Listen to Emlyn Brown ‘In conversation with...’ European Spa

The global vice-president, wellbeing for Accor talks to Mark Smith about the acceleration of wellness during the pandemic

By Mark Smith

11 February 2021

As part of European Spa’s ‘In conversation with…’ series on Instagram Live, global vice-president wellbeing, Accor, Emlyn Brown discusses wellness trends, business recovery and how the pandemic has placed wellbeing at the forefront of people’s minds.

Emlyn Brown’s top five takeaways


Acceleration of wellness trends

“Since the beginning of the pandemic, we have seen an acceleration in the adoption of wellness and wellbeing trends within society. There has also been a much stronger demand and greater understanding of wellness in people’s lives.”


Mindfulness goes mainstream

“Mindfulness and meditation will continue to go mainstream as people look for tools to cope with stress, anxiety and the lack of contact with friends and family. We are looking to encourage greater use of mindfulness and meditative practices at Accor.”


Going digital  

“The pivot to digital is one of the great changes we have seen during the pandemic. People have changed the way they access information online with digital fitness classes, nutrition, yoga and mindfulness.”


A place for touch-less treatments

“I like to think more about the idea of results-based treatments using equipment rather touch-less treatments. Combinations of technology can be incorporated into a guest wellness journey. It’s attractive because it provides sustainable income and generates results for customers.”


What will recovery look like?

“Coming out of the pandemic will be a fabulous opportunity for businesses but not without challenges. There is massive pent-up demand for travel and resort locations will certainly benefit from this. Businesses need to focus on a local and regional approach first, then as time progresses, national and international wellness guests.”

Taking place every Wednesday at 6pm GMT (7pm CET, 10am PST) these fantastic business conversations are always insightful and topical, delivering trusted insight on spa-related topics to our growing audience of spa, wellness and beauty professionals  around the world.

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