The State of Wellness Travel and How Advisors Are Selling It

Wellness is a word we’re hearing lots of in the travel industry. More and more, travelers want to heal their mind, body, and spirit through health-focused activities and atmosphere on their trips. 

The wellness boom is evident at hotels and resorts across the world. New properties rarely open without a spa, fitness center, and wellness programming. A report IHG commissioned through the Future Laboratory found that Millennials and Gen Z are prioritizing wellness travel at a higher rate than older generations – 61% compared to 48%. 

“Wellness is a big focus point for travelers and as people have an increasing desire for experiences that rejuvenate them, we’re seeing these offerings expanding even more,” said Anna Bjurstam, wellness pioneer for Six Senses. 

Though wellness travel is not new, its popularity is certainly surging – and so are travel advisors who specialize in it. Still, any travel advisor can capitalize on growing wellness trends. Let’s dig deeper into what wellness means for clients and how advisors can fulfill these requests. 

Defining wellness travel

Travel is intertwined with wellness from the start – regardless of what a traveler does on their trip, they expect the vacation to improve their wellbeing by giving them an enjoyable break from their daily lives. So, what specifically makes a trip a “wellness trip,” then? 

Advisors tell us there are different levels of wellness trips – from simply incorporating one or two relaxation and fitness activities into an itinerary to sending clients on a retreat with a full health-focused agenda.  

“Some trips are going to be just wellness, other trips will just have aspects built into them,” Heather Di Pietro, owner and CEO of TravelSalesGroup and She’s the World Luxury Guided Experiences, told TMR. “Either way you’re having a positive impact on someone’s life.” 

Basically, wellness travel will always have activities that aim to improve a person’s physical, mental, and/or spiritual state. From birdwatching to enhanced sleep to yoga and meditation to advanced spa therapies, there are many ways to plan a wellness vacation. 

Talking to your clients

Travelers go on wellness trips for a variety of reasons. They may come to advisors saying they’re burnt out from work or need a reset after a life-changing event. 

Expectation-setting is key. Kimberly Davis, owner of Trouvaille Travel International, was a mental health counselor and educator for 20 years before becoming a travel advisor. She notes that while travel is often viewed as a transformational experience, it is not a substitute for professional help – and travel advisors are not therapists.  

“There’s things you can do on a trip that can be really helpful, but there’s a balancing act there,” Davis told TMR. “This is where allying with health and well-being coaches or therapists can help determine what a client wants and needs when they are asking for a retreat or wellness experience. Regardless, we have to ask more.”  

Like when planning any vacation, it’s important to ask clients pointed, relevant questions to find the right trip for them. How do they want to feel when they return – Relaxed? Energized? Accomplished? What are their priorities? What wellness activities have and have not worked for them in the past? What are they open to trying? 

Choosing destinations & hotels

When it comes to wellness travel, advisors say that the hotel or resort that you send a client to is a gamechanger. Wellness-focused resorts are popping up just about everywhere, especially in Europe and the Caribbean, and they often offer programming, activities, and even personalized retreat plans to guests. 

“Retreats and spas all have different approaches and modalities and are by no means one size fits all,” Davis said, adding that wellness has become baked into nearly every property these days. This makes it even more important to look into each and every offering. 

According to Bjurstam, sleep tourism is an emerging trend in the wellness travel space that more clients may be interested in. Six Senses is responding to this by adding soundproofing, mood lighting, and meditation recordings to guest rooms. 

Some wellness resorts that advisors recommend are Zoetry Agua Punta Cana, Miraval Resorts and Spas, and StolenTime by Rendezvous in St. Lucia. Luxury properties include Ananda Spas in the Himalayas, Canyon Ranch, and Kamalaya Wellness Sanctuary & Holistic Spa in Thailand. 

The destination is secondary, although there are always clients who will want to visit a specific place. Plus, the destination offers the backdrop whether it’s the beach or the mountains, and that can be important. It can also determine what nature-based excursions are available, and nature is a huge part of wellness trips. 

Planning activities

That leads us to the activities. Always think outside of the box because you never know what a client may consider beneficial to their wellbeing. 

“Anything that is relaxing and therapeutic can be turned into a wellness trip,” Di Pietro said. 

Di Pietro has led women’s wellness retreats that incorporate cooking and horseback riding into the schedule. Even birdwatching has become increasingly popular for a boost in serotonin surrounded by nature. 

“Younger travelers are engaging in less conventional activities with a fresh perspective: birdwatching is exploding on TikTok,” Bjurstam said. “Gen Zs are embracing urban fishing and there are more reports of this generation’s preference for wholesome holidays and outdoors and adventure, versus drinking trips.”