Without a doubt, wellness has become a must-have in the travel, tourism and hospitality sectors, with many recent consumer surveys highlighting this finding. Wellness is a key factor in travel decisions, and the industry is responding.
Just look at the hotel landscape today: If someone had told me 10 years ago that IV drips, hyperbaric oxygen chambers, “psycho-emotional cleansing” and theraguns would one day be offered in hotels, I would have wondered what on earth they were dreaming about.
But with the pandemic accelerating demand for wellness in all its forms, hotels are embracing their new role as temples of health, creating programs and amenities addressing sleep, menopause, longevity, mental health, grief, immune support, sexual health and more.
Wellness is important in tourism: the sector is growing faster than leisure tourism, and wellness tourists spend 41% more than general international tourists. And while wellness travel accounts for only 7.8% of total tourism, it accounts for 18.7% of total tourism expenditure, which is quite high.
Even airports, long associated with stressful experiences, are incorporating wellness-oriented elements such as meditation lounges, yoga rooms, walking trails and feel-good sensory amenities to ease the stresses of travel.
Wellness is also a lens through which cities and destinations can transform themselves and rethink urban density and how the built environment can promote the more ephemeral nature of well-being and social connection. Cities are focusing on creating more green spaces, public parks and urban forests to provide opportunities for physical activity, relaxation and connecting with nature – all of which have proven wellness benefits.
There are also efforts to make cities more walkable and bikeable by expanding pedestrian infrastructure, bike lanes and public transport options, and encouraging residents and visitors to incorporate more physical activity into their daily lives.
Travel destinations are also starting to jump on the wellness bandwagon.
Costa Rica has established itself as a premier wellness tourism destination, offering an abundance of eco lodges, yoga retreats, healing spas and adventure activities that connect visitors with nature.
Singapore has made health a key priority through initiatives such as its “City in a Garden” program, which incorporates greenery throughout the cityscape.
Iceland’s capital, Reykjavik, harnesses its abundant geothermal resources to offer world-class spa and bathing experiences.
Bali has become famous as a center for yoga, meditation and holistic healing, with a number of retreats, workshops and centers focusing on mental and physical wellness.
The tiny Himalayan kingdom of Bhutan has built its tourism brand around the concept of “Gross National Happiness,” promoting a holistic, nature-based approach to visitor well-being.
We are currently in the midst of an explosive growth in wellness tourism, which is proving to be an enduring travel trend that will continue to reinvent the tourism industry.
Katherine Feliciano Chong
Managing Partner
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In the US, he held senior management roles in brand strategy, product development and global communications for luxury brands such as Giorgio Perfume, Fred Hayman Beverly Hills and Sebastian (now part of Procter & Gamble). These were considered iconic and innovative brands at the time and gave him valuable experience in synergizing different aspects of marketing communications. At CatchOn, approaching PR activities from a brand perspective has given him an edge over competitors. From brand development, market research to managing PR campaigns, CatchOn has built an impressive track record with clients in hospitality, tourism, wellness, design and F&B.
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