 Wellness travel enhances travelers' health and well-being through physical, mental, and spiritual activities. Popular wellness experiences includes “spa, mineral springs, yoga and meditation retreats, skiing, hiking, pilates” according to Research and Markets.
Did you know . . . “The global wellness tourism market is expected to reach US $2.1 trillion by 2030. The market is expected to expand at a compound annual growth rate (CAGR of 12.42 percent from 2023 to 2030.” (Source: Research and Markets) “20 percent of all travelers are wellness tourists, of whom 78 percent say their vacations benefited their mental and physical well-being and 51 percent believe their vacations aided in their recovery from disease.” (Source: Wellness & Destinations). “Wellness vacations are trending: 73 percent of respondents say they are planning vacations around improving their physical and emotional health, 68 percent say they are picking travel destinations in nature to help with mental clarity, and 43 percent say they have selected a hotel based on its spa and wellness amenities.” (Source: Forbes) “17 percent of the wellness population is younger than 34. This demonstrates that wellness tourism is popular throughout all age groups and is not simply for the young. The rising selection of low-cost to high-end wellness tourism could help a wider spectrum of health seekers, not just those who cater to a wealthy audience.” (Source: Be Blissful Travel) To help wellness marketers capture their share of voice and share of the market, Allen Marketing Communications, Inc., a boutique travel, wellness and lifestyle public relations agency based in New York City, spotlights the key wellness trends. Active & Adventure Wellness: Adrenaline With A Purpose Adventure travelers are embracing the wellness industry. Travelers have the chance to embrace heart-racing activities with a greater feeling of purpose thanks to active and adventure wellness experiences. Adventure travelers place a high value on activities that encourage physical activity and mental health. The wellness tourism industry has seen a huge increase in demand for adventurous adventures like hiking, cycling, rock climbing, and more. This propensity for adventure with purpose highlights the all-encompassing mindset travelers are adopting, realizing that thrilling adventures can be both reinvigorating and transforming. Mindfulness And Meditation Getaways Mental wellness escapes such as mindfulness and meditation retreats have exploded in popularity during the Covid-19 pandemic. Travelers can escape the pressures of modern lifes and delve into the depths of inner calm and self-awareness. Research shows “a whopping $639.4 billion in wellness tourism related to mental health.” (Source: Global Wellness Institute). This financial information supports the idea that travelers value mind-nourishing experiences more and more. There has been “a 73 percent increase in reservations for meditation retreats has been reported as a result of the use of meditation applications like Headspace and Calm (Source: Tripadvisor). The meditation and mindfulness retreats are transforming into sanctuaries to support emotional balance and personal growth. Nature-Focused Vacations Nature immersion excursions are a growing sector of the wellness travel industry. The Covid-19 pandemic has sparked an interest in developing a closer connection with nature. Nature immersion vacations have been shown to have healing properties from the natural surroundings. Research shows “a significant 42 percent increase in travelers looking for outdoor experiences in pristine natural surroundings.” (Source: Global Wellness Summit) demonstrate the exponential expansion of this trend. The therapeutic benefits of the Japanese practice of "shinrin-yoku," also known as forest bathing, has been shown to reduce stress and enhance a person’s mood. Digital Detox Escapes The way we work, communicate, and travel the world has been completely transformed by the digital era. Digital burnout is a new type of stress brought on by the constant connectivity that comes with our digital devices. Digital detox vacations are becoming more popular as people realize the benefits of switching off from all electronic devices and living in the moment. The digital detox retreats give visitors the chance to disconnect from technology and focus instead on their surroundings, other people, and introspection. “A startling 86 percent of individuals in the US, check social media, emails, and texts on a frequent basis raises stress levels.” (Source: American Psychological Association). There has been a considerable change in travelers' tastes as a result of the increased understanding of the negative consequences of excessive screen time. “Bookings at wellness retreats and resorts that provide structured digital detox programs have increased by an astounding 52 percent just in the last year.” (Source: Wellness Tourism Association). As a result of this trend, travelers are being encouraged to place a higher priority on mental refreshment and connection with their surroundings. It also highlights the growing demand to escape from the constant digital noise in our lives. Sustainable Travel Vacations The wellness industry is dedicated to sustainable practices to protect the environment. Travelers today want to know what steps the hotel or resort they are staying at takes to lessen its environmental impact. Wellness travelers are choosing eco-friendly towns and sustainable locations to do their part to protect the environment. Whether it's participating in a conservation program, using recycled materials in construction, or providing pull-chain showers, visitors want to know that their money is going to a place that has little impact on the environment. Wellness travelers are developing a meaningful connection with themselves by embracing digital detox, nature immersion, mindfulness and meditation, gastronomic wellbeing, and active and adventure experiences. Our team of wellness travel professionals can help marketers maximize their full potential in this industry. By Joanna Allen, chief executive officer, Allen Marketing Communications, Inc.
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