Travel Trends 2024 Report (Part 5): Wellness Wealth

In this series of articles, I speak to a wide range of travel professionals, experts and luxury brands to learn more about the future of travel in the coming year and beyond. In Part 1, I wrote about finding the real deal and how technology can enhance the travel experience. For part two, I talked about the growth of people who want to capture special moments through travel experiences with Black Tomato. In part three, I discuss the rise of sustainable architecture , the return of premium hotel design , and the best findings from sleep science . In part four, Casinove+Lloyd x Globetrender reveal the top seven travel trends for 2024. Today in Part Five, I talk to wellness professionals about the growing demand for immersive wellness experiences while traveling.

Immersive health

Since the pandemic, many people's attitudes towards health have changed, and health has become a central theme in many people's lives rather than an afterthought. The result is that many of us are taking a deeper look at preventive care and taking a 360-degree view of the whole practice rather than a cursory glance.

Bruce McCullin, vice president of Albany Bahamas, the leading luxury wellness resort community in the Bahamas, agrees: “Wellness has become more prevalent and integral to people's lives than ever thanks to COVID. people. While accommodating work schedules was once a secondary concern, now with the advent of remote work, we see health becoming a priority. Longevity is also a big goal, people want to stay fit and healthy for a long time. "Rather than targeting a specific generation, we have a wide range of facilities and activities that allow all ages and fitness levels to participate."

He continues: "At Albany, health is about movement and science. Our approach is much more than just going for a massage and focuses on a complete diagnostic program, checking vitamin and nutrient levels through blood tests. Our treatments - medical injections - are becoming more and more popular. and we've seen a trend among guests seeking science-based treatments like ozone therapy that actually show results in improving their immunity, energy, and stamina. “It's one of those long-term treatments.”…and will include treating damaged or worn-out joints. Another popular treatments include ice baths and cold pools, as well as infrared light, saunas, and therapeutic massage, which have multiple benefits, including reducing inflammation and stress, improving sleep, and boosting metabolism.

A nature-centered wellness community just outside of Atlanta, Serenbe is a pioneering retreat that has long been a leader in immersive experiences. Set on 1,000 hectares (70% of which is preserved as green space), it has a 29-room lodge, a 25-hectare organic farm and miles of forest trails.

Jorne Nygren, Chief Operating Officer and CEO of Serenbe, explained the company's ethos: "There is a huge shift in our cultural mindset right now towards holistic health. People don't just want to travel to experience wellness, they want to. We've been in this business for almost 20 years. standard-setting Serenbe is based on the principles of biophilia, and the key to well-being is a deep connection with nature.

He added: “Our vision of wellness is not limited to the spa. Instead, Serenbe's thoughtfully designed community is designed to support wellness in all areas of life. From locally grown produce on our organic farms to a conservation model that protects nature while providing growth opportunities – we take a holistic view of well-being.”

Gurney predicts that "nature therapy" will take over the wellness space in 2024, and says that nature-based wellness activities such as guided meditation, labyrinth walks and equine therapy will be more popular than ever. "Consumers are also willing to travel for these kinds of experiences, and we expect bio-health trips (or nature immersion trips) to become a major focus for consumers in the future," he said.

Meanwhile, PoB Hotels ' Annual Trends Report 2024, 'Growing Luxury' reveals more about the changing landscape of the UK travel and luxury market, including how luxury and rejuvenation are now key elements of UK holidays. More than half of the 3,100 travelers said healthcare facilities influence their hotel choice.

"Physical and mental health has become an important part of the luxury travel market in recent years," the report said. "Health is the new wealth" is an increasingly popular slogan, as the wealthy place greater emphasis on well-being. One aspect of this is slow travel, where travelers drive more slowly and travel in fewer directions, but in a more satisfying way. "Two-thirds of passengers are interested in it."

The PoB (which stands for Pride of Britain) report also states: "Overall, half of respondents said wellness features were important to them when booking a hotel, and higher-end hotels rated wellness as a key aspect of their business."

Meanwhile, Transformational Retreats, curators of the Harvest chain , revealed that they are seeing an increase in conscious consumers seeking more meaningful experiences when they travel to "embrace personal growth and purposeful exploration".

Harvest Series provides a platform for personal transformation and has been working with the world's top healthcare professionals for over six years. This year, for example, he Dr. Presented by Gabor Met, it focuses on personal growth and deep connection and is designed to help participants improve their confidence, well-being and relationships with others. In May 2024, Dr. Six Senses is presented by Mark Hyman in Kaplanka, Türkiye. Participants will immerse themselves in the world of functional medicine and learn to live longer and healthier.

"2024 will see a shift to travel for personal development as people look to improve their overall well-being," said Manon Seale, CEO of Harvest Series. "Transformation retreats are growing in popularity because people are now looking for more than just a yoga retreat. In today's world, people are increasingly aware that our bodies are intrinsically, so they want holistic experiences that encompass not only physical well-being, but also spiritual and emotional development. Our minds and we need the same care."

She continues, "Transformative retreats can offer a journey of self-discovery, pushing boundaries, and connecting with a larger sense of purpose. They often provide the perfect combination of renewal, reflection, and an opportunity to redefine life. When they, they are valuable in terms of space. and guidance. "It can provide opportunities for people to stop and ask important questions about lifestyle and life choices."

Health expert Charlotte Guinolin, spa director at the Four Seasons Collection Megve, expects a slightly different approach to health. "The next generation of health is being led by women," she says, adding that "the spa has become a meeting place, a meeting place, and a place to share life experiences (covering topics such as issues, fertility, motherhood, menopause, and childbirth)." "And more than that. Conversations that were previously silenced are now being spoken and offer powerful benefits to support women through diverse and challenging life events."

Finally, The Aerial , a private wellness island in the British Virgin Islands and the first of its kind in the region, "was created with the goal of enabling guests to experience profound wellness," says founder and CEO Brittany Turner. "Aerial, BVI was created as a truly therapeutic experience to allow visitors to live with purpose and intention," he says. “The only all-inclusive resort in the British Virgin Islands, The Aerial, BVI offers a unique experience that combines the healing properties of nature with nourishing cuisine and engaging wellness activities to encourage our mindset for personal growth and reform. .. Curry Challenges The Live Show.The Air app encourages travelers in the BVI to travel mindfully to live purposefully, align their life pillars, and become an unstoppable force for good.

"Visitors are therefore often affected by the pressures of everyday life, which can vary greatly from person to person." Sometimes it's a family obligation; or perhaps it could be professional expectations; sometimes it's a deep feeling. insecurity and other times it's not just stress. Ariel, located in the British Virgin Islands, was not created to avoid these fears, but to recognize them and find a way to achieve the goal. By embracing nature and activating mindful practices discovered through deep wellness activities. , Aerial helps BVI residents recover, focus and apply what they've learned to live richer and more purposeful lives.

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