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

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

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:

• Climate-Smart Skincare Kits:  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.
• Wellness-Centric Amenities:  sleep masks, hydrogel mask, meditation apps, aromatherapy oils.
• Generational Touchpoints:  digital concierge guides for younger guests, curated print guides for older guests.
• Sustainable Packaging:  bulk dispensers and biodegradable containers that reduce single-use plastics.²

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.

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¹ Source: American Express 2023 Global Travel Trends Report
² Source: Sustainable Hospitality Alliance – Planet Conscious Amenities Pack & single-use plastic initiatives (https://sustainablehospitalityalliance.org)