The world of wellness has witnessed a triumphant ascension over the past decade. Popular perceptions of the importance of diet, fitness and healthy practices have transformed, powering vibrant new business sectors. As wellness evolves and expands hospitality brands are starting to provide products that reflect the values of today’s health-conscious consumers.
Wellness travel is defined as travel associated with the pursuit of maintaining or enhancing one’s personal well-being. Today it is an extension of the values and lifestyle of the traveler. Globally, people are incorporating more elements of health and mindfulness into their daily lives that naturally will transition to their travel vision.
People who travel with a sole intent on health and wellness, make up about 14% of the wellness travel industry. The remaining 86% are made up of travelers who incorporate wellness activities into their business/leisure travel.
This is a clear shift in the mindset of the wellness traveler. There is a desire to maintain their everyday focus on health and fitness during their luxury travels. Partaking in wellness travel usually means a luxurious bounty of strictly curated meals, supervised workouts and an emphasis on mindfulness. The basics of good health are straightforward so it is easy to incorporate them into travel.
A brand example of wellness travel is Equinox Explore, which is the Equinox Fitness’s travel division. The six excursions they planned for 2020 have already sold out. Examples of their excursions include a four-day running tour in Florence and six days of hiking in Morocco. Each is limited to 12-20 people. The goal of the trips is for the travelers is to return home feeling better than when they left.
The sense of community during these branded trips is a bonus to the well-being component. You will be surrounded by like-minded people which provides a connection to your travel mates. Communal gatherings can intensify the experience of the group historically. The intoxication of shared activities, such as a yoga class or group hike, can enhance the emotional quality and create deep bonds between the participants.
I have seen an increase of my clients’ requests for wellness travel which I love. My hope is wellness travel becomes less of a novelty and instead the mainstay of travel goals. Whether it is a specific wellness experience or simply adding wellness components to your business or leisure travel, there is no negative effect in my opinion.
