Survey shows record number of travel agents expect growth in wellness travel
Spafinder Wellness 365 has released part one of its annual State of Wellness Travel Report, revealing that the highest percentage of travel agents in the survey’s eight-year history expect growth in wellness travel for the current year (2015).
Survey findings show the wellness travel sector is expanding in directions beyond luxury spas and in more far-flung global regions.
The annual survey of North American and European agents also revealed that, for the first time, Asia ranked as the fastest-growing global wellness travel destination, and that Thailand and Costa Rica topped the list of many countries agents identified as getting “hotter.”
“The survey confirms what we have recognised for several years,” said Spafinder Wellness COO John Bevan. “Growth in wellness travel is outpacing traditional travel as people recognise the importance of healthier options. The hospitality and travel industries need to pay attention to the fact that this is a travel sector that will continue to grow and cannot be ignored.”
Agents were also asked how awareness of the wellness travel category changed in the last year, and the results show the category is on more people’s radar, on every front. Between 71-80 per cent of agents report significant annual growth in awareness with consumers, travel agents, the tourism industry and hospitality industry.
Agents rated how important 16 different property wellness “elements” were for their average client, and every component, from healthy cuisine to outdoor adventure programming to alternative medical services, rated as “important,” scoring at least a 5.9 out of 10.
About half of agents reported that 20 per cent or less of the wellness-focused travel they book is primarily spa-focused. Just one in five agents said that more than 50 per cent of the wellness travel booked is primarily focused on spa experiences.
83 per cent of agents agreed that consumers are willing to pay a premium for wellness travel or access to healthy products and services while travelling. Meanwhile, 79 per cent of respondents reported that demand for healthier business meetings (i.e. with healthy food, fitness and spa experiences) is a growing trend.
“It is clear that health-conscious consumers are becoming more sophisticated about their wellness-related needs while travelling,” said Mia Kyricos, chief brand officer of Spafinder Wellness. “Today, wellness travel reaches far beyond traditional spa experiences, and the survey reveals a savvy new traveller: one that demands an extremely wide range of healthier experiences, from check in to check out.”
Among all global regions, Asia saw the biggest growth in wellness travel bookings in the last year, and within that region, Thailand ranked first, followed by Bali/Indonesia and India.
In the Americas, Costa Rica was the overwhelming leader, followed by the Caribbean Islands, Nicaragua and Brazil.
In Europe, Hungary, Croatia, Turkey, Italy and Greece were standouts, while across the Middle East/Africa, the top popularity gainers were Israel, Dubai and Morocco.
A second report looking at how traveler demographics influence wellness travel choices is forthcoming, and in early 2016, Spafinder Wellness will release its second Global Wellness Travel Guide.
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