Hylton Lipkin - Bhaya Cruises General Manager: Rethinking Hospitality: The Case for Wellness-Inclusive Packages

"Looking back at the evolution of hospitality packages, it’s clear that food and beverage (F&B) inclusions — such as breakfast, half board, or full board — have long been a standard offering. At one point in time, this shift was likely met with resistance: “We can’t do that! We’ll lose revenue, we’ll impact our average room rate, this is crazy!” Yet, over time, these inclusions became not just accepted but expected. They’ve since been streamlined into operations and used as powerful marketing tools to drive business.

Hylton Lipkin, Bhaya Cruises General Manager

Today, the all-inclusive model isn’t just used by hotels — entire destinations have built their business models around it, and it works. What was once seen as giving away revenue from one department (F&B) to boost occupancy has become a proven strategy to drive overall profitability. It's no longer a risk — it's smart marketing.

So, why can’t the same logic apply to Wellness?

We frequently hear terms like “*Wellness Resort,” “*Wellness Destination,” and “Retreat,” but the prevailing mindset still hesitates: “We can’t afford to lose spa revenue!” But this is the same argument once made about F&B — and it no longer holds.

Wellness-Inclusive packages are already beginning to emerge. Initially, we saw this through dedicated wellness floors or rooms with special amenities and décor. Now, we’re seeing a broader shift: a few hotels are including a complimentary treatment or free wellness activities with every booking. This is the natural next step.

By slightly adjusting room rates to include wellness elements, hotels can drive occupancy — just as they did with F&B. Importantly, the cost of a basic wellness treatment is often less than the cost of a set menu meal. And for today’s travelers, wellness is not a luxury — it’s a priority.

Offering more wellness experiences — from mindfulness sessions and spa treatments to environmental and community-based activities — does more than attract guests. It creates real, positive impact. Hospitality has the power to be a catalyst for Wellbeing, both for guests and for communities, in alignment with goals like *SDG 3: Good Health and Well-being.

It’s time to move beyond outdated thinking. Just like with F&B, *Wellness-Inclusive isn’t a loss — it’s a growth opportunity."