January 16, 2019
Wellness travel is booming. Here’s how your brand can get in on it.
Wellness travel is a massive segment of the leisure travel industry, to the tune of $639 billion in 2017 according to the Global Wellness Institute. What’s more, while wellness travel accounts for only 6.8% of all travel, those travelers spend 130% more than the average. And North America ranks #1 in terms of wellness tourism revenue.
In other words, it’s a growing segment of travelers who spend double what typical leisure tourists spend. And that makes wellness travel a segment you don’t want to ignore.
The good news is that you don’t have to be a high-end spa or exclusive resort to tap into this emerging audience. In fact, when it comes to coveted Millennial wellness travelers, a whopping 40% prefer wellness experiences other than traditional spas and resorts, opening up possibilities for all sorts of savvy travel brands.
Here are five ways a destination not named Canyon Ranch can profit from this trend.
1) Rethink wellness.
According to a report from TMR Research, today’s travelers see wellness as anything that provides “physiological or mental tranquility through the native therapies of that region.” Or to put it another way, when it comes to wellness, people want to try new things that are tied to the places they go.
That can include healthy regional foods, cultural and spiritual exploration, new approaches to exercise, exposure to nature, and so on. And don’t forget that for many travelers, wellness and mindfulness go hand in hand. Ask yourself, what can we offer to restore the mind as well as the body?
The bottom line is, you don't need a staff of Swedish masseuses to deliver rewarding wellness experiences.
2) Work with what you have.
Promoting a wellness travel experience doesn’t have to mean redefining your brand or larger offerings. Got a great kitchen? Create a wellness cooking experience. You're your property have a fantastic view? What better location for a yoga retreat. Wondering what to so with that unused conference hall? Launch a meditation series.
In other words, take advantage of the tools at your disposal now, and look at them through the lens of wellness to broaden your offering.
3) Go beyond your location.
For some leisure travel brands, the best to cash in on wellness travel may be by partnering up with nearby, likeminded brands to offer a greater experience than any one could offer alone. Reach out to the local restaurant community to create a “clean foods” taste tour. Team up with regional arts and cultural centers to offer learning packages. Or simply create itineraries that feature the best natural, healthy, and restorative offerings in your location. The more you can package up for visitors, the more likely they’ll take advantage.
4) Partner up.
Westin is going all in on wellness, creating “workout” guest rooms complete with Peloton stationary bikes. Hyatt acquired wellness brands Miraval and Exhale, and has even hired a leading wellness consultant as its first ever Senior VP and Global Head of Well Being.
What they know is that the right partnerships can pay off in big ways. But that doesn’t mean it has to be a big time brand. Find brands and influencers with unique niches that are right for your location, current offerings, and current clientele. And don’t overpromise. The number one goal with partnerships is that they be a good fit for everyone involved.
5) Start small.
As we’ve written about, micro-trips are also hot in travel. With so many people eager to take smaller, more bite-sized trips, why not combine this trend with your wellness offering? Weekend, overnight, or even local packages are terrific ways to dip your toe into the wellness craze without putting too many eggs into one basket all at once.
Whatever you do, it’s important to acknowledge that wellness is a real and growing part of travel for many visitors. So take a healthy look at what you have to offer in this emerging segment. There might be much more than you currently think.