Wellness Travel: It’s Not One Size Fits All
by Robin Amster /Travel agents need to understand both the nature of wellness travel and the type of client it attracts in order to sell this increasingly popular style of travel, according to an expert in the field.
“The idea of wellness travel is just starting to be understood,” said Linden Schaffer, founder and director of Pravassa Wellness Travel.
“Agents have to understand wellness, and that’s tricky because it means something different for everyone,” she said.
Multiple definitions
Like adventure travel, which can refer to “soft” or “hard” adventure and can encompass a variety of activities and experiences, wellness travel also encompasses a range of activities.
Wellness travel is an “umbrella” for different options, said Schaffer. “It can include culinary, eco and adventure activities.”
However, Pravassa’s five “tenets” for any wellness vacation are a constant, said Schaffer. They include physical activity, stress reduction, spiritual connectedness, food education, and cultural involvement.
When put together, “they make for a happier, healthier you,” she said.
Deeper client knowledge
Once agents grasp the wellness travel concept, they can identify clients for whom the niche is a good fit.
That calls for a somewhat different relationship agents have had with their clients in the past, said Schaffer.
“Agents working with clients for five years or so will understand how they travel, what they like or dislike.
“But they probably don’t understand what their everyday life looks like – what kind of food they eat, how they, or whether they, incorporate physical activity in their lives, what their idea of relaxation is,” she said.
“In other words, their work-life balance.”
Wellness traveler profile
Potential wellness travel clients include those who are “early adapters” and trend setters; those with a higher education and some disposable income – because of the higher price points of wellness travel – and those who are a bit adventurous, Schaffer said.
Wellness clients also participate actively in their health by paying attention to the kind of foods they eat and how they exercise.
They are, said Schaffer, “proactive” when it comes to their health.
Generational differences
Agents should also be aware of the generational differences among clients who are good prospects for wellness travel.
Clients in their 20s and 30s are likely to be adventure seekers, willing to try something new, said Schaffer.
“They find and share everything online; they’re happy to share accommodations,” she said. “Much of this group is solo travelers.
“They’re about ‘me’ and ‘I want it right now,’” Schaffer added. “If they don’t have friends to travel with, they’ll find a group.”
Wellness travelers in their 40s and 50s typically have families to think about and need to schedule vacations with that in mind.
“If they can’t go alone, then agents need to think about providing wellness activities for everyone in the family,” Schaffer said.
The joys of disconnecting
Interestingly, travelers in their 40s and 50s “need to disconnect the most” from our tech-tethered world, she added.
These travelers might not initially be okay with the idea of a destination or resort with limited or no wi-fi access or without cellphone reception, but once they get there they appreciate the relaxation that comes with disconnecting, Schaffer said.
She pointed to a growing number of resorts like the Marriott and Renaissance Caribbean and Mexico properties that market tech-free zones for travelers who want a “digital detox” experience.
At least one destination – St. Vincent in the Caribbean – is trying to turn what many travelers would call a negative, it’s lack of tech access, into a positive. The island has marketed its ability to offer digital detoxing complete with deserted beaches and spa facilities.
A gentler version of wellness
For clients in their 60s and 70s, agents need to be attuned to their potential physical limitations.
“They can go on the same kind of [wellness] vacations, but they need to know that features can be modified in terms of physical activity,” said Schaffer.
They also need more downtime; want private accommodations (they won’t share a room with someone they don’t know), and are willing to spend more time away from home.