Travelling Well: Recent Insights into Wellness Tourism Trends

According to the Wellness Tourism Association's (WTA) latest consumer survey, travellers are consistently expressing their desires for wellnessfocused travel experiences. The 2023 'Wellness Travel Consumer Survey' reveals key trends and preferences that can help hospitality and tourism stakeholders, including spas, hotels, and tour operators, better cater to the needs of the wellnessminded traveller.

The Essence of Wellness Travel

The WTA defines Wellness Travel as “travel that allows the traveller to maintain, enhance, or kickstart a healthy lifestyle and support or increase one's sense of wellbeing.” The survey, conducted online from June to September 2023, marks the fifth edition of the 'Wellness Travel Consumer Survey' and reflects responses from nearly 700 participants across 46 countries. With 59% of respondents based in the US, the survey indicates a strong inclination towards incorporating wellness activities into travel, with nearly 90% of respondents already integrating such activities and 70% having previously embarked on a wellness vacation. This represents a 5% increase from the 2022 survey, highlighting the growing interest in wellness travel.

Top Takeaways from the Survey

1. Nature and Healthy Food as Top Priorities

Nature and outdoor activities continue to be a top priority for wellness travellers. Since 2018, nature has consistently ranked high in the WTA's surveys, and the 2023 survey confirms this trend. A notable 76% of respondents indicated that “accessible nature and outdoor activities” are essential for their wellness travels. This preference is tied with “a variety of healthy food options” as the top must-have. Beyond

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natural attractions like lakes, thermal springs, and mountains, travellers are also valuing quiet indoor or outdoor garden spaces as key components of their wellness experience.

2. Optimal Length of Stay

When it comes to the ideal length of a wellness stay, more than half of the respondents favoured a stay of three to five nights. This duration appears to be the sweet spot for travellers seeking a meaningful but manageable wellness retreat.

3. The Continued Importance of Spas

Spas remain a significant element of wellness travel. In the 2023 survey, “access to spa treatments” was rated as a top priority. The interest in spa treatments has risen by 4% compared to the 2022 survey. Notably, respondents aged 60 to 70 showed the highest demand for spa services, with nearly 80% considering them essential. Among male respondents, 40% expressed interest in spa treatments, demonstrating that the appeal of spas spans across demographics.

4. Preference for Self-Guided Programmes

When asked about their preferred type of wellness vacation, 75% of respondents favoured a “selfguided programme with the opportunity to choose from a menu of options.” This preference remains consistent with the 2022 survey, underscoring a desire for customizable and personalized wellness experiences. In contrast, only 24% preferred a “structured programme guided by hosts and experts.” Wellness providers are responding to this demand by offering flexible packages and customizable programs that cater to individual goals and interests.

5. Top Motivations and Goals

The primary motivation for wellness travel continues to be a “general, overall reboot,” which was also the top reason in 2022, chosen by 40% of respondents. The second and third most common motivations were “meditation/mental wellness/wellbeing” and “recovering from a stressful time or personal loss.” These insights suggest that travellers are seeking wellness experiences that offer both mental and emotional rejuvenation.

Additionally, respondents rated several offerings as “very important.” Over 40% of travellers valued “opportunities to support a destination's local economy through its hotels, restaurants, small businesses, and tourist attractions.” Close behind was the importance of “local offerings,” include indigenous or authentic experiences and locallymade guest amenities.

Implications for the Industry

The data from the 2023 survey is consistent with previous years, reinforcing the notion that personal wellness remains a top priority for travellers. To attract and satisfy the modern wellness traveller, spa operators, retreat programmers, tour leaders, and other wellness professionals must embrace flexibility in their offerings. This involves providing options that cater to individual preferences, emphasizing natural and healthy experiences, and creating environments that support both physical and mental rejuvenation.

The wellness tourism landscape continues to evolve, with travellers increasingly seeking experiences that align with their wellness goals. By understanding and responding to these trends, the hospitality and tourism industry can better serve the wellness-minded traveller and enhance their overall experience.