In focus: healing holidays
If wellness tourism was gaining momentum pre-pandemic, it has well and truly exploded now. The market was valued at $683.5 billion in 2020 and is only set to rise.
According to Vision Research Reports, the industry is expected to be worth an eye-watering $1.1 trillion by 2028. The catalyst? Covid-19.
Not only did the pandemic exacerbate feelings of stress and anxiety, it also forced us to look inward and address our work-life balance.
As a new breed of health-conscious traveller emerges - one that is clued up, curious and armed with more disposal income than before - we ask, what does the next phase of wellness travel look like and how can agents tap into it?
Driving demand
An appetite for health-focused holidays is felt across the industry. Chenot Group - whose flagship property, Chenot Palace Weggis in Switzerland, specialises in science-led wellness - has witnessed an increase in guests returning after shorter periods of time, in some cases up to three times in six months.
"This is a new trend and undoubtedly a result of the pandemic," says chief operating and scientific director Dr George Gaitanos. "Already there is, and will continue to be, a wider appeal for wellness tourism and we've seen how the pandemic has broadened who we identify as 'wellness consumers'."
Four Seasons' portfolio of spas in Asia is also experiencing a spike, with "bumper numbers" using the brand's facilities. Luisa Anderson, regional spa director for Four Seasons Asia Pacific, said: "Four Seasons Hotel Hong Kong spa revenues are higher than 2019 - mainly from local guests.
It's the same in some locations in China. Four Seasons Resort Maldives at Landaa Giraavaru has seen a higher capture rate than 2019."
Meanwhile, SHA Wellness Clinic is reporting remarkably high demand for the private residences at new resort SHA Mexico, with 80% of the property sold off-plan in the first two weeks.
Agents serving affluent customers are already capitalising on the trend. Online agency Health and Fitness Travel has seen a rise in consumers seeking "all kinds of wellness experiences", ranging from fitness and detox holidays to immunity boosting retreats.
"In recent years, wellness travel has been the fastest-growing niche within the industry," says founder Paul Joseph.
"Demand for wellness holidays has increased since the pandemic as people have realised the need to live healthier and more active lifestyles to boost their immunity and increase their longevity.•
Travel agent Toby Watfa, whose business Health Travel specialises in luxury wellness holidays, said enquiries were up 300%. The company has also doubled the number of resorts in its catalogue from 30 to 60 thanks to an influx of new wellness hotels.
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It's true we're not short on choice. Holidays entirely dedicated to wellbeing are now on the cards: at newly opened Joali Being in the Maldives, guests will find a herbology centre, a sound therapy hall, a sensory deprivation room and an anti-gravity yoga pavilion as well as signature Immersion programmes ranging from five nights to three weeks.
Wellness-driven Six Senses continues to expand, with new properties opening this year in Israel, India and Ibiza. The brand will debut a 'longevity centre' on the Spanish island next May, which it says will call on science, spirituality and preventative measures to enhance guests' long-term health.
A host of exciting properties are in the pipeline, too, not least a hotel in Belize that promises some of the brand's most innovative wellbeing experiences yet, with a spa built around natural lagoons offering a holistic antiageing centre along with programmes focused on natural healing and traditional Mayan practices.
Clients wishing to dip their toe in the wellness pool could opt for a retreat, offered by a raft of leading hotels.
In the UK, University Arms in Cambridge will host the first in a series of holistic health retreats on January 21-23, 2022, with celebrity performance coach Dalton Wong, nutritionist Eva Humphries and holistic coach Lizzie Chong leading sessions on body conditioning, nutrition for brain function, breath work, sound therapy meditation and yoga.
Meanwhile, Ian Schrager's boutique hotel in New York, Public, has launched a wellness programme to counter the "new age of anxiety brought on by the pandemic", featuring acupuncture, IV vitamin infusions, cryotherapy and vegetarian, vegan and gluten-free menus.
Wellness is an ever-growing focus of the cruise sector, too. Silversea Cruises' new Otium wellness programme on upcoming ship Silver Dawn is expected to "redefine luxurious pampering at sea".
The programme will target everything from sleep - with an extended pillow menu and a special mattress designed for the line - to the spa, where guests can drink champagne and dine on caviar and truffles in thermal areas.
Other lines have enlisted the help of wellness gurus to maximise their wellbeing message.
Celebrity Cruises recently unveiled actress Gwyneth Paltrow as its wellbeing advisor and a cruise in partnership with her lifestyle brand Goop is set to sail the Caribbean this month on Celebrity Millennium.
Looking ahead
Such advancements to the sector are fitting considering the next generation of wellness traveller could be the most discerning yet.
"They are already very health-focused, says Joseph. "They seek out meaningful wellness experiences that align with their lifestyles - whether that's a sustainable eco-friendly retreat or one that caters to those with vegan or gluten-free diets, while also equipping them with self-care tools such as meditation and mindfulness that they can carry on when they return home."
Has transformative travel overtaken experiential travel? Only time will tell.
But as we enter the next phaseof pandemic recovery, travel sellers with wellness front of mind will certainly reap the rewards.
Ask the expert, Alejandro Bataller
Vice president, Sha Wellness Clinic
All trend sources demonstrate that wellness tourism, which is growing twice as fast as other mainstream sectors, will be even more accentuated.
People are now more aware than ever of the importance of their health, recognising that health is our main capital. Luxury consumers will be even more demanding regarding the reason behind their trip and the expectations of it.
They will be looking for not only an experience, but a transformational journey that will mark a turning point in some aspect of their life. The need for super-customisation of the trip will increase, and the role of the bespoke travel agent will be reinforced.
There is no doubt that we will see an increase in demand for wellness tourism. Within it, there will be a strong increase in epigenetics and energy medicine as well as regenerative medicine and cell therapies.