The Next Decade of Wellness Will Break and Rebuild Hospitality

Hotels aren’t built for the way we travel today. Here’s why I believe wellness will break and rebuild hospitality in the next decade.

Hi, I’m Shan. I run Xandro Lab, a science-first longevity brand in Singapore focused on performance and recovery. Every Sunday, I sit down to write here on Out of Singapore. It started in March 2023 as a way to keep a journal, a place to share what I was building, what I was learning, and the struggles that come with building from scratch.

What you’ll read here is my point of view as of today. A year later, I may think differently — and that’s fine. My duty here is to share my deepest thoughts in real time, as honestly as I can. It’s also a diary for the person I’ll be in five or ten years, to look back and see how my thinking evolved.

This week’s blog is about why I believe wellness experiences will reshape hospitality in the next decade. Here’s how I’ve structured it:

1. The Shift — why I changed my mind about events and experiences.

2. The Business Reality — why events are a different model, and what they reveal about consumers.

3. Why Experiences Still Matter — the non-transactional value they bring to consumers and to us as a brand.

4. The Future of Hospitality — why the next decade will see wellness breaking and rebuilding hotels, retreats, and clubs.

Let’s start.

image credits - Aman Medical Services

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1. The Shift: From Selling Online to Building Offline Experiences

When we started Xandro Lab, my focus was clear: we were a direct-to-consumer brand. We sold online, we scaled through ads, and we doubled down on livestreams. That was the playbook.