New Wellness Standards Reshape Hotels Globally

WITT introduces international wellness standards and professional certification to stem the scourge of wellness-washing by hotels and resorts.

Wellness-oriented hotels are facing long-time credibility and consistency voids with a new certification program aiming to build credibility and consistency in the hospitality and travel industry. In a bid to combat what Wellness in Travel and Tourism (WITT) has dubbed wellness-washing, the travel company was started in 2022 by the same executive as the industry, Robin Ruiz.

The program was born out of a trip experience by Ruiz, who was fooled by false wellness claims by health providers in travel and decided to conduct further research focused on accountability in the travel and hospitality sector. WITT instituted its WITT Certified seal in 2024, and in collaboration with the Wellness Tourism Association, it developed Core Wellness Standards for Hotels.

These standards are a description of 12 requirements based on five pillars, such as healthy dining, wholeness, movement, integration of nature and impacts to the local community. Hotels will be subjected to self-assessment, audit, and periodic recertification, which will provide long-term adherence to the travel and hospitality ecosystem.

WITT now has over 150 certified properties across the globe, which includes eco-retreats, urban hotels, and luxury wellness resorts. The level of certification starts as low-grade and goes to Diamond, which marks years of continuous performance.

WITT also broadened its scope this month with the introduction of the WITT Accredited Professional credential, a professional level of the customers acknowledged by the hoteliers, designers, and advisors to gain more knowledge in the field of wellness-based travel and hotel management. The program is a reaction to the increasing need among professionals in the industry to introduce wellness at the design stage in the properties and guest experiences.