Hospitality service design can promote healthy aging
Department of Hospitality, Hotel Management and Tourism research offers insights to engage older adults in wellness
As the global population ages, service design strategies from the hospitality industry are helping expand how health and wellness organizations motivate older adults to stay active.
A new research study co-authored by Babak Taheri, Ph.D., professor in the Department of Hospitality, Hotel Management and Tourism in the Texas A&M College of Agriculture and Life Sciences, demonstrates that principles of service marketing and experience design, traditionally used in hospitality settings, can also offer powerful tools for promoting healthy behaviors.
Published in The Service Industries Journal, the study examines how environmental support, social interaction and subtle behavioral cues influence physical activity among adults 65 and older.
The findings have broad implications not just for health and wellness providers, but for any service-focused business that wants to better engage older consumers.
“Whether you manage a hotel, a health club or a community wellness program, your service environment shapes behavior,” Taheri said. “This research helps us understand how to design experiences that encourage action, especially among older adults.”
Hospitality principles within public health
Although rooted in health and fitness, the study reflects the department’s larger mission: to understand and improve how people experience services across sectors.
By exploring aging through the lens of consumer behavior, environmental cues and service design, Taheri said the research shows how hospitality-trained professionals can help advance customer well-being and fitness as a part of the hospitality experience.
“As a department, we’re thinking beyond hotels and restaurants,” Taheri said. “We’re looking at how service design can improve lives, whether in a wellness center, a tourism experience or a neighborhood gym.”
Fitness feels achievable in the right environment
Researchers conducted four studies that blended cognitive psychology with marketing theory. One key takeaway: older adults felt more motivated to exercise when the service environment reduced cognitive load and supported mental visualization. For example, participants who stood while viewing health promotion materials reported feeling more motivated to move.
This “postural proximity,” researchers found, activates the body and brain in a way that primes people to engage.
“It’s not just what you say, it’s the physical state people are in when they encounter your message,” Taheri said.
‘Confidence, not flash’ drives motivation
The study also found that traditional persuasive techniques, like high-impact visuals, had limited effect. Instead, confidence and relatability proved far more powerful. Older adults were most likely to be active when the activity felt achievable and fit into daily routines, like gardening, walking with friends or running errands.
Researchers concluded that service industries have a broader opportunity to meet older consumers where they are by creating environments that feel safe, socially rewarding and mentally accessible. “Confidence is key,” Taheri said. “Older adults don’t need flash. They need experiences that feel familiar, doable and rewarding.”
