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Wellness Tourism Is Riding Consumer Trends Of Health And Wellness

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More people today are taking responsibility for their health. When it comes to getting away from the stresses of everyday life, your typical vacation with too much eating, drinking, and disruption from routine isn’t cutting it. People are looking for a true vacation, where they come back feeling less stressed and more well.

Wellness tourism is a $563 billion industry and isn’t slowing down anytime soon. Wellness services are expanding in hotels, airports, and vacation destinations all over the world to cater to a growing number of health-focused travelers. Many of these people are looking for digital detox trips that allow them to fully disconnect and improve their mental and physical health and well-being. With an industry that is growing faster than global tourism, it’s time for brands to take notice.

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Wellness Tourism Is Riding Consumer Trends Of Health And Wellness

  1. 1. 1 Wellness Tourism
  2. 2. 2 Wellness tourism is riding a wave of demographic and lifestyle trends that is putting proactive health, mindfulness, and prevention at the center of consumer decision-making.
  3. 3. 3 The way we take vacations today, we end our time off feeling like we need another vacation.
  4. 4. 4 Work stress Transportation hassles Excesses in eating, drinking, and sun Disruption of exercise routineMORE STRESSED LESS WELLJet lag and poor sleep
  5. 5. 5 Travel for the purpose of promoting health and well-being through physical, psychological, or spiritual activities. Wellness Tourism — What is it?
  6. 6. 6 Wellness tourism is a $563 billion industry (and growing) Wellness Tourism — What is it? Source: SRI International for wellness tourism data; Euromonitor for general tourism data.
  7. 7. 7 Wellness tourism is growing faster than global tourism, as more consumers aspire to higher levels of wellness and incorporate this intention into their travels. Wellness Tourism — What is it? Source: Global Wellness Institute
  8. 8. 8 Wellness Tourists — Who are they? Middle-aged Wealthy Educated Aspirational From Western industrialized countries
  9. 9. 9 • Female • Age 30-45 • Household income $100k+ • Living in U.S. or Canda Kaity is extremely health-conscious and is very in tune with her mind and body. She lives a healthy lifestyle and continues this, even when traveling. She regularly visits the spa, invests in beauty products and is always trying to find the next and best because she cares about what is in and on her body. She also spends extra money on items like coffee and laundry detergent to be sure they are all natural, for the same reason. Wellness Tourists — Kaity
  10. 10. 10 Wellness Tourists — Who are they? Seek Do Visit Physical Gym visits Nutrition Health check-ups Massage Gyms Organic restaurants Wellness centers Health resorts Mental Yoga Meditation Tai chi Qigong Yoga studios Martial arts studios Therapy Outdoors Spiritual Prayer Volunteering Time with family Time alone Yoga retreats Spiritual retreats Ashrams Place of worship Emotional Retreats Life coaching Stress Reduction Music & arts Lifestyle retreat Wellness retreat Group event Festivals Environmental Hiking Biking Taking walks Nature visits Parks Trails Wildlife sanctuaries Nature preserves
  11. 11. 11 Wellness Tourists — Who are they? Wellness is the sole purpose or motivating factor for their trip and destination choice. Primary purpose international wellness travelers represent the smallest segment, but they spend more per trip ($2,066.) • Visiting a destination spa • Traveling to a wellness center • Participating in a yoga retreat • A business or leisure traveler who actively seeks healthy accommodations • A vacationer at a beach resort who wants to visit the salon and spa during the trip • A tour group traveler who gets a Thai massage or reflexology during the tour experience Secondary purpose domestic wellness travelers constitute the largest segment, but they spend less per trip ($680.) Seek to maintain wellness while taking any type of trip. Primary purpose wellness traveler Secondary purpose wellness traveler
  12. 12. 12 Wellness Tourists — Who are they? An international wellness tourist spends 61% more than the average international tourist. A domestic wellness tourist spends 164% more than the average international tourist. Source: All wellness tourism data are estimates by Global Wellness Institute. General global travel and tourism data from Euromonitor International ( International Average Tourist Primary Wellness Tourist Secondary Wellness Tourist Domestic $2,250 $2,000 $1,750 $1,500 $1,250 $1,000 $750 $500 $250 $0
  13. 13. 13 Wellness Tourists — The industry Source: SRI International Cultural Tourism $800 bln - $1.1 tln Wellness Tourism Eco/Sustainable Tourism $325 - 480 bln Sports Tourism $250 - 375 bln Culinary Tourism $350 - 550 bln Medical Tourism $50 - 60 bln Agri-Tourism $60 - 160 bln Adventure Tourism $115 - 150 bln Spiritual Tourism $37 - 47 bln Volun- Tourism $10 - 20 bln $563 bln
  14. 14. 14 Wellness Tourists — The economy Source: Global Wellness Institute $563 billion global market In-Country Transport $117.8 bln Airlines Rental cars Public transit Trains Taxis Lodging $115.0 bln Hotels / Motels Resorts Campgrounds Destination spas Health resorts Ashrams Retreats Food & Beverage $91.4 bln Restaurants Bars Snack shops Spa cuisine Healthy cuisine Organic cuisine Shopping $86.6 bln Souvenirs / Gifts Clothing / Arts Fitness wear / Spa products Healthy foods / Vitamins Activites & Excursions $82.0 bln Museums Tours / Theater Generic Wellness-Specific Spas / Bathing Fitness / Meditation Life coaching Other Services $70.4 bln Telecom / Insurance Travel agencies Concierges
  15. 15. 15 Wellness Tourists — The economy Source: Global Wellness Institute Number of Wellness Trips: 691.0 million 9% growth from 2013-2015 Wellness Tourism Expenditures: $563.2 billion 7% growth from 2013-2015
  16. 16. 16 Wellness Tourists — Who’s leading? China India 249.9 million wellness trips 186.5 million wellness trips Source: Global Wellness Institute Note: These figures combine both international/inbound and domestic wellness tourism spending, and also include both primary and secondary wellness trips. EUROPE 193.9 million wellness trips ASIA NORTH AMERICA
  17. 17. 17 Wellness Tourists — North America China India Source: Global Wellness Institute Note: These figures combine both international/inbound and domestic wellness tourism spending, and also include both primary and secondary wellness trips. 186.5 million wellness trips NORTH AMERICA United States 161.2 million trips Canada 25.3 million trips
  18. 18. 18 Wellness Tourism — North America • According to the State of Wellness Travel Report (Spafinder Wellness 360TM), the fastest-growing U.S. destinations for wellness-driven bookings are the West Coast, Southwest, and Hawaii. Meanwhile, there is robust demand from the major population centers in the Northeast, including the “snowbirds” who winter in the warmer Southeastern and Southwestern states. • Americans and Canadians are far more likely to travel domestically for wellness than to travel abroad. • The most accessible and attractive wellness options are domestic short trips, since North Americans and Canadians have fewer vacation days. • Many North Americans continue their healthy habits while traveling for vacation or business and expect hospitality brands to allow them to do so with an increased range of wellness offerings. • Among hotels, major brands such as Westin, Even, Hilton, Fairmont, and others are marketing sleep- friendly room features, healthy food options, in-room fitness equipment, yoga classes, on-demand exercise videos, bike rentals, and more to help travelers maintain their wellness routines while on the road. This trend is expected to continue and accelerate in the years to come.
  19. 19. 19 Case study: Westin “Let’s Rise”
  20. 20. 20 Westin — Let’s Rise Westin has staked it’s claim on wellness by redesigning its hotels and visual identity to focus on well-being and introducing workout gear lending programs and health-focused menus. Source: AdWeek
  21. 21. 21 Westin — Let’s Rise: Up Before the Sun Source: AdWeek
  22. 22. 22 Westin — Let’s Rise
  23. 23. 23 Westin — Let’s Rise The campaign shows how Westin can help business travelers decompress from the stresses of travel by working out, getting a good night’s sleep or ordering from Westin’s superfoods menu. According to Westin’s survey of 8,000 travelers, 68 percent said they exercise less while traveling, and 71 percent reported having trouble maintaining their daily routines on the road. The new ads emphasize how Westin will help keep them on track. Source: AdWeek
  24. 24. 24 Westin — Let’s Rise “The campaign shows the real experience of travelers when they’re on the road and the control they lose by the disruption of travel and how we’re empowering them to pursue their wellness,” said Brian Povinelli, SVP and Global Brand Leader for Westin. “Everyone’s been there, and they can relate to that feeling. We’re showing the way we combat that with the wellness activities you can pursue at Westin hotels.” Source: AdWeek
  25. 25. 25 Wellness Tourism — Opportunity Domestic wellness tourism represents a large opportunity that can be leveraged to attract higher-spending international tourists.
  26. 26. 26 Wellness Tourism — Opportunity • Domestic tourists tend to be socially diverse (income levels, ages, etc.) and are an opportunity to develop offerings that appeal to a variety of price points and interests • Domestic tourism can be counter-cyclical. People are more likely to take a trip close to home during the off-season and saving longer trips for holidays and summer. • Many traditional wellness providers have not upgraded to attract the contemporary wellness tourist. (Thermal baths in Eastern Europe, Thai massage in Thailand, or reflexology in China.)
  27. 27. 27 Thank you