Wellness Tourism: A Gut Check

Wellness tourism remains a bright spot in the travel industry, a growth market that sees no end in growing interest. In a survey released this month by Accenture, a global digital consulting and strategy firm, consumers are not willing to reduce the amount they spend on health and well-being despite inflation, financial uncertainty and other detractors. 

The wellness tourism report polled some 11,000 consumers in 16 countries and found that even in the face of widespread uncertainty and personal financial strains, consumers are considering health and fitness to be an “essential,” alongside groceries and household cleaning products. Four in five respondents said they intend to maintain or increase their spend on areas related to health and fitness in the next year.

The survey also found that respondents seem to be taking a more holistic view of wellness, reframing it as much more of a consumer staple. In addition to more than four in 10 respondents (42%) saying they are increasing the amount of physical activity, one-third (33%) of respondents said that they’re more focused on self-care — such as indulging in a bath or beauty treatment — than they were a year ago.

Wellness Tourism

Even with rising travel costs, the wellness tourism survey found that half (51%) of consumers also plan to maintain or increase their spend on leisure travel in the next year — perhaps not surprising considering the widely recognized well-being benefits associated with a vacation. Furthermore, two in five (39%) high-income respondents have booked a luxury trip or wellness retreat for some time in the next 12 months. Among millennials, one in five (21%) booked to go away to a wellness retreat this year. In addition, one-third (33%) of all survey respondents said they are willing to sacrifice spending on non-essential household products or electronics so that they can afford to travel.

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“While the focus on personal well-being is not necessarily new, it is now less an indulgence and more of a non-negotiable essential for today’s consumers, even at a time when many are feeling financial pressures. There is a huge opportunity here for travel and consumer-facing companies to tap into ecosystem partnerships and the local communities to offer differentiated experiences since wellness tourism today is about much more than the destination or activities — it is an extension of the values and lifestyle of the traveler,” said Emily Weiss, a senior managing director at Accenture who leads the wellness tourism research. 

Indeed, wellness travel research conducted by the Global Wellness Institute supports these findings. The global wellness economy generated $4.4 trillion in revenue during 2020, and even through the global pandemic the wellness tourism sector accounted for $436 billion in revenues. McKinsey research puts Wellness travel and spending at a $15 trillion market by 2030, especially among six key categories: health, fitness, nutrition, appearance, sleep, and mindfulness. Because a substantial number of people are willing to travel once again, hotels, resorts and destinations are making it a priority to provide wellness programs and packages to offer a much-needed mind, body and soul reboot.

An summary of the top ten trends in wellness tourism were recently laid out by the Institute during a mid-year update. 

1. Dirt-y Wellness

The health of the world’s soil—and the impact of soil exposure on human health has become far more important of late. Trends are afoot for getting people back to some “soil bathing”: from a new microbial architecture creating indoor spaces teeming with healthy soil microbes to the farm becoming as important as spa and fitness at new wellness resorts.

2. Purging Toxic Muscularity: Wellness Tourism

Bulging biceps and rippling abs have had a negative ripple effect on male body image. This trend looks at the activists and new initiatives that are driving a new male body positivity movement—the equivalent of the conversation about unhealthily thin female models and Barbie dolls.

3. From Wellness Tech to Technological Wellness

The trend offers a fresh take on digital health: Between fitness wearables, telehealth apps and smart home gyms, there is no shortage of technologies promising to make us well. But the truth is that most technologies (that make up the majority of our screen time) are harming our health, not helping it.

4. Aging and Active: Wellness Tourism

A wrinkle in time no more! Healthier and more active than their cohorts in previous generations, today’s seniors don’t “feel old” and don’t want to be defined by age, nor socially segregated by it.

5. Wellness Travel: Seekers, Welcome

Post-pandemic travelers are eager for adventure and engagement. Social indicators such as the “great resignation,” record retirements and global nomadism reveal profound commitments to work/life balance and personal growth and happiness. To meet these new demands, the travel industry is rolling out the welcome mat for these new intentional travelers with the invitation: Seekers, welcome.

6. Innovative Tech Closing the Gender Gap 

Artificial Intelligence (AI), apps and wearables collect data for a wide range of women’s health conditions This trend explores how startups and tech giants are increasingly trying to expand and improve research data on women’s health through AI, smartphone apps, wearables, and virtual trials.

7. Urban Spas & Wellness Playgrounds

Affordable wellness is flourishing in urban gathering places. Whether it’s new bathhouses featuring hydrothermal bathing (saunas, steam rooms, pools, etc.); large-scale wellness-focused water resorts (some of which accommodate up to 8,000 visitors daily); or public parks where nature meets art and wellness, pandemic-weary cities around the globe are suddenly making the pursuit of wellness accessible, affordable and inclusive.

8. Next-Gen Naturalism: Wellness Tourism

The return of self-reliance: Next-gen naturalism is a back-to-basics wellness that refocuses on the natural world and ancient practices to prepare for a shaky future.

9. Health & Wellness Coaching Gets Certified

Coaches trained in the art and science of motivating healthy changes have been the missing link in both healthcare and wellness but are now getting attention with partnerships and outreach. 

10. Wellness Welcomes the Metaverse

The metaverse is happening thanks to a range of social forces, including the pandemic, and the rise of the “Wellness Metaverse” is inevitable. Moreover This trend explores everything from the trending medical and wellness experiences now being created for the metaverse to how wellness companies should look at the future opportunities.

Prominent players in the global wellness tourism market include:

*Hilton Worldwide 

*Accor Hotels 

*Hyatt Hotels 

*Rancho La Puerta, Inc. 

*Marriot International 

*Rosewood Hotels 

*PRAVASSA 

*InterContinental Group 

*Omni Hotels & Resorts 

*Radisson Hospitality 

*Four Seasons Hotels