one that strengthens trust, inspires innovation and sets a new benchmark for the industry,” in the words of Robin Ruiz, founder & CEO of WITT and president & CEO of the Wellness Tourism Association.
Wellness Hotel Certification
Adopting these standards can also pave the way for actual Wellness Hotel Certification offered by WITT, whose Wellness Hotel Guide lists 153 properties in the U.S., Canada, Mexico and elsewhere. The 1 Hotel group is among hospitality leaders that have passed an anonymous, in-person audit based on more than 100 criteria. Certification must be renewed every three years.
Read More: Your Complete Guide to Sustainability
WITT says its mission is “to bridge the gap between wanderlust and wellness. We understand that travelers are seeking more than just destinations; they crave enriching experiences that rejuvenate them mentally, emotionally and physically.”
WITT’s work aligns with the 17 United Nations Sustainable Development Goals, and WITT is a woman-founded and -owned company.
Brought to you by Caesars Entertainment
This article appears in the November 2025 issue. You can subscribe to the magazine here.
