Wellness travel tips

Understanding the shifting trend of traditional wellness travel to active wellness is key to all destinations, in order to develop successful strategies that tap into this segment, whose motivations and interest have changed dramatically after the pandemic. Based on a deep dive into the main demand drivers of wellness travel, Mabrian, world leader in travel intelligence, traces back the evolution of this segment and its key drivers.

In today’s episode of the Skift Ideas Podcast, Colin is joined by Christopher Norton, CEO of Equinox Hotels, a brand that is aiming to redefine luxury hospitality as the ultimate in experience.

With a report from the Global Wellness Institute projecting that the wellness tourism market will be worth $1.1trillion by 2025, it is evident that travelers are beginning to prioritize wellness-oriented getaways.

Many travelers have been thinking of their wellness more holistically since the pandemic, according to surveys in seven countries commissioned by Hilton Hotels and released on Monday.

Since 2016, I’ve considered Cindy Estis Green to be one of the brightest minds in the hotel sector. Her key insight is that hotel commercial strategy directors have to become more sophisticated about which customers will be the most profitable after accounting for all costs.

The number of people concerned about their health and wellbeing has rocketed since the pandemic began. The stats are legion but among them, 80% of those surveyed by Public Health England in 2020 — in the first year of Covid-19 — reported wanting to change their lifestyle in 2021 to become healthier. Meanwhile, an Ipsos study in 2021 noted that 62% of Americans believe health is more important to them than before the pandemic. And this has, as countless more reports will attest, changed the way many of us want to travel.