Hospitality, Travel and Wellness Converge to Redefine Global Tourism- by Ivana Johnston

As both the young and wise flock to find travel experiences that rejuvenate every atom of their being, the travel and hospitality industry geniuses must get creative, supporting our desires for longer, healthier lives in 2025 and beyond. Let’s dive into how they’re doing this, with a nod to tradition and a futuristic tech-enabled twist. 

With worries swirling around the global economy, climate change, political instability, and ongoing health and safety issues, health and wellness have emerged as the shining beacons guiding our travel plans. Travel, hospitality, and wellness have joined forces in a thrilling “convergence” that’s changing how we think about the industry. This isn’t just a trend; it’s a full-blown revolution. 

Wellness tourism is not just growing; it’s thriving and expected to exceed $1 trillion as travelers seek transformative, rejuvenating experiences. Gone are the days when wellness was just an add-on; now, it’s front and center, with advanced longevity treatments and nature-immersive retreats. 

As both the young and wise flock to find travel experiences that rejuvenate every atom of their being, the travel and hospitality industry geniuses must get creative, supporting our desires for longer, healthier lives in 2025 and beyond. Let’s dive into how they’re doing this, with a nod to tradition and a futuristic tech-enabled twist. 

The Rise of Medi-Wellness 

Every year, 12-14 million globetrotters pack their bags for medical treatments like cosmetic enhancements, fertility therapies, dental care, and orthopedic procedures. Savvy countries are banking on this trend to turbocharge their tourism economies.  Take the UAE, for instance, where medical travel expenses are projected to skyrocket to US$53.5 billion by 2028, with Dubai leading the charge as the country’s medical travel hotspot.

First up, let’s talk about some of the shiny new stars in the wellness galaxy. Resorts are stepping up, offering cryotherapy, hyperbaric oxygen chambers, and IV drips packed with high-octane vitamins as if they’re the new normal. And you know what? They are! 

Welcoming these longevity treatments is like opening the gates to a wellness treasure trove that’s set to boost the global longevity market to $600 billion. Over in Dubai, Clinique La Prairie’s new Longevity Hub brings guests anti-aging goodies like neurowave magic and metabolic secrets, proving that age is just a number. 

And it’s not just happening in one corner of the world. Japan’s warming up to Kinosaki Onsen’s biohacking magic with thermal baths and cryotherapy, a blend that caters wonderfully to its wise population. Meanwhile, Australia hops on board with hyperbaric oxygen treatments, beckoning global health enthusiasts to their shores. 

When paired with biohacks, these high-tech innovations deliver bespoke health experiences that leave you feeling like a new person. 

Blending Tradition with Modern Therapies 

In the world of wellness tourism, it’s not solely about cutting-edge technologies. Fast forward to 2024, and you’ll find that numerous resorts are skillfully blending advanced therapies with age-old wellness rituals. 

According to Dillip Rajakarier, CEO of Minor Hotels and group CEO of MINT, this luxury medi-well trend is set to turbocharge their global portfolio by nearly 40% in the coming years. They’re already managing 70 spas across a staggering 550 hotels, resorts, and branded residences in 56 countries. Their pioneering wellbeing clinic, Avani’s AvaniWell, dishes out personalized assessments, ancient traditions, and treatments that include the modern marvels like NAD+ IV drips alongside mouth-watering healthy dining options. 

Look, we have to admit, these wellness offerings aren’t for the penny-pinching traveler. A luxury spa day might be around $500, but prepare yourself to drop $10,000, $25,000, or even more on depth-defying longevity therapies. Imagine splurging $12,000 on a stem cell treatment in a posh Hawaiian retreat or diving into a complete “longevity protocol” for a staggering $44,000. Now that’s what I call going all in! 

Family and Intergenerational Wellness Retreats

Here’s a heartwarming trend gaining traction in the hospitality scene—family-centric wellness retreats. This fresh approach to wellness broadens its focus from individuals to embrace all age groups, offering a genuine, holistic perspective on health. 

Take Zulal Wellness Resort in Qatar, for example, where they’ve crafted programs that promise integrative wellness experiences for the whole clan. These programs deftly juggle joyous activities with vital health lessons, ensuring that every family member, from the curious toddler to the wise grandparent, partakes in an enlightening adventure. 

Not to be left out, iconic places like Miraval and Canyon Ranch are rolling out special wellness weeks, dedicated to enhancing family togetherness and unity. 

These endeavors highlight a shift in the hospitality wellness narrative—from purely individual indulgence toward unified wellness journeys. After all, cultivating healthy habits across generations holds immense value for society, and this vision is now a pivotal element in family wellness programs within the hospitality sector. 

The Economic Impact of Wellness in Hospitality

Travelers today are sporting their fitness wristbands and packing healthy snacks. Wellness is now top-of-mind when booking trips. To keep up, hotels have upgraded their wellness amenities beyond just sweaty gyms and relaxing spas. According to a 2024 McKinsey report, 73% of travelers now see wellness as a major booking factor. So what are some of the emerging demands on the rise?

For hotels and resorts, the impact of wellness tourism to the bottle line is a game-changer. We’re talking about a market that makes up nearly a fifth of all travel spending. The GWI reports that wellness tourists have deep pockets, spending 177% more than an average guest when traveling domestically, and 35% more when traveling internationally

Hotels diving into wellness programs are also noticing guests coming back – with a 23% rise in returning visitors, with more and more people prioritizing their health as part of their travel escapades. 

Evolving Traveler Expectations

Travelers today are sporting their fitness wristbands and packing healthy snacks. Wellness is now top-of-mind when booking trips. To keep up, hotels have upgraded their wellness amenities beyond just sweaty gyms and relaxing spas. According to a 2024 McKinsey report, 73% of travelers now see wellness as a major booking factor. So what are some of the emerging demands on the rise?

DNA-tailored wellness is the new cool kid on the block. Resorts are diving into genetic testing to whip up bespoke health plans for guests. Take Canyon Ranch in Arizona, where visitors’ genetic fingerprints are used to curate personal wellness regimens—everything from meal plans to workouts synced with their DNA. Hyper-personalized wellness is trending up as travelers start expecting tailor-made experiences. 

Wearable gadgets paired with smart tech are turning the wellness scene on its head. With smart gadgets, guests can monitor their shut-eye, daily steps, and stress levels, letting resorts align their wellness offerings perfectly with each visitor’s needs. 

For the stressed and sleep deprived, there is the science-backed WaverBed with all night gravity wave sleep assistance or the WaverMat treatment for a calming and relaxing refuge in the spa.

The chase for mental peace drives a thirst for relaxation and emotional healing experiences. Think equine healing sessions, soothing sound baths, or guided mindfulness walks—all on the menu at resorts worldwide. 

The idea of “Social Wellness” is also causing waves. Picture this: networking and making friends is intertwined with wellness adventures. Venues like Remedy Place in NYC and LA are showcasing group-based wellness, proving taking care of health is a social, group sport, merging the best of hospitality and healthcare. 

What’s Next?

Gazing into the future, the wellness travel world is set to keep its meteoric rise, with wellness tourism set to explode in 2025 and beyond. The fuel? A growing consumer appetite for travel experiences that celebrate health. Hotels and resorts are jumping on the tech train, using AI and genome-focused wellness methods to deliver laser-focused care, somehow tuning into every guest’s unique needs. This kind of bespoke personalization is predicted to rule the wellness realm, letting guests dive into plans shaped by their rest, stress, and genetic quirks. 

Surprise surprise, sustainability is sliding into a starring role in future wellness offerings. As green-aware travelers are likely to make up more than a third of the luxury travel party in 2025, wellness resorts hop onto eco-friendly practices to win their love. Be it zero-waste spa routines like Clean the World’s  waste reduction program with soap and bottled amenity recycling, to carbon-neutral wellness sanctuaries, this marriage of health and green living will play a key role in attracting tomorrow’s eco-savvy explorers. Resorts that champion environmental wisdom will also savor operational savings while striking a chord with these mindful guests. 

From mindfulness escapes, and digital detoxes to cutting edge leep sanctuaries and protocols, it’s clear that health and wellbeing are shaping up as standard galas at luxurious getaways. To stay ahead in this rapidly evolving game, innovation is king, with the onus on delivering life-altering, personalized escapades that echo the dynamic cravings of today’s wellness and longevity-minded wanderers.

About the Author

Ivana Johnston, CEO and co-founder of Puzzle Partner, is a trusted brand strategist that collaborates with some of the world’s most innovative companies in hospitality, travel, wellness, healthcare and technology. She has a proven track record of initiating, driving, and cultivating high-value business ideas and relationships, helping her clients outperform the competition, achieve profitable exits, and expand into the Americas. Her insights are regularly featured in business trade publications, Forbes.com, and other prominent media outlets. As a member of the Forbes Agency Council, Forbes Business Council she contributes to Forbes Expert Panels®, offering her expertise on the interplay of advanced technologies and business success.

Connect with Ivana on LinkedIn.