Service Innovation in Medical and Wellness Hotels: A Qualitative Analysis of Emerging Hybrid Formats

This study explores emerging trends in medical and wellness hotels, focusing on digital innovation, customer experience, and symbolic wellness narratives. Through a qualitative analysis of 20 internationally recognized establishments across Asia, Europe, and America, it identifies hybrid models that integrate clinical services, preventive medicine, and holistic wellness. Digital tools like telemedicine, AI, and immersive technologies enhance personalization and transformation. The findings reveal a blend of science, emotion, and spirituality in branding, along with advanced segmentation strategies. An emerging typology is proposed, redefining innovation at the intersection of hospitality, health, and technology in global wellness tourism.