Hilton Vice President of Wellness Amanda Al-Masri Addresses Way forward for Wellness Journey, Present Traits and Keep Your Routine on the Highway

This 12 months, greater than ever, persons are contemplating how their sleep, diet, health routines and psychological well-being are being built-in or enhanced throughout their travels. In truth, half of Hilton world survey respondents* reported that it’s necessary that their 2023 travels deal with their psychological or bodily wellness. 

With the latest appointment of Hilton’s new vice chairman of wellness, Tales from Hilton sat down with Amanda Al-Masri to study extra about wellness’ rising significance for hospitality friends worldwide. 

Welcome to Hilton, Amanda! Inform us about your position and what this implies for Hilton’s give attention to innovation.

Thanks – it’s thrilling to be part of Hilton’s Model Innovation workforce. In my position, I function the wellness strategist throughout the corporate’s world portfolio to boost our present choices and packages whereas additionally creating new, scalable options that meet quickly evolving client expectations.

I’m proud to affix an organization that’s main the {industry} and excited to dive in and work with the workforce to ship significant wellness options for our friends. Hilton’s unwavering dedication to our friends’ well-being is pushing the envelope for the {industry} by offering new ranges of experiences and entry worldwide – and I can’t wait to see what we will obtain collectively.

What expertise do you carry to this position?

I’ve labored throughout branding, technique, growth, design, pre-opening and ongoing operational administration all through the final 20 years. Most lately, I led the hospitality consulting observe at Hutchinson Consulting and served as vice chairman of spa for Equinox, the place I used to be accountable for driving the general technique and execution of greater than 90 Membership Spas and assisted with the launch of Equinox Accommodations. Previous to that, I acted as world director of spa growth and operations for Starwood Lodge & Resorts the place I used to be accountable for the corporate’s spa manufacturers, companions and a world portfolio of greater than 450 spas.

How has the definition of wellness modified in relation to journey?

Traditionally, spas and health experiences and facilities had been on the forefront of any hospitality-based wellness providing. Whereas these disciplines will proceed to be essential elements of how we interact with wellness at Hilton, I consider the longer term means considering in another way.

Journey and entry to wellness experiences have at all times served as vital factors of intersection for customers. Whereas the pandemic has hastened the expansion of the wellness {industry}, its progress and evolution had been fast even pre-COVID-19. What is exclusive to Hilton, and why I’m so excited to be becoming a member of the workforce at this second in time, is our clear strategic dedication to bringing wellness to the center of the keep expertise.

To me, delivering wellness in a lodge setting – most successfully and at scale – requires a multi-pronged strategy. First, scale back the friction of sustaining wholesome habits on the highway when friends stick with us, no matter meaning to them. Then, extra broadly, actively discover a wider view of wellness and establish methods by which we will infuse that focus into all of our 19 manufacturers.

Why is integrating wellness into hospitality and journey so very important for individuals?

Assembly friends the place they’re at of their wellness journey is now vital. Remaining nimble can also be crucial. Amanda Al-Masri, Vice President, Wellness, Hilton

We all know that friends journey for a lot of causes. At the moment, there’s not solely a rising variety of wellness-oriented vacationers, there’s additionally an expanded definition of “wellness.” Due to this, assembly friends the place they’re at of their wellness journey is now vital. Remaining nimble can also be crucial.

Not each visitor has an curiosity – or the identical curiosity – in wellness. For some friends, journey is about totally disengaging from every thing, wellness included. On high of that, a single visitor’s wellness preferences might change from trip-to-trip and even from day-to-day. At occasions, this might imply time spent in a spa, sustaining a exercise routine on the highway or extra intentional meal selections, and, different occasions, it might be as passive as appreciating a restful night time’s sleep or an incredible bathe expertise.

What excites you most about this new position?

We now have numerous good initiatives that talk to our cross-functional strategy to wellness at play throughout our manufacturers and on the enterprise degree. Nonetheless, what makes me most excited concerning the work we’re doing is that a lot of our wellness initiatives are much less about defining a “wellness point-of-view” and extra about doing proper by our friends. There’s a aware effort to construct accommodations, programming and repair experiences that assist our friends reside their greatest, most wholesome and fulfilling lives – not simply on the luxurious degree, but in addition throughout the portfolio.

In your opinion, if vacationers might solely do one factor to extend their wellness whereas touring, what ought to or not it’s?

I personally consider that motion, even a couple of minutes every day, is probably the most universally useful factor we might do to profit our general well being and well-being. Whereas this might imply a go to to certainly one of our health facilities, it may be so simple as taking the steps as a substitute of an elevator or taking a stretch break between conferences.

Whereas journey might imply a change of venue and routine, I do my greatest to reframe this as a chance—an opportunity to have a morning run in a brand new metropolis or to discover the distinctive choices in our health facilities, corresponding to a Peloton biking class.


Hilton commissioned a web-based omnibus survey with Materials, fielded August 2022 amongst common inhabitants customers 18+ years of age in a number of markets with questions focusing on habits associated to journey. Particularly, the survey was fielded to: n=1,002 in Australia, n=1,002 in China, n=1,002 in Germany, n=1,002 in Japan, n=1,002 in Mexico, n=1,002 within the U.Okay. and n=1,018 within the U.S.

About Hilton

Hilton (NYSE: HLT) is a number one world hospitality firm with a portfolio of 18 world-class manufacturers comprising greater than 6,800 properties and greater than 1 million rooms, in 122 nations and territories. Devoted to fulfilling its founding imaginative and prescient to fill the earth with the sunshine and heat of hospitality, Hilton has welcomed greater than 3 billion friends in its greater than 100-year historical past, earned a high spot on the 2021 World’s Finest Workplaces checklist and been acknowledged as a world chief on the Dow Jones Sustainability Indices for 5 consecutive years. In 2021, along with opening a couple of lodge a day, Hilton launched a number of industry-leading know-how enhancements to enhance the visitor expertise, together with Digital Key Share, automated complimentary room upgrades and the flexibility to ebook confirmed connecting rooms. Via the award-winning visitor loyalty program Hilton Honors, the almost 128 million members who ebook immediately with Hilton can earn Factors for lodge stays and experiences cash cannot purchase. With the free Hilton Honors app, friends can ebook their keep, choose their room, verify in, unlock their door with a Digital Key and take a look at, all from their smartphone. Go to newsroom.hilton.com for extra info, and join with Hilton on Fb, Twitter, LinkedIn, Instagram and YouTube.

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