Hotel Marketers Should Capitalize on Wellness Travel Trends
A growing share of travelers today care about health, and we’re not just talking about spas and massages. Wellness travel is capturing a larger and larger market share, with a projected growth from $7.93 billion in 2023 to as much as $1.84 trillion in 2032. These numbers suggest that the care and attention that travelers lavish on themselves day-to-day doesn’t fly out the window when PTO begins. Quite the opposite: Health and Wellness has become a part of the experience, not a chore. Find ways to surface your offerings in campaigns, and you can capture a larger share of that growth when guests choose your hotel.
What’s Trending in Travel & Wellness
This year’s customer surveys reveal interesting trends in what guests seek in amenities and packages. Conde Nast Traveler cites several emerging shifts in what guests seek out, and why, which are echoed in other interviews with global hotel leaders. We’ve selected a few worth exploring here.
Great sleep: It feels fundamental for a business that offers, most of all, a comfortable bed to sleep in. Nonetheless, it can be hard to get a good night’s sleep in a place that isn’t your own. Hotels are embracing everything from extra services to technologies dedicated to enhancing sleep. “Every hotel room should be a sleep room,” says Lynn Curry, principal at Curry Spa Consulting. It makes sense: personal devices like smartwatches can lead to obsessive sleep tracking, and another thing to hold against a hotel. From mindfulness sessions to high-tech sleep analysis to old-fashioned essential oils and sleep masks, hotels are promising a restful, relaxing stay. Which, for luxury hotel guests with stressful careers, may be the ultimate escape.
Fitness experiences: Many people travel for a break from their daily routine. But a growing number seek out physical activity as part of the experience. It’s not a chore, it’s part of the fun. Adventure sports, surf lessons, golf clinics, and ski excursions fit naturally in the surroundings of a destination hotel. Personal trainers and even pickleball courts help guests feel energized, boost energy, and power their day. An Accor report notes a 50% growth in searches for “workout holiday” terms, showing that today’s wellness travelers want to move as much as they want to relax.
Spas offering more than massage: Amenities like hydrotherapy circuits expand the sauna experience to include saltwater flotation and multisensory showers. Curry notes that these offerings expand time spent in a spa from a one-hour massage to a lingering visit for relaxation or invigoration, without need for staffing. Further, hotels are finding success with extended spa hours as people seek to wind down their day in a hot tub rather than at dinner.
Wrap your experience in wellness: Guests today are increasingly seeking to emerge from travel refreshed and energized. Position not only your wellness offerings, but your entire guest experience in these terms, ranging from the local and organic food on your menus to the benefits of the surrounding region. This could mean cultural enrichment, tranquility and quiet, or physical performance. How will you articulate this to your guests?
Don’t Let Wellness Take a Backseat in Your Hotel’s Marketing
As a central concern of potential guests, your hotel should clearly articulate how the guest experience supports the whole guest.
- Review your website content. Ensure that spa amenities and other services are easy to find and clearly structured. Don’t be afraid to describe them in detail.
- Talk to your agency about paid campaigns. Carve out a segment of budget and audience for creative that entices bookings for wellness-minded travelers.
- Think about expanding wellness offerings. You may not be on a coast or golf course, but you could organize a running club or cycling excursions. Local practitioners may be available to provide on-site specialty services, like acupuncture or sunrise yoga. Get creative!
- Review your organic strategy. Create stories that help visitors imagine their own stay.
- Look for everyday moments where you excel at providing a comfortable, restful experience. Consider content and messages that introduce these small touches, which reinforce all the ways you care for the well-being of your guests.
Your guests expect more than a place to sleep. If you’re ready to rise to the challenge, we can help you reach wellness-conscious travelers and grow revenue from this segment. Contact us to start the conversation.