A holistic lifestyle enhances and improves physical, mental, and spiritual well-being. Well-being is associated with numerous benefits in different domains such as health, family, and work. Against this background, some hospitality brands have shown interest in incorporating well-being in their offers. Considering that individuals put a higher importance on a holistic lifestyle and have clear expectations that brands should contribute to that, the current paper investigates the impact of a well-being brand image on consumer reactions toward the brand and studies whether integrating well-being into hospitality brand offering enhances guests’ experience and subjective well-being.