SPOTLIGHT ON TOURISM
Wellness at home and away T
he latest wellness trends are showing consumers are keen to spend on their mental and physical wellbeing - at home and away.
A global report Amex Trendex: Consumers Prioritizing Wellness and Mental Health with their Time, Money and Travel Plans reveals a shift in focus around the world, with lockdown-weary consumers choosing to spend time and money on exploring nature, relaxation and exercise. In Australia 47 per cent of respondents are spending more than they have in previous years on wellness items, with natural vitamins and supplements (39 per cent), in-home fitness equipment (31 per cent), and organic food (30 per cent) ranked as the top three item. And the trend will continue, with those three categories the big focus for future spending. Consumers surveyed across seven countries (Australia, Canada, India, Japan, Mexico, the UK and the US) are planning to spend up on travel as a way to boost their wellbeing - in fact 88 per cent admitted a holiday is good for their mental health. In Australia 54 per cent of those surveyed want to spend time outdoors on their vacation, and 55 per cent say they would be willing to pay extra for wellness activities on future trips. Covid-restrictions have shifted consumers’ mindsets and there’s a focus on looking after ourselves, the survey reveals, with Aussies particularly focused on exploring the outdoors. Tourist destinations such as the Big4 campsites can attest to that. In June 2021 the holiday park business predicted $80 million in sales this year, a significant rise on past performance, based on its recent figures. Big4’s total online revenue grew 94 per cent, cabin revenue rose 101 per cent and site revenues increased by 76 percent. And Belinda Thomas, GM business development at Big4, believes the uplift isn’t just from banned international travel. She told Seriously Social podcast host Ginger Gorman “it’s this urge to want to get back to nature and to have these different and unique experiences as well that is driving that.” n TheAmex Trendex online poll was conducted by Morning Consult between September 9-15, 2021 with 3,000 respondents across Australia, Canada, India, Japan, Mexico, the UK and the US. Respondents had a household income of at least US$70,000 and traveled by air at least once in 2019.
Big4 Castlemain Gardens Holiday Park
GOING GREEN WITH BIOPHILIA
Biophilia is a term that describes our natural affinity with nature and green spaces. A concept born in the 1960s it is now inspiring a world of design, connecting us with the natural world to improve our physical and mental wellbeing. An article in New Scientist in March 2021 indicated the positive impact nature has on our mental-health spans from reducing depression and improving sleep to boosting happiness and social interactions. According to Global Wellness Summit, biophilia is here to stay. “People will demand a connection to nature; it will be the way we live our lives. Biophilia is not a “trend” but the longterm future of architecture and design.”
FIT FOR PURPOSE
Amex found the majority of adults surveyed (78 per cent) agreed they are working on more goals tied to health and wellness than in previous years with more than two-thirds (70 per cent) planning to try out a new fitness or wellness activity to improve their well-being. So which franchise brands are in the zone? There is a host of options for potential franchisees to choose from including the City Cave Float & Wellness Centre which has just announced a massive expansion plan across the country; US brand StretchLab which launched here this year; brand new elite sports performance-inspired concept The Recovery Lab;, and Club W and Fernwood Fusion (featured on page 22), new wellness ideas from long term fitness experts. Wellness extends into other areas, as the survey showed. For retail franchises consider The Source, packaging-free wholefoods retailer, or supplement stores EliteSupps. NOV/JAN 2021-2022 | 50 | WWW.FRANCHISEBUSINESS.COM.AU
