Bjurstam said she initially expects between 30 and 50 per cent of the clientele to come from the hospitality industry / Raison d’Etre

Global spa consultancy Raison d’Etre has launched a Think Tank for Wellness to provide tools and resources for businesses to grow through wellbeing.

The think tank offers creative services to anyone who wants to understand how wellness concepts and wellbeing awareness can be integrated into a lifestyle, service or business.

“Wellness is accelerating at an exponential rate, and merging from hospitality into all forms of experiences,” Anna Bjurstam, managing partner of Raison d’Etre, told Spa Business.

“We see wellness and wellbeing being part of circles of discussions, such as governments, insurance companies, the medical system, as well as corporations in the form of workplace wellness.

"Raison d’Etre has been in business for 20 years, and we have a talent for thinking differently, creating trends, building brands and understanding what truly drives the consumer in different fields.”

The Raison d’Etre think tank is made up of a team of experienced creative minds and has been created to address wellness issues in any industry, though Bjurstam said she initially expects between 30 and 50 per cent of the clientele to come from the hospitality industry.

“We work with hospitals, residential projects, start-ups and advisors for other industries, and we’re increasingly receiving requests from outside spa and hospitality,” said Bjurstam.

After an initial discussion of what clients are looking for support with, the think tank will provide a research report as well as a report on the wellness practices that would most benefit the situation or business tips on how to implement a successful wellness strategy.

It will include a timeline as well as a list of relevant suppliers, contacts and supporting organisations.

Bjurstam said the think tank business will benefit Raison d’Etre’s spa consultancy business, as increasingly, clients are looking for consultancy to curate the room experience, public areas experience, digital experience, food and beverage, workplace wellness and more.

“Spa consultancy has ventured more and more into wellness consultancy, and to do only spa is no longer enough,” explained Bjurstam.

“The real value is in the content creation – everyone is looking for content that will enrich the guest experience as well as differentiate them from their competitors. Content creation, curation, wellness immersion is where the real value is, and what provides incremental revenue for the hotel.

“So, spa is going to have less and less importance. The overall experience will become more important and this can then be taken to other industries as well,” she continued.

“In the end, our experience in other industries – and with that, acquiring new ways of thinking – will benefit our spa consultancy as well. It's a positive spiral.”

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