We spoke with Paul Hawco, Executive Global Director of Integrated Wellbeing at Banyan Group, about wellness philosophy, future plans, and evolving preferences in luxury travel.  

Paul Hawco is a globally recognized leader in the wellness and hospitality industry, currently serving as Executive Global Director of Integrated Wellbeing at Banyan Group. In this role, he spearheads the development and implementation of innovative wellness strategies across Banyan Group’s diverse portfolio of luxury resorts, spas, and wellbeing experiences. 

With three decades of experience in the international spa and wellness sector, Mr. Hawco has built a reputation for driving transformative wellness concepts. He is a sought-after speaker and thought leader in the global wellness space. Prior to joining Banyan Group, he held senior leadership roles at Rosewood, Fairmont, and Jumeirah Group. His expertise spans spa operations, integrative wellness programming, and strategic brand development, making him a key figure in shaping the future of hospitality-driven wellbeing. 

We spoke with Paul Hawco and Banyan Group about wellness philosophy, future plans, and evolving preferences in luxury travel.  

Please talk about your career and the path that led you to what you are doing today. 

Paul Hawco (PH): I have been in hospitality for three decades and it has been my entire career. I came from a background in massage therapy and fitness training, starting out in hotel spas, progressing from Therapist to Director, and eventually took on group level roles to drive corporate wellbeing programmes for a number of global hospitality companies. 

Please talk about your role and what it entails. 

PH: As Director of Integrated Wellbeing, I lead the strategic vision and execution of the Group’s wellbeing portfolio. This includes our hotel spa operations as well as standalone and third-party spa management contracts, the Banyan Spa & Wellbeing Academy, as well as the overall wellbeing initiatives, programmes, and experiences for our guests and associates. 

Banyan Group has big plans for 2025. What can you tell us about these? 

PH: 2025 is shaping up to be an incredibly exciting year, with multiple projects and touchpoints that will amplify our commitment to wellbeing. This includes enhancements to the wellbeing journey for our flagship Banyan Tree brand (which will be revealed in a few months), the wellbeing-centric guest journeys across our portfolio, the international expansion of the Banyan Spa & Wellbeing Academy, as well as the continuous innovation and pioneering of new wellbeing concepts and approaches. We are particularly excited to introduce new programmes that will be available for our guests to book across selected resorts. 

What is Banyan’s wellness philosophy? 

PH: We believe that we are all interconnected, through our relationship with ourselves, with others, and with nature. This philosophy is woven into the very fabric of Banyan Group’s wellbeing offerings, which are designed to foster connection and rejuvenation. Each journey is carefully crafted around our proprietary 8 key pillars — Rest, Groundedness, Connection, Movement, Nourishment, Purpose, Vitality, and Mindfulness — which serve as a holistic framework for our guests’ wellbeing, while always staying true to our ethos of authenticity and sustainability. Our benefit-oriented treatments are designed to nurture holistic wellbeing at every stage, ensuring that guests’ journeys extend beyond their stay.  

How does Banyan Group go beyond traditional spa services to create a holistic wellness experience? 

PH: Banyan Group goes beyond traditional spa services by integrating spa experiences with a broader approach to wellbeing. Our mission is to guide guests on their wellbeing journey, helping them achieve their goals and inspire lasting change. From immersive wellbeing programmes to nature-based therapies, we are committed to inspiring a deeper connection to self, others, and the world around us. We offer a variety of modalities, including hot and cold therapies, rainforest treatments, movement classes, and mindfulness practices, ensuring that the integration of Spa and Wellbeing provides a transformative experience. By combining diverse therapies with the natural environment, we create a comprehensive approach to wellbeing that nurtures and balances every aspect of the individual.  

Are there any unique wellness programs or treatments that Banyan Group has introduced recently that you’re particularly excited about? 

PH: Wellbeing is one of Banyan Group’s core pillars. It is ingrained in our culture and operations, and is woven into the guest experience across our portfolio of brands. 

First launched in 2020, the Banyan Tree Wellbeing Sanctuary is a villa category within selected Banyan Tree hotels and resorts that come with additional wellbeing offerings, such as personalized activities, spa treatments, and curated dining, allowing guests to integrate wellbeing into their stay while also enjoying the broader resort offerings.    

As the notion of wellbeing becomes increasingly integrated in our everyday lives, we see that guests also seek out more value-aligned experiences and appreciate when they can continue their habits and routines during their holidays. The Wellbeing Sanctuary will remain one of Banyan Tree’s signature experiences and, I am particularly excited about the plans we have to progressively roll out more of them across Banyan Tree hotels and resorts globally.  

Can you talk about the new affluent traveler and how the market is changing? How has Banyan Group adapted to meet changing guest expectations? 

Banyan Group (BG): We continue to see rising demand and evolving preferences in luxury travel.  

Countries like China and Japan are experiencing a resurgence in luxury tourism, particularly among younger, affluent travelers. As younger demographics enter the luxury market, they are reshaping expectations. They value authenticity, eco-consciousness, and experiential stays over traditional luxury markers. They are seeking travel options that better align with their lifestyle preferences and values (e.g. wellbeing and sustainability-focused). 

The Middle East also continues to be a growth engine, with increased interest in immersive, wellbeing-focused experiences from both local and international travelers.   

Our pioneering spirit, rooted in the core pillars of wellbeing and sustainability, drives us to continuously develop and refine design-led experiences that encourage new ways for travelers to connect with the world, and cater to evolving guest expectations. 

What role does technology play in your guest experience? 

BG: We embrace technology and integrate it thoughtfully to enhance service delivery. For example, our digital concierge and online customer service streamline guest services, offering personalized recommendations and quick responses, while always allowing room for human interaction.  

We recognize that while technology can help reshape parts of the guest experience (with enhanced efficiency and personalization), the human touch remains essential. And our associates remain central to the guest experience, ensuring the technology supports rather than replaces genuine connections. 

Embracing technology while maintaining a service philosophy that is rooted in empathy, mindful attention and active listening, ensures that we remain both efficient and authentic, honouring our commitment to being truly present with every guest.   

What strategies has Banyan Group employed to diversify revenue streams, and how important are wellness and ancillary revenue to the overall business model? 

BG: Overall revenue streams include hotel investments, fee-based services (inclusive of hotel management, spa, wellbeing and gallery, design and other services), as well as residences segments. Diversification has been vital to the Group’s resilience – in offerings and market mix. We have been able to expand our key feeder markets in tandem with the diversification of brand offerings and operating footprint.  

PH: On Spa and Wellbeing operations, we are expanding our offerings and consequently, revenue, with the increased focus on offering wellbeing programmes and experiences to meet guest demands across the portfolio. 

We are also growing our global wellbeing practitioner teams to elevate our holistic wellbeing offerings with specialised classes, workshops and dedicated retreats as part of the stay experience that guests can book. 

To further diversify, the Banyan Spa and Wellbeing Academy has also developed guest-facing classes and workshops provided for groups, private events, and as an offering within our hotel’s activities calendar.  

We know sustainability is important at Banyan Group. Can you share a specific example of a sustainability initiative at Banyan Group that has had a measurable impact?  

Banyan Group’s founding ethos of ‘Embracing the Environment, Empowering People’ aligns with global travellers who are increasingly seeking more meaningful and authentic experiences, while our ‘Brand for Good’ framework ensures that the organisation is aligned in our commitment to making meaningful impact and driving sustainable development. 

Understanding that sustainability is about cultivating a shared future that protects our planet and makes a real difference in the lives of people, the Group’s range of initiatives and commitment to our founding ethos sets us apart as a pioneer of sustainable hospitality. (For more information on Banyan Group’s sustainabililty efforts and to view the 2023 Sustainability Report click here.) 

What are you excited about for the industry as a whole? 

PH: I am most excited to see our guests’ increasing interest in their personal wellbeing, and the influence that our wellbeing philosophies have on their lifestyle long after they leave our resorts and spas. Wellbeing-focused concepts are becoming a mainstay in hospitality and I am also very excited about the possibilities and opportunities for those working in the industry, as well as the evolution of experiences that guests will benefit from.

Spa Executive is published by Book4Time, the leader in guest management, revenue and mobile solutions for the most exclusive spas, hotels, and resorts around the globe. Now part of Agilysys. Learn more at book4time.com. 

The post Banyan Group & Paul Hawco on wellness philosophy & evolving preferences in luxury travel  appeared first on Spa Executive.

Sauna Aufguss events in Canada and US will determine the top sauna masters who will go on to represent Team USA at the Aufguss WM World Championships in Verona, Italy. 

For the first time, in 2025, the United States and Canada will host national Aufguss WM competitions, bringing the high-energy, theatrical sauna ritual to North American audiences in a competitive format. The events are set to take place at Bathhouse in Williamsburg, New York City, on June 23-24, and at Thermea Spa Village Whitby, Ontario, on June 17-19. 

These events will determine the top sauna masters who will go on to represent Team USA at the Aufguss WM World Championships in Verona, Italy. 

Aufguss, a performance-based sauna tradition that originated in Europe, combines heat, scent, music, and storytelling to create an immersive wellness experience. Skilled sauna masters use towels to skillfully distribute steam while engaging guests in a multisensory journey. The Aufguss WM (World Masters) competition elevates this art form by incorporating choreography, lighting, and theatrical elements into the performances. 

Bringing competitive sauna culture to the U.S.

“National Aufguss WM events will be held in 18 countries in 2025, including newcomers Canada and the USA, which join Japan as being among the first non-European countries to participate,” said Lasse Eriksen, vice president of the Aufguss WM competition and jury member, in a statement. 

While Brooklyn’s Bathhouse regularly hosts Aufguss events, the USA National competition marks a milestone for American sauna culture, giving sauna enthusiasts a wider opportunity to witness and participate in this unique, performance-driven wellness tradition. Competitors will be judged on a variety of criteria, including their ability to control steam and temperature, their waving techniques with one or two towels, and their storytelling talents. 

“The beauty of Aufguss is that sauna-goers who might typically step out after five minutes remain captivated on their benches for the duration of the 10–14-minute performance,” Eriksen said. “That magic moment is when the heat, the smells, and the story combine to give the audience an incredible experience.” 

A collaboration between leading sauna innovators

Design for Leisure (DFL), a leading name in the design and construction of high-end hydrothermal spa and wellness environments, has partnered with Aufguss WM to bring this competition to the U.S.  

“We’re thrilled to play a role in bringing the excitement of competitive sauna culture to American audiences for the first time,” said Don Genders, Design for Leisure’s founder and CEO. “Aufguss is more than just a sauna ritual—it’s an art form, a performing art, and a deeply rejuvenating wellness experience. This competition will celebrate the best Aufguss talents in the country and introduce more people to this unique tradition.” 

Bathhouse has specially designed its 700-square-foot sauna with advanced audio and visual technology to support immersive Aufguss performances. 

“At Bathhouse, we’re obsessed with saunas,” said Travis Talmadge, co-founder of Bathhouse. “We designed our new state-of-the-art sauna to be the ideal venue for competitive Aufguss. It’s been really fun to watch the American audience embrace Aufguss culture over the past few years, and hosting this competition is an exciting next step for the growth of Aufguss in the U.S.” 

As Aufguss continues to gain popularity outside of Europe, these national events mark a global expansion of the tradition. 

How to compete 

Think you have what it takes? Sauna masters can apply by submitting a video showcasing their Aufguss skills by April 11, 2025, on the Aufguss USA Nationals Website. Competitors can enter as individuals or in teams, with finalists earning the honor of representing Team USA at the world championships in Verona this September.

Spa Executive is published by Book4Time, the leader in guest management, revenue and mobile solutions for the most exclusive spas, hotels, and resorts around the globe. Now part of Agilysys. Learn more at book4time.com.

The post USA & Canada to host first Sauna Aufguss WM championship events appeared first on Spa Executive.

Agilysys’ Book4Time software was awarded its third ISPA Innovate Award at the ISPA annual conference.

Agilysys’ Book4Time spa software solution received the 2024 ISPA Innovate Award when the ISPA organization hosted its annual conference and expo March 11 – 13, 2025 at The Broadmoor in Colorado Springs, Colorado. This is Book4Time’s third ISPA Innovate Award. 

Agilysys acquired Book4Time, a spa software company based in Canada, in August, 2024. The Book4Time spa software is now part of the Agilysys portfolio of hospitality software solutions, a broad array of market-leading, cloud-native solutions organized around the company’s technology platforms for property management (PMS), point-of-sale (POS), inventory and procurement (II&P) and food and beverage service management (FSM). 

ISPA Innovate Awards recognize creativity and adaptability displayed by ISPA member organizations across a variety of categories. Book4Time was recognized in the Resource Partner – Software category for RevStream Analytics, advanced multi-location spa enterprise performance analysis logic and dashboards incorporated into the solution in 2024. 

RevStream Analytics consolidates and streamlines data from multiple spa locations in a portfolio to enable consistent revenue tracking, accurate forecasting and strategic yield management so that operators, owners and corporate leaders can optimize overall profitability. The system provides real-time, centralized visibility into key performance indicators, helping decision-makers quickly identify trends and areas for optimization. With actionable insights at their fingertips, users can make informed decisions to maximize efficiency and enhance the guest experience across their entire portfolio. 

Representing the Book4Time spa software at the 2025 ISPA Conference and Expo was Sean Anderson, formerly Chief Revenue Officer of Book4Time and now Vice President of Ancillary Solution Sales and Business Development for Agilysys. 

“Now that we are part of Agilysys, we can extend the impact of our Book4Time software, not only through innovations such as RevStream Analytics, but also through integration with the Agilysys platform of hospitality solutions,” Mr. Anderson said. 

Frank Pitsikalis, Senior Vice President, Product Strategy, for Agilysys, noted, “Through Agilysys, Book4Time users can gain the extended capabilities they want, such as club and membership management; digital marketing; loyalty and promotions; and personalization and recognition informed by broader guest data such as loyalty status and spend levels across a property. They also have the opportunity to up-level their PMS and POS capabilities through Agilysys systems seamlessly integrated with the Book4Time software.” 

Spa Executive is published by Book4Time, the leader in guest management, revenue and mobile solutions for the most exclusive spas, hotels, and resorts around the globe. Now part of Agilysys. Learn more at book4time.com.

The post Book4Time wins third ISPA Innovate Award appeared first on Spa Executive.

The number of $1000-a-night hotels around the world has jumped significantly, with big increases in Europe and the US.

In recent years, the global hospitality industry has witnessed a significant increase in the number of hotels commanding average daily rates (ADR) of more than $1,000 per night. This trend underscores the robust demand for luxury accommodations and the willingness of high-end travelers to invest in premium experiences.  

Research from CoStar looked at global hotel ADR for 2024 and 2019 and found that, the number of hotels charging an ADR of more than $1,000 had jumped from 150 to 460 over those years. By region, four-digit room rates have tripled in the Americas and Europe and more than doubled in the Asia Pacific and the Middle East and Africa region. CoStar calls this surge “a global phenomenon.” 

As ADR represents the average for all rooms sold, the figure also implies that rates can actually be markedly higher. 

Half of the 10 countries with the fastest growing number of $1,000 ADR hotels are in Europe, including Italy and France. And the number of US hotels charging $1,000 ADR almost quadrupled, from 22 in 2019 to 80 in 2024.  

The report states that, “Anecdotally, hotel operators have reported that in 2020, many of their guests felt unable or unwilling to travel and that in the following years, they wanted to make up for lost time. In addition, the strong desire to be with loved ones and family members gave rise to multigenerational trips, requiring more and larger accommodations. This allowed operators to yield the more desirable room types such as suites with multiple bedrooms.” 

The number may also be an underestimate, as the hotels in the sample report their monthly and weekly revenues to CoStar, while some smaller, ultra-luxury hotels, such as lodges in the African savannah or boutique bed and breakfasts in rural Europe may not participate in the CoStar reporting.  

CoStar predicts that this growth will continue, driven by hotels continuing to monetize demand for their high-end offerings and developers continuing to build properties designed for high-net-worth travelers.  

Spa Executive is published by Book4Time, the leader in guest management, revenue and mobile solutions for the most exclusive spas, hotels, and resorts around the globe. Now part of Agilysys. Learn more at book4time.com.

The post Number of $1000 a night hotels has tripled around the world appeared first on Spa Executive.

Affordable, high-impact add-ons and upsells show that delivering exceptional guest experiences doesn’t have to come with a hefty price tag for you or the customer.

Luxury hotels and spas should always be seeking ways to elevate the guest experience while keeping operational costs in check. One effective strategy is the introduction of thoughtful, low-cost service add-ons and upsells that enhance perceived value without significantly impacting the spa’s bottom line. Small touches can create memorable experiences for guests while providing opportunities to increase revenue per visit. 

Spas can integrate affordable, high-impact add-ons and upsells into their services, showing that delivering exceptional guest experiences doesn’t have to come with a hefty price tag for you or the customer — even the most affluent consumers appreciate a good deal. By strategically choosing enhancements that align with guest expectations and wellness trends, spas can achieve higher profitability while maintaining the high standards their clientele expect.  Below, we’ve calculated just how much these strategies can increase revenue, but first: 

Here are 41 ideas for low- or- no- cost add-ons and upsells you can offer in your spa

1. Crystal-infused aromatherapy 
Guests choose from crystal-infused essential oils for their treatment, like rose quartz for love or amethyst for relaxation.

2. Sound bath enhancement 
Add a short sound therapy session with Tibetan singing bowls or crystal bowls to any massage or facial.

3. CBD-infused treatments 
Offer a CBD oil upgrade for massages to enhance relaxation and reduce inflammation.

4. Customized body scrubs 
Guests create their own exfoliating scrub by selecting from unique ingredients like coffee grounds, Himalayan salt, and exotic fruit extracts.

5. Reflexology add-on 
A 15-minute reflexology session to relieve tension and improve circulation through foot pressure points.

6. Scalp and hair ritual 
Include a deeply nourishing scalp massage with essential oils and a hydrating hair mask during any treatment.

7. Sleep ritual therapy 
Offer a guided sleep meditation or aromatherapy pillow mist for guests struggling with sleep.

8. Mini Reiki healing session
A brief energy balancing session to align chakras and promote inner harmony.

9. Handwritten affirmations or affirmation cards
Guests receive personalized affirmations, printed affirmation cards, or mantras to take home with a positive or inspiring message.

10. Infrared therapy blanket
Incorporate an infrared blanket for muscle relaxation and detoxification before or after the main treatment.

11. Gua sha facial massage
Add a gua sha tool session for lifting and lymphatic drainage during facials.

12. Herbal foot soak 
Start treatments with a soothing soak using local or seasonal herbs and flowers.

13. Hand and foot paraffin treatment 
Offer warm paraffin wraps to deeply moisturize hands and feet.

14. Hydration booster 
Add a hydration-focused product like a hyaluronic acid serum to facial treatments for a glowing finish.

15. Eye and lip treatments
Offer a collagen-boosting mask for the eyes and/or a nourishing lip scrub and balm.

16. Hot stone treatment 
Include hot stones applied to specific tension areas during a massage.

17. Aromatherapy sensory journey 
Let guests create their own essential oil blend to use during their treatment and take home.

18. Digital detox kit 
Offer a pouch with a lockable phone case, aromatherapy roller, and a mindfulness journal to encourage tech-free relaxation.

19. Detox tea pairing 
Serve a specially formulated herbal tea post-treatment to complement the guest’s chosen therapy, such as a calming chamomile tea or detoxifying green tea blend.

20. DIY relaxation playlist 
Let guests choose from curated playlists (e.g., nature sounds, classical, or meditative music) during their treatment.

21. Guided breathing exercise 
Begin treatments with a short, guided breathing exercise to promote relaxation.

22. Mood-lighting options 
Allow guests to customize the lighting in the treatment room (dim, soft glow, or candlelight).

23. Cold eye compress 
Offer a chilled compress infused with cucumber or chamomile for a quick eye refresh.

24. Guided visualization 
Offer a short visualization exercise (e.g., imagining a serene beach or forest) before the treatment begins.

25. Stretching session and stretch recommendations 
End the treatment with a guided 2-minute stretch to release tension and share simple, tailored stretches guests can do at home.

26. Hand massage 
Include a hand massage while a facial mask sets or finish treatments with a luxurious, scented hand cream.

27. Wellness journaling prompt
Provide a journal page with prompts for gratitude or mindfulness to take home.

28. Exfoliating foot scrub 
Incorporate a quick sugar or salt foot scrub during pedicures or massages.

29. DIY herbal sachets 
Provide guests with a small sachet of dried herbs like lavender or chamomile to take home as a relaxation aid.

30. Aromatherapy eye mask 
Use a lightly scented eye mask during treatments to relieve stress and reduce puffiness.

31. Chakra stone placement
Enhance relaxation by placing small chakra stones on key energy points during massages or body treatments.

32. Warm bamboo sticks
Incorporate warm bamboo sticks for a brief muscle-relieving massage on tension points.

33. Hydrating sheet mask
Use a quick, hydrating sheet mask during treatments for an extra boost of moisture.

34. Personalized scent roller
Create a small aromatherapy rollerball blend for guests to take home, personalized to their preferences.

35. Herbal tea infusion kits
Provide a small sachet of herbal tea (loose leaf or bags) for guests to enjoy at home after their spa day.

36. Handmade bath salts
Offer a small jar of scented bath salts as a post-treatment gift or optional upgrade.

37. Post-treatment glow spray
Spritz a refreshing facial mist infused with rose water or aloe after facials or massages.

38. Candlelight enhancement
Add small candles to the treatment room and offer guests a votive candle to take home.

39. Dry brushing session
Begin treatments with a dry brushing technique to exfoliate and promote circulation.

40. Charcoal or clay detox mask
Add a detoxifying mask for hands, feet, or face during body treatments.

41. Wellness smoothie flight 
Offer a tasting flight of healthy smoothies or juice blends post-treatment.

How much can add-ons and upsells increase spa & hotel revenue? 

By leveraging your existing customer base and enhancing their experience with additional offerings, businesses can significantly boost revenue without the need for extensive capital investments. 

Suzanne Holbrook, Senior Director of Spa Operations for Marriott and Ritz Carlton, told Spa Executive in a 2021 interview about a program that generated outstanding results: 

“I launched a company-wide program about 11 years ago called Spa Plus, where the front desk or therapist would be financially incentivized for offering an upgrade within treatment time, like stones, face masks, CBD, scalp treatments etc, for an additional cost. We developed a comprehensive training platform including manuals and videos to ensure the teams were fully educated and prepared.” By 2019, revenue had increased by $8 million with an 80% profit. 

You too can increase profits with these same tactics. Let’s do some math. 

Looking at potential incremental revenue generated by offering $15 add-ons to $150 services to half of a spa’s clientele, we’ve segmented this into weekday and weekend revenues for a spa that operates year-round except for an estimated 12 major holidays.   

From Monday to Wednesday, let’s assume the spa administers 40 treatments daily at $150. After adjusting for holiday closures, there are approximately 150 of these days annually. By selling $15 upsells to 50% of customers, the additional revenue amounts to approximately $45,257. 

From Thursday to Sunday, let’s assume the spa sells a higher volume of treatments, approximately 200 per day. After adjusting for the holiday closures, there are about 200 of these days. Using the same upsell strategy during these days results in an increased annual revenue of approximately $301,714. In a more expensive spa, selling $250 services and add-ons for an average $25, this number jumps to an annual increase of $578,286, or well over half a million dollars. 

This analysis clearly demonstrates the financial benefits of adopting targeted upsell strategies.  

Incorporating thoughtfully curated add-ons and upsells into your spa’s service menu is both a strategy for enhancing the guest experience and a proven path to significantly boosting revenue. With the right approach, your spa can deliver exceptional value while reaping the rewards of increased financial performance. 

Spa Executive is published by Book4Time, the leader in guest management, revenue and mobile solutions for the most exclusive spas, hotels, and resorts around the globe. Learn more at book4time.com.

The post 41 add-on and upsell ideas to increase revenue for your spa appeared first on Spa Executive.

Today’s luxury travelers prioritize mental health support, nature immersions, and cutting-edge technology, signaling an era where wellness is no longer optional

In 2025, luxury travelers are making bold demands for their health and well-being. A striking 84% of affluent individuals now expect wellness services tailored to their unique health goals. Spontaneity and personalization define the new wellness landscape, with nearly 70% booking treatments on the spot during their trips, while 78% value the ability to plan ahead. These evolving preferences, revealed in the latest Buzz vs. Reality report from from International Luxury Travel Market (ILTM), Altiant, and Hyatt highlight a seismic shift in how health and travel intersect.

Gone are the days of one-size-fits-all spa retreats. Today’s high-end travelers prioritize mental health support, nature immersions, and cutting-edge technology, signaling an era where wellness is no longer optional — it’s indispensable.

A new era for wellness travel

For the report, ILTM surveyed 800 affluent travelers across six countries: the UK, US, France, China, the UAE, and Saudi Arabia. Approximately 65% of participants had investible assets equivalent to USD 1 million, with a median of USD 2.2 million.

They found that wellness has become a central focus of luxury travel, but it looks different from its past iterations. Personalized health assessments, mental health therapies, and wearable tech are reshaping the travel experience. Travelers want more than relaxation; they crave transformation. From guided forest bathing in nature reserves to sunrise yoga overlooking serene landscapes, luxury travelers are seeking out the moments that rejuvenate and inspire.

These preferences reflect broader lifestyle trends. Nearly three-quarters of respondents have incorporated wellness into their weekly routines, up from 66% just a few years ago.

Key findings driving change

Luxury travelers’ wellness preferences are clear, and they’re influencing hospitality strategies worldwide:

• Will spend more for wellness: Almost three-quarters (72%) say they are more likely to book a hotel if it has specialized options, like salt rooms or ice baths. This rises to 93% among affluent Chinese travelers. Three-quarters are also interested in wellness experiences which they have never seen before and enjoy unusual or niche wellness experiences on holiday.
• Spa therapies remain the cornerstone: 62% of respondents prioritize spa experiences, with particular interest in specialized treatments like Thalassotherapy and Ayurvedic practices.
• Nature calls: Over half (52%) are drawn to nature immersions, such as hiking or wild swimming, signaling a growing demand for outdoor, restorative activities.
• Let’s get physical: Fitness and physical treatments follow closely, with 49% seeking exercise classes and 54% interested in therapeutic interventions like acupuncture
• Mental health matters: Mental health support appeals to 33% of travelers. This includes mindfulness practices and digital detox experiences (32%).
• Data is driving experiences: Nearly 40% show interest in tailored health evaluations (e.g., sleep and diet analysis), indicating an appetite for data-driven and results-oriented wellness programs.

Regional differences are notable: French travelers lead the way in traditional spa therapy interest (85%), while Chinese and Saudi Arabian respondents are the most enthusiastic about cutting-edge health evaluations.

One staggering finding is that only seven percent of affluent travelers now say that wellness facilities have no impact on their holiday bookings. Asked “Which of the following would interest you as part of a specifically planned wellness holiday?” respondents said:

Spa resorts/therapies (e.g., thalassotherapy, ayurvedic): 62%
Physical treatments (e.g., massage, acupuncture): 54%
Exercise classes/workouts: 49%
Nature immersions (e.g., hiking, wild swimming): 52%
Yoga retreats: 40%
Mental health/performance support: 33%
Mindfulness and digital detox: 32%
Beauty treatments: 38%
Weight-loss retreats: 24%
Health evaluations (e.g., dietary/sleep analysis): 37%
Gender-specific retreats (e.g., menopause or men’s health): 22%
Activities/pursuits (e.g., golf, hiking): 51%
Detox programs: 35%
Other meditation retreats: 21%

Opportunities for hotels and resorts

For luxury hospitality providers, the message is clear: wellness is not just a trend but a strategic priority. To meet this growing demand, hotels can:

Expand personalized services: Offer tailored health consultations and bespoke treatments designed to address individual goals.
Leverage technology: Use AI and data-driven tools to deliver precision wellness, making the experience seamless yet deeply impactful.
Get creative and be unique: The more your wellness offerings stand out from the competition, the
more likely you are to attract discerning travelers who value distinct and memorable experiences that go beyond the ordinary.

Vacations are no longer about indulgence alone; they’re about purpose, health, and connection. Hotels that embrace this vision have the opportunity to redefine what luxury means, delivering transformative wellness experiences that resonate deeply and inspire repeat visits. With these insights in hand, the future of wellness travel looks as exciting as it is promising.

Read the whole report here: https://altiant.com/iltm-hyatt-buzz-vs-reality-wellness

Spa Executive is published by Book4Time, the leader in guest management, revenue and mobile solutions for the most exclusive spas, hotels, and resorts around the globe. Learn more at book4time.com.

The post More than 90% of luxury travelers want wellness appeared first on Spa Executive.

A new smart fabric can convert body heat and solar energy into electricity, meaning wearable tech may soon be able to operate continuously without the need for an external power source.

“Imagine a coat that captures solar energy to keep you cozy on a chilly winter walk, or a shirt that can monitor your heart rate and temperature. Picture clothing athletes can wear to track their performance without the need for bulky battery packs.” 

These things are one step closer to possible, now that University of Waterloo researchers have developed a smart fabric with the potential for energy harvesting, health monitoring, and movement tracking. 

According to a research brief, the fabric can convert body heat and solar energy into electricity, meaning wearable tech may soon be able to operate continuously without the need for an external power source. Sensors to monitor temperature and stress, and possibly other biomarkers, can be integrated into the material, adding to the body of development towards integrating advanced textile technologies into wearable technology.

One promising application, says the brief from the University of Waterloo, is smart face masks that can track breathing temperature and rate and detect chemicals in breath to help identify viruses, cancer, and other conditions. 

 “We have developed a fabric material with multifunctional sensing capabilities and self-powering potential,” said Yuning Li, a professor in the Department of Chemical Engineering. “This innovation brings us closer to practical applications for smart fabrics.”   

Li, director of Waterloo’s Printable Electronic Materials Lab, said in a statement: “AI technology is evolving rapidly, offering sophisticated signal analysis for health monitoring, food and pharmaceutical storage, environmental monitoring, and more. However, this progress relies on extensive data collection, which conventional sensors, often bulky, heavy, and costly, cannot meet. 

“Printed sensors, including those embedded in smart fabrics, are ideal for continuous data collection and monitoring. This new smart fabric is a step forward in making these applications practical.” 

Apparently, the fabric is “more stable, durable, and cost-effective than other fabrics on the market.” Presumably this is referring to other smart fabrics.  

This is indeed, not the first smart fabric. Another example is 3DKnITS, developed by MIT researchers. 3DKnITS conforms to the body and senses movements like walking, running, jumping, and yoga poses with high accuracy. Using a process called thermoforming, pressure sensors are integrated into a multilayered knit, enhancing their precision. The fabric, produced via digital knitting technology, enables rapid, scalable prototyping and has potential healthcare applications, such as smart shoes for gait tracking or socks to monitor diabetic foot pressure. 

Spa Executive is published by Book4Time, the leader in guest management, revenue and mobile solutions for the most exclusive spas, hotels, and resorts around the globe. Learn more at book4time.com.

The post Smart fabric converts body energy into electricity  appeared first on Spa Executive.

With health and wellness taking center stage, a growing number of people are reconsidering their relationship with alcohol, sparking a surge in alternatives that prioritize mindful drinking. From sophisticated mocktails to adaptogenic beverages, these alcohol-free options allow for social engagement without compromising wellness goals. 

Driven by changing social dynamics and a shift toward wellness, the trend towards reducing alcohol consumption or cutting it out entirely reflects a shift towards mindful living where people want to enjoy socializing without the negative effects of alcohol. Whether motivated by health, mental clarity, or simply a change in lifestyle, the range of alcohol alternatives is expanding, providing more options for those rethinking drinking. 

NC Solutions reported that more than two in five (41%) people were trying to drink less in 2024, a seven percent increase over 2023. Sixty-one percent of Gen Z planned to drink less in 2024, up 53% from 2023, and nearly half (49%) of millennials were doing the same, an increase of 26% from the previous year. 

One of the most noticeable developments in this space is the surge in availability of non-alcoholic beverages. From sophisticated mocktails to non-alcoholic beers, wines, and spirits, consumers are finding flavorful options that allow them to partake in social occasions without booze. Brands like Seedlip and Athletic Brewing have gained popularity for offering complex drinks that mimic traditional alcoholic beverages, minus the intoxicating effects.  

Venues and bars are also catching onto this trend, offering more alcohol-free options on their menus, and entirely alcohol free bars are also opening up. This shift allows people who are moderating or abstaining from alcohol to still enjoy the ritual of drinking, whether it’s a non-alcoholic beer at a pub or a mocktail at a dinner party. 

If not giving up alcohol entirely, the concept of mindful drinking encourages people to make more conscious choices about when, why, and how much they drink. The sober curious movement, meanwhile, invites people to reflect on their relationship with alcohol without necessarily committing to full-time sobriety.  

Some people are turning to other alternatives, like adaptogenic drinks, which are believed to reduce stress and support overall well-being. Wellness brand Apothékary, which promotes the use of herbs, adaptogens, and superfoods to help people achieve balance and well-being through natural products, markets its natural, plant-based tinctures as alcohol alternatives. These have names like Wine Down and Take the Edge Off.  

And cannabis, now widely legalized, it’s becoming an alternative for those seeking a different kind of buzz in some places. People are opting for THC and CBD products to unwind, particularly in social settings. A recent study even found that daily cannabis use has surpassed daily alcohol use in the U.S. for the first time. 

This growing trend reflects a broader cultural shift where people are increasingly prioritizing their health and well-being. The movement away from alcohol doesn’t mean the end of social drinking, but rather an evolution of how people think about drinking. As the demand for alcohol-free options rises, we will continue to see innovative beverages, wellness-based alternatives, and new ways for people to enjoy socializing without alcohol playing a central role.  

Spa Executive is published by Book4Time, the leader in guest management, revenue and mobile solutions for the most exclusive spas, hotels, and resorts around the globe. Learn more at book4time.com.

The post 2025 WELLNESS TRENDS: A world of alcohol alternatives appeared first on Spa Executive.

We asked global wellness and hospitality experts this question: What trends do you see emerging in wellness and travel for 2025, and how can hotels and spas prepare and adapt? 

The landscape of travel, spa, and wellness is always transforming with technological advancements, changing consumer preferences, and shifting global paradigms.

Now, as we approach 2025, hospitality and wellness experts around the world are reimagining how wellness experiences will be delivered, with an emphasis on hyperpersonalization, sustainability, and the integration of cutting-edge technologies. 

Leaders like Arch Amenities Group’s Catherine Warren are leveraging AI and biometric data to offer deeply personalized treatments, while Lisa Michaelis of Live Love Spa is focusing on touchless and tech-forward therapies that cater to privacy-conscious guests. Rajesh Padinhakkara of Hyatt, meanwhile, is championing sustainability and cultural immersion through eco-friendly wellness retreats and holistic wellness experiences. Together, these leaders are shaping the future of wellness to meet the diverse needs of today’s discerning travelers.

We asked global wellness and hospitality experts this question: What trends do you see emerging in wellness and travel for 2025, and how can hotels and spas prepare and adapt?

The experts featured in this report are:

• Catherine Warren, Vice President of Strategic Partnerships, Arch Amenities Group
• Anna Bjurstam, Wellness Pioneer, Six Senses, Raison d’Etre & Bjurstam Consulting
• Lisa Michaelis, Founder & CEO, Live Love Spa
• Laura Lishman, Director of Spa: Multi Site, St Regis Red Sea Resort
• Daniel Spencer, Director of Spa, Agua Caliente The Spa at Sec-he and Sunstone Sp
• Rajesh Padinhakkara, Spa Manager, Grand Hyatt Kochi Bolgatty

From the increasing demand for hybrid wellness experiences to the rise of sustainable practices, from the rise of holistic wellness hubs in Saudi Arabia to India’s booming wellness tourism industry, everyone is finding unique ways to adapt and innovate. 

Here’s what our experts had to say about the ways hospitality businesses are reshaping their approaches to meet the evolving expectations of today’s traveler in 2025.

Catherine Warren, Vice President of Strategic Partnerships, Arch Amenities Group, Boca Raton, Florida

Looking to 2025, wellness travel will be shaped by hyperpersonalization, sustainability, and the growing demand for hybrid wellness experiences. 

The future of wellness will increasingly be driven by data and personalization. Spas are investing in technology that allows for highly tailored wellness experiences based on individual needs and preferences. AI-driven systems and biometric data can help customize treatments in real time, providing guests with experiences that feel deeply personal and unique. As we’ve seen at Snowpine Lodge, led by Audrey Nichols, and other properties, this level of hyperpersonalization not only enhances guest satisfaction but also allows for premium pricing of services.

Sustainability is another critical trend. Guests are more environmentally conscious than ever, and they expect the properties they visit to reflect their values. At Snowpine Lodge, eco-friendly practices are becoming a competitive differentiator. Spas that adopt sustainable treatment options, reduce waste, and even offer carbon-neutral wellness retreats will attract this growing market of conscious consumers.

Wellness tourism is set to continue its upward trajectory. High-end travelers are seeking multi-day wellness retreats that combine fitness, detox, nutrition, and mindfulness practices. At Arch Amenities Group, we see properties positioning themselves as premier wellness destinations by offering immersive, all-inclusive packages that cater to this demographic. Collaborating with wellness influencers and specialized travel agencies will further drive demand and bookings.

The convergence of fitness and beauty is another key trend to watch. More clients are seeking services that merge these two pillars of wellness. Properties like Locust Street Athletic & Swim Club, under Luke Helming’s management, are already offering unique treatments that blend recovery-focused massages with skin-tightening facials, appealing to time-conscious clients who want to maximize both health and aesthetic benefits in a single session.

Tech-forward wellness experiences are becoming essential for properties looking to differentiate themselves. We see a growing demand for VR meditation, AI-powered skin analysis, and other innovations that elevate the guest experience. Spas embracing these technologies now will be ahead of the curve and able to offer premium-priced, highly customized services that cater to tech-savvy travelers.

In 2025, mental wellness will take center stage, with more hotels integrating well-being into meetings and events. At InterContinental Miami, under Caroline Wilmot’s leadership, there has been a focus on onsite wellness events and group activities like sound healing and mindfulness workshops. This holistic approach not only enhances the guest experience but also positions wellness services as a critical part of the overall hotel offering.

Anna Bjurstam, Wellness Pioneer, Six Senses, Raison d’Etre & Bjurstam Consulting, Stockholm, Sweden

As I look ahead to 2025, I see several exciting wellness trends emerging that really resonate with me. First and foremost, I believe we’ll embrace pleasure health (wellness can be much more enjoyable than we think …)  and spiritual well-being, recognizing their vital roles in holistic health. I also expect a strong focus on sympathetic nervous system regulation techniques, which will help us better manage stress in our fast-paced lives. Hormone hacking will likely gain traction as people seek natural ways to optimize their health with an obvious focus on female health, but we will also see more focus on male hormone health. I’m particularly passionate about the idea of listening to our bodies as an antidote to the overwhelming reliance on wearables and constant monitoring. Additionally, the lifestyle changes associated with Ozempic will influence how we approach wellness interventions; for example, the big loss of muscle mass when on GLP-1 medication means that programs will need to be tailored to maximizing protein and heavy muscle-building activities, among others. The longevity trend will keep evolving, promoting practices that extend not just lifespan but also healthspan.

Lisa Michaelis, Founder & CEO, Live Love Spa, Tustin, California

Right now, it’s all about elevating wellness experiences in new and exciting ways. Touchless technology has been a constant topic – think self-guided meditation pods, self-guided pilates reformers, LED light therapy beds, zero-gravity massage chairs with vibroacoustic therapy or robotic massage. It’s perfect for guests wanting a more private, contact-free experience.

I’m also seeing a major buzz around contrast bathing—those hot-and-cold combos with cold plunges and saunas. It’s certainly not a new concept, but it’s become wildly popular again for its benefits of boosting circulation, reducing inflammation, and more. 

And of course, CBD is still going strong. People are embracing it more than ever in treatments and skincare for its calming, anti-inflammatory properties. Finally, there’s a renewed focus on retail. Spas are becoming the go-to wellness boutiques and offering a total solution to their guests.  In addition to skincare, spas offer activewear, jewelry, supplements, home wellness products, and more.  

Laura Lishman, Director of Spa: Multi Site, St Regis Red Sea Resort, Riyadh, Saudi Arabia 

With the boom in tourism, conferences, sporting events, and music festivals across Saudi Arabia, the wellness industry too is booming. We are seeing wellness festivals being hosted across the Kingdom now, wellness destinations being developed and built, and individuals from all age groups taking an interest in their overall wellbeing. We can see this from the amount of new fitness facilities being opened, holistic classes being held, and spas that are being built. There is even a Saudi Arabian Wellness Association (SAWA) that has been created to connect and bring together wellness professionals and wellness enthusiasts.

There has been and always will be a market for the ‘quick fixes’ with regards to aesthetic wellness, however, what we are seeing more of now is people wanting to combine this with longevity treatments, body analysis, and mental wellbeing awareness. This is what is driving people to sign up for gym memberships, study their mental health, and book retreat-style vacations where they want to feel reenergized and rebalanced. The difference now is that they don’t have to travel abroad to seek this, they have everything they need now right here in Saudi Arabia, and this is just the beginning; there is plenty more to come.

With that said, professionals now need to look at their businesses and plan for the longevity of their wellness spaces and offerings. Professionals need to be thinking 3-5 years ahead and building for growth, building for adaptations, and building for an ever-changing industry. Be creative with the designs that will allow for an easy change in the future. 

Daniel Spencer, Director of Spa at Agua Caliente The Spa at Sec-he and Sunstone Spa, Redlands, California

As we look toward 2025, regenerative and restorative travel is a trend that is increasingly being shaped by technology-driven wellness experiences while intertwining with nature elements. Hotels can meet the trend by incorporating self-care in guest rooms, such as mineral soaks and shower diffusers, alongside meditation apps and nature landscape channels, converting a hotel room into a serene space to return to.

Reimagining traditional hotel business spaces as relaxation and recovery areas presents another opportunity. These can feature acoustic vibrations, sound therapy, AI massage, and wellness pods transforming underused spaces into profitable wellness hubs. 

By creatively reimagining spaces – whether through halotherapy booths or EMF grounding materials – hospitality can positionally enhance the guest experience for regenerative health, solidifying the brand’s commitment to wellness.

Rajesh Padinhakkara, Spa Manager, Grand Hyatt Kochi Bolgatty, Kerala, India

In India, I have seen a deepening emphasis on holistic wellbeing, sustainability, and cultural immersion. Wellness retreats continue to proliferate across the country, offering travelers opportunities to rejuvenate through practices like yoga, meditation, spa treatments, and alternative therapies. There’s a notable shift towards eco-friendly and sustainable travel options, with travelers increasingly seeking out stays at eco-resorts and engaging in low-impact activities such as cycling and community-based tourism initiatives. Digital detox retreats are also gaining traction as individuals seek respite from constant connectivity, providing them with opportunities to reconnect with nature and themselves.

Moreover, wellness tourism expands beyond traditional destinations, with Tier 2 and Tier 3 cities emerging as new wellness hubs, offering unique experiences and promoting tourism in lesser-known regions. Medical tourism remains strong, with India’s healthcare infrastructure attracting travelers seeking both traditional medical treatments and alternative therapies like Ayurveda, Naturopathy, etc. Personalization becomes paramount in wellness experiences, driven by advancements in technology, enabling travelers to access tailored fitness plans, dietary recommendations, and wellness coaching. Mainstream travel integrates wellness amenities seamlessly, with hotels, airlines, and tour operators incorporating wellness offerings such as in-room fitness equipment and healthy dining options, etc., catering to the evolving preferences of conscious travelers.

Spa Executive is published by Book4Time, the leader in guest management, revenue and mobile solutions for the most exclusive spas, hotels, and resorts around the globe. Now part of Agilysys. Learn more at book4time.com.

The post 2025 travel & wellness trends according to the experts appeared first on Spa Executive.

“Tourism isn’t just about leisure and recreation. It could also contribute to people’s physical and mental health,” says researcher who believes travel could help slow the aging process

Researchers from Edith Cowan University (ECU) believe leisure travel could be a way to slow the aging process. An interdisciplinary study applying the theory of entropy to tourism suggests that travel could have positive health benefits, including slowing down the signs of aging.

Entropy, according to a press release, is classified as “the general trend of the universe towards death and disorder. The entropy perspective suggests that tourism could trigger entropy changes, where positive experiences might mitigate entropy increase and enhance health, while negative experiences may contribute to entropy increase and compromise health.”

PhD candidate Fangli Hu said in a statement: “Aging, as a process, is irreversible. While it can’t be stopped, it can be slowed down.” Hu added that positive travel experiences could enhance physical and mental health through exposure to novel environments, engagement in physical activities and social interaction, and the fostering of positive emotions. “Tourism isn’t just about leisure and recreation. It could also contribute to people’s physical and mental health,” Hu said.

Enhancing the body’s self-defense systems

Though the “study” appears to be entirely theoretical, it has gotten a lot of attention, including from outlets like CNN and the Washington Post. The idea is that travel therapy could serve as a health intervention when viewed through an “entropy lens.” Positive travel experiences may help the body sustain a low-entropy state, as tourism exposes people to new surroundings and novel settings that could theoretically stimulate stress responses and positively influence metabolic activities and the body’s “self-organizing capabilities.” These contexts may trigger “an adaptive immune system response.” And this makes the body better able to defend itself.

“Put simply,” said Hu, “the self-defense system becomes more resilient. Hormones conducive to tissue repair and regeneration may be released and promote the self-healing system’s functioning.”

Travel often includes physical activities like hiking, climbing, walking, and cycling, and this physical exertion can boost metabolism, energy expenditure, and material transformation, which Hu says helps coordinate self-organizing systems.

“Participating in these activities could enhance the body’s immune function and self-defense capabilities, bolstering its hardiness to external risks. Physical exercise may also improve blood circulation, expedite nutrient transport, and aid waste elimination to collectively maintain an active self-healing system. Moderate exercise is beneficial to the bones, muscles, and joints in addition to supporting the body’s anti-wear-and-tear system,” Hu said.  All of this could help maintain the body’s metabolic balance and increase the anti-wear-and-tear system’s effectiveness and organs and tissues could then remain in a “low-entropy state,” Hu said.

Travel has positive impact on health and longevity

Previous research findings support the idea that travel can improve health, both mental and physical. Studies have found, for example that:

• Women who vacation at least twice a year show a significantly lower risk of suffering a heart attack or coronary death compared with women who vacationed every six years or less.
• Men who don’t take an annual vacation show a 20% higher risk of death and 30% higher risk of heart disease than those who do.
• Three days after taking a vacation, travelers report feeling less anxious, more rested and in a better mood. These benefits may linger for weeks after the trip has ended.
• People experience an increase in happiness from just planning a trip.
• Rural women who take vacations twice a year are less likely to become tense, depressed, or tired, and are more satisfied with their marriage than those who vacation less than once every two years.

Spa Executive is published by Book4Time, the leader in guest management, revenue and mobile solutions for the most exclusive spas, hotels, and resorts around the globe. Learn more at book4time.com.

The post Travel could help slow the aging process appeared first on Spa Executive.