Wellbeing
How airports can offer ‘the ultimate relaxation experience’
Be Relax Chief Operating Officer Rémy Courbon Boudard discusses how holistic wellbeing experiences can remove passenger pain points and transform airports into self-care and wellness-focused spaces.
Be Relax is a pioneer in delivering easy spa experiences to travellers all over the world. Its mission? ‘To bring wellness into an unexpected place – the airport.’
In this Q&A, Be Relax Chief Operating Officer Rémy Courbon Boudard highlights the growing importance of self-care and wellbeing and how this can influence passenger purchase behaviours. He also highlights Be Relax’s many forward-thinking initiatives to cater to the evolving needs of Millennial and Gen Z travellers and gives us some insights into its growing travel retail footprint.
As a disruptor in the wellbeing space, Be Relax is committed to being at the centre of the category’s evolution in the channel. Courbon Boudard says: “It is essential for us to demonstrate that the airport environment can offer the ultimate relaxation experience, debunking the notion that travel and stress must go hand in hand.”
Rémy Courbon
What sets your brand apart from other players in the wellbeing space?
At Be Relax, our approach to wellbeing is very distinctive, setting us apart from other players in the industry. We have made it our mission to bring wellness into an unexpected place: the airport. In just 15 minutes, we show how dedicated self-care can improve wellbeing and energy levels, especially for those on the go.
From the moment guests enter, we warmly welcome them, listen to their needs, and personalise their experience. We securely store their belongings and keep track of their flight information, ensuring they have ample time to enjoy our spa facilities.
Across all our branches in North America, Europe, the Middle East and Asia, we maintain a strong focus on consistency to deliver exceptional experiences to our customers.
How do you see the prospects for the wellbeing category and your brands in the channel as travel rebuilds?
As travel rebuilds, we see an increased focus on self-care and wellness, as people have become more mindful of their overall wellbeing in the post-COVID era. Wellness is now inevitably woven into everyday life, as it significantly contributes to both physical and mental health. We believe this shift creates promising prospects for the wellbeing category, positioning our brand at the forefront to cater to the evolving needs of travellers.
Be Relax offers travellers a selection of therapeutic and beauty treatments plus wellness products at its new location in Newark Liberty International Airport
How does your brand, and the wider wellbeing category, appeal to the next generation of travellers i.e. Millennial and Gen Z shoppers?
Understanding the importance of adapting to new trends and evolving customer preferences, Be Relax appeals to Millennial and Gen Z shoppers by offering innovative, hi-tech wellness products. The most recent examples are the Dynamic Eye Therapy massager with meditation music, the ultra-lightweight Heat Hit Pro massage gun with heating functions, and the environmentally conscious Eco-Friendly Wellness Travel Pillow.
Additionally, our services, such as reLounge and Be Uplifted, introduce our brand to a new generation of loungers, while selected locations feature a meditation headband experience powered by Muse. These innovative offerings cater to the demands of high-expectation clientele across all generations.
“With AI tools and personalised experiences, technology can offer tailored wellness services, providing more individualised and accessible experiences”
Travellers can enjoy a “rejuvenating experience” through body massage or other wellness services before their journey {Image courtesy of Be Relax}
In your view, how can the new world of digital (from Metaverse to Web3) enhance the wellbeing experience?
The new world of digital presents remarkable opportunities to enhance the overall wellbeing experience. With AI tools and personalised experiences, technology can offer tailored wellness services, providing more individualised and accessible experiences. We envision leveraging digital platforms to create personalised wellness programs, integrating AI tools to provide tailored experiences for our customers.
Can you give us some insight into your recent performance in the channel?
Be Relax has demonstrated strong performance in the channel, evidenced by the opening of seven new locations within just one year. This expansion showcases our commitment to bringing wellness and wellbeing services to travellers worldwide. Our continuous growth reflects the resonance of our offerings within the travel retail space and illustrates the increasing demand for our services.
“We envision airports evolving into tranquil spaces, providing facilities for self-care such as immersive yoga corners, guided meditation pods, and sound healing facilities”
What are the biggest challenges facing a well-being brand such as yourself in travel retail?
One of the major challenges Be Relax has been facing is maintaining a strong reputation as a travel wellness expert consistently. It is essential for us to demonstrate that the airport environment can offer the ultimate relaxation experience, debunking the notion that travel and stress must go hand in hand. Equally important is the need for us to share the significance of wellness and provide advice on wellbeing improvement through our digital community: our social media platforms, website and newsletters.
How would you like to see the category evolve as part of the travel retail offer and experience?
The health and wellbeing category plays a crucial role in enhancing the overall travel retail experience. We envision airports evolving into tranquil spaces, providing facilities for self-care such as immersive yoga corners, guided meditation pods, and sound healing facilities.
Be Relax is ready to lead this transformation by creating peaceful wellbeing oases within airports, in harmony with the vision of airports as relaxing spaces that minimise the stressful elements of travel, offering a true wellness experience for travellers.
The Moodie Davitt eZine
Issue 330 | 22 December 2023
The Moodie Davitt eZine is published 14 times per year by The Moodie Davitt Report (Moodie International Ltd). © All material is copyright and cannot be reproduced without the permission of the Publisher. To find out more visit www.moodiedavittreport.com and to subscribe, please e-mail kristyn@moodiedavittreport.com