Hernandez and Puczkó announce strategic collaboration

The two wellness thought leaders have partnered to help organisations understand how they can design wellbeing-focused experiences

Global

By Wendy Golledge

03 August 2026

htww.life/

Wellness tourism expert László Puczkó and experience architecture developer Alina M Hernandez have announced a new strategic collaboration.

Their unique framework is said to represent a new approach to helping organisations understand how to design wellbeing-focused experiences while measuring the value they create.

As the hospitality and wellness sectors increasingly compete on experience, rather than products and services alone, the pair believe the industry needs a common language to connect human and business outcomes.

Described by Puczkó and Hernandez as a “first-of-its-kind integrated framework”, the collaboration will connect wellbeing experience architecture and return on experience (ROX).

“Experience has become one of the most valuable assets in today’s wellness hospitality economy, yet organisations often approach it from either a built environment design perspective or a specialisation of siloed disciplines that don’t speak to each other. We have developed a shared framework that bridges those worlds and provides a more complete way of thinking about value creation.”

Alina Hernandez

Founder, Wellness Innovation Hub

A learning journey

The pair will debut their framework on December 5-6 at the Wellbeing Experience Architecture and Value Creation (ROX) Masterclass to be held at the Ensana Thermal Margaret Island in Budapest. Full details of the event can be found here.

“The masterclass will be an action-learning experience,” said Hernandez. “Participants will take away a fresh understanding of the impact of employee and guest experiences, and how this directly relates to value opportunity and the bottom-line.”

About the partners

Alina Hernandez is recognised for pioneering the application of experience architecture within wellness, hospitality and longevity ecosystems.

She supports organisations on how to create human-centred ecosystems that integrate wellbeing, hospitality, behavioural science, longevity and emerging technologies into meaningful experiences.

László Puczkó is a strategist, researcher and advisor whose work has helped shape the fields of wellness tourism, destination development and return on experience.

“For years, organisations have asked how to measure the impact of experiences, but measurement alone is not enough. The more important question is how experiences are intentionally created in the first place. What emerged from our collaboration is a framework that links experience design with experience value in a practical and actionable way.”

László Puczkó

Health, wellbeing, hospitality, leisure and travel strategist

Human centred environments

Puczkó’s company, HTWWLife, has also announced the release of its HealthVibes white paper series.

Part One explores how the vibe-based segmentation approach, coined by Accor’s Experiential Travel Trends of 2026, may be translated to wellness travel and hospitality.

Released on August 17, HealthVibes will explore how hospitality and wellness brands can evolve from merely satisfying customers to intentionally cultivating human flourishing.

Accor’s trends report acknowledges that the future of the experience economy is driven by an emotional Vibe Menu.

HealthVibes goes on to provide the structured, evidence-based methodology needed to translate those emotions into multi-dimensional health benefits, introducing eight WellVibes and how to implement them into meaningful services and programming.

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