|$30 Million Brand Campaign Underscores How Westin Tackles the Travel & Wellness Trends Unveiled in New Global Survey.|
| Westin Hotels & Resorts, part of Marriott International today unveiled its first global brand campaign in more than five years, taking on the disruptions, distractions and unpredictability of travel and empowering travellers to embrace well-being as a way to regain control of their routines and be their best while on the road.
The $30 million dollar, integrated advertising campaign – called Let’s Rise – communicates Westin’s commitment to its guests’ well-being before, during and after their stay. Beginning today, the Let’s Rise campaign will be featured in broadcast, digital, radio and out-of-home channels, with print placements to follow later this year. The Let’s Rise mantra will also serve as an anchor for the wellness programs and partnerships that roll out for guests and associates throughout the year.
Westin’s Let’s Rise campaign is inspired by and illustrative of the wellness and travel trends fuelling the future of both industries, as articulated in a new global study conducted in partnership with StudyLogic that surveyed travellers in North America, Mexico, the United Kingdom, Germany, the United Arab Emirates and China. The results show a seismic shift in the way today’s travellers prioritise their well-being. With less time and more disruptors on the road, they are reinventing business and leisure travel to put things like fitness first with new vigor to pursue mindfulness and adventure.
“Let’s Rise is perfectly positioned to connect with travellers as more of a rally-cry than a brand campaign, given today’s over-scheduled and always-on culture,” said Brian Povinelli, Global Brand Leader, Westin Hotels & Resorts.
“Around the world, we are seeing travellers realigning their priorities to put their well-being first, and Westin is proud to empower our guests to rise to the occasion and be their best selves on the road.”
Illustrating guests enabled to wake up early for a run, stay on track with healthy eating goals, and find time to revitalise with an incredible night’s sleep, the campaign aims to connect consumers to the signature programs inherent in Westin’s DNA – from the iconic Westin Heavenly Bed to its workout Gear Lending program in partnership with New Balance® – all designed to embody the brand’s Six Pillars of Well-being: Sleep Well, Eat Well, Move Well, Feel Well, Work Well, and Play Well.
Because morning is the first and best opportunity to take control of the day ahead, the campaign uses morning light as a consistent creative device to speak to the potential that the morning holds. Overall, the campaign calls consumers to answer a simple question, “Will you get up, or will you rise?”.
In the last three years, rising wealth and digital connectivity have prompted a significant spike in global travel and the unpredictability that accompanies it.
It is no surprise then that nearly 3 in 4 travellers report they have trouble maintaining their routine on the road. More than 60 per cent say they sleep less, 65 per cent say they exercise less, and 15 per cent report increased stress levels on vacation, a time traditionally thought of as downtime for rest and relaxation.
Also surprising is the growing number of guests around the globe who are turning to wellness to regain control of their routines when traveling for business and leisure. 30 per cent of those surveyed in Germany and more than 20 per cent in U.A.E. say well-being enables them to feel more in control, while nearly 15 per cent globally say it reduces their stress levels.
Almost one in four of those surveyed in Germany and North America say wellness allows them to be better in business; in Mexico and the U.K., 1 in 4 say wellness enables them to feel happier.
“Around the world, we have definitely seen a shift in the way today’s travelers are incorporating well-being into their work and travel routines: from millennials, who view fitness activities to be more social than competitive, to business travelers who are shifting their preference from country clubs to running clubs,” continued Povinelli.
“We have even seen honeymooners embrace well-being more holistically; in the United States alone, 80 per cent of couples reported being more active and health-conscious during their honeymoon than at home. And, 40 per cent are running together as a way to decompress, disconnect and be a tourist at the same time.”
Once reserved for a select few, mindfulness and adventure travel have become increasingly popular as a way for guests to disconnect, reconnect and explore a destination.
Globally, the number of travellers who will plan adventure excursions in the next 12 months has doubled in the last 3 years. In Mexico, it has tripled. And surprisingly, more than 50 per cent of global respondents say they plan to seek mindfulness opportunities to clear their minds and center themselves during the chaos of travel.
Westin’s Let’s Rise campaign reinforces how the brand is uniquely positioned to cater to the ever-evolving demand for well-being on the road all around the world. Scheduled to open 50 hotels in the next 5 years, Westin will debut in emerging destinations as diverse as Indonesia, Jordan, Malaysia, the Philippines, Taiwan and Vietnam, on the heels of growth in established markets including Hamburg, Dubai and Denver.
“Looking ahead, we’re also seeing increased intention to explore smaller cities,” Povinelli continued.
“This aligns closely with Westin’s robust pipeline particularly in the Americas, with openings in Milwaukee, Chicago, Sarasota and Cozumel on the horizon.”