The travel and tourism sectors have changed dramatically over the past year. This change is unprecedented and unexpected. As we move into a new future, wellness tourism will thrive, thanks to an elevated public interest in personal health and demand for the services of dedicated wellness professionals. Anne Dimon, President & CEO of the Wellness Tourism Association, explains.

In March of 2020, when we were all beginning to recognize and accept the fact that the newly identified pandemic would severely impact not only the tourism industry but our daily lives, I posted a new cover photo in the Wellness Tourism Association Facebook Group: “The wellness tourism industry will weather this and be stronger for it.” I believed it then. I believe it now.

For many, the very concept of personal health has become the new norm. As the industry begins to recover, that overriding concern about personal health will continue to remain a focus – not only on the home front but as more people feel comfortable traveling again.  

What does that mean for the industry? More demand. Not only from those new to wellness living, but from those who want to position “good health” as a lifestyle priority, but may not know where to begin. These are the people who will seek out the hospitality stakeholders with designated programs and multi-day retreats operated by trusted wellness professionals who can guide them on the various paths to reaching their personal health goals.

A few foreseeable trends and challenges for wellness tourism

More connection with nature

It is widely accepted that nature will play an increasingly important role in the wellness tourism sector. Easily accessible lakes, mountains, hot springs, forests and other natural resources will become prime assets to industry stakeholders. As the industry recovers and rebounds, more travelers will want to avoid congested cities and over-populated tourist attractions in favor of smaller cities, towns and more remote locations surrounded by nature.

Solo travel & connection with the like-minded

The trend of solo travel for wellness-focused trips was identified in both the 2019 and 2020 consumer surveys conducted by the WTA. The 2020 survey, which collected responses from close to 4,000 respondents, reinforced that trend, plus the importance of social connection and being with the like-minded. Molly Anderson, Vice President, Sales at Canyon Ranch says, “some of our guests have been sharing close quarters during the pandemic and are now seeking to be alone to journey within and focus on a wellness goal, while others have been alone and are craving human touch (massage, for instance) and meaningful face-to-face conversations with like-minded individuals.”  

Regenerative travel

Based on the general concept of “building it back better,” regenerative travel calls for the traveler to leave a geographic destination better than he or she found it.  Supporting local producers, vendrs and service providers, for instancing. Or, volunteering with a local community initiative.  

Under the banner of “regenerative travel,” we will see the rise of more environmentally-conscious modes of travel, and the marketing of closer-to-home options. Most support the premise that “wellness” as a travel style is not only good for the person but inherently good for the planet, due to the emphasis on and importance of nature and environmental sustainability that is promoted as part of wellness tourism offerings. 

For example, John Nielsen, General Manager of Fivelements Retreat, Bali is seeing guests embracing regenerative travel as they come to understand the impact they leave behind. “We have started a plant-your-own- tree program, with great success,” he says. 

In May of 2020, WeTravel polled their community of wellness travel providers to find out what the terms ‘sustainable’ or ‘regenerative’ travel meant to them. Jen Corley, Director of Development Wellness, explains that “while the ecological impact of tourism was, of course, noted as a key consideration, providers have a much broader view of how traveler demand is shifting.”

She says survey respondents pointed out that “socially, people are going to seek out more intentional experiences by being respectful and inclusive of everyone they encounter while away from home. Culturally, they will want to engage in positive interactions with hosting communities, being extra mindful of tourism’s impact on local people’s way of life. Economically, they will want to leave the destination community better off than when they arrived by ensuring their money is funnelled into entities that directly serve those they’ve visited.”

Working from “home”

Personally, I have been blessed to be able to work from anywhere in the world for close to 20 years. Over the last year, so many people have come to realize that they, too, have the tools and opportunity to do the same thing. Consequently, hotels and resorts are now promoting long-term stays with the encouragement to come visit and work from “home.” For example, at the time of writing, Carillon Miami was offering 30% off on stays of 10 to 30 days. Another example is Eden Roc Cap Cana in the Dominican Republic where a 30-night package for two adults and two children (including a variety of lessons for the kids while the parents work) was priced from $75,500.   

Challenges include:

Growing competition  

With more hotels and resorts entering the wellness space, the competition for the traditionally higher-spending wellness traveler, will become fierce. While a spa is a wonderful guest amenity, it is not mandatory for hotels/resorts looking to launch a wellness culture/initiative, so prepare for competition from the non-spa sector.

Developing a coordinated effort

Spa owners and managers may have to step up efforts to align with other departments – food & beverage, rooms division, sales and marketing and others – to insure the acceptance and support of a coordinated wellness culture/initiative.

Getting noticed  

The challenge will be to find and communicate your point of distinction, with consistent messaging to target audiences across their preferred platforms – from social and traditional media, to e-newsletters, to print brochures and guest posts on related web sites and blogs. Raising your profile with the travel agent community – especially with those who identify as wellness travel specialists – will also gain in importance. While it is important to note that millennials may be the generational cohort to lead the recovery of the wellness travel sector, stakeholders cannot ignore the boomer and Gen X generations who are motivated, in part, by the desire to live healthier, longer.

As an industry, we will not only embrace the trends and new challenges brought about by the disruption of 2020, but will also weather the times and be stronger for it. 

***

Anne Dimon is the Co-founder/President & CEO of the Wellness Tourism Association (www.wellnesstourismassociation.org) and Owner/Editor of www.traveltowellness.com

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The Wellness Tourism Association (WTA) has introduced definitions and begun setting industry standards for what makes a wellness tourism destination.

by Anne Dimon

We all acknowledge that the word “wellness” means different things to different people. Ask 10 people what “wellness” means to them and you are likely to get 10 different answers.

Year after year, surveys from the Global Wellness Institute tell us wellness is the fastest growing division of the global tourism industry. As more consumers look to work elements of wellness into their travels, or plan vacation time with a specific focus on wellness, we are seeing an increasing number of hotels and resorts looking to get a share of the market by introducing wellness-focused amenities, programs and even multi-day guided retreats. Destination Management Organizations (DMO) and tourism boards are also launching their own wellness initiatives. But for the good of the consumer and the sustainable future of the industry, when it comes to vocabulary we need clarity and consistence.

To help create that clarity and consistency within the wellness tourism industry, the Wellness Tourism Association (WTA) – now with 100 Members and Partners from 21 countries –  has created definitions, and promotes standards that are applicable to the industry and understood by the public.

Incorporated in the US as a not-for-profit in January of 2018, the Wellness Tourism Association launched with the mission to unite the industry, and to become one community working together to shape and support the sustainable future of wellness tourism for the global good. One of the goals was to bring definitions and standards to the industry.

First of all, the WTA has produced the first glossary of industry definitions.

Glossary of industry definitions

Wellness Tourism

A specific division of the global tourism industry that is defined by the common goal of marketing natural assets and activities primarily focused on serving the wellness-minded consumer.

Wellness Travel

Travel that allows the traveler to maintain, enhance or kick-start a healthy lifestyle, and support or increase one’s sense of wellbeing.

Wellness Traveler

An individual who makes “wellness” the primary purpose of a trip.

Wellness Vacation/Holiday
Wellness Vacation / Holiday is Wellness Travel powered by a wellness-focused intention. Wellness Vacations/Holidays are typically self-directed with the traveler setting his or her own timetable and schedule. They may also include a Wellness Retreat.

Wellness Retreat – In today’s world, this term actually has two definitions:

Wellness Retreat – Programme
#1 A guided, intention-driven, multi-day program with a set or semi-set schedule, and hosted by one or more facilitators. The program may include learning and lifestyle workshops such as meditation and healthy eating, as well as fitness activities such as yoga, nature walks and hiking.

Wellness Retreat – Facility
#2 A smaller facility with accommodations and hospitality services and where the primary purpose is to provide programs and experience for the Wellness Traveler. The facility may have fewer wellness activities, services and facilities than a Wellness Resort.

Industry standards

When it comes to developing standards, our criteria for the various categories of membership forms the basis for industry standards.  For instance:

Wellness Resort
Any facility with accommodations and a range of hospitality services where the primary purpose is to provide programs and experiences for the Wellness Traveler. The Wellness Resort is comprised of four primary elements: accommodations, a variety of wellness activities, healthy dining options and wellness-related facilities.

Wellness Retreat (facility standard as per above)
Any smaller facility with accommodations plus other hospitality related amenities, and where the primary purpose is wellness. Such companies offering qualifying wellness programs on a seasonal basis will also fall under the category of Wellness Retreat.

Medical Wellness
A company with the primary business of medical (the care of patients, and services that respond to specific medical conditions or issues) will be considered for membership if they also offer multi-day retreats / programs and/or packages that are deemed to be more proactive/preventative than reactive. For instance, retreats/programs for sleep, stress management, medical testing for the early detection and prevention or certain medical conditions, and others.

Assets and attributes of a Wellness Destination

In July, 2019, the WTA issued a news release suggesting nine assets and attributes that a geographic destination should possess if the DMO or tourism board is looking to position and promote a specific region of the world as a Wellness Destination.

The list of nine is as follows:

• A safe/secure environment in both perception and reality
• A clean and sanitary infrastructure for both locals and visitors
• A quality-of-life for locals who benefit from tourism dollars – e.g. the creation of jobs within the industry and the creation of a market for locally made produce/products/services
• Natural assets such as hot springs/mountains/bodies of water/forests/resources for thalassotherapy or other natural assets within the confines of the destination and easily accessible to visitors
• Since Wellness Tourism and Wellness Travel encompass wellness for the planet, the destination must have substantial sustainability policies and practices in place
• The availability and accessibility of a wide range of wellness-professionals and practitioners, including those who offer holistic and alternative modalities
• A selection of hotel restaurants and independent restaurants offering healthful cuisine prepared by chefs committed to clean eating and who work in partnership with local growers
• Availability of a range of fitness-based activities and tours – e.g. yoga, hiking, cycling, fitness classes, kayaking, stand-up paddle boarding
• A physical environment that is somewhat removed from the noise that has become “daily life” in the 21st century

WTA Chairman, Andrew Gibson, says “Wellness Tourism has the fastest visitor year on year growth of any form of tourism. The Wellness Tourism Association provides clarity and direction for anyone who wants to identify with this exciting sector within the tourism industry. There is a great opportunity to ensure that wellness tourism is sustainable, ethical and adds value to both the traveler and the destination.”

Anne Dimon is the President of the Wellness Tourism Association (www.wellnesstourismassociation.org) and Founder/Editor of www.traveltowellness.com

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