The global wellness tourism sector has emerged as a pivotal force in reshaping the hospitality industry. By merging traditional tourism with health-centered activities, this sector addresses the growing demand for experiences that enhance well-being. Industry professionals must understand current trends and adopt forward-looking strategies to stay ahead of the competition.
What is Wellness Tourism?
Wellness tourism is all about traveling with the goal of improving or maintaining personal well-being, according to the Global Wellness Institute.
In a world where travel often comes with stress and unhealthy habits, wellness tourism offers a way to counter those downsides, transforming trips into opportunities to support and enhance overall health.
This travel phenomena represents a sub-sector of the overal wellness industry, projected to hit a staggering $8.5 trillion in 2027 after reaching $5.5 trillion in 2022. These figures depict an annual growth rate of 8.6% for the wellness industry as a whole.
The 3 biggest projected growth areas of wellness are:
Wellness Real Estate (+17.4% annually): communities built around hollistic health and wellbeing; “healthy buildings” e.g. mutli-functional offices and residential properties with in-built wellness, social spaces and sports facilities.
Mental Wellness (+12.8% annually): sleep and meditation products; stress reduction tech; functional F&B products; vitamins and supplements.
Wellness Tourism (+16.6% annually): elevated wellness services in hospitality settings such as luxury gyms; health resorts; destination spas; wellness touchpoints in airports; convergence of fitness & wellness brand products in hospitality venues.
Wellness Tourism Market Insights
Here are the critical insights driving the sector forward:
Long-term Growth in Wellness Tourism: Over the past decade, wellness tourism has seen exponential growth which is projected to continue, reflecting a heightened global awareness of health and well-being. This surge is attributed to travelers’ desire for personalized experiences that cater to both physical health and mental rejuvenation.
Regenerative Practices are setting a new standard in tourism, ensuring long-term sustainability that benefits both the environment and the communities involved. Initiatives such as eco-friendly accommodations and locally-sourced wellness treatments enrich natural habitats and protect cultural heritage while offering meaningful, immersive experiences to travelers.
Holistic Offerings in wellness tourism go beyond standard services. They include nutritious food options, tailored programs in yoga, meditation, and mindfulness, designed to meet the diverse needs of health-conscious travelers. These offerings create a sense of balance and renewal, aligning with individuals’ goals for physical, emotional, and spiritual well-being.
Wellness Tourism is not the same as Health Tourism
Wellness tourism and medical tourism are often confused, both by consumers and in destination marketing, due to unclear terminology and inconsistent definitions used by organizations and agencies. Indeed, hospitality is present in both wellness and medical settings but there are some key differentiators to note.
The term “health tourism” is sometimes used broadly to describe everything from surgeries and dental care to yoga retreats and spa visits, adding to the misunderstanding. However, these two sectors serve distinct purposes and audiences.
A helpful way to differentiate them is by viewing health and wellness on a continuum:
On one end is poor health, injury, and illness, which are addressed by medical treatments. Medical tourism involves traveling for healthcare services like surgeries or dental care, often for cost, quality, or accessibility reasons.
On the other end is wellness, which focuses on proactive practices to maintain health, reduce stress, and enhance well-being. Wellness tourism revolves around activities like spa retreats, yoga, or fitness programs.
While there is some overlap, such as with DNA testing or health checkups, the goals, services, and customer needs in wellness and medical tourism are generally very different. Both sectors may rely on local tourism infrastructure, but they operate in separate spaces.
Getting to Know the Wellness Traveler Segment
Wellness travelers are often stereotyped as an exclusive, affluent group who frequent luxury spas, health retreats, or yoga getaways. However, in reality, this group is far more diverse, encompassing a wide range of motivations, interests, and values. Wellness travelers can generally be categorized into two groups:
Primary wellness travelers: These individuals choose their trip or destination with wellness as their main focus and purpose.
Secondary wellness travelers: These travelers prioritize maintaining their wellness routines or exploring wellness activities while on a trip, whether it’s for leisure or business purposes.
This broader perspective highlights that with the growth of the wellness travel industry, the appeal has broadened to a more mainstream audience, beyond the traditional stereotypes.
Why Wellness Tourism Should Be a Strategic Focus for Hotels
The demand for wellness-focused travel is no longer a niche phenomenon; it is a robust movement reshaping guest expectations and operational priorities in hospitality.
Businesses that integrate wellness practices into their services not only elevate guest satisfaction but also solidify their competitive advantage in a rapidly evolving market.
Guests today seek destinations that transcend leisure and foster personal development, offering meaningful connections to local culture, nature, and self-discovery.
Implementing wellness strategies also aligns with broader values like sustainability and social responsibility. By adopting regenerative tourism models, businesses can meet the dual goals of enhancing guest experiences while contributing to a healthier planet.
Every Desitination Offers a Unique take on Wellness. What’s Yours?
Wellness travel is far from a one-size-fits-all experience. Each destination brings its own unique take on wellness, shaped by local traditions, natural surroundings, culture, and cuisine.
While some travelers might be content with a simple massage or fitness class, today’s more discerning wellness enthusiasts—especially millennials—crave authentic and distinctive experiences that reflect the spirit of the destination.
For example, Finland is renowned for its traditional saunas, offering a unique way to relax while embracing the country’s long-standing cultural practice.
Meanwhile, California is home to a variety of weight-loss and detox retreats, blending cutting-edge wellness science with excellent hikes and the glamorous health and wellness scene.
In Turkey, the iconic Turkish baths provide a rejuvenating, centuries-old cleansing ritual that immerses travelers in both wellness and history.
India offers a spiritual dimension to wellness, with meditation and yoga retreats that draw on ancient traditions designed to nourish the mind, body, and soul.
On the other hand, Costa Rica combines wellness with nature through its rainforest spa retreats, where treatments often incorporate native plants and the calming sounds of the jungle.
Every destination has something special to offer, whether it’s healing minerals in local waters, culinary traditions using fresh, local ingredients, or architecture that reflects a region’s heritage.
These authentic experiences ensure that no two wellness trips are ever the same, making each journey as unique as the traveler themselves.
Example of a Sustainable Hotel with Health Offering
The Maya Boutique Hotel in Switzerland is a business success story that showcases the increasing relevance of establishments with a focus on both sustainability practices and wellness services.
The hotel makes energy saving and being carbon neutral a cornerstone of its sustainable mission. It is self-sufficient in energy thanks to solar panels and a wood oven. The Maya Hotel produces 100% of the required heat by itself.
Its sustainabie credentials also go down to its architecture.
Owners Lisa and Louis took 250 tons of CO2 from the atmosphere and locked it into the walls of their straw bale hotel in the beautiful alpine valley of Val d’Hérens in Switzerland. The hotel and home was designed by architect Werner Schmidt who builds many homes from big bales (miscanthus), 1.2 m (4ft) thick. Such big bales mean the house is extremely well insulated. The hotel produces energy for the guests and for cooking. Some 60-80 Watts (200-270 BTU), plus the sunlight is enough cover around 80% of the need for hot sanitary water and heating throughout the year.
For the last few years, the Maya Boutique Hotel & Spa has also become dedicated to fasting guests, ensuring a quiet and peaceful atmosphere. The Maya Hotel promotes fasting programs alongside a complete set of spa, yoga and meditation services.
The one-week program includes relaxing massages, professionally supervised fasting vacations and a full program of wellness activities: spa, yoga, walking, relaxation, etc… in the hotel´s stunning grounds.
Fasting is an ancestral practice widespread in many cultures. Fasting is a voluntary abstinence from solid food for a limited period of time. As a consequence of this abstinence, the body activates an internal system of nutrition and self-healing abilities. The body becomes detoxified and purified and the metabolic system is stimulated.
Conclusion
Position yourself at the forefront of the wellness tourism industry. Leverage these insights to refine your services, create distinctive guest experiences, and build a legacy of innovation. Take the first step toward transforming your approach by gaining access to world-class expertise and actionable strategies. Make wellness the foundation of your success story.
About EHL Group
EHL Group is the global reference in education, innovation and consulting for the hospitality and service sector.With expertise dating back to 1893, EHL Group now offers a wide range of leading educational programs from apprenticeships to master’s degrees, as well as professional and executive education, on three campuses in Switzerland and Singapore. EHL Group also offers consulting and certification services to companies and learning centers around the world. True to its values and committed to building a sustainable world, EHL Group’s purpose is to provide education, services and working environments that are people-centered and open to the world. www.ehlgroup.com
EHL Hospitality Business SchoolCommunications Department+41 21 785 1354EHL
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