“Wellness in hospitality has moved from a trend to a category and is here to stay,” Lisa Starr, task force chair of the Consulting Initiative for the Global Wellness Institute, said during “The Wellness Economy Meets Hospitality: How Experiences That Restore Also Drive ROI,” held last in May at Caesars Palace. “The public is willing to pay for experiences that make them feel better.”
Participants enjoyed a performance-focused breakfast featuring integrated wellness elements including a dimly lit room, cascading waterfall sounds, aromatherapy and immersive event design. Las Vegas-based Buzz Events provided soft seating and floral styling that transformed the environment into a calming, restorative space.
The Caesars Entertainment culinary team served health-conscious offerings including fresh fruit, cold-pressed juices, yogurt parfaits, chia pudding, gourmet breakfast sandwiches and an elevated avocado bar with toppings that included crab, smoked salmon, roasted garlic, radish and marinated tomatoes. Fruit-infused waters presented in champagne flutes were provided by Tabl’eau.
Guests also participated in a guided micro movement and breath reset in a transformed environment featuring meditation chairs and soft seating designed to sharpen focus and presence.
Moderated by Megan Wilson, co-founder of Pneuma Lab, panelists shared practical strategies for designing wellness-centered experiences that also drive ROI.
“Design events for humans,” said David T. Stevens, founder of Olympian Meeting. “When attendees don’t feel they have to compromise their routines, they retain more information, build stronger connections and are more likely to return.”
Kim Kopetz, president and CEO of The Opus Group, emphasized sleep, movement, agenda pacing, blackout curtains and wellness amenities.
“Food matters!” she added. “It’s the No. 1 thing impacting how people feel.
Starr noted that wellness travelers spend 137% more than non-wellness travelers, they stay longer and actively seek wellness-related experiences while traveling.
Attendees rotated through four interactive activation stations including an Apothecary Bar focused on scent and mood, a Performance Hydration Lab exploring hydration and energy strategies and two fireside chats centered on guest engagement and revenue-driving wellness ideas.
Suggestions included wellness room kits with eye masks and protein shakes, spa-adjacent activities like yoga and fitness classes and creating memorable moments through unexpected touches and added value such as surprise celebrity guest speakers or providing a keynote speaker’s book under the seat of everyone’s chair.
The event concluded with a guided sound immersion by Svetlana Esposito and Michelle Cintron.
“Sound has many benefits; it regulates the nervous system, releases emotions, helps to calm your mind and body to stay present and continue with work,” Esposito said.
Melanie Lucero of Bally’s Corp. said the experience at the end was incredible.
“We work 24/7 in this industry, and it’s a good reminder for all of us that we need to take better care of ourselves,” she said. “We’re getting ready to open up a new property in Chicago and I’m going back with all these new ideas because we have to think about everyone’s needs now.”
Nikki Sutphin, account manager for Cendyn, said the experience gave her a sense of grounding.
“What really resonated with me is the importance of starting your meetings with intention and a more welcoming environment,” she said.
Ultimately, it’s important to recognize that wellness is a boardroom priority, not a perk, according to Stark.
“Longevity is the new word; people want to live longer and be healthy doing it,” she said. “There’s an $11.7 trillion annual economic value of healthier workforces. Having a staff that can come to work every day because they feel well and take care of themselves is a tremendous, impactful thing.”
Alison Francis-Smith, managing director of HSMAI Las Vegas, said you could feel the energy shift throughout the morning as attendees embraced the experience.
“This program reflected our commitment to delivering elevated, innovative education for the HSMAI Las Vegas community,” she said.
Reina Herschdorfer, director of marketing, National Meetings & Events for Caesars Entertainment, emphasized the intent behind the program: “We launched ‘Wellness for Meetings and Events’ at the end of 2023 in response to wellness becoming one of the fastest-growing and most influential trends shaping society and the future of meetings. Our goal was to help planners seamlessly integrate wellness into programming while creating experiences that deepen connection, engagement and well-being.”
Jenny Teeson, director of chapter management and volunteer experience for HSMAI, was blown away by the wellness event.
“What stood out most was how this program created ideas and activations that chapters across different markets can adapt and bring to life locally,” she said.
Caesars Entertainment continues to expand its focus on wellness within meetings and events through its Wellness for Meetings and Events initiative, designed to help planners seamlessly incorporate wellness into events through practical tools, ideas and curated experiences that support engagement, focus and well-being. The initiative includes a wellness guide created to make it easier for planners to integrate wellness elements into meetings of all sizes—from healthier food and beverage options and mindful agenda pacing to movement breaks, sensory experiences and restorative spaces. The broader goal is to help wellness become a natural and expected part of the meetings experience rather than an added perk.
The HSMAI event also marked the announcement of a new “Meetings and Events Initiative” from the Global Wellness Institute designed to help the industry apply wellness as a measurable performance driver through practical event strategies.
The initiative will be chaired by Stevens, with Herschdorfer serving as vice chair alongside a leadership group that includes Dr. Senthil Gopinath, CEO, ICCA; Stephanie Harris, president, Incentive Research Foundation (IRF); Tahira Endean, MSc, CITP, CMP, CED, head of program, IMEX; Dena Lowery, president, Opus Agency; and Rachel Benedick, chief revenue officer, Meeting Professionals International (MPI).
