WITT wellness certification leads UK rollout with industry veteran Phil Salcedo appointment

Move comes after its success in the US and Canada

WITT (Wellness in Travel & Tourism), the leading independent certification for wellness-focused hotels and resorts, has reached the UK following its success across the US and Canada.

With most travellers prioritising authentic wellness experiences, WITT’s expansion provides UK properties with an opportunity to stand out in an increasingly competitive market.

The brand has solidified its presence in the market with the appointment of Phil Salcedo to director of wellness certification.

Salcedo started out in lifestyle brands at the BBC, before he spent over two decades in travel across the UK, US, and Europe.

He has previously held VP roles at Travelzoo and HolidayPirates, and focused on publishing and creative development across tour operators, hotels, airlines, spas, and restaurants.

He joins from HolidayPirates, where he was head of market for UK & North America while also overseeing operations in Poland and the Netherlands.

At WITT, he will be responsible for the success of the WITT Certification programme in UK and European markets.

The certification has already certified hotels from chains such as Fairmont, JW Marriott, and Ritz-Carlton, through its rigorous evaluation process to ensure that certified properties meet high standards across five key pillars: healthy eating, holistic healing, nature, movement, and local impact.

It’s certified hotels across all budgets with AutoCamp Catskills in New York earning the WITT Seal for its unique opportunity for guests to reconnect with the natural world.

While Los Poblanos Historic Inn & Organic Farm in New Mexico specialises in manicured gardens, heirloom crops and rows of lavender which are used to produce products and ingredients.

"The wellness travel sector is evolving rapidly, and guests are becoming more discerning about what truly defines a wellness experience for them," said Robin Ruiz, CEO & founder of WITT.

"Hotels and resorts that genuinely invest in wellness should have a way to stand out.

“That’s exactly why we created WITT Certification – to provide independent verification and give travellers confidence when choosing where to stay."

The UK launch marks the next phase of WITT’s international expansion, bringing its trusted certification to one of the world’s most dynamic hospitality markets.

Phil Salcedo, newly appointed director of wellness certification at WITT, added: "We’re thrilled to bring WITT Certification to the UK, where so many hotels and resorts are doing incredible work in the wellness space.

“Our goal is to highlight the properties that truly prioritise guest well-being and set them apart from those making unverified claims.

“This is for the hotels and resorts that offer genuine wellness experiences and deserve recognition,” he said.