Trending: How CBD is Being Incorporated into Hotel Wellness Programs
By Amy Sedeno Executive Director & Partner, Carolyn Izzo Integrated Communications (CIIC) | July 07, 2019
The CBD industry is booming with an anticipated growth of approximately 799 percent from 2016, according to The Hemp Business Journal. That's a $2.1 billion market that is seamlessly making its way into hotel spas and wellness programs. And with the wellness domestic traveler spending an average of $609 per trip (178 percent higher than the typical domestic tourist) as stated by the Global Wellness Institute (GWI), CBD now represents a new and lucrative revenue stream for hoteliers.
From luxury resorts to independent boutique hotels, CBD, now legal nationwide at the federal level with the passage of the 2018 Farm Bill, has gone mainstream and is slowly being incorporated into wellness treatments that range from massages and facials to body wraps, soaks, and pedicures.
But what exactly is CBD, and what are its health benefits?
Although CBD can be widely found today in all corners of the wellness industry, there's still confusion as to what it actually is – and isn't– and its long list of therapeutic uses. Research claims that CBD, short for cannabidiol, the naturally occurring non-psychoactive compound in cannabis, offers a variety of health benefits including anti-inflammatory properties, stress relief, and even acne prevention and sleep improvement– without the high. Unlike THC, this natural remedy does not produce any mind-altering effects or changes in cognitive abilities.
Eduardo Molinari, Chief Marketing Office at Blueberries Medical Corp., a Latin American licensed producer of naturally-grown premium quality cannabis, ensures education is a strong component of his brand and the key towards ending the cannabis stigma. He also notes the long-term health benefits of CBD well beyond its relaxing and anti-inflammatory effects including anti-cancer properties, protection against liver damage, reduction of blood pressure, and treatment of anxiety and depression.
"The effect of CBD is explained by the endocannabinoid system found in humans containing two types of receptors. CB1 receptors are primarily located in the central nervous system, which includes the brain. CB2 receptors are found primarily in the immune system. These receptors are also present in the skin, and their activation may initiate signaling cascades that regulate a multitude of biological pathways, including those that mediate pain and inflammation. Recent research suggests that CBD can also influence the epidermal skin barrier, hydration, and wound healing," said Molinari. Cue in spa treatments.