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In the past, wellness was something travelers sought after arrival — a massage appointment, a yoga session, or perhaps a healthy meal option. Today, it starts before they even book.Across generations, the expectation for wellness has evolved from luxury to lifestyle. Guests now curate travel experiences that restore energy, reduce stress, and align with their personal values. For hotels, this means “wellness” can no longer be confined to a spa. It must be felt in every touchpoint of the stay — from the arrival experience to the guestroom itself.__________________________________________________________________________________________The Rise of Wellness Tourism According to the Global Wellness Institute, wellness tourism is one of the fastest-growing segments in global travel — projected to surpass $1 trillion USD by 2027. This isn’t just post-pandemic recovery; it’s a redefinition of what travel means.This growth isn’t just about health — it’s about intentional living. Guests are seeking:<ul><li>Regenerative experiences over consumption.</li><li>Mindful environments over material luxury.</li><li>Rest and recovery over routine itineraries.</li></ul>From business hotels incorporating guided breathing apps to resorts creating curated sleep programs, wellness has become the new standard of hospitality excellence.__________________________________________________________________________________________What Each Generaiton Wants<ul><li>Gen Z &amp; Millennials look for authentic, holistic care that fits their wellness lifestyle — rituals that restore skin and mind after long travel days.</li><li>Gen X seeks balance and vitality, combining productivity with restorative downtime.</li><li>Boomers, once focused on status, are now investing in longevity, comfort and sleep wellness. </li></ul>While the motivations differ, one thing is clear: wellness defines their booking decisions. Travelers choose — and return to — hotels that make them feel cared for.__________________________________________________________________________________________Beyond Amenities: Designing Wellness TouchpointsFor today’s traveler, thoughtful wellness touchpoints are the new signature of premium hospitality.A hydrating ritual before sleep, the texture of a mask after a long-haul flight, or the scent of calm upon turndown service — these small but intentional gestures form emotional connections.Hotels are realizing that how guests feel during their stay shapes long-term loyalty more than any loyalty program.__________________________________________________________________________________________💧 Introducing Soomé: Elevating Wellness Through RitualBorn from the intersection of skincare science and hospitality design, Soomé was created to help hotels turn everyday care moments into restorative experiences.The brand’s upcoming HydraCelix™ Complex Hydrogel Mask, officially launching in Q1 2026, is designed specifically with hospitality and spa partnerships in mind — blending performance skincare with sensorial wellbeing.Formulated to deeply hydrate, refresh, and revitalize tired skin, the mask transforms a simple skincare step into a signature moment of calm and renewal.Whether offered as a turndown amenity, spa enhancement, or in-room wellness feature, or as a VIP or welcome gift, Soomé brings a new layer of personalization to the guest experience.It also becomes a meaningful addition to romantic or honeymoon packages — a shared self-care ritual that allows couples to unwind together and create memorable moments of relaxation during their stay.Because whether guests are traveling for business, leisure, or celebration — female or male — we all seek moments of genuine comfort and care in the spaces we stay.👉 <a data-mce-href="https://bysoome.com/contact" href="https://bysoome.com/contact" title="Connect with Soomé" target="_blank" rel="noopener">Join Early Access﻿</a> or <a data-mce-href="https://bysoome.com/partnership" href="https://bysoome.com/partnership" title="Soomé Partnership Opportunities" target="_blank" rel="noopener">Explore Partnership Opportunities</a> to bring Soomé’s signature wellness experience to your guests.__________________________________________________________________________________________🌸The Future of Wellness HospitalityAs wellness tourism continues to expand, the next evolution of luxury hospitality will be driven by intentional, sensorial wellbeing design.For hotels and resorts that want to stay ahead, wellness is not just an offering — it’s a mindset.&nbsp; For Soomé, it begins with one thoughtful gesture: a moment of hydration, restoration, and care that redefines the guest experience.__________________________________________________________________________________________#WellnessTourism #HospitalityInnovation #LuxuryWellness #GuestExperience #Soomé #HydraCelixComplex #HydrogelMask #WellbeingDesign

🌿 Wellness Tourism: The New Standard of Travel — and How Hotels Are Redefining Care Beyond the Spa

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October marks Mental Health Awareness Month, a timely reminder that wellbeing is central to both personal and professional life. Whether through travel, corporate recognition, or thoughtful gifting, prioritizing mental and emotional health can help individuals recharge, reset, and navigate busy periods with clarity and calm.For employees, conference attendees, or busy professionals during the year-end rush, wellness-focused experiences and gifts provide more than indulgence—they signal care, recognition, and a commitment to holistic wellbeing. __________________________________________________________________________________________ Emotional Wellbeing Beyond the Office and Hotel Room Well-being today extends far beyond physical comfort. Modern teams and travelers seek experiences that support mindfulness, relaxation, and mental balance:<ul><li>Mindful rituals: Meditation sessions, quiet lounges, or in-room self-care moments.</li><li>Sensory rejuvenation: Spa treatments, hydrotherapy, or aromatherapy to relieve stress.</li></ul>Curated wellness amenities: Premium products that encourage reflection, hydration, and a pause from hectic schedules. During conference season, year-end deadlines, or pre-holiday stress peaks, these offerings provide critical support for emotional resilience. _________________________________________________________________________________________ Corporate Gifting with Impact Companies are increasingly recognizing the value of wellness-focused gifts that go beyond traditional perks. Thoughtful gifts communicate appreciation, encourage self-care, and help employees manage stress.Soomé HydraCelix™ Hydrogel Mask is an ideal wellness gift that embodies these principles:<ul><li>Reward hard work: Celebrate accomplishments, conference achievements, or year-end milestones with a luxurious self-care experience.</li><li>Encourage relaxation: A guided ritual that nourishes the skin and supports mindful moments, helping teams decompress.</li><li>Create meaningful connections: Gifts that promote wellbeing leave a lasting impression, reinforcing a culture that values emotional health. By integrating Soomé products into corporate gifting programs, organizations can show employees that their mental and emotional well-being truly matters.</li></ul>_________________________________________________________________________________________ Travel and Hospitality as Wellness Partners Hotels, resorts, and wellness-focused travel experiences can extend this philosophy to both guests and corporate clients:<ul><li>Offer curated packages with spa treatments, guided mindfulness sessions, or in-room rituals.</li><li>Provide premium wellness amenities, like Soomé HydraCelix™ Hydrogel Masks, for corporate retreats or team incentive programs.</li><li>Highlight the connection between quiet luxury, self-care, and mental wellbeing in branding and communications. Especially during conference season and pre-holiday stress, these experiences and gifts help guests and employees feel seen, supported, and rejuvenated. _________________________________________________________________________________________ </li></ul><blockquote>The Power of Thoughtful RitualsWellbeing is no longer optional—it is essential. By integrating wellness into travel, corporate gifting, and team recognition programs, organizations can create lasting impressions, foster loyalty, and actively support mental and emotional health. Luxury self-care rituals, like the Soomé HydraCelix™ Hydrogel Mask, transform small gestures into meaningful moments, offering employees and guests alike a chance to pause, restore, and feel valued. Partner with Soomé to bring quiet luxury and mindful wellness to your team and guests. www.bysoome.com</blockquote>

Reward, Refresh, Replenish: Wellness and Mental Health for Teams and Travelers

mock up packaging for cosmetic and amenities

Korean beauty (K-beauty) has redefined how people approach skincare across the world. Rooted in hydration, gentle layering, and preventative care, it has grown from a regional phenomenon into a global movement. Today, K-beauty is not only reshaping beauty routines but also influencing wellness rituals, luxury hospitality, and the way consumers think about self-care.&nbsp;_________________________________________________________________________________________ Global Momentum: The Rise of K-Beauty The market for Korean beauty has surged in recent years. In 2024, the global K-beauty market was valued at USD 14–15 billion, with growth projected to continue at high single-digit rates¹.<figure id="figure-k5n0uwtdfmg743551"><img id="k5n0uwtdfmg743551" src="https://cdn.durable.co/blocks/17gTar4bSDlSW7MgcSw3MtQgMgOmaAqw0T2kQlaGp1PpMglNXrJtrtnBqxyofXFY.jpg" alt="" title="" class="object-cover bg-gray-100 " style="aspect-ratio: 16/9; object-position: 25% 50%;" data-corners="default" data-aspect="16:9" data-caption="Global K-Beauty Market Size and Forecast, 2019–2030 (Source: IMARC Group¹)" data-positionx="25%" data-positiony="50%" data-fullwidth="false" data-mce-src="https://cdn.durable.co/blocks/17gTar4bSDlSW7MgcSw3MtQgMgOmaAqw0T2kQlaGp1PpMglNXrJtrtnBqxyofXFY.jpg" data-mce-style="aspect-ratio: 16/9; object-position: 25% 50%;"><figcaption class="body-normal text-gray-500 mt-2">Global K-Beauty Market Size and Forecast, 2019–2030 (Source: IMARC Group¹)</figcaption></figure>This momentum highlights how K-beauty has matured from a niche curiosity into a mainstream category with staying power. In the U.S. alone, imports of Korean cosmetics reached $1.7 billion in 2024², and Amazon reported a 78% year-over-year growth in K-beauty sales in 2023³.What makes K-beauty resonate so strongly across cultures?<ul><li>Ritual-driven care: Multi-step routines offer not just results but also mindful practices.</li><li>Constant innovation: New textures, formats, and ingredient stories keep consumers engaged.</li><li>Wellness-first philosophy: Prevention and hydration over harsh quick fixes align with modern lifestyles. &nbsp;________________________________________________________________________________________ Self-Care, Wellness, and the New Beauty Mindset Today’s beauty consumer is no longer buying products for vanity alone. Skincare has become an extension of mental health and wellbeing—a way to create daily rituals that provide calm, predictability, and comfort. Research shows the global wellness economy is valued at over $5 trillion, with personal care and beauty among the fastest-growing categories⁴.</li></ul>This shift explains why K-beauty has taken root so strongly in the U.S. Its philosophy of layering hydration and protecting the skin barrier mirrors consumers’ desire for balance, ritual, and long-term vitality. ________________________________________________________________________________________ Quiet Luxury: The Future of Skincare Experiences As K-beauty matures in the U.S. market, the conversation is evolving. Consumers are increasingly drawn to quiet luxury—products that feel indulgent yet purposeful, sophisticated yet subtle. In hospitality and wellness settings, this translates into experiences that are restorative, sensorial, and memorable.It’s within this context that Soomé emerges. Inspired by the Korean words soom (breath) and soo (water), Soomé brings together mindfulness and hydration to craft rituals of renewal. Our approach reflects the same values that made K-beauty globally beloved—hydration, vitality, and ritual—but reframed for discerning guests and modern wellness programs. ________________________________________________________________________________________ Soomé HydraCelix™ Hydrogel Mask Soomé&nbsp; HydraCelix™ Hydrogel Mask is the first expression of this philosophy.<ul><li>Formulated with NMN, peptides, ceramides, multi-weight hyaluronic acid, and niacinamide to deliver deep hydration and cellular vitality.</li><li>Infused with HydraCelix™ Complex, designed to restore radiance, calm, and balance.</li><li>Created for premium environments—from luxury suites and wellness resorts to curated spa experiences. For guests, it’s more than an amenity. It’s a transformative ritual—hydrating, soothing, and luminous. For hospitality partners, it’s a signature touch that elevates brand perception and enhances loyalty. ________________________________________________________________________________________</li></ul>Why It Matters for Hospitality &amp; Wellness The rise of K-beauty illustrates that skincare is no longer just about appearance—it’s about experience. Hotels, spas, and resorts that embrace this perspective can:<ul><li>Differentiate guest offerings with thoughtful wellness amenities.</li><li>Strengthen loyalty through memorable, indulgent rituals.</li><li>Elevate brand image by aligning with global self-care trends. Soomé’s HydraCelix™ Hydrogel Mask brings these ideas to life, offering a quiet luxury experience that reflects care, sophistication, and renewal.</li></ul><blockquote>Partner with Soomé to redefine guest experiences www.bysoome.com</blockquote>&nbsp;________________________________________________________________________________________ References IMARC Group, K-Beauty Market Report, 2024¹ AP News, U.S. Imports of Korean Cosmetics Surge to $1.7B, 2024² CosmeticsDesign, Amazon Sees 78% Growth in K-Beauty Sales, 2023³ McKinsey &amp; Global Wellness Institute, Wellness Economy Outlook, 2024⁴

Quiet Luxury in Skincare: How K-Beauty Rituals Are Transforming the U.S. Market

Hotel amenities once meant small comforts — soap, shampoo, perhaps a robe. Over time, these became standard expectations across nearly every property. Today, that baseline no longer satisfies. Guests want experiences that feel curated, personal, and reflective of their lifestyle.This shift is being driven by a growing focus on wellness. According to the American Express 2023 Global Travel Trends Report, 88% of travelers plan to spend the same or more on wellness-focused vacations compared to previous years. 73% are booking trips to improve their mental, physical, and emotional health, while 43% have chosen hotels specifically because of spa and wellness amenities. Among younger travelers, the demand is even stronger — 60% of Gen Z and Millennials go out of their way to book hotels that offer spa and wellness services.¹<figure id="figure-7tk4d11cjemfybpap3"><img id="7tk4d11cjemfybpap3" src="https://media.gettyimages.com/id/1204844389/photo/girls-with-cosmetic-masks-clinking-glasses-in-bed.jpg?b=1&amp;s=2048x2048&amp;w=0&amp;k=20&amp;c=df9VeriyVcmADOMKahNgwW53R88h0EoE_FVKjcfVMtI=" alt="Girls with hydrogel masks with champagne &amp; wellness vacation weekend getaway" title="Girls with hydrogel masks with champagne &amp; wellness vacation weekend getaway" class="object-cover bg-gray-100 " style="aspect-ratio: 16/9; object-position: center center;" data-corners="default" data-aspect="16:9" data-caption="" data-positionx="undefined" data-positiony="undefined" data-fullwidth="false" data-mce-src="https://media.gettyimages.com/id/1204844389/photo/girls-with-cosmetic-masks-clinking-glasses-in-bed.jpg?b=1&amp;s=2048x2048&amp;w=0&amp;k=20&amp;c=df9VeriyVcmADOMKahNgwW53R88h0EoE_FVKjcfVMtI=" data-mce-style="aspect-ratio: 16/9; object-position: center center;"></figure>For hoteliers, this is more than a trend. It signals a new baseline expectation. Guests are looking for thoughtful touches that help them decompress, feel healthier, and feel truly seen.Leading hotel groups are already rethinking their approach:<ul><li>Climate-Smart Skincare Kits:&nbsp; lightweight hydrating gels for humid climates, richer creams for colder destinations, including Soomé’s signature Hydrogel Mask, designed specifically for hospitality and wellness-driven guest experiences.</li><li>Wellness-Centric Amenities:&nbsp; sleep masks, hydrogel mask, meditation apps, aromatherapy oils.</li><li>Generational Touchpoints:&nbsp; digital concierge guides for younger guests, curated print guides for older guests.</li><li>Sustainable Packaging:&nbsp; bulk dispensers and biodegradable containers that reduce single-use plastics.²</li></ul>By introducing solutions like Soomé’s Hydrogel Mask early in the amenity experience, hotels can align with the high-demand wellness trend, offering products that feel both premium and purposeful. Amenities, in this new context, are no longer just conveniences. They’re a business advantage — a chance to express brand values, strengthen guest loyalty, and build connections that extend far beyond the stay itself.At Soomé, we are introducing wellness-driven formulations and thoughtfully designed products specifically for hotels and their guests. By combining performance-focused skincare, sustainable design, and personalized experiences, we turn everyday amenities into meaningful, memorable touchpoints that elevate the guest experience.&nbsp;_________________________________________________________________________________________ ¹ Source: American Express 2023 Global Travel Trends Report ² Source: Sustainable Hospitality Alliance – Planet Conscious Amenities Pack &amp; single-use plastic initiatives (https://sustainablehospitalityalliance.org)

The Future of Hospitality Amenities: Wellness, Personalization, and Guest Experience

Soomé

Soomé is a modern, wellness-driven skincare brand dedicated to delivering clean, effective, and luxurious self-care experiences. Rooted in innovation and mindful formulation, Soomé creates products that balance high-performance ingredients with gentle care for all skin types. Our mission is to empower individuals and hospitality partners alike to elevate everyday routines, offering skincare solutions that nourish, rejuvenate, and inspire confidence. By combining science-backed efficacy with thoughtful design, Soomé is more than skincare—it’s a lifestyle of wellbeing, indulgence, and simplicity.

Trends & Insights

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