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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)
Wellness Tourism What is it?
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.
Wellness Tourism What is it?
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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Wellness Tourists Who are they?
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 Tourists Who are they?
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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Wellness Tourists Who are they?
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
Source: Global Wellness Institute
$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
Source: Global Wellness Institute
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
186.5 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
193.9 million wellness trips
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.
186.5 million 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