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Wellness Tourism

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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.

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The way we take vacations today,
we end our time off feeling like we need another vacation.

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Work stress
Transportation
hassles
Excesses in eating,
drinking, and sun
Disruption of
exercise routineMORE STRESSED
LESS WELLJet lag and
poor sleep

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Travel for the purpose of promoting health and well-being
through physical, psychological, or spiritual activities.
Wellness Tourism — What is it?

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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.

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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

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Wellness Tourists — Who are they?
Middle-aged
Wealthy
Educated
Aspirational
From Western
industrialized countries

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• 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

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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

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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

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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 (www.euromonitor.com).
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

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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

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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

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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

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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

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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

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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.

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Case study:
Westin “Let’s Rise”

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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

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Westin — Let’s Rise: Up Before the Sun
Source: AdWeek

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Westin — Let’s Rise

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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

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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

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Wellness Tourism — Opportunity
Domestic wellness tourism represents a large opportunity that can
be leveraged to attract higher-spending international tourists.

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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.)

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Thank you