The Spafinder Wellness 365 eighth annual 2015 State of Wellness Travel report offers a glimpse at the evolving travel habits of those travelers interested in “maintaining or enhancing one’s personal well-being.” This includes the pursuit of physical, mental, spiritual or environmental wellness while traveling for either leisure or business. The study was conducted in July and August. More than 200 travel agents in North America and Europe participated. I found the results quite interesting.
Eighty-six percent of agents reported that they expect wellness travel to grow this year. Fourteen percent expected it to stay the same. No respondent thought it would decline. The 86 percent is the highest percentage in the history of the survey.
Agents agreed that the following factors are driving the growth of wellness travel: increased, overall consumer concern with health and wellness; people’s rising stress levels; increased knowledge of, and media attention about, wellness travel as a category; more wellness-focused vacation properties, with more diverse offerings and price ranges; people are working harder, and vacations are more precious; and an aging population.
Eighty-three percent of agents agreed that consumers are willing to pay a premium for wellness travel and/or for access to healthy products and services while traveling.
Interest in Healthy Meetings Grows
Among agents that book meetings and incentives travel, 79 percent reported that demand for healthier corporate/business meetings (i.e., meetings with healthy food, fitness and spa experiences, access to nature, etc.) is a rising trend in the last year.
Agents rated (from 1-10: i.e., “not important at all” to “extremely important”) how important 16 different wellness elements were for their average client when traveling to a property/destination. While beach access ranked No. 1, environmentally-friendly was No. 7, beating sports like golf and tennis.
Agents also ranked (from 1 to 8) which types of wellness travel properties were most appealing to their average client. While a luxury spa resort, with focus on relaxation/stress reduction was No. 1, eco-resort in wild nature, with focus on hiking, adventure and wildlife was No. 3. Eco-resorts beat healthy cruises, natural hot springs resort, etc.
Agents identified which global regions clocked the biggest growth in wellness and spa-related
bookings in the last year. For the first time in the survey’s history Asia ranked first. (It had never ranked above third). The top five fastest-growing wellness travel regions were: 1. Asia-Pacific; 2. Europe; 3. United States/Canada; 4. Mexico/the Caribbean; and 5. Central & South America.
West Coast is Wellness Hot Spot
Agents also reported on the fastest-growing U.S. destinations for spa/wellness bookings, and the
“West” rules in wellness travel growth. The top three regions were: 1. West Coast; 2. Southwest; and 3. Hawaii.
Agents submitted dozens and dozens of countries they felt are “getting hotter” with today’s wellness seeking traveler, from Brazil to Montenegro to Laos. Costa Rica and Thailand were the clear global standouts for 2015.
Agents were also asked to submit what they perceived to be the top three brands in wellness travel, and again, dozens and dozens of hospitality, cruise and website brands (along with individual properties) were submitted. Agents’ picks for the top five brands were: 1. Canyon Ranch; 2. Starwood, including Westin, St. Regis and Sheraton; 3. Four Seasons; 4. Hyatt; and 5. Six Senses.
The survey also shows that as healthy-minded travelers become more sophisticated, they are demanding a multitude of wellness travel components at properties and destinations, from healthy and diet-specific cuisine to yoga classes to voluntourism programming and environmentally-friendly destinations.
To access the results of the study, click here.
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