As travel ramps up again, nature and safety are
ranked as extremely important by consumers.
Anne Dimon reports on the latest findings from
Wellness Tourism Association research
Bali is one of the top desinations cited by consumers interested in wellness travel / shutterstock/bogdanhoda
The key challenge for the Wellness Tourism Association (WTA) 2021 Wellness Travel Consumer Survey was to establish what wellness-minded consumers consider to be most important as global travel begins to grow again.
The third survey of its kind conducted since the WTA launched in 2018, the objective this time was to give spa operators and the hospitality industry a clearer understanding of consumers’ priorities as they start planning to travel.
Business improving Members of the WTA are reporting business is looking up. Kimberly Rossi, wellness and business development director at the Art of Living Retreat Center in North Carolina, says there has been a steady stream of visitors since reopening: “People are ready – more than ever – to explore, be with others and practice radical self-care,” she says.
Some operators are running at higher capacity and charging more than pre-COVID. “In some segments, we’re seeing more than a 20 per cent increase in both guests numbers and room rates when compared with 2020 and 2019,” says Denise Perkins, vice president of marketing at the Garden of the Gods Resort and Club and Strata Integrated Wellness and Spa in Colorado.
In Switzerland, Marina Oshchepkova, senior medical sales manager, at Bürgenstock Hotels, says the Healthy by Nature wellness concept, launched in 2019 at the Waldhotel in Switzerland, welcomed three times as many guests between January and September of 2021.
Davina Bernard, director of wellness for Fairmont Chateau Lake Louise in Canada says enquiries for multi-day, wellness-focused retreats have significantly increased. “People are searching for holistic programmes now, which they would never have considered prior to the pandemic,” she says.
Cleanliness ‘a top priority’ A certified safe and clean hotel environment ranked number one across the three main generational cohorts surveyed (Millennials, Gen X, and Baby Boomers) and research sponsor, WeTravel – which reached US$20m (€17.4m, £14.6m) in wellness-related bookings last year – reports retreat leaders are booking out places such as boutique hotels for groups of six to 12 people.
Sustainability and green practices also ranked highly, with consumers reportedly pushing retreat leaders to choose eco-friendly accommodation, donate a portion of sales to a cause, or add a volunteering dimension to their trip.
Researchers asked an open question in relation to what would be considered ‘must-haves’ and three main themes emerged – safety, access to stillness and quiet spaces and nature and the outdoors.
Desire for nature Even though “access to fitness activities in nature” was included in the overall top five offerings and was rated extremely important by respondents, these same consumers also overwhelmingly included references to nature and the outdoors in their responses to the open question.
The importance of nature has been an overriding theme for wellness travellers since the WTA began conducting surveys in 2018, and there’s every indication that the demand for access to easily accessible natural assets – along with the opportunity to spend time in nature – will continue.
When asked what might influence them most when it came to booking wellness-travel over the next two years, respondents cited price; flexibility with both bookings and cancellation policies; trust in the supplier, and destination management in relation to how well local lawmakers are managing the pandemic.
Call of the ocean Another question asked which geographical regions would be favoured when people feel comfortable travelling again. Reflecting the demographic of the respondents, the US was the most popular country, and Hawaii the most preferred state. South east Asian countries, particular Bali and Thailand, were mentioned and Italy was the most selected country in Europe. Costa Rica was the favoured country in Latin America, and the Caribbean was an often-mentioned destination.
When asked why they chose those places, the prominent theme was nature, with recipients using words such as beautiful, beaches and ocean, climate, outdoor adventures and tranquility. Others made their selections based on locations being safe, easy and close to home or being on their bucket list.
Overall, the takeaways for stakeholders are that demand for wellness-focused travel is increasing. Consumers rank nature and safety as top priorities when planning their wellness travels, and Millennials especially are currently planning trips. Finally, regenerative travel, which incorporates sustainability efforts, green practices, engaging and giving back to local communities, will continue to gain prominence.
• Anne Dimon is CEO of the WTA
These 10 offerings were rated
as less important
• Restaurant menus that catering for dietary restrictions
• Access to medical practitioners for one-on-one consultations or medical testing that could predict a predisposition to future medical issues
• Access to fitness trackers and apps (that can monitor heart rate and body temperature in real time)
• Touchless points of access (digital check-in/check-out, motion-sensor amenities, voice-controlled elevator technology, digital room keys, phone controlled features, face recognition, etc.)
• Wellness-focused opportunities integrated into building design (incorporating nature indoors, in-room fitness spaces, pathways to encourage use of stairs instead of elevators, active workstations such as treadmill desks, etc.)
• Access to mental health professionals
• Access to nutritionists
• Access to other wellness practitioners
• Access to learning opportunities (wellness-focused classes, healthy-eating demos etc.)
• Spaces / classes / activities to meet and engage with like-minded people
About the WTa survey
The three-month online survey was carried out during April, May and June 2021.
The gathering of survey data was administered by the Wellness Tourism Association (WTA) in collaboration with WTA research associate, Danny Kessler PhD, assistant professor at Dongseo University, while the International College in Busan, South Korea, collected responses from close to 2,500 consumers from 52 countries and territories.
About the respondents:
•
64% female
• 65% between the ages of 26 and 54
• 43% have an annual income of more than US$75,000 (€64,660, £55,000)
• 60% have a Bachelor’s degree or higher.
• 84% reported they participate in wellness activities when they travel
• 61% reported they’re planning a wellness vacation
• 50% of those planning a wellness
vacation were Millennials
• 75% were from the US
Participants were asked to rank a collection of 16 assets, amenities, activities and other offerings that had been sourced from industry data and expertise.
The data collected revealed what offerings are most important to key consumers as they plan their future wellness travel.
Read more from this issue of Attractions Management magazine
View contents of Attractions Management 2022 issue 1
"When you know you're doing things right, you have power" – Deborah Szekely talks to Spa Business
Spa People: Zoe Wall
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New opening: Healing oasis
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Interview: Deborah Szekely
As the 'godmother of spa' approaches her 100th birthday, Jan Kitchen travelled to Rancho La Puerta to find out more about her extraordinary life
First Person: Siempre Mejor!
After 82 years, Rancho La Puerta is
still beloved among guests around
the world, who return year after
year for a dose of holistic wellbeing.
Jane Kitchen spent a week at the
Mexican resort to discover how the
spirit of ‘Siempre mejor!’ or ‘Always
better!’ lives on in the 21st century
Sponsored: Phytomer: Celebrating the sea
The story surrounding Phytomer is one of a unique wellness vision, a loyal family, remarkable marine science and pioneering skincare. We talk to deputy general manager Mathilde Gédouin-Lagarde as the company celebrates its 50th anniversary
GWS: Boston strong
If you missed the GWS – or even if you were there – Jane Kitchen's detailed report will give you endless useful actionable insights
Promotion: Yon-ka: Plant power
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Q&A: Patrizia Bortolin
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Promotion: Reconnect with ISPA
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Q&A: Daniele Vastolo
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Research: Human nature
Anne Dimon reports on the latest research insights from the Wellness Tourism Association
Saunas: Aufguss
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Software: Getting (Hyper) personal
Software that drives generational marketing can create hyper-personalised offerings, as Karen Maxwell discovers
Supplier showcase: Art of Cryo: Best of both worlds
Art of Cryo is blending its high-performance cryotherapy
solutions with intermittent vacuum therapy to offer a
complete and effective whole-body wellness experience
Promotion: Comfort Zone
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As travel ramps up again, nature and safety are
ranked as extremely important by consumers.
Anne Dimon reports on the latest findings from
Wellness Tourism Association research
Bali is one of the top desinations cited by consumers interested in wellness travel / shutterstock/bogdanhoda
The key challenge for the Wellness Tourism Association (WTA) 2021 Wellness Travel Consumer Survey was to establish what wellness-minded consumers consider to be most important as global travel begins to grow again.
The third survey of its kind conducted since the WTA launched in 2018, the objective this time was to give spa operators and the hospitality industry a clearer understanding of consumers’ priorities as they start planning to travel.
Business improving Members of the WTA are reporting business is looking up. Kimberly Rossi, wellness and business development director at the Art of Living Retreat Center in North Carolina, says there has been a steady stream of visitors since reopening: “People are ready – more than ever – to explore, be with others and practice radical self-care,” she says.
Some operators are running at higher capacity and charging more than pre-COVID. “In some segments, we’re seeing more than a 20 per cent increase in both guests numbers and room rates when compared with 2020 and 2019,” says Denise Perkins, vice president of marketing at the Garden of the Gods Resort and Club and Strata Integrated Wellness and Spa in Colorado.
In Switzerland, Marina Oshchepkova, senior medical sales manager, at Bürgenstock Hotels, says the Healthy by Nature wellness concept, launched in 2019 at the Waldhotel in Switzerland, welcomed three times as many guests between January and September of 2021.
Davina Bernard, director of wellness for Fairmont Chateau Lake Louise in Canada says enquiries for multi-day, wellness-focused retreats have significantly increased. “People are searching for holistic programmes now, which they would never have considered prior to the pandemic,” she says.
Cleanliness ‘a top priority’ A certified safe and clean hotel environment ranked number one across the three main generational cohorts surveyed (Millennials, Gen X, and Baby Boomers) and research sponsor, WeTravel – which reached US$20m (€17.4m, £14.6m) in wellness-related bookings last year – reports retreat leaders are booking out places such as boutique hotels for groups of six to 12 people.
Sustainability and green practices also ranked highly, with consumers reportedly pushing retreat leaders to choose eco-friendly accommodation, donate a portion of sales to a cause, or add a volunteering dimension to their trip.
Researchers asked an open question in relation to what would be considered ‘must-haves’ and three main themes emerged – safety, access to stillness and quiet spaces and nature and the outdoors.
Desire for nature Even though “access to fitness activities in nature” was included in the overall top five offerings and was rated extremely important by respondents, these same consumers also overwhelmingly included references to nature and the outdoors in their responses to the open question.
The importance of nature has been an overriding theme for wellness travellers since the WTA began conducting surveys in 2018, and there’s every indication that the demand for access to easily accessible natural assets – along with the opportunity to spend time in nature – will continue.
When asked what might influence them most when it came to booking wellness-travel over the next two years, respondents cited price; flexibility with both bookings and cancellation policies; trust in the supplier, and destination management in relation to how well local lawmakers are managing the pandemic.
Call of the ocean Another question asked which geographical regions would be favoured when people feel comfortable travelling again. Reflecting the demographic of the respondents, the US was the most popular country, and Hawaii the most preferred state. South east Asian countries, particular Bali and Thailand, were mentioned and Italy was the most selected country in Europe. Costa Rica was the favoured country in Latin America, and the Caribbean was an often-mentioned destination.
When asked why they chose those places, the prominent theme was nature, with recipients using words such as beautiful, beaches and ocean, climate, outdoor adventures and tranquility. Others made their selections based on locations being safe, easy and close to home or being on their bucket list.
Overall, the takeaways for stakeholders are that demand for wellness-focused travel is increasing. Consumers rank nature and safety as top priorities when planning their wellness travels, and Millennials especially are currently planning trips. Finally, regenerative travel, which incorporates sustainability efforts, green practices, engaging and giving back to local communities, will continue to gain prominence.
• Anne Dimon is CEO of the WTA
These 10 offerings were rated
as less important
• Restaurant menus that catering for dietary restrictions
• Access to medical practitioners for one-on-one consultations or medical testing that could predict a predisposition to future medical issues
• Access to fitness trackers and apps (that can monitor heart rate and body temperature in real time)
• Touchless points of access (digital check-in/check-out, motion-sensor amenities, voice-controlled elevator technology, digital room keys, phone controlled features, face recognition, etc.)
• Wellness-focused opportunities integrated into building design (incorporating nature indoors, in-room fitness spaces, pathways to encourage use of stairs instead of elevators, active workstations such as treadmill desks, etc.)
• Access to mental health professionals
• Access to nutritionists
• Access to other wellness practitioners
• Access to learning opportunities (wellness-focused classes, healthy-eating demos etc.)
• Spaces / classes / activities to meet and engage with like-minded people
About the WTa survey
The three-month online survey was carried out during April, May and June 2021.
The gathering of survey data was administered by the Wellness Tourism Association (WTA) in collaboration with WTA research associate, Danny Kessler PhD, assistant professor at Dongseo University, while the International College in Busan, South Korea, collected responses from close to 2,500 consumers from 52 countries and territories.
About the respondents:
•
64% female
• 65% between the ages of 26 and 54
• 43% have an annual income of more than US$75,000 (€64,660, £55,000)
• 60% have a Bachelor’s degree or higher.
• 84% reported they participate in wellness activities when they travel
• 61% reported they’re planning a wellness vacation
• 50% of those planning a wellness
vacation were Millennials
• 75% were from the US
Participants were asked to rank a collection of 16 assets, amenities, activities and other offerings that had been sourced from industry data and expertise.
The data collected revealed what offerings are most important to key consumers as they plan their future wellness travel.
Read more from this issue of Attractions Management magazine
View contents of Attractions Management 2022 issue 1
"When you know you're doing things right, you have power" – Deborah Szekely talks to Spa Business
Spa People: Zoe Wall
Zoe Wall talks about driving the global spa and wellness agenda at Kerzner
New opening: Healing oasis
Zoya, a new integrative health and wellbeing retreat, is opening in the Middle East, as Megan Whitby reports
Interview: Deborah Szekely
As the 'godmother of spa' approaches her 100th birthday, Jan Kitchen travelled to Rancho La Puerta to find out more about her extraordinary life
First Person: Siempre Mejor!
After 82 years, Rancho La Puerta is
still beloved among guests around
the world, who return year after
year for a dose of holistic wellbeing.
Jane Kitchen spent a week at the
Mexican resort to discover how the
spirit of ‘Siempre mejor!’ or ‘Always
better!’ lives on in the 21st century
Sponsored: Phytomer: Celebrating the sea
The story surrounding Phytomer is one of a unique wellness vision, a loyal family, remarkable marine science and pioneering skincare. We talk to deputy general manager Mathilde Gédouin-Lagarde as the company celebrates its 50th anniversary
GWS: Boston strong
If you missed the GWS – or even if you were there – Jane Kitchen's detailed report will give you endless useful actionable insights
Promotion: Yon-ka: Plant power
Benefiting from its founders’ passion for plants, Yon-Ka’s new brand identity reflects its past and its continued research into the healing power of plants which enables the company to craft innovative formulas that deliver results
First person: Paradise at Preidlhof
Lisa Starr travelled to Italy to interview Patrizia Bortolin for Spa Business and experience all that Preidlhof has to offer
Q&A: Patrizia Bortolin
Lisa Starr talks to the award winning visionary
who’s injecting new vigour into Preidlhof
Promotion: Reconnect with ISPA
After a two-year absence, ISPA’s annual Conference offers its
members an opportunity to reconnect and to learn more about
the available tools that can help them recharge their businesses
Q&A: Daniele Vastolo
Chiva-Som has opened a major new property in Qatar, with treatments focused on Traditional Arabic and Islamic Medicine. We talk to the GM
Research: Human nature
Anne Dimon reports on the latest research insights from the Wellness Tourism Association
Saunas: Aufguss
The first aufguss sauna experience in the US has opened in Las Vegas, as Cassandra Cavanah reports
Software: Getting (Hyper) personal
Software that drives generational marketing can create hyper-personalised offerings, as Karen Maxwell discovers
Supplier showcase: Art of Cryo: Best of both worlds
Art of Cryo is blending its high-performance cryotherapy
solutions with intermittent vacuum therapy to offer a
complete and effective whole-body wellness experience
Promotion: Comfort Zone
From 2022, Comfort Zone’s products are going plastic-neutral, certified by Plastic Bank
Hotel de France, located on the British Isle of Jersey, has created a wellness retreat package
that includes a hot yoga session that will take place in Jersey Zoo’s butterfly sanctuary.
A new immersive attraction designed to transport visitors into the final hours of ancient Pompeii
is preparing to open near the world-famous archaeological site in southern Italy.
Experience design company, BRC Imagination Arts, has completed a transition that sees founder
Bob Rogers pass ownership of the business to four long-serving senior executives, while
remaining actively involved with the company.
Movie Park Germany has opened a new Paramount Pictures-themed attraction as part of its 30th
anniversary celebrations, using immersive storytelling and adaptive reuse to reinforce the park’s
longstanding “Hollywood in Germany” positioning.
Therme Manchester’s 28-acre development, which will include interconnected glass pavilions
that measure 65,000sq m, will be the largest bathing and wellbeing attraction in the world once
complete, according to prof David Russell, CEO of Therme UK.
Efteling has opened Hooghmoed, a new family drop tower designed to broaden the appeal of its
recently launched Sirene Island themed area and introduce younger visitors to thrill attractions.
A proposed Puy du Fou development near Bicester and Universal Destinations and Experiences’
planned resort in Bedford are emerging as part of a wider transformation of the Oxford–
Cambridge Growth Corridor into a major centre for UK leisure and tourism inv
Shedd Aquarium has opened the Immersion Theater developed in partnership with SimEx-
Iwerks, as part of a wider strategy to enhance the guest experience and create additional
revenue opportunities.
The UK government has announced a temporary reduction in VAT on visitor attractions and
children’s meals as part of a summer cost-of-living support package designed to stimulate the
visitor economy and encourage family days out.
As designer Yinka Ilori prepares for his first solo gallery show in London, he speaks exclusively
to CLADmag about his mission to spread joy, the power of play, and his bold approach to using
colour (including the colours you won’t see in his work).
The government of Thailand is exploring plans for a THB300bn (£6.3bn, US$8.3bn)
entertainment complex in the country’s Eastern Economic Corridor (EEC), with officials
proposing a large-scale theme park and sports destination as part of a broader tourism and
economic development strategy.
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