Accor has released a comprehensive white paper designed to deepen understanding of wellness design and its capacity to enhance guest experiences, boost loyalty and drive revenue.

Spanning 16 chapters, Making Waves: Rethinking Spa and Wellness Design for a Modern Era explores key aspects of the wellness design process, exploring best practices, challenges and innovations in spa and fitness design.

The white paper outlines Accor’s evolving approach to wellness across its global hospitality brands and emphasises wellness design’s growing role in hospitality.

“We believe it’s our responsibility to not only educate within Accor but to share insights that elevate wellness, spa and fitness design across the sector,” said Emlyn Brown, Accor’s SVP of wellbeing, speaking exclusively to Spa Business.

Brown emphasised that the white paper challenges outdated assumptions while inspiring new approaches. “Our goal is to inspire creative design, challenge existing norms and address many misconceptions that have often shaped spa and fitness design based on incorrect assumptions.

“By integrating wellness-focused amenities and services, hoteliers can enhance guest experiences and loyalty, differentiate themselves in a competitive market, and drive significant revenue growth.”

Leading designers, architects and consultants worked alongside Accor’s Wellness & Design team to produce the report (head to end of story for the full list of contributors).

Originally conceived as a 12-video internal education series for Accor’s Design and Development teams, the project evolved into a full-scale industry resource after two years of work.

Highlights – according to Emlyn Brown

Brown highlighted two critical topics covered in the report:

• Circulation and transitions: “Much of the spa journey is about movement. How can we make transitions visually engaging, layered, and textured? It’s not just about treatment rooms – lounges, corridors and relaxation spaces deserve the same attention.”

• Thermal and pool experiences: “In 15 years of wellness design, every major challenge I’ve faced ties back to the quality of thermal and pool areas. Engaging a thermal MEP (mechanical, electrical and plumbing engineering) designer from the start is non-negotiable – it prevents costly mistakes and enhances the guest experience.”

Stay tuned for the next issue of Spa Business for a dedicated summary of the whitepaper and more exclusive commentary from Brown.

Click here to download the report in full.

Making Waves contributors• Maud Bailly – Accor, CEO of Sofitel Legend, Sofitel, MGallery and Emblems.

• Anne Becker Olins – Accor, global chief design and technical services officer, Luxury.• Tal Danai – ArtLink, founder and creative director.

• Don Genders – Design for Leisure, CEO and founder.• Bryan Green – Fitness Design Group, founder.

• Harry Jameson – Pillar Well-Being, founder and CEO.• Josephine Leung – GOCO Hospitality, managing partner.

• Jo Littlefair – Goddard Littlefair, co-founder and director.• Camille Lopeo – Accor, VP, Emblems collection, Wellness and The Purist

• Oliver Patrick – Future Practice, co-founder.• Damien Perrot – Accor, global chief design, technical services and innovation officer of premium, midscale and economy brands.

• Ingo Schweder – GOCO Hospitality, founder and CEO.• Marie Soliman – Bergman Design House, founder and creative director.

• Sonal Uberoi – Spa Balance Consulting, founder and wellness director.• Agnès Roquefort – Accor, global chief development officer of luxury and lifestyle.

• Ghislain Waeyaert – bbspa_Group, SVP global development.