New Wellness Specialist Sees Big Promise in Niche

As interest in wellness travel expands, so does the demand for specialized agent training. The Travel Institute is filling the niche with its new Well-Being Travel Specialist course.

Introduced this spring, the course features modules devoted to selling and marketing health, wellness and medical vacations.  

Travel Market Report spoke with agents about their motivations, interests and goals in taking the course, which The Travel Institute developed in partnership with Well-Being Travel.

A personal mission
Jeri Donovan of Well Traveled, a Division of LUXE Travel, is the first agent to earn the Well-Being Travel Specialist (WBT) certification. Her agency slogan, “Journeys for the Mind, Body and Soul,” is also her personal mission statement.

She’s been on an interesting journey herself lately.

A former teacher, Donovan entered the travel business after a brain tumor diagnosis in 2011 necessitated lifestyle changes. (She has since recovered.). No longer able to teach, Donovan decided to pursue her long-held dream of selling travel. She launched her new career in the fall of 2012.

Health and wellness travel was an obvious specialty for Donovan, who was also a longtime fitness and active lifestyle devotee.  

“When I researched, I saw there wasn’t much by way of training. Yet, I saw a real need. I’m a tail-end baby boomer. Every time I get together with friends my age, health concerns come up,” said Donovan.

She jumped at the chance to take The Travel Institute’s course on selling well-being travel when she learned about it this spring. It was, she said, a great source of information that she had not discovered on her own.

“It was invaluable to hear about destinations such as Malaysia that I didn’t realize have so much to offer in wellness travel,” said Donovan.

Finding the right product
Donovan plans to specialize in products that align with the specialist course. She’ll emphasize fitness, yoga and active adventure, as well as wellness cruises and spa destinations.

“One of the best things about the course was the inspiration it provided. I’m hoping to develop business with places such as Thailand, for its destination spas; India, for its spiritual journeys and yoga; Mexico, for its incredible resorts,” she said.

Properties such as St. Lucia’s BodyHoliday are also reaching out to her, eager to work with newly-certified experts.

Marketing wellness
Starting a new business from the ground up presents challenges. But, Donovan is heartened by the keen interest she’s seen in wellness travel.

Although her website has only recently gone live, she’s already had success with social media. Postings on her Facebook page about a Costa Rica trip and a proposed St. Lucia visit generated thousands of views.

And, the interest isn’t coming solely from baby boomers. “It’s the 34- to 45-year age group that is most frequently commenting and liking on Facebook,” she said.

In addition to her online presence, Donovan is looking to speak at health clubs, yoga studios and other places where wellness-minded individuals might be found. She also plans to contact her local TV station about a special interest piece on wellness travel.

She said she’s convinced that the well-being travel certification is a positive step toward a successful business. “It’s key to have a niche that resonates with you. We take wellness on the road. That’s how I live my life and I’m looking forward to sharing that philosophy,” she said.