Our Story

Our journey began with a profound belief in the transformative power of travel experiences and their ability to nurture holistic well-being. We envisioned a world where every voyage could be a catalyst for personal growth and holistic well-being.

Guided by this vision, WITT embarked on a mission to bridge the gap between wanderlust and wellness. We understand that travelers are seeking more than just destinations; they crave enriching experiences that rejuvenate them mentally, emotionally and physically. Thus, we are curating a collection of exceptional wellness hotels, resorts and retreats that align with our core values.

But our commitment doesn’t end there. Recognizing the need for authenticity and credibility in the wellness travel industry, we introduced the WITT Certified accreditation.. This certification stands for a beacon of assurance for travelers, indicating that a property genuinely prioritizes their well-being. We collaborated closely with experts in hospitality, wellness, sustainability and tourism to set rigorous standards that each partner must meet to receive our coveted seal of approval.  

WITT is more than a company; it’s a movement dedicated to redefining the way we experience travel and well-being. Our brand narrative encapsulates the passion of explorers, the wisdom of healers and the commitment of hoteliers and responsible travelers. Together, we are crafting a narrative that transcends borders, cultures and languages - a story of conscious, meaningful journeys that leave a positive footprint on both the traveler and the world. Join us on this transformative expedition and let every voyage become a chapter in your own wellness story.

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Desktop and Mobile illustration

WITT DNA

At WITT, we believe that strong values are the foundation of our success. We have identified six core values that guide our actions and decision-making: Resilience, Wellness, Collaboration, Leadership, Giving back and Local Impact. These values shape our culture and help us to consistently deliver excellence to our partners, employees, and community. By living and working in alignment with these values, we can create a positive, supportive and innovative environment that allows us to thrive.

Social Impact Mission/Vision

We are driven by a mission to make wellness accessible and to positively impact both people and the planet. Our vision is to lead the wellness travel industry towards a future where sustainability, community well-being and ethical practices are at the forefront.

Our Social Impact Mission:

  • Promote Accessibility: We strive to make wellness travel inclusive and accessible to diverse audiences, ensuring that everyone can benefit from high-quality wellness experiences.
  • Support Local Communities: We partner with hotels and resorts that are dedicated to making a positive impact on their local communities, supporting local businesses and fostering cultural appreciation.
  • Champion Sustainability: We are committed to promoting sustainable practices within the travel industry, encouraging properties to adopt eco-friendly initiatives that protect and preserve their local environment and its inhabitants.

Align with the 17 United Nations Sustainable Development Goals (SDGs)

We align with the United Nations Sustainable Development Goals (SDGs), supporting global objectives through its commitment to social and environmental responsibility.

Our Vision for the Future:

  • A Trusted Leader: To be recognized as the leading authority in wellness travel, setting standards for quality, sustainability and social responsibility.
  • Global Wellness Movement: To inspire and drive a global movement towards holistic wellness that integrates health, sustainability and community impact.
  • Innovative Partnerships: To collaborate with like-minded organizations and properties that share our values and contribute to a healthier, more sustainable world.
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Desktop and Mobile illustration

Standards Advisory Committee

WITT engages with some of the most brilliant minds in the fields of hospitality, travel and wellness, forming a coalition of brilliant leaders. This collaboration ensures that the wellness standards, the foundation of WITT’s certification criteria, remains at the forefront of traveler expectations and preferences. The Standards Advisory Committee (SAC) is a diverse assembly of global experts, contributing a wealth of perspectives to the WITT leadership team. In the continuous refinement of the standards and evaluation strategy, WITT integrates the SAC’s invaluable recommendations, ensuring the approach stays dynamic and resonant to meet the evolving needs of the wellness-minded traveler.

Leadership Team

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Robin Ruiz

FOUNDER & CEO

Visionary leader in wellness travel, with over a decade of experience driving innovation and impact in the industry through her passion for authentic wellness experiences and transformative alliances.

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Jon Gorchow

PRESIDENT

Experienced leader in media and wellness innovation, leveraging decades of executive success and entrepreneurial spirit to advance WITT’s mission and inspire future initiatives.

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Oxana Spivey

VICE PRESIDENT, WELLNESS STANDARDS & DEVELOPMENT

Passionate advocate and leader in hospitality wellness, blending 20+ years of industry expertise with a deep commitment to mind and body wellbeing.

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Ben Jennings

VICE PRESIDENT, OPERATIONS

Seasoned travel media expert and operational leader, harnessing over two decades of industry experience to enhance WITT’s operations and champion consumer-centric wellness initiatives.

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Leni Brem

DIRECTOR, DESTINATION PARTNERSHIPS

Seasoned tourism and hospitality executive, bringing over 20 years of multifaceted industry experience and a commitment to impact and inclusion to drive meaningful destination partnerships and advance authentic wellness tourism initiatives.

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Georgia Harney

MARKETING & SOCIAL MEDIA

Creative social media strategist with a passion for wellness and former global musical theater performer, bringing a blend of digital expertise and artistic flair to enhance WITT’s online presence and build a meaningful community. 

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Kendra Kobler

DIRECTOR, STANDARDS ADVISORY COMMITTEE

 Veteran wellness and hospitality innovator, leveraging over a decade of industry expertise and leadership in transformative initiatives to guide WITT’s Standards Advisory Committee in shaping and advancing proprietary wellness standards.

Zen

WELLNESS INITIATOR

Beloved wellness initiator, Zen the golden retriever, served as a profound inspiration to the Founder throughout the development of WITT, reminding the team to equally prioritize their wellbeing with his joyful presence, calming influence, and promoting a sense of wellness with every wag of his tail.

Frequently Asked Questions

What is WITT?

WITT (Wellness in Travel & Tourism) is the leading wellness brand that sets a foundation for wellness services, products, amenities and practices in the hospitality industry.

The WITT team provides certification and consulting services based on comprehensive wellness criteria to hotel owners, management companies, hotel brands, architects and designers for their upcoming new build properties, renovation projects and existing hotels.


Learn more about WITT

What is WITT wellness certification?

WITT (Wellness in Travel & Tourism) is an independent certification program dedicated to evaluating and recognizing hotels and resorts that provide amenities and services to enhance holistic wellbeing. We assess properties based on a set of more than 100 comprehensive criteria points spanning five core pillars of wellness - considering every touchpoint of the guest experience.

From boutique hotels to global chains, properties who became WITT Certified are able to validate their commitment to authentic wellness experiences, enhance market differentiation, and elevate the overall quality and impact of their hospitality offerings.

Learn more about WITT Wellness Certification.

What is the WITT certification process?

  1. Inquiry or Invitation
  2. Pre-Assessment Call
  3. Application Submission
  4. Comprehensive Evaluation
  5. Feedback and Recommendations 
  6. Implementation of Changes
  7. Final Evaluation
  8. Certification Achievement 

Learn more about our Certification process.

What are the evaluation criteria?

WITT evaluation is based on five pillars using a point system to quantify wellness consistently for every applicant. These pillars reflect traveler demands and emerging trends:

  1. Healthy Eating
  2. Holistic Healing
  3. Nature
  4. Movement
  5. Local Impact

Learn more about our Evaluation Criteria.

How long will my property be certified upon approval?

WITT certification is valid for three years. At the end of this period, a property is eligible to renew the certification.

What happens if my property does not meet the certification requirements?

If a property does not meet the requirements, WITT offers consulting services based on the WITT Wellness Brand Standards.  After understanding the property's unique needs and obtaining the necessary data, WITT team begins the consulting process.

For upcoming destinations and properties undergoing renovation, it is highly recommended to begin consultation prior to the official start of the project. This ensures no steps are missed for the property to successfully meet the Wellness Brand Standards and seamlessly certify for the wellness certification. Our consulting services are adaptable because they can commence at any phase from conceptualization to project completion.

Learn more about WITT Consulting..

Does WITT offer consulting services for upcoming wellness destinations and properties undergoing renovation?

Yes. For upcoming wellness destinations and properties undergoing renovations, it is highly recommended to begin consultation prior to the official start of the project. This ensures no steps are missed for the property to successfully meet the Wellness Brand Standards and seamlessly certify for the wellness certification.

Learn more about WITT Consulting..