Polski
Medical Spas, Polish Michelin Keys, and a Hot Autumn Hotel Market
This week in the hospitality industry points to one common thread: guests expect more and more, and hoteliers and investors are responding with concrete decisions. We take a look at what's happening in the wellness segment, which Polish properties have made it onto the Michelin map, and what's worth watching this autumn.
01 · Wellness and Spa
Medical spas and hot springs: wellness enters a mature phase
The medical spa segment is now growing faster than the wellness market as a whole, having already reached a value of $24.2 billion [1]. Increasingly, offerings include invasive treatments and therapies based on GLP-1 drugs, until recently associated exclusively with medical practices. At the same time, interest in longevity is growing — guests no longer want just relaxation, they want biomarker diagnostics and personalization based on data from wearable devices. Nervous system regulation is also getting plenty of attention, with programs supporting sleep and mindfulness practices.
The second clear trend is the boom in thermal spas. Between 2020 and 2025, 365 new thermal projects were launched worldwide, with more than 250 more currently in the pipeline [1]. This is a signal to wellness zone operators that investments in thermal pools and medical spa programs rest on solid, real, growing demand — not a passing fad.
02 · Awards and Prestige
14 Polish hotels with a Michelin Key – Gródek nad Dunajcem and Zakopane on the map
If wellness shows how guest expectations for quality are rising, the latest 2026 Michelin Keys list shows that Polish hospitality can meet those expectations at the highest level. For the first time, Heron Live Hotel in Gródek nad Dunajcem and Stary Niedźwiedź in Zakopane made the list of honorees [2]. This brings the number of Polish hotels with a Michelin Key to 14 — five properties hold two Keys, nine hold one.
Michelin inspectors judge hotels according to five criteria: architecture and design, quality of service, uniqueness of character, value for money, and the property's contribution to the guest's local experience [2]. It is precisely this combination of design, authenticity and attention to detail that lets Polish hotels compete ever more confidently with premium Western European properties — without giving up their local character.
03 · Investment and Food & Beverage
Autumn radar for hoteliers: capital, food and beverage, and rising RevPAR
Prestige and quality of service go hand in hand with hard numbers from the investment market. Capital is increasingly concentrated in the upscale and luxury segment, which accounted for as much as 73% of hotel transactions over the past six months [3]. In the United States, this comes alongside a record construction pipeline, dominated by conversions of existing properties and new premium projects.
It's also worth paying attention to hotel food and beverage, which — according to the data — is no longer just an add-on to a stay but is becoming a key argument in choosing where to book. As many as 60% of travelers said they chose a given hotel specifically because of its restaurant [3]. This confirms the direction operators are increasingly investing in: the kitchen and the culinary experience have a real impact on occupancy. On top of that, the industry is seeing a broad rise in RevPAR, boosted in part by the effect of the football World Cup [3] — a good sign heading into the autumn-winter season.
Summary
Summary
This week shows the hotel industry moving on multiple fronts at once: a growing, maturing wellness and medical spa market, Polish hotels earning international recognition, and capital and guests increasingly betting on quality — both architectural and culinary. If you're planning investments in spa zones, premium-level interior design, or food and beverage facilities that will draw guests in through their offering alone, it's worth seeing it all in person. Join us at Hotel Equipment Expo – Branżowe Targi Wyposażenia Hoteli i Rozwiązań dla Hotelarstwa, where you'll meet suppliers of wellness solutions, hotel design, and technologies that support rising guest expectations.
Invitation
Medical spa zones, interior design on par with Michelin Key hotels, or food and beverage solutions that draw guests in – you'll see it all live at Hotel Equipment Expo. Meet wellness equipment suppliers, interior designers, and hotel food and beverage experts all in one place, and plan your investments for the coming season.
Hotel Equipment Expo 2026Footnotes
[1] Hotel Online — https://www.hotel-online.com/news/spa-industry-trends-2026-medical-spas-longevity-spa-tourism[2] Rynek Turystyczny — https://rynek-turystyczny.pl/artykul/58490/dwa-nowe-polskie-hotele-z-kluczem-michelin/
[3] Hotel Dive — https://www.hoteldive.com/news/what-hoteliers-should-have-on-their-radar-this-fall/829780/