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1 story · First covered Apr 3, 2026 · Latest 3d ago
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Every Brand Is a Wellness Brand Now. Most of Them Are Lying.

Every Brand Is a Wellness Brand Now. Most of Them Are Lying.

The "health hotel" market is supposedly racing toward $102 billion by 2032, with major flags scrambling to slap wellness onto everything from lobby design to breakfast buffets. The question nobody's asking is whether the property-level team can actually deliver a wellness promise that survives checkout.