Wellness on the go: Motivation-based segmentation of wellness hotel customers in North America

The wellness hotel market has witnessed rapid growth in recent years, yet little is known regarding its customers. To bridge the knowledge gap, this study uses a mixed-method multi-study design to understand factors that drive/constrain customers to stay at a wellness hotel. In study 1 (n=951), a measurement scale is proposed, developed, and validated to measure customer motivators and inhibitors to stay at a wellness hotel. Study 2 (n=474) unpacks the relationship between motivators and wellness amenity needs. Study 3 (n=408) investigates customer segmentation in the wellness hotel market. The results reveal six wellness hotel motivators (knowledge seeking, wellness seeking, prestige seeking, social influence, escapism seeking, and relatedness seeking) and two constraints (value for money and incongruence). Furthermore, the results reveal that different motivators lead to different wellness service preferences. Finally, four wellness hotel customer segments are identified and discussed, namely socially aspirational, holistic, budget-minded, and discretionary wellness seekers. •Conceptualized hierarchy of wellness hotel (de)motivation factors.•Developed and validated wellness hotel (de)motivation scale.•Explored how different motivators lead to distinct wellness service needs.•Discovered four market segments based on motivations and constraints.•Provided detailed strategy for optimizing wellness offerings based on segments.