The Holistic Lifestyle: Can Naturopathy, Herbal Mixology, and Other Holistic Practices Be Applied in U.S. Hotels?
By Bendegul Okumus Associate Professor, UCF Rosen College & Hospitality Mgmt. | January 2025
Naturopathy is an alternative medicine that focuses on a holistic approach to health and wellness. It is founded on the principle that the human body possesses a natural capacity for healing and focuses on identifying the underlying causes of health issues instead of merely addressing the symptoms. It blends traditional healing practices with modern scientific knowledge to support natural healing and well-being.
Naturopaths utilize natural therapies, including dietary adjustments, detox programs, nutritional supplements, hydrotherapy, acupuncture, homeopathic remedies, herbal medicine, physical treatments, and mind-body techniques to address the root causes of illness and promote the body’s innate ability to heal itself. This practice combines various natural therapies. Integrating these therapies creates a personalized treatment plan for each individual. What sets naturopathy apart is its commitment to tailoring methods to suit every patient’s unique symptoms and requirements, even if they have similar health concerns. Depending on the states’ or countries’ regulations, naturopathic doctors (NDs) may prescribe medications, utilize supplements, and perform minor surgical procedures. This ensures a comprehensive approach to wellness in various countries.
Naturopathy, or naturopathic medicine, is regulated in some regions, but its acceptance varies across different countries and states. In the United States, NDs can be fully accredited and licensed in 15 states and some territories. However, in some states, there are no formal regulations, which raises concerns about public safety and the quality of care provided by unlicensed practitioners. Naturopathy often involves treatments and diagnoses that are not widely accepted by conventional medicine, causing skepticism from mainstream medical professionals about the scientific basis of some naturopathic practices.
However, naturopathic medicine has been gaining attention from the scientific community, leading to research on its effectiveness and applications. Experts debate the scientific support for naturopathic treatments, focusing on systematic reviews, evidence generation, improved patient outcomes, personalized treatment methods, and criticism and limitations. Some studies suggest that naturopathic care may improve results for patients with various conditions, including cardiovascular diseases, diabetes, chronic pain, autoimmune diseases, mental health issues, and chronic obstructive pulmonary disease (COPD). The findings highlight the potential benefits of naturopathic approaches in addressing complex health issues, emphasizing the need for further research and evidence-based practices to promote the broader acceptance of naturopathy in conventional healthcare.
Naturopathy is practiced differently worldwide, with approaches and treatments tailored to each country’s cultural contexts and healthcare systems. For example, in the United States, NDs use herbal medicine, nutritional guidance, lifestyle adjustments, and physical therapies like hydrotherapy and acupuncture. In Canada, NDs are licensed and regulated in multiple provinces. Common treatments include botanical medicine, homeopathy, and acupuncture, focusing on preventive care and managing chronic diseases.
In Australia, NDs provide herbal remedies, nutritional recommendations, and lifestyle counseling. Although not nationally regulated, many practitioners belong to professional associations that establish practice standards. In India, naturopathy is part of the broader traditional medicine framework, alongside Ayurveda and yoga. Treatments may involve dietary changes, detoxification therapies, and natural remedies. In Germany, naturopathy, known as "Naturheilkunde," is well-integrated into the healthcare system. German naturopaths use hydrotherapy, herbal medicine, and homeopathy.
In Brazil, naturopathy is gaining prominence within the integrative health movement. Treatments often involve herbal medicine, dietary adjustments, and physical therapies. China, Thailand, Italy, Japan, South Africa, and Turkey are other examples of using naturopathy as an alternative treatment in various health and well-being centers, hotels, and resorts. These examples demonstrate the diverse applications of naturopathic treatments across different countries, reflecting local health beliefs and practices while promoting a holistic approach to health and well-being.
Naturopathy covers a wide range of treatment methods to improve health and aid recovery through natural means. Some common naturopathic treatments include Herbal Medicine, and naturopaths often use plant-based remedies for various health conditions. For instance, echinacea is commonly used to boost the immune system and prevent colds. Nutritional counseling is another aspect. A key part of naturopathy is the emphasis on diet and nutrition. Naturopaths may recommend specific dietary changes or supplements, such as riboflavin (vitamin B), which has been shown to reduce the frequency and duration of migraine headaches over time.
Homeopathy involves using highly diluted substances to address symptoms, based on the principle that "like cures like," where a substance that causes symptoms in a healthy person is used to treat similar symptoms in an ill person. Hydrotherapy is another treatment that uses water in various forms (such as baths, wraps, or compresses) to aid recovery. Hydrotherapy can help improve circulation, alleviate pain, and detoxify the body. Lifestyle counseling is a common practice, and naturopaths often guide lifestyle changes, including stress management techniques, exercise recommendations, and sleep hygiene, to promote overall health.
Acupuncture is also involved in naturopathy, and some naturopaths incorporate acupuncture. Naturopathic manipulation is the last practice and involves physical manipulation of the body to relieve pain and improve function, similar to chiropractic care. These examples illustrate the diverse approaches within naturopathy, which focus on stimulating the body’s innate healing abilities and addressing the root causes of health issues rather than just alleviating symptoms.
Herbal mixology is another practice, gaining popularity as the non-alcoholic beverage market is projected to reach $1.45 trillion in 2023, driven mainly by Gen Z consumers, with 70% choosing to abstain from alcohol. Tea and herbal infusions are increasingly incorporated into cocktails, aligning with health and wellness trends. Many U.S. restaurants are adopting "mocktail-friendly" menus featuring herbal ingredients. For example, some cafes offer an herbal flight program with health-focused benefits, while others specialize in non-alcoholic drinks. There is also a strong emphasis on educating consumers about the health benefits of herbal ingredients, leading to innovative mocktail creations that enhance social experiences.
Some hotels in Turkiye have established their mixology centers to capture various plants’ unique scents, flavors, and aromas. For instance, the Liberty Hotel in KuÅŸadası trains their mixologists, who craft extracts using high-quality organic plants, either sourced from trusted suppliers or grown in the hotel’s gardens. These extracts are then infused into alcoholic and non-alcoholic beverages, enhancing their aroma and taste. Additionally, they prepare an array of fresh, flavorful teas to delight their guests, ensuring a safe and enjoyable experience.
Hotels around the globe are increasingly embracing alternative and conventional practices as part of their offerings. In places like Europe, Asia, and Africa, alternative medicine is often used in tandem with conventional treatments. Healthcare professionals are progressively endorsing these approaches in a regulated manner to help patients find both physical and mental relief after treatment. Many individuals have seen significant personal success with these methods and often opt to pursue them independently, particularly in countries with rich and ancient cultural heritages.
There are key differences between alternative and conventional medicine as well. Conventional medicine primarily focuses on relieving symptoms and is grounded in scientific research. In contrast, alternative medicine aims for holistic healing by addressing the root causes of illnesses and employing natural methods. Unlike conventional medicine, which follows established protocols, alternative medicine offers personalized treatments. Both approaches have their strengths and weaknesses, and combining them can lead to better health outcomes. Integrating these methods may help individuals achieve a healthier and more balanced lifestyle.
What Types of Services Can Hotels Offer in This Context?
Hydrotherapy, Phytotherapy, Ozone Therapy, Acupuncture, Homeopathy, Mesotherapy, and Magnetic Field Therapy are natural treatments that have existed for centuries. For instance, ozone therapy helps improve blood circulation and reduces circulatory disorders. Various alternative treatments also alleviate pain; techniques like chiropractic care and magnetic field therapy are effective in pain reduction. Additionally, chiropractic methods and herbal oil massages positively impact bone health, enhancing overall bone structure.
Aesthetic treatments like mesotherapy are used for skin rejuvenation and other cosmetic improvements. Phytotherapy and homeopathy are recognized for boosting disease resistance and enhancing overall immune function. Many doctors in various countries endorse these alternative treatments, allowing them to complement standard care for chronic diseases and potentially accelerate recovery. Hotel guests in these countries do themselves a favor for their health with these treatment methods thanks to the hotel’s expert staff.
Resort hotels can use these ancient healing traditions, and their team of doctors utilizes cutting-edge diagnostic tools to pinpoint health concerns and tailor personalized wellness programs. Some European resorts embrace the Ancient Hellenic concept, focusing on the joy of living. This holistic philosophy is enriched by the concept of the five elements: water, wood, fire, earth, and metal. Many resorts also prioritize nutritious eating and healthy food choices, cultivating their farms featuring vineyards, olive oil, Xeixa (a local grain), and citrus fruits. They emphasize using organic, locally sourced ingredients and traditional varieties to ensure every meal is nourishing, flavorful, sustainably harvested, and reflects the island’s rich cultural heritage. Through various workshops and guided tours, guests can immerse themselves in nature and local customs by participating in traditional cooking, farming, or crafts.
Some hotels offer a unique blend of Traditional Arabic Islamic Medicine (TAIM) and modern wellness practices, creating a holistic healing experience rooted in the teachings of Persian philosopher Ibn Sina, who first documented this approach in 1025. Some resorts conduct comprehensive health evaluations and develop personalized treatment plans guided by experienced doctors and therapists. Their Day Spas feature programs focused on rejuvenation, relaxation, detoxification, and healthy aging.
These hotels harness the restorative properties of magnetic fields, colors, lights, and crystals in their Bio-Energy Centers. Guests in Northern Europe can choose from various detoxification options, including digital detox programs. As they explore the therapeutic effects of contrasting temperatures in pools and saunas, they also have the opportunity to cleanse their bodies through the Aufgus ritual. While it’s challenging to determine the exact number of complementary treatments globally, it is evident that various methods are widely practiced in hotels and resorts across different regions.
What is the Current Status Regarding Using Alternative Therapies in Hotels in the United States?
A study by the National Institutes of Health’s National Center for Complementary and Integrative Health (NCCIH) reveals a significant increase in the adoption of complementary health practices among American adults between 2002 and 2022, particularly for pain relief. The overall use of complementary health methods jumped from 19.2% in 2002 to 36.7% in 2022. Notable increases were observed in yoga practice (5% to 15.8%) and meditation (up from 7.5% to 17.3%). In 2022, meditation became the most commonly used approach.
Acupuncture usage slightly increased from 1% to 2.2%, likely due to better insurance coverage. The percentage of individuals turning to complementary methods for pain management went up from 42.3% in 2002 to 49.2% in 2022. In recent years, some luxury hotels and resorts across the U.S. have embraced some alternative therapies, reflecting a growing emphasis on wellness and holistic health. They offer in-room sleep coaching, stem-cell treatments, and access to on-site mental health professionals. Additionally, many hotels now provide mindfulness and meditation sessions and yoga classes.
Although its service range is not as comprehensive as other hotels in the world, the statistics show that consumers in the U.S. are increasingly leaning toward holistic experiences beyond traditional spa treatments. In response, many hotels are now adding a range of alternative therapies to their wellness offerings, such as acupuncture, aromatherapy, yoga, and meditation. This shift aims to provide a more comprehensive health experience. High-end resorts typically showcase a wider variety of these alternative therapies than budget-friendly options, catering to the diverse expectations of their guests.
In the U.S., practitioners of these therapies generally need to secure specific licensing and certification to ensure quality and safety, though requirements can vary widely from one state to another. This must be balanced to promote wellness without encroaching on guest preferences or appearing intrusive. This shift marks a significant evolution in the hospitality industry in the U.S. as it strives to enhance guest wellness and cater to the evolving expectations of today’s travelers. However, challenges still remain in the U.S. hotel industry. Many guests may not be well-versed in alternative therapies, leading to misunderstandings or unmet expectations.
Furthermore, maintaining the skill and competence of practitioners can be an ongoing struggle for hotels offering these services. Some therapies also raise ethical concerns regarding the nature of the treatments and guests’ privacy.
Additionally, hotels often struggle to meet the diverse needs of their workforce while managing the complexities associated with shift work. Ensuring equitable access to these programs for all employees is another hurdle, alongside navigating the legal intricacies tied to genetic information and disability under ADA and GINA regulations.
Dr. Okumus
Dr. Bendegul Okumus has an undergraduate degree in Nutrition and Home Economics, Master's and PhD degrees in Food Hygiene and Technology, and a second Master's degree in Hospitality and Tourism Management. She worked for the Florida Department of Health in Orange County WIC program, which is a federally funded nutrition program for Women, Infants, and Children. Dr. Okumus also has work experience in the hospitality industry, particularly in food preparation, food services, and event management areas. Her primary teaching areas include Nutrition Concepts and Issues in Food Services, Sanitation in the Food Service Industry and Health and Wellness in Hospitality and Tourism. Her research focuses on food safety, eating behavior and eating habits, food and culinary tourism, food waste and health & wellness in hospitality and tourism. Dr. Okumus has worked in multidisciplinary research teams, secured and completed research grants. She has authored/co-authored numerous academic journal articles, conference presentations, book and book chapters. List of her recent publications and citations can be seen at GoogleScholar.
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