The Rationale

One of the key consequences of the global pandemic is that sustainability related issues have become part of reality. What appeared to be a distant goal now became an everyday issue. The main barriers of sustainability was its abstract nature. Both industry and consumers tended to look at it as a concept that brings limitations and constraints.

Here is the opportunity to change this approach and it is defined by the term ‘responsibility’. Responsible business practices and consumption patterns could very well be the easiest ways to implement the noble concept. Responsibility as a term suggests that ‘I do have a role in all this’. Such reference can become a rather effective trigger point both for businesses and for consumers.

We can take the next step and move away from the sales-focused ‘wellness’ label and look into the very core of what wellbeing actually is (see recent study by Health Tourism Worldwide/HTWW & Wellness Tourism Association).

Wellbeing tends to look at the world from the individual’s point of view. Sustainability applies more of an external approach.

The objectives, targets and goals of both aim at the same direction. Now this is time to merge them to responsible wellbeing, i.e. infusing wellbeing-improving solutions in any stage of the guest journey and practicing responsible business approaches.