How millennials are disrupting the wellness travel market
Tourism represents just one of these wellness sectors; others are finance, education, environment, medicine and workplace wellness. But it is wellness tourism that is the “the fastest growing sector of the wellness economy,” pointed out GWS Chairman and CEO Susie Ellis in her opening remarks.
From a wellness travel perspective and when it comes to spas specifically, they pointed out that Millennials do not want to hear about “fluffy robes”; instead, they want images of experiences where they could see themselves transported. Think “photos of Balinese yoga pavilions,” says Brue or “slide shows of stand-up paddle board yoga, pretty much anywhere.”
Because Millennials already have their at-home “wellness tool kits,” which include access to wellness influencers and fitness experts, their mental attitude is “I don’t need a spa to fix me” says Gelula.
We live in the era of the influencer and we see the power of the influencer eclipsing the power of established brands.
Some of the things mentioned that these wellness-savvy travellers want in addition to their own fitness and wellness leaders are activities such as guided meditation with spiritual leaders, forest bathing in remote locales, and generally unique experiences.
What the Millennial woman wants…
What she already has at home: She’s expecting top fitness talent and healthy “clean” food.
An experience that she can’t get at home: Experiences in nature and opportunities to unplug with things such as challenging hikes and hot springs.
Properties to take her wellness to a new and deeper place with immersive and unique experiences.