Wellness Tourism Is Riding Consumer Trends Of Health And Wellness

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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 stressTransportation 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)


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.


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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Seek

Do

Visit

Physical

Gym visitsNutrition

Health check-upsMassage

GymsOrganic restaurants

Wellness centersHealth resorts

Mental

YogaMeditation

Tai chiQigong

Yoga studiosMartial arts studios

TherapyOutdoors

Spiritual

PrayerVolunteering

Time with familyTime alone

Yoga retreatsSpiritual retreats

AshramsPlace of worship

Emotional

RetreatsLife coaching

Stress ReductionMusic & arts

Lifestyle retreatWellness retreat

Group eventFestivals

Environmental

HikingBiking

Taking walksNature visits

ParksTrails

Wildlife sanctuariesNature preserves

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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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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


$563 billion global market

In-Country Transport$117.8 bln

AirlinesRental cars

Public transitTrainsTaxis

Lodging$115.0 bln

Hotels / MotelsResorts

Campgrounds

Destination spasHealth resorts

AshramsRetreats

Food & Beverage$91.4 bln

RestaurantsBars

Snack shops

Spa cuisineHealthy cuisineOrganic cuisine

Shopping$86.6 bln

Souvenirs / GiftsClothing / Arts

Fitness wear / Spa productsHealthy foods / Vitamins

Activites & Excursions$82.0 bln

MuseumsTours / Theater

Generic Wellness-Specific

Spas / BathingFitness / Meditation

Life coaching

Other Services$70.4 bln

Telecom / InsuranceTravel agencies

Concierges

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Wellness Tourists The economy


Number of Wellness Trips:

691.0 million 9% growth from 2013-2015Wellness Tourism Expenditures:

$563.2 billion 7% growth from 2013-2015

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Wellness Tourists Whos leading?

China

India

249.9 million wellness trips


Source: Global Wellness InstituteNote: These figures combine both international/inbound and domestic wellness tourism spending, and also include both primary and secondary wellness trips.

EUROPE


ASIA

NORTHAMERICA

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Wellness Tourists North America

China

India

Source: Global Wellness InstituteNote: These figures combine both international/inbound and domestic wellness tourism spending, and also include both primary and secondary wellness trips.


NORTHAMERICA

United States

161.2 million tripsCanada

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 Lets Rise

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Westin Lets Rise

Westin has staked its 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 Lets Rise: Up Before the Sun

Source: AdWeek

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Westin Lets Rise

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Westin Lets Rise

The campaign shows how Westin can help business travelers decompress from the stresses of travel by working out, getting a good nights sleep or ordering from Westins superfoods menu.

According to Westins 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 Lets Rise

The campaign shows the real experience of travelers when theyre on the road and the control they lose by the disruption of travel and how were

empowering them to pursue their wellness, said Brian Povinelli, SVP and Global Brand Leader for Westin. Everyones been there, and they can relate to that feeling. Were 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