Revolutionizing the wellness resort experiences.
My Role: Research, Audience Segmentation, Business Case, Branding, Resort Layout & Interiors, Website Design, Resort Branding Collateral.
My Team: Andrew Kry (Brand Manager), Vivian Tran (Brand Manager), Justin Zollar (Brand Manager)
The Ask
Develop an upscale, all-inclusive resort concept for eager travelers looking for an upscale getaway and unique experience.
The problem
The current U.S. resort category solely focuses on idle relaxation experiences, disregarding the mindfulness sector of wellness.
The solution
Create a resort that capitalizes on the intersection of wellness travel and plant-based medicine with a transformational wellness resort.
Background
Despite facing significant fluctuations due to the pandemic - with a peak of $1.52 trillion in 2019 followed by a decline of $1 trillion in 2021 - the hotel and resort industry remains optimistic. The category is projected to exceed $1.2 trillion by 2027 (Statista, 2022).
As the world slowly emerges from lockdowns, there is a growing eagerness to travel and embrace missed experiences. The industry has witnessed a revival, with travel enthusiasts seeking to break away from their routines and explore new destinations.
Travel heralds a new era of mental health.
In addition to excitement to get back to travel, more and more people are looking to travel as an opportunity to improve their mental health and wellness.
Travelers are increasingly accessing mental health services and experimenting with plant-based medicines such as psilocybin, cannabis, and cannabidiol. Legalization of these medicines at the state level has aided this trend, which is driving the growth of transformative wellness - an emerging health movement that emphasizes meaningful and healing experiences through plant-based and Eastern medicine.
A Gap in the wellness resort category
Despite the increasing popularity of plant-based medicine and transformative wellness experiences, there are currently no resorts in the United States that cater to these practices. The existing resorts in the market prioritize idle relaxation experiences, resulting in a lack of options for the mindfulness sector of the wellness resort category.
Opportunity
Therefore, there is an opportunity to capitalize on the intersection of wellness travel and plant-based medicine with a transformational wellness resort, which would make the resort the first all-inclusive plant-medicine resort in the U.S.
Introducing
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Introducing 〰️
Aura Resort is a luxurious all-inclusive wellness resort that focuses on the benefits of plant-based medicine and mindfulness. Through various activities, plant-based medicines are incorporated to take guests on a journey of self-discovery and healing. The resort is situated in Yachats, Oregon, offering breathtaking views and opportunities to immerse guests in diverse landscapes and wildlife.
Brand identity
Aura Resort emulates aspects of nature in colors, textures, and imagery.
PACKAGES
web & app: education & Booking
Before booking their stay at Aura, guests can access information about the resort's plant-based medicine offerings, safety protocols, and staff expertise through the website or app. To ensure they receive the most appropriate package, guests are required to complete an intake survey and have a session with an Aura health expert.
ACTIVITIES & AMENITIES
Guests have the option to participate in a diverse range of activities both on and off the resort. On-site, the resort hosts mindfulness workshops such as meditation sessions, sage cleansing, and shaman readings. These workshops may include plant-based medicine, depending on the guest's chosen package, and are led by trained facilitators who prioritize guests' safety, relaxation, and growth. For those interested in venturing off-resort, Aura offers excursions to nearby towns to explore the surrounding area.
*activities that involve plant-based medicine
Lobby
Upon arrival, Aura Resort guests will be greeted at the reception desk, where they will check in, receive a care package, and be shown to their quaint accommodations. The lobby offers a mocktail bar and wellness café for guests to enjoy while they check in.
outdoor grounds
After check-in, guests can explore the outdoor grounds of the resorts. The resort emphasizes the connection between self and nature, allowing guests to relax and appreciate the stunning Oregon Coast landscapes. Activities like meditation, integration ceremonies, and community gatherings all take place on Aura’s outdoor grounds.
Fitness, Spa, & Meditation area
Aura Resort's wellness facilities provide guests with opportunities to exercise, meditate, and relax. The fitness center offers a gym, yoga studio, sauna, and pool. The spa features facial and massage rooms for ultimate relaxation. The meditation area includes a group meditation space and private meditation rooms for individual practice.
Quaint abodes & Rooms
Guests’ abodes are nestled along the picturesque Oregon Coast. Aura Resort offers a variety of amenities and three different room options to cater to each guest's unique preferences.
The resort features three room options: The Dreamy Queen, The Kinetic King, and The Synergy Suite, each with stunning views of the Oregon coastline, a private balcony, and an in-room coffee and tea bar.
resort branding
Guests will find a welcome package in their rooms that includes candles, incense, a yoga mat, and toiletries to enhance their stay and ensure a relaxing and rejuvenating experience.
Takeaway
Aura is staking a claim in the wellness resort market. It is an intentional trailblazer that seeks to offer transformative wellness experiences in the United States and harness the benefits of plant medicine experiences in travel.