Unlocking the Future of Wellness Travel: 3 Transformative Trends to Watch in 2024
As the world redefines the way we travel, three distinct trends are shaping the future of travel in 2024. From wellness-centric hotspots to immersive analog experiences, travellers are seeking more than just a destination—they crave rejuvenation, connection, and purpose. Join us as we explore these transformative trends reshaping the travel landscape and offering unique opportunities for unforgettable adventures.
“ The global wellness tourism industry was valued at $651bn in 2022 and is predicted to reach $1.4tn in 2027, surging by 16.6% annually”
Trend 1: Recharge Tourism
Hilton has dubbed 2024 "The Year of the Great Recharge" based on a recent survey showing that travelers prioritise rest and relaxation to escape their hectic lives. This trend opens doors for hospitality businesses to provide calming experiences and stress-relief solutions.
At Castle Hot Springs in Arizona, guests receive pre-bedtime journals in their turndown service, promoting mindfulness. Tempo by Hilton, the company's new millennial-focused hotel chain, offers Get Ready Zones for work preparation and Power Up/Power Down rituals, including soothing lighting and bedtime amenity kits.
Tom Marchant from Black Tomato suggests to focus on one aspect of wellness at a time for lasting transformation, appealing even to self-care skeptics.
Source: Hilton
Trend 2: Next- Level Nutrition on Trips
“More than two-thirds of global travellers say healthy food and beverage options are important to them during trips.”
Forward-thinking hospitality brands are embracing a holistic approach to wellness, emphasising the role of food as medicine. They're introducing microbiome-boosting menus and personalised supplement services to enhance guest well-being. Examples include Kimpton Blythswood Square in Glasgow, which offers iodine-rich seaweed capsules, kombucha, and CBD tinctures in minibars, and The Asa Maia in Bali, which provides functional foods and adaptogens. Initiatives like Goodwood's Gut Health Program, which customises menus based on guest test results, and Blue Zones-inspired diets promoting longevity, as seen at Kamalaya Koh Samui in Thailand, underscore the industry's commitment to holistic wellness.
Source: Kimpton Blythswood Square
Trend 3: Celestial endeavours
People are seeking out extraordinary experiences, with a surge in astronomy gatherings and seasonal festivals worldwide. Gen Zers are increasingly drawn to celebrating pagan calendar events like solstices.
Source: Vogue US
Vogue US highlighted "star bathing" as the next wellness craze, while destinations like India and New Zealand offer unique stargazing experiences. Hospitality brands are tapping into this trend, with resorts like Castle Hot Springs offering themed retreats based on astrology for improved mental health, while Hilton is organising themed retreats around Mercury Retrograde or synastry astrology in exotic locations.
Opportunity
Encourage the appreciation of downtime this year to connect with exhausted consumers. Offer simple joys, novel hobbies, and digital detoxes to counter the stress of productivity culture. Take inspiration from books like "Rest Easy" and the growing slow living movement.
If you’re curious in how you could apply these trends and how to future-proof your business for the wellness traveller of tomorrow please do get in touch