The luxury travel market is not just growing, it’s evolving–with a greater focus on health and wellness practices.
Market researcher Altiant’s latest Buzz vs Reality report, “Wellness: Exploring the Luxury Traveller’s Mindset,” conducted alongside multinational hospitality company Hyatt Hotels and events company ILTM, reveals affluent travelers are emphasizing wellness in their decision-making. Fifty-four percent of respondents, up 12 percent from 2018, reported specifically planning holidays with a wellness angle.
“Today, affluent individuals and HNWIs are moving beyond health to seek meaningful experiences that rejuvenate the mind and foster a deeper sense of purpose,” said Meryam Schneider, chief marketing officer at Altiant.
“For example, nearly 74 percent of respondents now integrate wellness into their weekly routines, emphasizing the importance of consistent, intentional well-being,” Ms. Schneider said.
For the report, Altiant surveyed 800 high-net-worth individuals (HNWIs) online and across China, France, Saudi Arabia, the United Arab Emirates, the United Kingdom and the United States. Participants were extracted from the top 5 percent of their country’s income earners or wealth holders, with each manually validated.
A new mantra
The guiding motto for many HNWIs is ‘health is the new wealth,’ with nine out of 10 respondents looking to improve their health for later in life. Though the global affluent are in reasonably good mental and physical shape, their biggest pain points are often high-stress levels and poor sleep quality.
Wellness practices are already well-integrated into the daily lives of many HNWIs, about 74 percent, up from 66 percent in 2018. HNW Americans are more likely to have integrated wellness activities in their week – 85 percent, up from 69 percent in 2018 – while those in the UAE are least likely to do so.
Yet, the pandemic is likely to have been one of the biggest factors for the rise in wellness-oriented travel with slower, purpose-driven vacations replacing the hurried itineraries of previous years. Nearly three-quarters (74 percent) of respondents prefer relaxed holidays for mental rejuvenation and personal growth.
Family-friendly wellness vacations are also on the rise, with 43 percent interested in traveling with children and 28 percent with extended family members.
Customization thrills
Though traditional spa treatments remain popular, with 62 percent citing them as a preferred activity, many, particularly younger demographics, are expanding their expectations and expressing an interest in nature immersions, detox programs, health evaluations and mental health support.
Respondents also expressed a desire for bespoke treatments and customization with 84 percent demanding wellness services be tailored to them. Of the HNWIs surveyed, 59 percent are interested in the use of technology and AI to facilitate their health and wellness goals.
“Travelers are prioritizing health on a new level, seeking travel experiences that nourish both mind and body,” said Alison Gilmore, portfolio director at ILTM, in a statement.
“The concept of “wellness” has evolved—it’s no longer just about spa days but also about integrating fitness, mental health, and overall balance into travel,” Ms. Gilmore said. “Our research reveals that travelers increasingly want unique, personalized wellness experiences, with many expecting hotels to offer more than the usual one-size-fits-all services.
“From bespoke health assessments to innovative therapies, luxury travel is being redefined by this demand for customization.”
The preferred length for a wellness holiday is four to eight days with 63 percent listing that time frame as their ideal duration. Almost two-thirds (62 percent) reported that a hotel’s services and wellness facilities are now very important or essential to their plans. In addition, three in five are willing to pay more for hotels that have space for wellness facilities, such as indoor bikes and yoga mats, in rooms.
Personal connections, like friends and family, are the most likely influences for wellness trips with travel agents as a close second.
“For affluent and HNWIs, immediate contacts may be perceived as more genuine, closer to their individual values as wellness travel is deeply personal, often tied to emotional well-being and health,” said Ms. Schneider.
“Travel agents are highly relevant because they provide tailored recommendations and a level of trust and expertise critical for wellness travel,” she said. “For instance, 71 percent of affluent travelers value travel agents for secure and bespoke planning.
“Although influencers can be strong ambassadors, their level of influence varies among age groups: under-45s are more likely than those over-45s to be influenced by bloggers/podcasters (74 percent vs. 61 per cent) and social media influencers (71 percent vs. 45 percent).
Hospitality advisory firm RLA Global reported on the positive impact of the wellness industry on hotels earlier this year (see story).
Source: https://www.luxurydaily.com/luxury-travelers-to-prioritize-wellness-experiences-in-2025-altiant/
Published by: Luxury Daily